British Airways: A Strategic Review of Operations and Future Outlook

This report provides an overview of British Airways' past operations, current operational issues, and future strategies. It highlights the airline's history, including its privatization and competition from Virgin Atlantic. The report identifies current challenges such as economic instability, rising fuel prices, and industrial actions, which impact profitability and growth. British Airways aims to become the world’s most responsible airline, focusing on sustainability and reducing carbon emissions. Future plans include using mobile apps for COVID-19 test results and vaccine certificates, expanding its presence in key global cities, and maintaining a leading position in London. The report emphasizes the importance of overcoming these challenges to gain a competitive advantage in the airline industry. Desklib provides access to similar past papers and solved assignments for students.

Company name and company
overview
British Airways is one of the largest UK based
carrier airline in UK. Headquarter of British
Airways is in London, England.
Foundation Year Research Project
Past operation
The past operation of company is to
provide airline service to their
customers in British areas. In 1981,
British Airways was instructed to
prepare for privatization by the
government of Conservative Thatcher.
When Virgin Atlantic was formed by
Richard Branson’s in 1984 it becomes
the competitor of British Airways.
Earlier, the brand has faced many
problems and also they merged with
various companies in order to expand
their business (Paling, Hooper and
Thomas, 2016).
Future operations
The future operation of British Airways is to expand
their business and improve the customer experience.
They also focus on implementing sustainable practice
and reduce the carbon emission by 2050. Due to
pandemic, in future mobile apps will be used in order
to store travelers COVID test results and vaccine
certificates.Goals
 The long term goal of British Airways is to
grow their presence in key global cities.
 The short term goal of British Airways is to
avail leading position in London.
References
Rains, T and et. al., 2017. Biofuel and commercial
aviation: will consumers pay more for
it?. International Journal of Sustainable
Aviation, 3(3), pp.217-232.
Lee, P. T. W., Kwon, O. K. and Ruan, X., 2019.
Sustainability challenges in maritime transport
and logistics industry and its way
ahead. Sustainability, 11(5), p.1331.
Vision
The vision of British Airways is to become world’s
most responsible airline and bring all corporate
responsibility activities together under the banner
“One Destination”.
Current operational issues
British Airways faces various
operational issues which create an
impact on their performance and
productivity such as turbulent global
economic times, unpredictably rising
fuel prices, mass industrial actions by
employees, competition,
sustainability, growth, globalization
and many others. These current
operational problems influence the
profitability and growth of business. It
is necessary for British Airways to
focus on overcoming these issues in
order to gain competitive advantage
and increase the profitability of
business (Rice, C and et. al., 2020).