Impact of Covid-19 Pandemic on British Airways

Research Report

Table of Contents
Topic –..................................................................................................................................................3
INTRODUCTION................................................................................................................................3
Background of BA...........................................................................................................................3
Trends of the airline retail industry...............................................................................................3
Methodology....................................................................................................................................5
SWOT...............................................................................................................................................6
PESTLE............................................................................................................................................7
Primary Data Analysis....................................................................................................................9
Recommendation..............................................................................................................................14
Conclusion.........................................................................................................................................15
References........................................................................................................................................16
Appendix............................................................................................................................................17

Topic – Impact of Covid -19 Pandemic on British Airways
INTRODUCTION
The retail refers to selling goods or services to customers through different
modes of channels. There are various retail trends that include sustainability,
profitability, innovation, etc. In modern era, airline industry is growing at rapid speed
that plays an important role in economic growth & development. For present report
BA is chosen. The selected sector in current report is airline industry, and the main
issue the research is looking for the airline industry is Covid-19 pandemic and how it
affected the financial viability of British Airways.
Background of BA
British Airways was formed with merger of two reputed firms BOAC and BEA
in 1974. British Airways is largest airline in the UK and is one of top airlines in the
world. British Airways has more than 300 aircrafts and flights to 70 international
destinations. Vision of firm is to become world's most responsible airline. Mission of
British airways is as follows “to ensure our customer fly confident that, together, we
are acting responsibly to take care of the word we live in”. Additionally, it aims to
established new standards for customer’s service innovation. BA has strategy of
providing stable employment, building connection with clients, reducing effect on
environment & community investment. Its financial structure has become strong by
getting listing on the stock exchange. The recent pandemic of Covid -19, however,
affected its operations and financial viability.
Trends of the airline retail industry
The three common trends for any airline business are sustainability, innovation and
Covid -19 pandemic in the present times. However, the research main focus is global
pandemic and its effect on BA.
Sustainability: environment/social/economic
Sustainability is the considered as the meeting the own requirements without any
compromising the need of the future generation to satisfy their own need. For the
sustainable development, there are three pillars are involved in this such as

environmental, social and economical sustainability. These entire pillars are helpful
to maintain the sustainability development. Aviation industry mainly concerned about
the carbon emissions and determined to obtain the zero CO2 emissions by the 2050.
In 2020, British Airways is the one in the UK airlines which announced that it would
be offset of carbon emissions on their domestic flights (Abu-Rayash and Dincer,
2020). In January 2020, British. Airways started offsetting carbon emissions for the
customers flying on 75 flights a day around the UK and also investing in carbon
reduction in projects all around the world. Company mainly reviewing the reducing
the carriage of the additional fuel on their flights to mainatin the limit which can affect
the environment.
Innovation
Innovation refers as ideas which come from the innovative thinking and then
transformed into the specific reality. In term of business, it is like a products, process,
concept and combination that mainly obtained in the marketplace & produce the new
revenue & growth for the development of the organisation. Innovative thinking is
helpful to generate a new idea which can help in the formation of business.
Technologies are taking more wider place in context of success of organisation.
Advanced technologies and digital solutions improve the efficiency, sustainability
helpful to provide the good customer experience and maintain the value of the British
Airways. Organization adopt specific innovative and launch the emission free and
driverless baggages vehicles which can useful to speed up the transportation and
other remote monitoring vehicles that mainly utilised the 100 % renewable electricity
& also helpful bro save the 7400 tonnes of the CO2 per year. Organization also
considered artificial intelligence in various areas in their branches to make sure that
flights mainly depart on time with safety concern (Chamola and et. al., 2020).
Covid -19
Covid-19 pandemic first reported in China, December 2019 and as per the current
scenario, April, 2021, more than 141 million cases of this pandemic occur globally.
This pandemic become the global issue because it providing negative impact on the
health, life, employment and business. Covid 19 affected the whole market of the
aviation industry and people stop travelling and mainatin social distancing to safe
themselves from the worst Impact of this pandemic. British Airways also affected the