Current Statergy Positions:

SWOT Analysis

The mission of the British Airways is considered as wider than being merely an airline company with quality service and good customer relations. Even though they are attentive and conscious of the risks of being too widely and broadly defined, the mission is suited to an age when the facets and elements of travelling are dramatically changing. It is said that most of the airline industries are seeing less and less profit per person, which leads to a necessity to find new ventures as well as hold on to existing clients through loyalty programmes. The mission of British Airways gives the management with a new mandate on being more than just an airline industry. As noted, the mission of the industry is to set new industry standards in terms of customer service and innovation and provide the best financial performance. In addition, their mission is to evolve from being an airline industry to a world travel business having the flexibility to stretch and expand their brand in new business portfolios.

This section will evaluate the environment and strategic position of British airways. It can be said that British Airways are being challenged by the changes in the market environment. To ensure that the industry will stay competitive and survive in the market place, the management of British Airways has been able to expand their technological departments as well as service quality. This part will determine the strengths, weaknesses, opportunities, and threats for British Airways.

One of the strengths of British airways is its high-tech and up-to-date as well as first-rate modern fleet of aircrafts to provide convenience and comfort for their passengers. In addition, strength of the airline is the ability of the management to make their operations surpassed their rival industries by giving quality services to wider variety of passengers as well as clients. In addition, the company also tends to hire skillful and knowledgeable...