Strategic Management Analysis

Running head: STRATEGIC MANAGEMENT ANALYSIS
STRATEGIC MANAGEMENT ANALYSIS
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT ANALYSIS
Executive Summary
The report has presented a thorough study of Porter’s five forces framework and the Porter’s
Generic strategy. The report is also built on the study of a company named British Airways
that has established a leadership place in the airlines industry of the United Kingdom. The
airlines industry has been examined with the support of the Porter’s five forces framework.
The generic strategy that has been applied by British Airways has also been studied in the
report in detail. The recommendations have been offered related to the enhancement of the
processes of British Airways with the help of implementation of differentiation strategy.

2STRATEGIC MANAGEMENT ANALYSIS
Table of Contents
Introduction....................................................................................................................3
Overview of British Airways.....................................................................................3
Aims and objectives of report....................................................................................3
Aims of the report..................................................................................................3
Objectives of the report..........................................................................................3
Porter’s five forces model..............................................................................................4
Application of Porter’s five forces model on British Airways..................................6
Impact of consumer power on British Airways.....................................................6
Suppliers of British Airways..................................................................................6
Substitutes of the products and services of British Airways..................................7
Threats of new entrants faced by British Airways.................................................7
Internal Rivalry in UK airlines industry.................................................................8
Porter’s Generic strategies.............................................................................................8
Application of Porter’s Generic strategies on British Airways....................................11
Conclusion....................................................................................................................12
Recommendations........................................................................................................12
References....................................................................................................................14

3STRATEGIC MANAGEMENT ANALYSIS
Introduction
Overview of British Airways
British Airways is a flag carrier based airline of the United Kingdom that has its
headquarters at Waterside, Harmondsworth. British Airways has been able to gain the second
largest place in the airlines industry of the UK. The position that is gained by the organization
in the industry with respect to the fleet of airlines. British Airways had merged its processes
with an organization named Iberia that had been able to develop International Airlines Group
or IAG (Britishairways.com 2019). British Airways is considered to be first passenger based
airline that had generated greater than 1 Billion Dollars of revenues in single air routes in a
single year. The organization was developed in the year 1974 after British Airways Board
had been established by British Government in order to manage two major nationalised
airline based organizations like, British European Airways and British Overseas Airways and
two other regional airlines that include, Northeast Airlines and Cambrian Airways
(Britishairways.com 2019).
Aims and objectives of report
Aims of the report
The major aim of the report is based on the reflection of the theoretical aspects of the
Porter’s Competitive strategy in order to identify the ways by which it can be implemented in
British Airways that has its operations in the United Kingdom. The report will also be able to
provide an understanding built on the success levels or failure that has been increased in the
application of the two models (ABUBAKAR and DOGOJI 2015).
Objectives of the report
 To develop an understanding based on different theoretical aspects of the
Porter’s Generic Strategy and the Porter’s five forces framework.