Strategic Management for Tourism and Aviation Industry
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Added on 2020-12-30
Strategic Management for Tourism and Aviation Industry
Added on 2020-12-30
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STRATEGIC MANAGEMENTFOR TOURISM &AVIATIONINDUSTRY
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1SWOT analysis of British Airways..............................................................................................1PESTLE analysis of British Airways...........................................................................................4Recommendation ........................................................................................................................6CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONStrategic management refers to the process of formulating, implementing and evaluatingorganisation strategy for achieving the organisation objectives. British Airways which is anaviation organisation will be included in this study. It is based in London and provide its servicesin 183 companies. Furthermore, this assignment will include SWOT analysis of British airwayswhich is required for the strategic success of an organisation. Swot analysis of British Airwayswill be done in order to identify the strength , weakness, opportunity and threats. Moreover, Thisstudy will provide recommendation for British Airways to improve the performance andprofitability of firm by adopting various changes. This study will also include the pestle analysisof British Airways in order to identify external factors affecting various operation oforganisation.MAIN BODYSWOT analysis of British AirwaysThe following shows the strength , weakness, opportunity and threat:StrengthBritish Airways have strong brandimage because of its globalpresence(Burghouwt, 2016).It has excellent marketing andadvertising of airlines in all over theregions.It provides various services such asbusiness/ first class, in flightentertainment and loyalty programs etc.It has high skilled workforce throughsuccessful training and learningprograms.British airways have strong distributionchannels which assist in attracting morecustomers towards the brand.British airways provide its customersOpportunitiesBritish airways have the opportunity forexpanding its business over differentcountries to increase its market shareand profitability(British Airways SWOTAnalysis, Competitors & USP, 2018).Alliance and code sharing with otherGlobal airlines can provide highsupport to the business of Britishairways.It is an opportunity for British airwaysto form strategic cooperation with otherbusiness in airline to increase itsprofitability.British airways can attract morecustomers by increasing its onlinepresence. British airways can use online1
with high satisfaction by providingthem high quality services and givehigh preference to its customers.It performs its various activities indifferent countries and thus it hasinternational operation which is astrength for the organization.booking etc. to attract new customersfor the business.Diversification can also be a greatplatform for British airways to enhanceits business growth.Lower inflation rate also provideopportunity for British airways toincrease their customers base byproviding them travel packages at alower price.WeaknessBritish Airways is highly dependent onUK market.British airways is facing problemsoutside its core business which affect isprofitability level.British airways posses weak airlinecomputer system.Investment in research anddevelopment is low as compared toother companies.British airways need more investmentfor adopting new technologies forimproving its various operations.British airways lack in forecastingdemand of its products and services .Low return on the capital invested isthe weakness which British airways isfacing. ThreatHigh competition from the othercompanies operating in the Aviationindustry.Rising fuel cost can reduce probabilityfor British Airways.There is a threat of new entrants in theaviation industry due to which marketshare of the British airways will bereduced.There is a threat existing for Britishairways as it is operating its activities indifferent countries there are chances ofcurrency fluctuation which will have agreat impact on the business of Britishairways(Redpath, O'Connell andWarnock-Smith,2017).Growing strength of Local distributorsalso present a threat for British airwaysas it will reduce its customers.2
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