Strategic HR Management Report: British Airways Analysis

This report provides a comprehensive analysis of British Airways' Human Resource Management (HRM) practices. It begins with an introduction and background of the airline, highlighting its position as a major UK carrier and its financial performance. The report then delves into an internal and external analysis of British Airways, utilizing SWOT analysis to identify strengths, weaknesses, opportunities, and threats, alongside an examination of political, economic, social, technological, environmental, and legal factors impacting the company. The core of the report focuses on the roles and functions of the HR department within British Airways, particularly addressing challenges such as employee turnover and the importance of effective recruitment and compensation strategies. The report also explores different approaches to HRM, with a specific focus on the Ulrich model, illustrating how these models can be applied to improve HR policies and strategies. The report concludes with a summary of the key findings and references supporting the analysis.

British Airways

TABLE OF CONTENT
 Introduction
 Background of British airways
 Internal and external analysis of British airways
 Role and functions of HR
 Conclusion
 References

INTRODUCTION
 Human resource department of any company indulge in doing recruitment and
hiring for the company, apart from this, they have to provide training and
development to the new as well as old employees.
 This report focuses on British Airways and their HR department.
 British Airways is a flag carrier airline of UK and its headquarter is located in
London.
 This airline is the second largest airline of UK in carrier.
 This report speaks about the background of the organisation along with this
various HR functions of the HR. different HRM approaches have been mentioned
in this report.

BACKGROUND OF BRITISH
AIRWAYS
 British Airways is one of the largest airways in UK, being one of the largest airline
its revenue is also high. In the year 2019 this airline has generated revenue of 13.3
Billion British pounds.
 Which is one of the highest earned profit by any airline in UK.
 As the company's doing well in their field but they have to face many issues and
challenges to survive in the market.
 One of the major challenge which the company is going through is economic cries.
 Due to the pandemic of Covid, this airline has to shut its business for months so
company did not get any income in those months.
 Apart from this, company is having issues of rising fuel cost which is hard for
British Airline to bear. Environment has become the biggest issue in-front of the
company due to the poor whether conditions, this Airline has to cancel their flights.

INTERNAL AND EXTERNAL
ANALYSIS OF BRITISH AIRWAYS
 Internal analysis of any organisation sates about the internal environment of the company
such as its resources, competencies and also it shows the competitive advantage of the
company.
 Swot analysis of British Airways
Strength
 One of the biggest strength of British Airline is that it is a well established and
strong brand and have a string position in the UK market.
 Another strength of this company is that it put more focus on customer satisfaction and
provide best services to its loyal customers and try to grab the new customers by
providing various discounts and offers.
 The next strength of this company is that they believe in using modern and
advanced technology so that in on-boarding customer experience

CONT..
Weakness
 As this company is facing some issues and weaknesses.
 One of the biggest weakness of this company is that the HR department of this company is
not able to satisfy their employees as the employees are not getting salary on time.
 Thus they are switching to other companies which is damaging the image of the company.
 Another issue of the company is that it focuses on domestic market more as compared to
international market.
 So the company needs to increase and grow its penetration to the foreign market.
 Apart from this, British Airways is facing engine issues and operational issues in result the
flight of this Airline got delayed.

CONT..
 External analysis
 External analysis of refer to those factors which directly impacts the profitability and
business of the company.
 These factors are political, economical, social, technological, environmental, and legal.
 Political
 This factor plays a vital role in the aviation industry.
 Government is trying to create a friendly environment for the aviation industry.
 The government of UK directly impacts the profitability of British Airway by imposing
EU legislation.
 This legislation has imposed some traffic regulation and safety regulation on the aviation
industry.

CONT..
 Economic factors
 Economic changes puts a direct impact on this company.
 When the economy do not remain stable, level of unemployment increases and people cant afford
travelling through airlines.
 Social
 Social factors states about the demographic factor of the aviation industry.
 British Airways is targeting new generation and youngster as they travel more as compared to the old
generation.
 Technology
 This is one of the major factor which is driving the entire business of airline industry. Now
British Airways is using fuel saving and safer aircraft models by implementing advanced technology.
 British Airways is about to invest more to provide higher efficiency and better services to customers.

ROLE AND FUNCTIONS OF HR
 Airline industry is one of the most volatile industry in the world so the
HR of British Airline has to conduct recruitment of pilots and other crew
members and have to make sure that they perform their job effectively.
 Apart from this HR is liable for doing all the paper work and also
ensure about the various pay scale and benefits of the employees.
 The major function of HR in British Airlines is that they have
to reduce the employee’s turnover in the organisation.
 This is one of the major issue which this company is facing, as they are
not able to pay salary and wages to their employees in result employees
are switching this company.
 So the main function of HR is to provide salary and
remuneration to the employees on time so that they can bear the
expenses.

APPROACHES OF HRM
 HRM has to follow different approaches and model at the workplace so that they can assist
the employees and the organisation to attain their end goals.
 Ulrich model
 This model has been propounded by David Ulrich. This model Is specifically
made for the Human resource management.
 This model has divided the HR functions into four categories.
 It is useful for making different HR policies and strategies in the organisation.
 This model is helpful in determining the role and responsibilities of the HR which
they play in the organisation.
 As per this model, HR must create unified structure so that employee must feel
comfortable so that they do not feel hesitation by asking any work to the employee.

CONCLUSION
 This report describes the HRM issues faced by the
airline company.
 Swot and pestle analysis of the company is being
mentioned in this report.
 Various approaches of HRM is defined in this report.
 Roles and functions of HR is elaborated here.

REFERENCES
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