This article discusses the impact of the COVID-19 pandemic on British Airways, specifically focusing on the airline's workforce and the need for job cuts. The coverage is objective and highlights the challenges faced by the organization due to the crisis.
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1 Dynamic Aviation Environment Toolkit AChosen organisation Choose one airline/airport affected by the crisis and provide a brief justification for your choice. Your focus throughout the assignment will be on the organisation chosen so make sure you can access information related to it. If you choose an airport, be aware that financial information may be more difficult to access and this may alter the approach required in Task E. Your justification should be brief and should focus more on the organisation’s relevancetothediplomaticcrisisunderconsiderationratherthanavailabilityof information (100 words max.). British Airways, it is known as one of the leading flag carrier airline within United Kingdom. Respective firm was developed in year 1974 as well as having headquarters is in London, England. Moreover, this is also considered to be the second largest UK base carriers according to its size of fleet as well as the passengers they carried beside easy jet. In addition to this, respective entity that operates in airline industry was established after a Board of Britishwasincorporatedbytheirgovernmentforadministeringtwo nationalized development of airlines that are British European Airways as well as the other is British Overseas Airways corporations. Along with this, they perform their operation worldwide into diverse number of country as well as there are around above 50, 60 staff who working in order to run business effectively and efficiently. At present time, respective business is impacted through COVID-19 pandemic issue as because of this issues the whole world have to face the situation of lockdown as well as its functioning get impacted adversely in respect of sales minimisation as well profit. BCurrent trends in aviation Based on the given data sets, determine the nature of current trends in the aviation sector. You have three sets of data to consider, each represented by a table. These are given below: Table 1: Passenger numbers (by year) in key airports across the Middle East
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2 201620172018 Dubai (DXB)83,654,25088,242,09989,149,387 Hamad (DOH)37,322,84335,867,75235,400,000 King Abdulaziz (JED)31,322,84333,917,28241,200,000 Abu Dhabi (AUH)24,482,11923,760,56122,010,866 Riyadh (RUH)23,400,00025,038,00026,772,525 (Source: ACI) Table 2: Traffic results for key airlines in Middle East, 2018 RPKs (m)% changeASKs (m)% changeLF (%)Pax (m)% change Emirates299,9672.7390,5823.676.858.60.2 Qatar154,0805.5231,09413.567.029.51.0 Etihad84,269-6.7110,300-4.176.417.8-4.3 Saudia68,5008.4102,0008.067.234.08.3 Oman25,03314.031,6567.779.19.510.6 (Source: Airline Business) Table 3: Airline industry profitability and traffic, by region, 2018-20 201820192020 (Forecast) Africa Netpost-taxprofit($ bn) -0.1-0.3-2.0 - Per passenger ($)-1.09-2.67-42.02 RPK growth (%)8.0%4.5%-58.5% ASK growth (%)7.5%4.2%-50.4% Asia-Pacific Netpost-taxprofit($ bn) 6.14.9-29.0 - Per passenger ($)3.742.92-30.09 RPK growth (%)7.0%4.8%-53.8% ASK growth (%)6.8%4.5%-39.2% Middle East Netpost-taxprofit($ bn) -1.5-1.5-4.8 - Per passenger ($)-6.69-6.75-37.03 RPK growth (%)7.0%2.3%-56.1% ASK growth (%)4.9%0.1%-46.1% Latin America Netpost-taxprofit($ bn) -0.8-0.7-4.0 - Per passenger ($)-2.78-2.24-27.83 RPK growth (%)8.0%4.1%-57.4% ASK growth (%)7.5%3.0%-43.3% N America Netpost-taxprofit($ bn) 14.517.4-23.1
3 - Per passenger ($)14.6616.95-38.95 RPK growth (%)3.5%3.9%-52.6% ASK growth (%)3.4%2.9%-35.2% Europe Netpost-taxprofit($ bn) 9.16.5-21.5 - Per passenger ($)7.945.42-34.39 RPK growth (%)6.0%4.3%-56.4% ASK growth (%)5.5%3.6%-42.9% (Source: IATA) Note:% changerepresents the change between the figures for the year shown and the ones for the year previously, expressed as a percentage of the previous year’s figure. Higher values represent stronger growth; negative values show a decline. So, e.g. in Table 2, the % change in the RPK figure for Emirates is given as 2.7%.This means that RPKs grew between 2017 and 2018 by 2.7%. In Table 3, RPK growth for the Middle East in 2018 was 7.0%. This tells us that that across the region, RPKs grew by this amount between 2017 and 2018. Consider each set of data and comment on the trends depicted (250 words max.) As per the above data, this has been determined that, in year 2017 there is development as well as enhancement into passenger number Within Dubai in comparison to previous year. While in 2016, the number of traveller are around 83, 654 and in 2017 it is about 88, 242, 099. Along with this, in year 2019, it is also identified that there is maximisation into passengers’ number which is 89, 149, 387. Likewise, within KingAbruzzi as well as Riyadh, passengers’ number is enhanced in comparison to its last years that are 2016, 2017 & 2018. But, this may be also determined that into Hamad and Abu Dubai, the traveller numbers get minimised in comparison to year 2016 & 2017 as well as also less in 2018. As per the table 2, this may be determined that within Middle East the percentage of Emirates RPKs is developed by 2.7% in year 2018 then 2017. Moreover, the ASK percentage is maximised by 3.6%. Likewise into Qatar, Oman and Saudi, the RPKSs as well as ASKs percentages has been increased by 5.5, 8.4,14, 13.5 and 7.7% consequently. Whereas Within Etihad, percentage of RPKs is decreased that is -6.7 as well as ASKs is - 4.1. Based upon the Table 3, This has been also determined that in African region, both ASKs as well as RPKs development percentage is around 8& 4.5% and 7.5 & 4.2% consequently as well as within year 2020, the anticipation of them is about 57.5% as well as -50.4% accordingly.LikewiseintoAsiaPacificregion,northAmericamayhavinggreater percentage in context of ASKs and RPKs while into Middle East , Latin America as well as Europe, the ASKs and RPKs percentages get reduced.
4 CDefinitional analysis Carry out a definitional analysis of the term ‘geopolitical’ using 3 appropriate sources. (The maximum number of words for Task C is 250.) Firstly, find 3 appropriate sources to carry out this analysis.Present the details of each sourceaccordingtoUCBreferencingguidelines.(Remember,theguidelinesvary depending on the nature of the source.) Secondly, complete the table below to show 3 definitions of ‘geopolitical’ (one from each source) and some key points relating to the term. Author (year)DefinitionKey points Boyd, 2017 Geopolitics is considered as an evaluation of geographic affectsuponthepower relationswithinglobal relationships.Moreover, thetermGeopoliticswas developedbyPolitical scientistsofSwedish named as Rudolf Kjellen in 20thcenturyaswellas their application spread all over Europe into the period within World war 1stas well as second and came into forceinternationallyused duringLatter.Within contemporarydiscourage, RudolfKjellenhavebeen broadly employed due to a lossessynonymfor worldwide politics. Geopolitics is regarded as thedeterminationof geographical impact which isconfrontedthrough entity. Additionally, this is alsoidentifiedas maximisingunderstanding associatedwithmitigating risk of geopolitical that is beingconfrontedthrough firm within various industry associated to aviation.
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5 Andreas Haggman, 2019The key for explanatory as well as understanding the risksofgeopoliticalis consideredtobethe holistic view of landscape risks.So,through identifyingperforming references with assistance ofseverallenseslike person, business resilience, cyberimage,investment andclimateaswellas environment-awhole spectrum of interconnected risksbecamevisible.In addition to this, Aviation is regarded to be the sector thatinherentlyexposed towards risk of geopolitical as this is very much visible. Alongwiththis,Aircraft crisscross,airportsand nationalairspaceare mainlygetstargeted through destructive as well as disruptive and air travel is undertaken as non-green options of travelling. Thishasbeenalso identifiedthatthe enhancing understanding is associated with geopolitical threatthatisbeing confrontedthroughentity withinvariousindustry associatedwithAviation and others which imposes adverseimpactupon entity. Diego Solis, 2015 Geopoliticalbasically focused upon the power of politicsthatislikedwith geographicspace. Moreover, Airlines are the agents of geopolitics power asithaspowerfor becomingbridgebetween key peripheries of world. Respectivegeopolitics prospects described as the complexitiesof geographical business that raisewithinAirline industry. Such as COVID-19 pandemic issues.
6 And finally, construct your own definition of ‘geopolitical’. Present this below: Geopolitical is defined as the aspects of geographical treats as well as risk that are tackle through entity industry such as Aviation and others. Impact of these difficulties firm’s business is effected is adverse way in respect of profit, sales as well as market shares. Such as COVID- 19 can be undertaken as one of the crucial problem due to which British airline business get impacted unfavourably as in corona virus, the situation of crisis occurs across whole world and also they have to be suffered from lockdown conditions as well as individuals did not able to travel due to which their revenue as well as sales get minimised that develop an adverse impact. In addition to this, the staff of various firm are also gets suffered from this unfavourably as they have to lose their jobs. DMedia Analysis Carry out a media analysis of the organisation using a range of suitable sourcesto determine how it has been affected by the crisis. The purpose of this analysis is to determine how your chosen organisation has been affected by the crisis according to the media selected.Findtwosources to use as the basis of the analysis.Find a range of source types as coverage will vary across different media. Important questions to ask yourself here include: Coverage–whatdoesthistellyouaboutthecrisisandtheorganisation concerned? Bias – is the coveragesubjective(opinion based) orobjective(factual)? How has the organisation been affected by the crisis? The overall word limit for this task is 600 words max. Firstly, complete the table below to determine the nature of the coverage of the organisation: Source & yearType of mediaHeadlineCoverageEvidenceof
7 bias? Newssite, 2020 ArticleCOVID- 19 crisisThe firm British Airway concentrates uponcutting downthejobs thatabout 12000 staff who basically concernupon air travel. British Airway is concentrates uponthecut down employment becauseof enhancing pandemic situation. Airlinesare consideredas oneofthe popularsector but because of thiscorona virusthis imposesdirect affectsupon profitability margin as well as sale of entity duringthis period. Moreover,the management respectivekind of business also cutoffthe employment of about12000 individualsas itsbusinessis notperforming wellat particular situation that is raise across the world consideredas lockdown. Newssite, 2020 ArticleAffect of crisis that is COVID- 19 British Airways, Abreakdown into trust TheBritish Airwayswas onceobserved asanational champion. Moreover,the
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8 airlinesymbol which concentrates uponBritish Airline strengths.At currentperiod, thefirm concentrates upontodeal and face corona virus for coping upwithall challengesthat arefaced throughthem becauseof COVID-19.In addition to this, therelations within entity as wellas government are broken as well as disputes with their staff. Also, there is not any questionwith respective such as other airline havebeenget influencedby lockdownas well as closure ofbrooders associated with pandemic. Moreover because of this issues,the wholeentity getimpacted adverselyin context of staff turnover minimisation intoconsume
9 base as well as reductionin profit. Secondly,explain how the organisation has been affected by the crisis? The crisis of COVID- 19 has impacted the whole business adversely. Moreover, the British Airways that is developed by global consolidated Airlines group. However, the entity seek forward for performing much flight upon fuel effectual as well as modern aircraft under taken their new A350s as well as A787 as. In addition to this, the air carrier firm also observed that their anticipated aircraft like A787s and A350s would aids them to accomplish net zero emission by the year of 2050. Additionally, the restructuring waves get activated through the outbreaks of virus and also this hit airline as well as industrial firms all over the world adversely. But, the continuous spread of COVID-19 AS WELL AS THE RESTRICTIONS Into subsequent travelling into across the world develop the changes into their plans as well as badly the aircraft would shortly be considered as their final resting areas. Also, because of this particular crisis, entity lay off their staff as well as also cuts off their various flights in number due to which their business get impacted adversely. Apart from this, the firm’s productivity get influenced in pessimistic term, their sales is reduced as well as also get impacted the revenues and base of consumers in unenthusiastic way.
10
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11 EPerformance of the organisation Analyse the performance of the organisation chosen over the last 3 years using figures relatingtocategoriessuchas:passengernumbers;flightmovements;customer satisfaction; revenue, costs and profitability. You will need to find figures relating to the organisation’s performance in the above categories.Financial information such as revenue, costs and profitability is easily obtained for airlines.Annual reports are the best place to look.Several airports, particularly those that are government owned will not necessarily publish financial results. If your chosen organisation is an airport, your focus is more likely to be on figures related to passenger numbers, flight movements and customer satisfaction. Your analysis in this task will be enhanced by the use of charts, tables and graphs. Better to create these yourself using Excel (or similar). This task should be completed within 750 words max. British Airways is the UK’s biggest international airline which is also leading globally. It has been growing from past three years with an employment of 42 thousand people across the world. It has increasing number of passengers with an average growth rate of 3% within three years. In 2017, the number of passengers was 45.2 million and in 2018, 46.8 million with an increase of 3.5% also, in 2019 it has seen a growth of 1.7% with 47.7 million passengers. It has growing number of aircrafts with 300 aircrafts in 2019 from 294 and 290 aircrafts in 2018 and 2017 respectively. The company is committed to provide better customer experience for which it has made investment amount of £6.5 billion in 2018 to reach this goal. It aims to improve and develop cost competitiveness, employee development, environmental sustainability, customer experience and safe with reliable operationswithcontinuedinvestmentstrategies.Ithasincreasedtotalrevenue generation of £13,290 by 2.5% with passenger revenue increased by £335 which is 2.9% from total revenue of £12,965 million in 2018. The company was growing at a good pace in last three years. However, in 2020 due to pandemic situational crisis across the world company got affected severely with shutdown of its operations during lockdown. In 2019 the company has operated large number of flights with offering more choices due to launch of new aircrafts with modern features. Last year has contributed majorly than any time in the decade in operational performance of the company despite outbreak of disruptions. It has been developing and enhancing operations efficiency for improving customer experience with the usage of advance technology. This has helped in enhancing customer satisfaction by providing world class customer services. Also, it contributes in the company’s new vision and purpose to “Connect Britain with the World”. Furthermore, it has started training for customer facing employees with “Passionate about Service” training programme. However, In 2019 company has seen downfall in the operating profit by 1.6 % with £1,921 from £1,952 in 2018. This is due to the inflation in the oil and gas prices leading from Qatar diplomatic crisis. Also, due to the disruptions by industrial pilots association and other strikes in Europe of aviation sector. This has resulted in cancellation of 4,521 flights over a period of seven days which has affected the profitability of the company. Although, the increase in revenue was due to improvement in the performance of load factors which resulted in 2 per cent increase in the passenger revenue and also due to strengthening of US dollar against Sterling in 2019. Furthermore, operating cost
12 has been increasing at 5 per cent average rate in the past three years. It is affected due to varied increase in the fuel prices by Qatar crisis. It led to increase by 10.6 per cent or £310 million to £3,237 million compared to £2,927 million in 2018. For this modern aircrafts were introduced which fuel efficient and technically upgraded are leading to increase customer satisfaction. In 2020, due to the outbreak of COVID-19 has impacted six months result significantly leading to devastating impact on the aviation sector globally. It has resulted in operating loss for the half year£1,900 million in 2020. Thus, the company is growingwithsignificantnumberswithincreasedmarginalchangesinpassenger’s number, number of flights, total revenue, profitability etc. It can be observed that punctuality of flights have also improved from past years. This has helped in increasing number of customer satisfaction from airline services. In addition to this it can be said that company is improving its operational and financial performances with undertaking various new measures from last three years. This has led to increase performance of the organisation effectively and efficiently in several areas. It has helped the company to increase number of passengers and revenue leading to increase in overall growth. This can be observed with increase in number of aircrafts with latest features such as availability of Wi-Fi across the fleet and resulted in driving customer loyalty. With new inflight dining experience with revamped menu across all cabins in 2019.
13 FResponse of the organisation to the crisis F.Determine the effectiveness of the organisation in response to the Qatar diplomatic crisis. In this task, you are determining how effectively the organisation responded to the crisis. You should draw upon the findings of the above tasks as these will provide evidence for your conclusions. Organisations respond differently to events from the wider (macro) environment and you should provide detail of the approaches taken.E.g. changes may have been made to operations (e.g. routes and schedules); greater emphasis may have been placed on cargo; marketing strategies may have been adapted. Finish by offering a judgement on how successful the measures taken were in dealing with crisis.Complete this task within 500 words max. British Airways has dealt with the Qatar diplomatic crisis in a vigorous manner. Due to the boycott of Saudi Arabia and other neighbour countries with Qatar various ramifications were faced by the UK. This crisis has led to the rise in fuel and oil & gas prices which resulted in a big problem for the airway sector. The country has faced disruptions in transportation of imported goods especially in the supply of fuel and gas. The sector was harshly affected due to cut down of various flights and routes with the change in cargo strategies. This wider macro environment threat has impacted British airlines leading to changes in operations and marketing strategies. The company focused on changing its operations by introducing new routes and changes schedule timing to serve customers effectively. This has led to fluctuations in the aviation industry affecting majorly air traffics and travelling to and from flights of Qatar. British airways and Qatar airways have close relations representing as partners in the One World alliance with sharing codes on certain flights. Doha is one of the most travelled destination with 20 per cent stake belonging to gulf regions for which alternative options were provided to all booked customers robustly. Furthermore, company changes its cargo freight to combat various challenges of the crisis in transportation of goods. Transportation of goods from and to Qatar was disrupted leading to changes in the routes of flights. Company has introduced various measures to ensure crisis situation will not hamper the operation of flights and journeys running smoothly. For this it implemented various ground level operations strategies and cargo measures to maintain and achieve customers and their experience with the airline. Due to this diplomatic crisis company take control of the situation in a healthy manner. It focuses
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14 on ensuring arrival and departure of baggage and reclaiming them in a good condition by the customers. Time taken by flights to reach destination in Arab nations or gulf regions has increased leading to expensive flights. This has led to major problem forcing both airlines to change its flight paths and schedule timing. Consequently, it has led to increase in the fuel prices which have affected airlines and customers annoyingly. This inflation has direct impact on the overall economy of the country. It poses a great threat which impacts trade and business of UK due to its dependence on imports of oil and gas from Qatar nation. British Airways has implanted several measures for changing routes path and destination between Qatar and UK airports such as rebooking of flights and refund options. Qatar Airways is a hub airline which connects Asia and Europe countries with central airport of Qatar, Doha. It frames new marketing strategies which helped customers to use new services and receiving key changes information by the airline such as changes in the time and schedule of major flights, cargo freight prices and their availability. Thus, company has taken stringent measures for ensuring customers are not affected due to Qatar crisis. It has taken various actions whichhave helped the company in maintaining its position worldwide for great experience in serving customers.
15 References Provide a list of references of the sources used throughout this toolkit according to UCB standards. Blasch, E.,Ravela,S.andAved,A.eds.,2020.Handbookofdynamicdatadriven applications systems. Springer. Boyd, D.D., 2020. A review of general aviation safety (1984–2017).Aerospace medicine and human performance,88(7), pp.657-664. Cui, Q. and Li, Y., 2020. Airline efficiency measures using a Dynamic Epsilon-Based Measure model.Transportation Research Part A: Policy and Practice,100, pp.121- 134. Fernandes, A.A.R., 2020. Moderating effects orientation and innovation strategy on the effect of uncertainty on the performance of business environment.International Journal of Law and Management. Fernandes, A.S. and Feiner, S.K., 2020, March. Combating VR sickness through subtle dynamic field-of-view modification. In2016 IEEE Symposium on 3D User Interfaces (3DUI)(pp. 201-210). IEEE. Gambhir, S. and Kathuria, M., 2020, March. DWBAN: Dynamic priority based WBAN architecture for healthcare system. In20163rdInternationalConferenceon Computing for Sustainable Global Development (INDIACom)(pp. 3380-3386). IEEE. Stearman, E.J. and Durso, F.T., 2020. Vigilance in a dynamic environment.Journal of experimental psychology: applied,22(1), p.107. WANG, Y.G., LI, M. and LIU, K.K., 2020. A system dynamics approach to modeling the maintenanceworkers'habitualviolationsinthecivilaviationservice practice.Journal of Safety and Environment, (1), p.43. Online BritishAirwaysPLC.2020.[Online].AvailableThrough:< https://www.referenceforbusiness.com/history2/81/British-Airways-PLC.html>. Geopolitics. 2020. [online]. Available Through: <https://www.britannica.com/topic/geopolitics>. Four key geopolitical risks likely to affect aviation industry this year. 2019. [Online]. Available Through:<https://www.willistowerswatson.com/en-CZ/Insights/2019/03/4-key- geopolitical-risks-likely-to-affect-aviation-industry-this-year >. AirlinesasGeopoliticalAgentsofPower.2015.[Online].AvailableThrough:< https://moderndiplomacy.eu/2015/08/13/airlines-as-geopolitical-agents-of-power/>. Covid-19 crisis: British Airways to cut 12,000 jobs amid grounded air travel.2020. [Online]. AvailableThrough:< https://travel.economictimes.indiatimes.com/news/aviation/international/covid-19-crisis- british-airways-to-cut-12000-jobs-amid-grounded-air-travel/75448906>. BritishAirways:Abreakdownintrust?.2020.[Online].AvailableThrough: <https://www.bbc.com/news/business-53023563>. Corona virus Impact: British Airways retires entire fleet of Boeing Jumbo Jets with immediate effect. 2020. [Online]. Available Through: <https://english.jagran.com/world/coronavirus- impact-british-airways-retires-entire-fleet-of-boeing-jumbo-jets-with-immediate-effect- 10014074>.