Comprehensive Business Information Analysis for British Airways

This report provides a business information analysis of British Airways, examining its strategic positioning and information strategy. It delves into the roles of the CEO, CIO, business analyst, and director of marketing, highlighting how each contributes to the company's success. The report explores the implementation of community network gamification, customer relationship management, and the use of business information systems to enhance customer experience and engagement. It also analyzes the strategic value, business values, and operational values associated with British Airways' services, providing insights into its marketing techniques and the importance of adapting to technological advancements. The report concludes with a summary of key findings and references relevant literature.

Business Information
Analytics

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CEO........................................................................................................................................3
CIO.........................................................................................................................................4
Business analyst......................................................................................................................5
Director of Marketing.............................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
Books and Journals.................................................................................................................8

INTRODUCTION
Business information system can be defined as the various rules and the procedures which
has direct link with the infrastructure (Ilmudeen, 2021). It also helps the business firms in order
to generate desired information. For this report, British Airways has been undertaken into the
account. It is an airline company that is situated in the London, UK. It was founded in the year
1974 and is one of the most established airlines companies that is serving their services across
the countries. In this report, there will be the discussion about the strategic position of the
company. Along with that information strategy of the company will also be analysed. At the end
of the report, director of marketing will be undertaken.
MAIN BODY
CEO
Community network gamification can be defined as the networks that helps the companies
to enhance the brand image in the market and to keep their customers retained with the business
in the various activities of the community network. In relation to the British Airways,
management department of the company can implement community network gamification that
will help the organisation in order to encouraged and motivate the customers to get effective
experience. One of the main aims of the CEO is to engage the customers, employers and other
people through which they can collaborate, share and interact with each other. (Phillips-Wren,
Dal and Burstein, 2021). Along with that, customers can get the benefit of the support by the
helps of the business information system. Along with that, services related to the cloud offer
safety of the data of the customer with the company. It is very important for the British Airways
company to make an effective plan of marketing through which they can target the potential
customers in the market. In order to attract large number of customers, British Airways should
make effective plans of marketing. Along with that, organisation should provide their customer
24*7 services so that they can enhance the customer experience with the company. Upper level
of the company can easily take the feedbacks of the customer about their services through the
medium of the social media and which also give the facility to the customers to tell their valuable
experience. In today’s time, business organisations are completely turning themselves into the
digital way and various new technologies and software have come up through which the
customer experience can be increased. In order to comply with this, management department of

the British Airways company can implement the use of such technologies that are artificial
intelligence, automation of the process etc. British Airways should use this technology in order
to increase the brand image in the market.
CIO
There are various strategies that the company can use in order to increase the sales and the
profitability in the market. Some of the strategies are lower cost leadership, differentiated, focus.
In relation to the British Airways company, they can use cost leadership strategies through which
they can keep the cost of the company as low as they can. The manager of the organisation can
take feedback from their customers from which they can enhance their experience. They are
providing airlines services to their customers and by the use of social media or other platforms
they can get the valuable feedback and comments of their customers.
The business information strategy: - One of the main business strategies in relation to the
information that can be used by the company is an effective customer relationship management
system. The information strategy can be defined as a long-term planning in the business that is
made by the managers of the company in order to achieve goals and targets of the business
(Ferrari and et.al., 2018). It can be stated as one of the most important parts of the strategic
management through which an organisation achieves their goal. In relation to the airlines
industry executing information strategy will help them to become more productive with the
customers.
Objectives
 The main objective of the British Airways company is that they want to provide
innovative airlines services to their customers in order to increase the customer base.
 Another main objective of the company is to provide quality services at reasonable
prices.
Information requirements
There are very many components that are required in the information such as source, level
of security, reliability, accuracy etc. Various factors will be considered in relation to provide
airline services to the customers.
Strategic position can support the British Airways company in the present as well as in the future
time and the elements can be divided into the various quadrants which helps to access the

situation of the business that are factory, support, turnaround and strategic (Nam, Lee and Lee,
2019). These are described below in relation to the organisation: -
Support: - under this part of the strategy organisation will focus on to provide effective
airlines services to their customers.
Turnaround: - in this part of the strategy company will grave various opportunities that
are present in relation to the airlines industry.
Strategic: - under this organisation will make strategy in relation to the innovative
services.
Factory: - under this part organisation will ensures that all the abortions should we carried
out in a smooth manner.
By implementation of the game and BIS organisation will be able to improve the
engagement of the customers towards their business.
5 Dimensions of IS model
Reliability: - In this part of the model, managers of the organisation will focus on to
define how the services will be given to the customer as promised to them.
Assurance: Under this point, company will become able to build trust among the
customers.
Tangibles: It means the organisation will implement high-tech machines and tools in
order to bring more accountability.
Empathy: Organisation will ensure that they take proper care of the customers after
providing the airlines services to the customers.
Responsiveness: In this part of the model, organisation focus on to get the feedbacks of
the customers.
Business analyst
In relation to the British Airways company, they want to deliver effective airline services
to their customers. They will introduce effective and innovative services through which they will
give a competitive edge in the market (Boldosova and Luoto, 2019). Manager of the
organisations will focus on grabbing new opportunities in the market through which they can
satisfy their customers in a better way. Strategic value that has been specified for the
organisation is the needs of the customers they want to satisfy by providing innovative services.
Business values

By providing effective airlines services decision making power of the customers will be
affected to a great extent. Business values are directly related to the customers and British
airlines company will increase customer satisfaction by providing innovative services to the
customers. As they will be providing airline services to their customers so that they can travel to
the different reasons of the country or across the countries (Koch, Chipidza and Kayworth,
2021). This will help the organisation to improve their business values in the market.
Operational values
In relation to the operations of the organisation they are providing airlines services at a
very reasonable price. In order to make the operational process more effective organisations
should grab new opportunities and the updated technologies that are going in the market.
Director of Marketing
Customer relationship management will facilitate the organisation to make effective
relationships with the old as well as new customers. In this marketing technique will be divided
in the part such as marketing, customer, service, sales etc. In today's time ways of production is
changing drastically and it becomes very important for the organisations to bring innovative
ideas. Gamification is one of the most effective tools that helps organisation to enhance the
customer experience (Rienzo, and Chen, 2018). Implementation of gamification and BIS helps
the organisation to increase the engagement of the customers as well as of the employees
towards the value of the organisation. With the applicability of the BIS, managers of the
organisation can effectively distribute the work between the employees so that the overall
performance of the organisation can be increased. In relation to the British Airways company
they should provide 24*7 services to their customers. Along with that the company has also
focus on to implement new features in the websites through which they can attract large number
of customers.
CONCLUSION
From the above report it has been analysed that business information system is the set of
rules and procedures which helps the organisation to improve their infrastructure and also to get
the desired information. In the above report community network gamification has been

undertaken to account through which organisations become able to engage their customers with
the organisation. Along with that various objectives and strategic position of the organisation has
been analysed. Five dimensions of the IS model have also been evaluated. Business values and
operational values have been analysed. At the end of the report the director of the marketing
concept has been undertaken into the account through which the organisation improves their
performance.

REFERENCES
Books and Journals
Boldosova, V. and Luoto, S., 2019. Storytelling, business analytics and big data interpretation:
Literature review and theoretical propositions. Management Research Review.
Ferraris, A and et.al., 2018. Big data analytics capabilities and knowledge management: impact
on firm performance. Management Decision.
Ilmudeen, A., 2021. Big data analytics capability and organizational performance measures: The
mediating role of business intelligence infrastructure. Business Information
Review, 38(4), pp.183-192.
Koch, H., Chipidza, W. and Kayworth, T.R., 2021. Realizing value from shadow analytics: A
case study. The Journal of Strategic Information Systems, 30(2), p.101668.
Nam, D., Lee, J. and Lee, H., 2019. Business analytics adoption process: An innovation
diffusion perspective. International Journal of Information Management, 49, pp.411-
423.
Phillips-Wren, G., Daly, M. and Burstein, F., 2021. Reconciling business intelligence, analytics
and decision support systems: More data, deeper insight. Decision Support
Systems, 146, p.113560.
Rienzo, T. and Chen, K., 2018. Planning for low end analytics disruptions in business school
curricula. Decision Sciences Journal of Innovative Education, 16(1), pp.23-41.