Managing Changes and Issues in Corporate Strategy: A Case Study of British Airways

CORPORATE STRATEGY
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Table of Contents
INTRODUCTION...........................................................................................................................3
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Corporate strategy is considered as a hierarchically the highest strategic plan of entity, that
describes firm objectives as well as explain the ways of attainment into strategic management.
This encompasses an entity’s business actions with intent to attain their goals while
accomplishing the competitive advantage. Through this study, scholar wants to create awareness
with regards to corporate strategy and that is why, also determine the how the changes creates
positive or negative impact upon business. This report is based on British Airways which is a
flag carrier airline of UK. Its headquarters is in London, England as well as it is also known to be
the second largest airline within UK as per fleet size and passenger carried. The main aim of this
report is to analyses the issues related to changes which is performed by undertaken company.
The study will describe the changes and issue that affect the business in positive manner or not
and then to implement the same, there is a need to use the theories and model which in turn leads
to manage the entire work in better manner.
Changes and issues:
In organisation, the change is regarded as the process of growth, decline and transformation
within it. Moreover, this changes impact the firm. As the well known organisation British
Airways perform some changes into their operations due to which they has to face some issues
(Johansen and Plenborg, 2018). The British Airways is known as the leading and largest airline
within United Kingdom as performs merger with four different organisations that are BEA,
BOAC, Northeast Airlines and Cambrian Airlines. As it is analysed that accepting changes and
implement the same are a success factor for a business and that is why, British Airways is also
looking for a changes.
So, this was considered as the restructures of whole organisation. They developed a
business along with 205 Aircraft which is supported through 50,000 staff. The level of staffing
was even observed as precariously oversized as well as on the top of it, the crises of oil reduced
the airline’s consumer base that n tandem with their large employees, outcomes into massive
monetary losses. Also, the respective change lead them towards overstaffing as well as cultural
differences among staff, its image was develops as a worst customer service provider into sector,
losing money at alarming rate (Cardoni, Kiseleva and Lombardi, 2020). Therefore, the change is
necessary. But company do not know this changes may lead to affect the entire system into
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