Competitor Analysis and Strategic Planning for British Airways

The assignment content discusses the importance of developing strategic planning for businesses, using various tools such as SWOT analysis, Porter's five forces, and Ansoff matrix. The report highlights the need to consider stakeholders' expectations and influence business strategy. British Airways' mission and vision are discussed, including its aim to become the first option of premium clients. The assignment concludes that strategic planning is crucial for businesses to achieve their objectives.

Unit 7006V1 – Reviewing Organisational strategy plans and performance

TABLE OF CONTENTS
INTRODUCTION....................................................................................................................... 3
1.1 The current strategic aims and objectives..........................................................................4
1.2 An evaluation of the component parts of a strategic plan...................................................5
1.3 Analyse the factors affecting the strategic plan..................................................................7
2.2 Evaluating the expectations of all stakeholders and their influence upon the business
strategy.................................................................................................................................... 9
2.1 Applying a range of strategic analysis tools to audit progress towards strategic aims and
objectives.............................................................................................................................. 12
2.3 Producing a structured evaluation of the organisational strategic position.......................14
3.1 Developing a range of alternative strategic options to meet strategic aims and objectives15
3.2 Justifying the strategic options that meets the revised strategic position..........................16
CONCLUSION.......................................................................................................................... 17
REFERENCES.......................................................................................................................... 18

1INTRODUCTION
The purpose of this research is to review the organisational strategy, plans and
performance in order to achieve the desired objectives. Moreover, appropriate strategic plan is
required to draw to evaluate the components of strategic plan that involves mission and vision.
Furthermore, report also analyses the factors that affect the strategic plan. For carrying out the
following study, British Airways has been chosen that is a UK based firm. Thus, with regard to
this chosen industry, it is crucial to consider the factors i.e. internal and external that affects the
strategic plan (Slack, 2015). Moreover, use of stakeholder analysis tools will help in influencing
the stakeholder’s expectations about business strategy. However, this report has been written as
the manager of British Airways in order to inform the top management regarding the feasibility
and acceptability of chosen options in order to best fit within firm.
Executive summary
It is essential to review the organisational strategy, plans and performance in order to
achieve the desired objectives. Furthermore, appropriate strategic plan has been drawn to
evaluate the components of strategic plan that involves mission and vision. The report also
analyses different factors that affect the strategic plans. In the current study, British Airways has
been chosen which is a UK based firm. Then, it its mission, vision and values has been identified
so that strategic option can be attained. Further, evaluation if strategic components have been
done with the help of particular theory so that objectives can be attained.
Furthermore, it has also been assessed that BA undertakes two strategic aims and
objectives in order to identify varied alternative strategic choices so that it helps in attaining
desired aims and objectives. Also, Lynch's expansion model has been analysed that helps in
identify four crucial links to the model that helps in expanding business operations and attain
desired results. Also, SMART objectives need to be developed that helps in measuring the
success of firm. Moreover, it has been analysed that with the assistance of strategic analysis tools
it assists in carrying out the business towards strategic aims and objectives so that firm can be
attain desired targets.
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l壱1.1 The current strategic aims and objectives
There are main five strategic aims and objectives of British Airways which are as
follows-
·To become the choice for premium clients- It is essential for the organisation to focus on
long term growth and profitability.
·Providing outstanding service to consumers- It is another objective of firm to encourage their
staff to provide customer satisfaction and to deliver the outstanding customer service (Driouchi
and Bennett, 2012).
·Developing our presence in main global cities- Also, business aims to provide the best global
connectivity to our clients.
·Building leading position in London- London is the home city of BA; therefore, it is the
biggest and most competitive international air market (Santos-Vijande, López-Sánchez and
Trespalacios, 2012).
·Meeting the client’s needs and enhance margins- However; it is a crucial objective to meet
the customer’s needs and to improve the margins by exploring revenue. (He, 2012).
·Values-“BA corporate responsibility values is to become the world's most responsible airline
and also they have developed guiding principles that describe what firm is doing to attain such
goal” (Our strategy and objectives, 2008).
·Mission- It can be referred as a timeless expression of purpose and aspiration with addressing
what business needs to accomplish in effectual manner. The mission is to become the “World's
best airline” through delivering quality service experience both in-flight and on ground (Pérez
and del Bosque, 2014).
·Vision- The vision of BA is to gain certification for reducing carbon omission and to fulfill the
industry norms by minimizing the climate change emission in aviation by 2020 and over 50%
cut by 2050” (Evans, Stonehouse and Campbell, 2012).
1.1
1.2

l壱1.2 An evaluation of the component parts of a strategic plan
Following are that SMART objectives that helps in carrying out strategic plan so that
desired aims and objectives could be attained. Also, it is essential for firm to prepare effective
strategic plan and thus assessing desired goals. Strengths of strategic plan is that it helps in
reviewing effective actions and thus enhance the business performance in an effective way.
While, weaknesses is that company's objective may be wide and thus it needs to be improved so
that performance of firm could be raised.
SMART Evaluation of strategic objectives- BA strategic aims and objectives are SMART and
it has been evaluated underneath-
壱Specific- BA delivers the best quality products and services to their clients in order to attain
consumer satisfaction. Business aims to treat their customers fairly and provide them appropriate
products or services to attain specific goals (Pérez and del Bosque, 2014). Firm focuses upon
developing effective objective and thus aims to minimize CO2 emission.壱Measurable- It can be measured through analysing the identified aims with that of potential
competitors so that best services can be provided. Firm aims to reducing carbon omission and to
fulfil the industry norms by minimising the climate change emission in aviation by 2020 and
over 50% cut by 2050. Thus, such objective could be overcome till 2020 and thus attain desired
results.壱Attainable- Further, such objective can be attained with the help of satisfying the needs of
consumers and providing them best travel experience within next 5 years. Minimizing CO2
emission in environment objective could be attained by BA in regard to improve firm's
performance and thus achieve set targets.壱Realistic- The identified aims is realistic therefore firm should attain it and make strong
consumer base (Driouchi and Bennett, 2012). Management of BA needs to assess the main
reason behind overcoming such issues and attain specific and realistic goals.壱Timely- It is a long term goal for BA. Firm aims to cut 50% carbon emission till the year 2050
which is time bound.
From the above test on BA strategic aims, objectives, aims, mission and vision it is
evident that firm focuses upon strongly aligning with its business strategy and global statement.
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l壱1.3 Analyse the factors affecting the strategic plan
It is essential for business to analyse the factors that affect the strategic plan which
consists of internal and external factors. Moreover, it is significant for British Airways to
determine the strengths and weaknesses of firm which internally affect the operations of
organisation in the marketplace. Internal and external factors are as follows-
Internal analysis
·Demographic factor- BA implements multi-cultural environment within the firm. This is an
internal factor which impacts the strategic plan positively because a multi-cultural environmental
and a diverse workforce will help in achieving the aims and objectives of the plan. Employees
from diverse cultures bring a large pool of expertise to the organisation which impacts the
strategic plan by supporting the mission and vision of BA.
·Skills and capabilities of employees- Another internal factor that needs to be considered while
formulating strategic plan is the level of skills and capabilities of employees (Sanchis-Palacio,
Campos-Climent and Mohedano-Suanes, 2013). BA has highly skilled workforce. Also, the firm
organises training for developing capabilities of its employees. This positively impacts the
strategic plan of British Airways as with the help of various skill sets the employees will be able
to develop better action plans and strategies. This factor affect strategic plan because if the
employees do not have the required skills and competencies, then effective strategies would not
be formulated by them. Hence, it may negatively impact the strategic plan.
·Resources- It involves various resources such as profitability, sales and product quality in order
to attract the customers within firm. BA needs to consider this internal factor because it will
impact the strategic plan of the organisation. For implementing the strategies which form a part
of strategic plan, various resources are required in the form of finance, time, machinery,
employees etc. (Kaufman, 2015). Presence of these resources in adequate amount will have
positive impact on the plan as it will support the plan. BA has adequate physical resources and
finances which will support the strategic plan.
External factors
·Competitors- Easy Jet, Virgin Airlines, Emirates etc. are the strong competitors of BA. All
such businesses provide similar type of services to attract customers (Aziri and Nedelea, 2013).
Therefore, before formulating strategic plan the strategies of the competitors need to be

considered. According to Yip’s globalisation driver framework, the globalisation of airline
industry would depend upon 4 drivers including competitive environment. The model suggests
that competitive drivers impact an organisation to a great extent (Slack, 2015). These include
global competitors, imports and exports and country interdependence. The competitors of BA
have globalised to a great extent which suggests that interdependence of operations is high.
Formulation of strategic plan of BA will be impacted as the strategies have to be designed in
such a manner that it improves the independence of the organisation in relation to its competitors
(Goetsch and Davis, 2014). Business also possess the aim to minimise CO2 emission in regard to
overcome environmental pollution. Through such way it helps in attaining competitive edge over
rivals. Thus, it is essential for BA to reflect into strategic planning and used to create
competitive advantage over rivals.
·Political- It can be assessed that stable political situation within the country makes business
easier (Merkert and Morrell, 2012). With the help of PESTLE analysis, it can be assessed that
government will impact strategic plan of BA by influencing supply conditions of key production
factors. The strategic aims and objectives of BA will have to be amended so that the organisation
is able to achieve profit thereby following the policies of the government.
·Economic- High fuel cost, salary etc. threatens the company to earn high revenues. In this
regard, the strategic plan will be impacted as BA will have to plan for more cost effective
strategies. Furthermore, it has to plan its resources strategically so that enough profit margins
could be generated even if the economy is in recession (Chaudoir, Dugan and Barr, 2013).
·
·2.2 Evaluating the expectations of all stakeholders and their influence upon the business
strategy
Following is the strategic plan-
·Introductory statement- Here, it is essential for BA to examine the appropriate strategic plan
developed so that best results can be attained.
·Background statement- It provides information regarding management structure, culture etc. in
order to describe the business statement.
·Organizational structure- Further, it also involves information which is relevant in regard to
evaluate and thus operate the functions effectively and efficiently.
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·Vision- Vision of BA is to satisfy the needs and wants of customers so that set results can be
attained.
·Values- Further, it involves several principles in regard to abide such rules and regulations
developed by BA.
·Mission statement- BA mission statement is to develop a purpose such as minimizing or
controlling CO2 emission from environment.
·Problem statement- Further, there are certain plans and policies that helps in overcoming the
issues which needs to be addressed.
·SWOT analysis- Identifying strengths and weaknesses of BA helps in evaluating the
expectations of stakeholders so that proper analysis could be done.
·Goals- Management of BA needs to undertake effective evaluation of goals and objectives so
that desired results can be attained.
·Evaluation- Further, it is also essential for firm to evaluate particular market in which BA
operates so that performance could be tracked accordingly.
Business is requirement to identify stakeholder expectations so that it could be fulfilled in
regard to attain desired aims and objectives. It helps BA to attain specific targets and thus results
into performing the best actions which focuses upon improving business efficiency and
capability in terms of attaining success.
Mendelow’s power Interest matrix helps in classifying the stakeholders on the basis of
their power over an organisations decisions and their interest in the work. With the help of it,
potential influence of stakeholders can be analysed for BA:
High power high interest
·Competitors- competitors have high power and high interest in the work of the organisation.
They can influence BA by adopting strategies for attracting customers. Thus by making the
customers switch from BA, the competitors can demonstrate high power. British Airways is the
largest UK airline as compared to other rivals such as Easy Jet and Virgin Atlantic. However, it
possesses threat from certain low cost airlines which can affect the pricing and service decisions
of firm (Bourne, 2012). It influences business to run its operations efficiently by promoting their
services and providing high quality services at low prices to attract customers.
·Suppliers- suppliers have high power and high interest in the work of BA. The main suppliers
of BA are Boeing and Airbus. There is only one fuel supplier to BA which means that it has

power over the decisions made by firm. Moreover, there are varied online travel agents such as
cheapflights.co.uk, lastminute.co.uk etc. which provides the best and cheap products to clients
(Parton and Ryley, 2012). According to the Johnson, Whittington and Scholes framework, it can
be analysed that the suppliers expect the organisations such as BA to deal fairly with them in an
ethical manner. They also have high expectations that BA would operate as per their terms and
conditions. Here, it influences business to provide timely payment so that best quality raw
materials can be provided to firm.
·Shareholders- They have high power and interest as business. The shareholders have made
investments in the organisation and BA being a large organisation, they are more interested in
the decisions made by the firm. This is because the decisions made by BA would directly impact
them in the form of profits. It is important for BA to engage them within firm's decisions so that
they feel informed them regarding future plans. They expect the airline organisation to share the
required details. Shareholders have high interest in the financial success of firm (Aziri and
Nedelea, 2013). They influences firm to provide them proper knowledge regarding business
expansion. so that sales and profitability can be enhanced.
·Employee's- They possess high power and high interest in the organisation’s operations. Also,
BA workers possess the power of influencing organisation’s actions and strategies. The
employees expect the organisation to treat them fairly and provide them recognition for their
contribution. They also expect monetary and non- monetary benefits. (Vallaster and von
Wallpach, 2013). ). It influences in order to fulfil the skills required by firm. Also, plans to add
extra cost or value by specific skills. Further, it assists business to attain effective career and
growth.
·Environmental agencies- Possess high power and high interest because BA is an airline
company and therefore may cause noise and air pollution. Thus, they expect BA to minimise the
carbon emission, waste, noise and air pollution (Gaggero and Bartolini, 2012). It influences firm
to bring appropriate issues so that they can overcome pollution and make the environment
effective.
High power low interest
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·Government/Regulations- They have high power but low interest. Moreover, such regulations
have high impact on the whole airline industry and thus, they are not customised as per the
requirement of BA itself. The expectations of the government are that BA should carry out its
operations by abiding with the policies formulated. Government influences business by
introducing or change in different laws and regulations such as business tax. It also aims to
introduce health and safety issues so that appropriate measures can be adopted by business.
·Customer's- These people have high power and low interest. These are the one of most crucial
stakeholders of firm because they are the main source of profit for business. They have high
power as they can influence the sales of the airline organisation. The customers have
expectations that BA maintains transparent communication with them and satisfies their needs.
They expect to get value for money but it can be evaluated that for BA this means that the
company will have to reduce its profit margin if it plans to serve the interests of the customers.
·Media- They have high power and low interest and thus business need to be inform
them regarding any plan and also engage them to attain objectives. Media has high power
as they can influence mass audience by generating positive or negative word of mouth
about the organisation (Evans, Stonehouse and Campbell, 2012). The expectations of
media are that BA provides them with various types of information associated with
organisation. However, it can be critically evaluated that some information is
confidential and it is risky if BA shares it with the media.
Low power high interest
·Local communities- Local people have low power and high interest (Merkert and Morrell,
2012). Community influences to enforce the government to take strict action or bring new
legislation for health and safety issues. They expect BA to operate in an ethical manner and care
for the surrounding areas in which the organisation operates. Local communities also expect the
airlines to minimise their carbon emission by using innovative technologies. It can be evaluated
that this expectations is essential for the company to fulfil as it would help in presenting BA as a
socially responsible firm.
Low power low interest
·Financial institutions- They have low power and low interest as they grant funds to company.

They expect to possess right to gain information regarding business future plans so that interest
amount can be received timely. It influences business by implementing financial grants in regard
to provide funds at low interest so that it can be utilised by firm in order to enhance their
operations.
1.32.1 Applying a range of strategic analysis tools to audit progress towards strategic aims and
objectives
Strategic analysis can be stated as the process of developing a new tactic for firm through
proper researching the business and its environment in which it operates. However, with the
assistance of strategic analysis tools it assists in carrying out the business towards strategic aims
and objectives so that firm can be attain desired targets (Slack, 2015). Following are the range of
strategic analysis tools which can be applied by firm in order to gain outcomes-
SWOT analysis
Strengths
·BA carries a well-known reputed brand name of UK air travel.
·Business has strong partnership with United Airlines in order to become global airline in the
world.
·It is one of the largest UK based airline in regard of financial size and stability.
·Business develops its Terminal 5 that assists in improving mobility in Heathrow airport (Smart
and Conant, 2011).
Weaknesses
·BA faces poor worker relation history which results in cabin crew strikes because of not
satisfying their needs.
·There is a slightly slow rate of innovation and change in terms of British Airways application
(He, 2012).
Opportunities
·There are several competitors that were forced to exit the market because of high cost of
operations and struggle faced in world economy.
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·Business is required to improve its service delivery to attract customers and provide them best
quality flight experience (Evans, Stonehouse and Campbell, 2012).
Threats
·There are varied other airlines that is minimizing its operational costs which faces threat for BA
to improve its profit margins.
·Due to rise in environmental awareness there are various passengers who do not prefer to adopt
airline as an option to travel (Kaufman, 2015).
Porter's Five Forces Model
Such model helps BA to take strategic decisions with the aim to enhance profitability.
These are as follows-
·Threat of new entrants- It is low as there are significant barriers towards new entry. It also
requires huge investment for businesses to start an airline business.
·Threat of substitutes- It is also low as there presents few direct substitutes which can be
utilised by consumers (Sanchis-Palacio, Campos-Climent and Mohedano-Suanes, 2013).
·Bargaining power of buyers- It is medium because as compared to suppliers, buyers possess
little bargaining power. Consumers uses internet and thus are aware about the different
competitors available with unique prices. The carriers with low cost are being used by buyers
because of their economic conditions (Grundy and Moxon, 2013).
·Bargaining power of suppliers- It is high as there are two main manufacturers such as Boeing
and Airbus that possess high amount of competitiveness.
·Intensity of rivalry- It is also high because BA possesses both long and short haul flights.
Ansoff Matrix
It is another type of strategic tool that helps in evaluating products along with market
growth strategy. It is as follows-
·Market penetration- It focuses on existing product into existing market. It helps BA to gain
market through modernization and innovation of business and developing brand image.

·Market development- British Airways is required to increase its number of scheduled flights
with the focus on attracting Asian countries and provide them quality services with minimum
prices (Aziri and Nedelea, 2013).
·Product development- By introducing internet access in flights it helps in attracting large
number of people.
·Diversification- British Airways is required to diversify into substitute services such as cruise
and coaches with the similar level of brand image (Gaggero and Bartolini, 2012).
·2.3 Producing a structured evaluation of the organisational strategic position
As per Johnson's and Scholes internal strategic capability it can be assessed that it possess
resources and core competencies in order to attain goals. Resources can be classified into two
categories i.e. Threshold resources and unique resources while competencies can be categorized
into Threshold and core competencies. Threshold resources for BA may be its financial
resources.While, unique resources may be its technology which is not adopted by another airline
or competitors. On the other hand, threshold competencies can be skilled human resources. Core
competencies can be brand image of firm in market.
Lynch's four links model has been analysed in order to help in establishing the current
strategic position which is as follows-
·Informal co-operative links and networks- Here, it can be stated that business possess
informal and cooperative links and networks among business and which means that there is no
link among business and other networks (Vallaster and von Wallpach, 2013). BA has informal
link with all its branches. This plays very crucial role in identifying the quick solution to the
problem which occur within company.
·Formal co-operative links- BA posses a link among business and other in the form of joint
ventures and alliances so that firm can expand its business in international marketplace (Merkert
and Morrell, 2012).
·Complementors - It states that there are varied competitive businesses which give tough
competition to firms (Driouchi and Bennett, 2012). BA also faces competition from the number
of firms. However, it takes assistance from the varied strategies with an aim to deal with the
problem which occur in the external environment of company.
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·Government links and networks- Such links need to managed in order to develop internal
strategic capability so that best relationship can be developed. By doing this, BA can open
several opportunities for it. Thereby, it can perform necessary improvement in its sales and
profits.
Hamel and Prahald's core competencies model has been build in order to test the key
competencies within firm so that best results can be attained.
·Competitiveness- It can be analysed from different core competencies identify within BA so
that effectual strategy can be developed and thus best results can be developed.
·Core competencies- It involves collective learning that helps in developing the best skills and
technology so that results can be attained.
Thus, through applying such type of test it helps firm to assess their own core
competencies and provides potential access to a wide variety of markets. Also, provide a
significant contribution to the identified benefits of the end products.
l壱
l壱3.1 Developing a range of alternative strategic options to meet strategic aims and objectives
Following is the strategic aims and objectives of British Airways are-
·They are focusing on delivering the best quality products and services to clients in order to
make them satisfy. Moreover, it also helps them to become loyal customers.
·Another major aims and objectives of firm is to become the first choice of premium clients.
However, being a manager of British Airways it has been suggested that in regard to
identified aims and objectives business is required to develop a range of alternative strategic
options which helps in meeting the needs and wants.
·For instance, in order to provide quality products and services to clients business should
improve its requirements of environmental conservation to attract clients (Pérez and del Bosque,
2014). As now-a-days consumers are becoming aware regarding environmental protection so
that consumers can be satisfied from gaining best traveling experience.
·Also, they need to focus on business class customers because from them firm generate high
profits margins. Thus, for this option firm is required to focus on improving the traveling
experience of high class clients so that they chose firm whenever they travel.

·Furthermore, BA possesses another strategic option such as they can develop its market through
adopting diversification strategy which is helpful for them. It helps firm to diversify the business
into different categories.
l壱3.2 Justifying the strategic options that meets the revised strategic position
It is crucial for business to identify the different strategic options and thus select the best
so that it helps firm to expand its market share and enhance profitability. For instance, being a
manager of British Airways I recommend that firm should undertake market development option
in the form of coaches and cruise. Through, this business will expand its operations in
international market and attract varied business class people to utilize the services because it is
being provide by the same brand name i.e. British Airways. It satisfies people because firm is
not able to minimize its service quality. Thus, the alternative option is suitable because it assists
firm to operate the business globally. Also, providing the best quality service helps in attracting
customers from different countries. Similarly, another strategic option which is most suitable for
BA is that business is also focusing on enhancing the number of scheduled flights with basic
focus on attracting Asian countries such as China and India and increases its service offerings
variety.
Porter five forces model has been used -
·Threat of new entrants- After analyzing the best fit it can be assessed that BA faces high risk
of new entrants as there are varied businesses who are trying to start its new ventures in the form
of cruise and coaches.
·Threat of substitute products- It is high as business faces risk from substitute products and
thus it helps customers to switch to alternatives.
·Bargaining power of suppliers- It is low as there are nor so many suppliers available in
market providing the raw materials, components etc.
·Bargaining power of buyers- It is high as buyer possess varied alternatives and therefore BA
need to satisfy the needs of consumers in order to sustain them for long term in business.
·Intensity of competitive rivalry- It is high as there are varied competitors available in market
giving tough competitor to business.
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Furthermore, in order to analyse organisation's feasibility and financial capability Ansoff
matrix and Lynch's expansion model can be analysed. Further, in order to analyse the changes it
is essential for BA to implement expansion strategy so that international targets can be attained.
·
·CONCLUSION
From the accomplished report, it can be articulated that it is crucial for business to
develop strategic planning so that mission and vision can be ascertained. The strategic aims and
objectives of British Airways have been considered which is to become the first option of
premium clients. Also, business undertakes varied stakeholders such as employees, government
and customers etc. of firm and evaluates their expectations and influence the business strategy.
Moreover, different strategic tools have been adopts such as SWOT, Porter five forces and
Ansoff matrix which helps in measuring the progress towards aims and objectives of BA. At the
end, a range of strategic options have been analysed with helps in determining the suitability of
identified aims and objectives of business.

·REFERENCES
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