This report examines British Airways' efforts to become a leading sustainable brand in the tourism sector. It analyzes the airline's vision, organizational values, and short- and long-term goals related to sustainability. Key operational aspects such as flight planning, maintenance scheduling, customer relationship management, and marketing are discussed in the context of their impact on sustainability. The report identifies current operational issues, including lack of planning and resources, and their effects on environmental and CSR activities. Furthermore, it explores the company's plans for market and product development as strategies for achieving sustainable growth and competitive advantage. The analysis concludes that British Airways has increased profitability through product development and expanded its customer base through market development, highlighting the importance of these strategies in achieving its sustainability objectives.
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