British Airways is one of the International Airlines that provides its flights to 570 destinations in 133 territories. It mainly operates from the Heathrow and Gatwick. It faces many problems like 531 million pounds loss in revenue because of lack of international market study, employee relationship (strike problem) and many more. Hence an effective strategy is the only chance to overcome these problems. The strategy of British Airways includes the innovation in technological accessories, customers relationship, employee relationship, safety and security of stake holders and so on.
Any business has challenges from different elements like globalisation, information and technology, socio and cultural factors, political factors and so on. To meet these challenges a clear strategy is very crucial for any organization. A strategy is a clear vision of what the organisation will be based on a sustainable competitive advantage. Actually, strategy is a road map for future directions and scope. It is a long range plan for five years and more. It develops mission, objective and goals for an organisation. To develop an effective strategy any organisation must set an account with different factors. Environmental analysis, present analysis, strength, weakness, opportunities and so on are the factor through which a strategy can be developed.
1) Identify the mission, Values and key objectives of an organisation within its environment.
The mission statement of British Airways is “To be the undisputed leader in world travel for the next millennium”.
The values of British Airways:
* On time
* Good service
Objectives of British Airways:
British Airways based in London is the largest airlines in the United Kingdom and provides daily flights to more than 400 cities world-wide. Like most large corporations the airline must focus on a variety of goals and objectives both for...