British Airways
UNIT 1 Business Environment
Business Environment Analysis of British Airways
Student: Plamen Enchev
ID: W-91314622
1. Introduction
The notion of business environmental analysis refers to an empirical study concerning the strategic measures and practices that leverage organisations to gain sustainable position irrespective of their business location. In relation to the recent competitive environment of internationalisation, the strategic management processes of the marketers are often observed to build their sustainable position in a global setting (Williamson, 2008; Cherven & Kotler, 2008).
Emphasising on the unconventional trend in the recent global business environment, the primary aim of this assignment is to critically identify the business purposes of British Airways Plc. (BA) using a brief description of its mission, vision along with its long and short-term business objectives. The discussion would also focus on describing the extent to which BA addresses different objectives of the stakeholders and explain the key responsibilities of the organisation towards implementing strategies to accomplish them. Moreover, the aim of the assignment is also to understand the nature of the national environment in which BA operates, by evaluating economic system and assessing impact of the fiscal, monetary policy along with competition and regulatory mechanism on BA to achieve its business objectives. In addition, the assignment also tends to explain the current market structure of the airline industry of the UK and reveal how it determines the pricing and output decision on different airline activities of BA. Finally, the assignment will focus on the significance of key global factors that have major influence on the UK business organisations and how they shape the national business activities of BA. Task1
LO 1.1
Founded in 1974, BA has long been witnessed as one of the highly reputed organisations in the global airline business industry. The organisation
Business Environment Analysis of British Airways
Student: Plamen Enchev
ID: W-91314622
1. Introduction
The notion of business environmental analysis refers to an empirical study concerning the strategic measures and practices that leverage organisations to gain sustainable position irrespective of their business location. In relation to the recent competitive environment of internationalisation, the strategic management processes of the marketers are often observed to build their sustainable position in a global setting (Williamson, 2008; Cherven & Kotler, 2008).
Emphasising on the unconventional trend in the recent global business environment, the primary aim of this assignment is to critically identify the business purposes of British Airways Plc. (BA) using a brief description of its mission, vision along with its long and short-term business objectives. The discussion would also focus on describing the extent to which BA addresses different objectives of the stakeholders and explain the key responsibilities of the organisation towards implementing strategies to accomplish them. Moreover, the aim of the assignment is also to understand the nature of the national environment in which BA operates, by evaluating economic system and assessing impact of the fiscal, monetary policy along with competition and regulatory mechanism on BA to achieve its business objectives. In addition, the assignment also tends to explain the current market structure of the airline industry of the UK and reveal how it determines the pricing and output decision on different airline activities of BA. Finally, the assignment will focus on the significance of key global factors that have major influence on the UK business organisations and how they shape the national business activities of BA. Task1
LO 1.1
Founded in 1974, BA has long been witnessed as one of the highly reputed organisations in the global airline business industry. The organisation
References: British Airways Plc., 2010. Our strategy and objectives. British Airways 2009/10 Annual Report and Accounts. [Online] Available at: https://www.britishairways.com/cms/global/microsites/ba_reports0910/pdfs/Strategy.pdf [Accessed October 22, 2014]. British Airways Plc., 2009. Our Business. British Airways 2008/09 Annual Report and Accounts. [Online] Available at: https://www.britishairways.com/cms/global/microsites/ba_reports0809/pdfs/Markets_we_operate_in.pdf [Accessed October 22, 2014]. Cento, A., 2008. The Airline Industry: Challenges in the 21st Century. Springer Science & Business Media. Chernev, A. & Kotler, P., 2008. Strategic Marketing Management, 3rd Edition. Elsevier. Keynes, J The Heritage Foundation, 2014. Index of Economic Freedom. United Kingdom. [Online] Available at: http://www.heritage.org/index/pdf/2014/countries/unitedkingdom.pdf [Accessed October 22, 2014]. Williamson, D. & et. al., 2008. Strategic Management and Business Analysis. Routledge. World Trade Organization, 2010. Global Problems, Global Solutions: Towards Better Governance. WTO Public Forum. [Online] Available at: http://www.wto.org/english/res_e/booksp_e/public_forum09_e.pdf [Accessed October 22, 2014].