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Strategic Management - British Airways Assignment

   

Added on  2021-04-17

17 Pages3686 Words182 Views
Leadership ManagementLanguages and CulturePolitical Science
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Running head: STRATEGIC MANAGEMENTStrategic ManagementName of the studentName of the universityAuthor note
Strategic Management - British Airways Assignment_1

1STRATEGIC MANAGEMENTExecutive SummaryThis report had depicted the role of strategic management in organizational success. Theorganization chosen for the report is British Airways which is the major market players in theUnited Kingdom. The report had identified whether British Airways are the market leader,follower or a niche player. Therefore, the chosen organization had been analyzed which includedsituational analysis (macro and micro environment) and competitive strategy of British Airways.The report had critically analyzed the benefits of using strategic planning and role ofenvironmental analysis in strategic planning process. Thus, the report had identified the currentstrategic issues faced by the organization by using suitable model such as PESTLE, Porter’s fiveforces, and SWOT analysis and recommend suitable strategy essential for maintaining theirsustainability and gaining competitive advantage.
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2STRATEGIC MANAGEMENTTable of ContentsIntroduction......................................................................................................................................3Section 1..........................................................................................................................................41. 0 Strategic planning in British Airways and its benefits.........................................................41.1 Role of environmental analysis in strategic planning process...............................................51.2 Environmental analysis..........................................................................................................71.2.1 Macro environment Analysis..........................................................................................71.2.2 Micro environment analysis...........................................................................................9Section 2........................................................................................................................................132.0 Evaluation report of findings in SWOT...............................................................................13Section 3........................................................................................................................................143.0 Recommendations................................................................................................................144.0 Conclusion...............................................................................................................................145.0 References................................................................................................................................15
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3STRATEGIC MANAGEMENTIntroduction British Airways PLC has been formed by merging British European Airways and BritishOverseas Airways Corporation in the year of 1974 (Britishairways.com 2018). The company wasowned by state by the end of 1987 it had become privatized. British Airways had remained oneof the largest carriers all over the world. The organization had been the largest carrier ofpassengers till the year of 2008 but it was displaced by one of their rivals EasyJet. The U.S.Department of Justice fined British Airways of $300 for price fixing. The organization had beenfacing financial crisis in 2008 which led to develop a merger with Iberia Airlines which is one ofthe Spanish giants. However, the agreement was formed based on the conditions that both thecompanies will keep their separate brand names. British Airways merged with Iberia Airlines inthe year of 2011 to developing a new holding company named International Airlines Group(Britishairways.com 2018). This had helped the organization to save them from being bankruptand the organization has been able to maintain their sustainability in the market. However,recently the British Airways fleet had been grounded for more than 2 days due to failure ininformation technology system. Therefore, the organization will have to develop strategies forincreasing their efficiency of their business model.
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