British Airways: Strength, Weakness & Macro Factors Analysis Report

This report provides an introduction to business and management concepts through an analysis of British Airways, a leading UK-based airline. It identifies the company's key strengths, such as its well-established brand, strong technological capabilities, international route network, and focus on sustainability, alongside its weaknesses, including HR issues and over-dependence on the domestic market. The report further explores the interrelation of these strengths and weaknesses with external macro factors, highlighting how they impact the company's profitability and growth. It concludes that leveraging strengths is crucial for competing effectively and mitigating the influence of external challenges. The report also includes appendices providing additional details on British Airways' technological investments, HR challenges, and the influence of technological and legal environmental factors.

INTRODUCTION TO BUSINESS AND
MANAGEMENT

• Introduction
• Strength and Weakness of British Airways
• Interrelation of strength and weakness with macro environmental factors
• Conclusion
• References
• Appendix 1
• Appendix 2
CONTENT

• The report is based on the introduction to business and management in which the key
strength and weakness of business is discussed including how it interrelates with the
findings of external environment is determined. The chosen organisation for
accomplishing this report is British Airline, it is a flag carrier airline which is located
in London, England. It is second largest UK based carrier on the basis of passengers
and fleet size.
INTRODUCTION

Strength and weakness of British Airline
STRENGTH WEAKNESS
•Well established and Well
built airline brand
•Strong Technological
Capabilities
•International route network
•Focus on Sustainability
•Partnership and alliances
•HR issues
•Over-dependent on
domestic market
•Problems with Rolls Royce
Engine

Strength and weakness of British Airline
Strength: One of the strength of British Airways is that it is well established and well-
built airline brand having strong presence in UK market. The brand mainly focus on
operational efficiency, fleet efficiency and customer experience which are also considered
as the important factors for driving the growth of British Airways. It has also built customer
friendly image by focusing on customer convenience and ensures that consumers must get
satisfied with the services and facilities provided by airline.
Weakness: The Weakness which is faced by British Airways is that they are over
dependent on domestic market as there half of the income comes from United Kingdom
market. UK is largest market and core of British Airways due to which they are highly
dependent for earning revenue and income.

Strength and weakness plays an important role in increasing the profitability and growth
of business. Through the strength only, British Airways can compete with its competitors
and sustain in market for long run. The strength and weakness of British Airways helps in
overcoming the impact of external macro factors which influences the productivity and
profitability of business. Strength of British Airways is that they are well established in
market due to which they can build strong relationship with government and raise more
funds. The company can focus on improving its strength by offering high quality of
services that attracts more and more passengers towards the brand which also helps in
reducing the impact of social environmental factor.
Interrelation of strength and weakness with External Macro Factors

It is being concluded from the above information that the strength of organisation
helps in increasing the profitability and reputation of brand in market due to which
company can attract maximum number of people.
CONCLUSION

 Taylor, P., Moore, S. and Byford, R., 2019. Cabin Crew Conflict-The British
Airways Dispute 2009-11.
 Mills, A., 2017. Corporate image, gendered subjects and the company newsletter:
The changing faces of british airways. In Constituting Management (pp. 191-212).
de Gruyter.
 O’Neill, B., 2018. Developing future leaders at British Airways. In The Photofit
Manager (pp. 72-89). Routledge.
 Mills, A. J., 2017. Man/Aging Subjectivity, Silencing Diversity: Organizational
Imagery in the Airline Industry. The Case of British Airways . In☆ Insights and
Research on the Study of Gender and Intersectionality in International Airline
Cultures. Emerald Publishing Limited.
REFERENCES

Strength: Company has also invested in various latest technologies in order to
develop strong technological capabilities. The brand has not only invested in marketing
and sales technology but they also invested in technology in other operational areas such
as onboarding so that they can improve the experience of its customers. In order to
improve the growth of business, company is growing the level of digitization in various
aspects of business.
Weakness: They also face challenges while managing its human resources in workplace.
The brand has also faced disruption of operations due to strike by its pilots. The HR issue
has created a legal conflict for airline due to which they have to accept and approve the
demand of its pilots so that they can avoid global disruption to its operation.
APPENDIX-1

Interrelation of strength and weakness with External Macro Factors
The technological environmental factor also influence the performance of business, it
is necessary for British Airways to focus on implementing emerging technology that helps
in overcoming the weakness and building the strength of company. The laws and
legislation of country also creates a great impact on the performance and productivity of
business. It is necessary for British Airways to focus on implementing the laws in order to
stay away from any legal disputes and overcome the HR issues in workplace.
APPENDIX-2