Information management - Assignment

Running head: INFORMATION MANAGEMENT
Information management
Name of student
Name of University
Author note

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INFORMATION MANAGEMENT
Table of contents
Introduction................................................................................................................................2
Use of CRM system for managing customer knowledge and attaining competitive advantage2
Impact of eBusiness strategy on business effectiveness............................................................5
Evaluation of frameworks required to analyse the business environment of British Airways. .7
PESTLE framework...............................................................................................................7
Impact of knowledge management strategy on the organisational efficiency.........................10
Knowledge management: a tool for resolving crisis............................................................10
Knowledge management: A perspective towards strategic planning..................................10
Knowledge management: a tool for improving customer experience.................................11
Conclusion................................................................................................................................11
References................................................................................................................................12

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INFORMATION MANAGEMENT
Introduction
The report is prepared to discuss about the various ways and approaches for managing
information for the chosen case organisation named British Airways. The company is the flag
carrier and also one of the largest airlines in United Kingdom in terms of size of fleet and also
in terms of passengers carried. The report will illustrate about the various approaches
undertaken by the organisation to use a CRM system for managing the customer related data
and information along with the implementation of eBusiness strategy for achieving the
expected business performance. The topic will also include the relevant frameworks and
models needed to analyse the business environment of British Airways and also create scopes
for implementing an effective knowledge management strategy to enhance the business
functioning, attract more clients, generate higher business revenue and attain competitive
advantage in business as well.
Use of CRM system for managing customer knowledge and attaining competitive
advantage
Being one of the most popular and established brands within the airlines industry,
British Airways aims to manage customer knowledge and information not only for the
purpose of gaining competitive advantage, but also for ensuring that the customer gain proper
trust and loyalty on the business. According to Girchenko, Ovsiannikova and Girchenko
(2017), the clients will remain informed about the organization’s products and services,
which can drive their buying behaviours and allow them to make purchases consistently. To
manage customer knowledge and information based on which, customer loyalty has been
maintained, the airlines company aims to manage extended utilisation of the Customer
relationship management or CRM system (Girchenko, Ovsiannikova and Girchenko 2017).
This may assist the company in improving the knowledge acquisition and management of

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INFORMATION MANAGEMENT
information furthermore to attain a competitive edge over its competitors, furthermore
generate higher business revenue. Based on the vision and mission statement, it is to be
believed that the CRM is critical to the success of the organisation in terms of managing the
differentiation of products and services from other companies and create convenience for the
clients to access the products and services quite easily (Galliers and Leidner 2014).
British Airways’ main activities include managing commercial passenger transport
and managing domestic, national and transnational flights as well (Britishairways.com 2018).
The extensive and great quality services have helped in maintaining a positive brand name
and image and with the promotions and advertising strategies, the company has gained
further brand exposure, which allows for attracting more clients and deliver services
according to their needs and preferences (Campbell, Jardine and McGlynn 2016). As stated
by Pedron et al. (2016), the operating costs are though considered and availability of landing
slots, because based on that, the prices are set for the services provided to the passengers who
want to move from one place to another. British Airways wants to save a lot of operating
costs and manage external investments or spending for influencing changes to the CRM
environment and at the same time, add more some functional features required to enhance the
business efficiency (Pedron et al. 2016). The use of Teradata CRM, also known as the TCRM
application should bring efficiency by managing the marketing related communications and
maintain a strong global customer base. The marketing group is linked with the business
departments and has worked in coordination, as an unit, to use the TCRM system for
conducting various marketing campaigns, which should result in making the operations
fragmented, furthermore improve the potential of communication process managed with the
clients and influence their buying behaviours too (Soomro, Shah and Ahmed 2016).
Being an industry leader with over 45000 employees and operations managed in over
100 countries all over the world, British Airways assists more than 40 million passengers