International Business and Globalisation: British Airways Report

This report examines the global business environment of British Airways (BA), a leading airline in the UK, and its expansion into international markets. The report provides an overview of the company, emphasizing its strategies for maintaining a global presence, including economic, environmental, and social integration. It explores the positive and negative strategic impacts on BA, followed by an analysis using Porter's diamond theory, focusing on firm strategy, factor conditions, related industries, and demand conditions. Furthermore, the report delves into BA's marketing mix strategy, covering product, price, place, and promotion. The conclusion highlights the role of globalization, marketing mix strategies, and Porter's diamond theory in enhancing BA's competitiveness in the international aviation industry. The report is based on secondary research and provides insights into BA's strategic approach to global business operations.

INTERNATIONAL
BUSINESS AND
GLOBALISATION:
REPORT-2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Overview of company..................................................................................................................3
Company’s strategy important for maintaining global presence.................................................3
Positive strategic impact..............................................................................................................4
Negative strategic impact............................................................................................................4
Porter’s diamond theory..............................................................................................................4
The marketing mix strategy.........................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Globalisation is a process which has followed by businesses to highly expand their
operations in the global market. This report discusses global-business environment of British
Airways (BA). The British Airways is the most reputed airline business within the United
Kingdom, which is highly succeeded in expanding its business operations globally.
MAIN BODY
Overview of company
British Air is the most reputed airline company in the United Kingdom, headquartered in
London, England, UK. Currently fights or airplanes of company take off for 183 different
destinations (BRITISH AIRWAYS FACTSHEET, 2019). It has large customer base in the UK’s
airline industry, because it provides very excellent products and services to customers.
Company’s strategy important for maintaining global presence
Globalization is basically a concept of growth and development at the worldwide level.
Many people considered this as a process of international and integration influence of cultures
and economies as well. British Airways always puts its huge efforts for maintaining global
presence. This is very necessary task to top-level management of this company to always be a
very reputed brand in the global airline industry.
Economic Integration
Economic integration is very too important aspect for growing itself economically in
market place (Sun and Smith, 2017). It is basically the management between different countries
which come together for the eliminations and reduction of trade barriers to coordination with
fiscal and monetary policies. The business currently operates in inmixed economic environment
with very less governmental intervention. The government of different respective countries can
be enabled for having the decision while setting the air ticket prices.
Environment Integration

Environment integration makes the arrangement for being sure in order to take decisions
and conduct activities for solving different environmental issues. British Airways focuses on
fulfilling all legal requirements and obligations with proper manner for preventing pollution in
order to the natural environment protection. Top-level management of company is completely
aware about the factors which negatively or badly affects to the natural environment. In these all
factors smoke of airplanes and aircrafts also has included. That’s why existing management of
company always tries to use such engines in its airplanes and aircrafts which releases very less
harmful smoke while flying in the sky.
Social Integration
Currently company provides huge fund in the form of charity and donation to different
charitable and social organisation to create a happy and healthy environment within society. On
the other side, staff and employees of company not discriminates customers on the basis of their
background, like; caste, religion, country and colour etc. The company fulfils its CSR (corporate
social responsibility) also on time for personally working in the welfare of society.
Positive strategic impact
The management of BA has already adopted and implemented different productive
business strategies for boosting its performance in market place. (Terziev and Georgiev, 2017).
After fulfilling demands of customers in time, the company grows itself economically in market.
Negative strategic impact
Currently lack of resources is one biggest negative impact on the BA, because due to high
population issue, the necessary resources to airline industry are reducing day to day. Strategic
alliances is another major negative impact on British Airways, because many times many other
airline companies also has that same business strategy which has developed by BA only.
Porter’s diamond theory
This is a very helpful theory to different business which contributes in gaining huge
competitive advantage in market place. It has four elements which has been discussed below for
BA.

Firm Strategy and Rivalry: Currently British airways has focused on using modern business
strategies to make its functions very productive. The company is very aggressive in generating
excellent revenue.
Factor Condition: Currently company tries to innovate new aviation technologies for making
customers’ experience more excellent and satisfied.
Related and Supporting Industries: Road and sea transportation are also can provide services as
Aviation industry, but this aviation industry is still better option for transportation, because it
saves lots of precious time of people.
Demand Conditions: People are highly demanding products and services which has offered by
British Airways, so that it enables to gain an excellent competitive advantage.
The marketing mix strategy
This strategy informs British Airways about four major areas of marketing which has
been described below;
Product: Company believes in quality transportation services to customers (Pereira, 2017).
Price: Prices of its products and services are very favourable for people, so that they can easily
afford these.
Place: Currently company serves in 400 different places or destinations in across the world.
Promotion: The company uses almost all platforms of promotions like; social media, TV,
Newspapers etc. to promote its brand.
CONCLUSION
It can be concluded that globalisation helps to British airways for more and more
expanding its business operations in across the world. Marketing mix strategy and porter’s
diamond theory contributes in company for gaining huge competition in international aviation
industry.

REFERENCES
Books & Journals
Pereira, R., 2017. Corporate credit rating report. (Doctoral dissertation).
Sun, Y. and Smith, H., 2017. Review and prospect of supersonic business jet design. Progress in
aerospace sciences. 90. pp.12-38.
Terziev, V. and Georgiev, M., 2017. Highlights of the evolution of the'Balanced Scorecard'idea
as a model for managing strategy development and control. Proceedings of SOCIOINT.
Online
BRITISH AIRWAYS FACTSHEET. 2019. [Online]. Available Through:
<https://mediacentre.britishairways.com/factsheets/details/86/Factsheets-3/33 >.