BMP6002 Strategic Management: British Airways Analysis

This report provides a strategic analysis of British Airways, evaluating its purpose, vision, mission, and objectives. It critically assesses the value of these elements and examines the airline's competitive advantages using the VRIO framework, identifying valuable, rare, inimitable, and organized resources. The report also analyzes the external environment using the PESTLE framework, considering political, economic, social, technological, legal, and environmental factors. Furthermore, it applies Porter's Five Forces to assess the competitive intensity within the airline industry and reviews British Airways' business strategy. The report concludes with an overview of the airline's strategic approach and its implications for future performance.