Business Environment of British Airways

1. Identify the mission, Values and key objectives of the British Airways and assess the influence of stakeholders on the organisation.

1.1 Mission:

Kotler defines mission statement as “a statement of the organization’s reason for being, its purpose – what it wants to accomplish in the larger environment.”

Bruce Mayhew defines mission statement as an announcement of what your business does today and why it exists.” He also says that “Mission Statements are strategic marketing and business development tools that add value because they define your products / services, goals and culture to your employees, suppliers, customers, vendors, and the media.”

Bobb Beihl explains, “A mission statement is like your North Star. A North Star, is not a place you go, it is a fixed point giving you perspective on where you are going. Your mission statement keeps you headed in the right general direction. A mission statement is a very specific umbrella statement explaining why you do everything you do within your organization.”

In short a mission statement is a brief description of a company's fundamental purpose. A mission statement answers the question, "Why do we exist?"

The mission statement of British airways is “to be the undisputed leader in world travel for the next millennium.” [British airways 2010-11 annual report and accounts.] This means that BA wants the world to accept it as a leader in the airline industry for the next thousand years. It wants to be recognized as the best airline preferred by the passengers throughout the world.

1.2 Values:

Values are defined as a principle that guides an organization's internal conduct as well as its relationship with the external world.

http://www.businessdictionary.com/definition/core-values.html#ixzz1o3Lxy2De

A value of BA is “putting people first.”

This means that BA believes in respecting their passengers and giving them the first preference in every aspect.

1.3 Key objectives:

Fig 1.1 key...