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PESTLE of Airline Industry

   

Added on  2020-12-26

15 Pages5100 Words365 Views
Strategic Management

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Strategic direction of British Airways in past 5 years.................................................................1TASK 2 ..........................................................................................................................................3PESTLE of Airline industry........................................................................................................3Competitive advantages..............................................................................................................4Probable scenario faced by British Airway within its exiting market domains..........................5TASK 3............................................................................................................................................5Internal analysis..........................................................................................................................5Mission and vision of British Airways........................................................................................7Strategic capabilities of British Airways.....................................................................................7TASK 4............................................................................................................................................8Strategic choice model to sustain competitive position of the organisation...............................8Explain Strategic choice model...................................................................................................9TASK 5..........................................................................................................................................10Resource implications of selected strategy...............................................................................10CONCLUSION..............................................................................................................................11

INTRODUCTIONStrategic management consider as an art and science of evaluating, developing andexecuting appropriate decisions of company for achieving desired goals and targets. There aretwo environment factors of business such as internal and external which directly or indirectlyaffect on business operations and its functions. It is relevant criteria that can be used forassigning various tasks to the staff members for reaching with desired goals and targets. . Also itis required for an organisation is to develop appropriate plan to carried out effective businessoperations towards right direction for gaining appropriate results. The assignment is based onBritish Airways which is largest airline service provider in the united kingdom. The airline isfounded in Waterside near main hub at London Heathrow Airport (Wheelen and et. al., 2017).The main purpose of this project is to describe about strategic direction which are followed byorganisation in the past 5 years. In addition to this, discuss about analysis of airline industryincludes PESTLE and also critically describe about competitive advantages. There are variouskind of strategies that can be used by company for completing different factors such as gainingcompetitive benefits and defend core business. TASK 1Strategic direction of British Airways in past 5 yearsIn this, there are various forms of strategies which can be used for performing specifictask or business activity in better manner and also to gain potential results. In the case of BritishAirways, various effective and efficient methods that are useful for carry out differentappropriate process to achieve desired goals and objectives. Along with this, there are differenttypes of methods or tools that can be used by British Airways management while conductingvarious business activities or functions. British Airways is focus on providing effective servicesto their passengers at the time of travelling. In the previous years, British Airways have used several school of strategies which hashelped them in getting appropriate direction to perform their activities in an effective manner andeventually getting success in the marketplace as well (Gamble, Thompson and Peteraf, 2013). Inrelation to this, Mintzberg's 10 schools of thoughts provide their support to the managers ofmultinational companies so as to make exceptional business strategies for conducting theactivities which are being conducted in the company. The school of thoughts are as follows :-1

The design school – Under this process, the main focus is on constructing of ideas anddeveloping and designing new ideas as well. For applying this in an innovative manner,British Airways have to conduct an internal analysis with the help of SWOT analysis sothat they can effectively match their internal strength with the opportunities of themarket and make their strategies accordingly (Priem, Li and Carr, 2012). The planning school – In this, the management plans their strategies in a rigorousmanner and further documented so that the company can start their operations fast andgain competitive advantage in the market as well. So, here British Airways will have todocument their plan from start to finish so that it can be referred by company newdecision is being undertaken. The positioning school – Under this process, the management makes their strategies bykeeping in mind that they have to position their product at the top in the market and thusdecisions are being made accordingly. In relation to British Airways, when they startedtheir operations in market they were majorly focussing on grabbing customers andproviding them ease and satisfaction so they are doing good study of market situationand then they can analyse the competition in the market place. Porters five force orvalue chain analysis can be undertaken for suitable positioning of services offered byBritish Airways. The Cognitive school – Under this process, a person's thoughts and information is beingstudied so that company can get to know that what is exactly going on in the minds ofcustomers and how can that information be used while providing goods and services totheir customers (Vogel and Güttel, 2013). If British Airways will implement cognitiveplanning approach of strategic management then they can get more connect with theircustomers in an improved manner and can carry a better placement for their services. In addition to this, strategic direction of British Airways in the past years for growing anddeveloping their business. This airline was mainly focus on their customers service and providethem appropriate facilities at each level of journey. The company provide quality based servicesand products to their passengers on all way or routes and make proper improvement in onlineservices such as Wi-Fi for their enjoyment. The company was plan to expand their position inLondon through maintaining Heathrow Airport as a international class centre which directly2

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