Strategic management Essay Example | Topics and Well Written Essays - 3500 words

Strategic management - Essay Example Apart from these airlines, British Airways also supports varied other airlines as well such as Cambian Airways and Northeast Airways. Along with scheduled services, British Airways is also affianced in the functions of both international and domestic carrier of freight, ancillary services and mails. It is the largest airline of the UK, which includes a fleet size of 234. British Airways is also a constituent of the ‘FTSE 100 Index’ (British Airways, n.d.). British Airways is the ‘flag carrier’ airline of the United Kingdom and so it is also referred as a national carrier. It is a premium airline of the UK which flies to more than 300 destinations all over the globe comprising total number of customer base of 32 million in the year 2009-2010. Hence, it earned total revenue of ?8 billion in the year 2009-2010, which reveals that it is quite successful as compared to other apparent airways of the UK. Therefore, it is the market leader in this sector in the UK ( British Airways. 2010). Apart from this, via its varied types of functions and alliance partners such as Qantas of Australia, TAT European Airways of France and US Airways of the United states, British Airways encompasses to serve its customers outstanding services at every point. Thus, the underlining fact is to satisfy the customers and to enhance their loyalty and dependency over British Airways, which is extremely essential to retain its position in the market of the UK as well as the world in long run. Moreover, it also attempts to augment its operational performance and the quality of practices in order to fulfil customer needs and desires (British Airways, n. d.). This report mainly highlights the varied aspects and importance of British Airways in a brief way. Moreover, a detailed analysis explaining the success story of British Airways is also described with the help of various strategic tools such as PESTLE analysis, Porter’s five forces model and value chain analys is. Moreover, the business strategy of British Airways is also evaluated in an explicit way with the help of Porter’s generic strategies. Certain recommendations are also provided to the managers for further growth and development. Analysis of British Airways British Airways is a reputed airline of the UK and is operated under the parent organisation named International Airline Group (IAG). It is functioning with a common objective of offering an excellent experience of flying to the customers by serving eminent services. This facilitates British Airways to enhance its brand image and identity among other airline players in the market of the UK (British Airways. 2010). In the subsequent segment, the organisation i.e. British Airways is critically analysed in order to evaluate the underlining factors of its success. This can be possible by evaluating both the external and internal factors of British Airways with the help of PESTLE analysis. PESTLE Analysis PESTLE analysis is a vital marketing tool, which is utilised to judge the market conditions. It also helps to detect how various factors such as political, economic, technological, social and environmental factors prove