Strengths
Strengths
British Airways is an established and a well-known brand and an icon that carries the symbol of UK air travel, is the largest British based airline considering it financial size and stability. Rich, strong and robust partnerships founded Oneworld alliance, becoming the third largest in the world. BA also takes advantage of Economies of scale by using the spare space of aircraft for cargo services.Additionally, a sole access to Terminal 5 development boost mobility in Heathrow airport
Weakness
Poor employee relations history that were evident in a number of cabin crew strikes and issues that have not been dealt with carefully. Reliability and trust issue in terms of safety is not at an optimum level due to increase in terrorist threats Innovation and change is slightly slow in terms of British Airways application. High costs of management and a power employee union
3.3 Opportunities
British Airways rise in the Skytrax quality system is an important marketing area that the company can use to boast international image
Most competitors have been forced to exit the market due to the high cost of competing and the struggle of the global economy.
Reliability in terms of service delivery is still an issue that is faced by most of British
Airway’s compet itors. Emergence and increasing prominence of new markets such as budget travelling. 13
3.4 Threats
The Open skies agreement has provided a fair competition for most smaller airlines while also increasing the competitiveness through removal of restrictions on international routes for all airlines.
Environmental awareness that has constantly risen amongst most consumers is increasing the pressure on British Airways to reinvent energy policies and apply strict regulation on flight schedules during off-peak seasons to adopt environmental regulations. The global economy has still not shown clear signs of completely recovering from the turmoil of 2008. The reflection is
British Airways is an established and a well-known brand and an icon that carries the symbol of UK air travel, is the largest British based airline considering it financial size and stability. Rich, strong and robust partnerships founded Oneworld alliance, becoming the third largest in the world. BA also takes advantage of Economies of scale by using the spare space of aircraft for cargo services.Additionally, a sole access to Terminal 5 development boost mobility in Heathrow airport
Weakness
Poor employee relations history that were evident in a number of cabin crew strikes and issues that have not been dealt with carefully. Reliability and trust issue in terms of safety is not at an optimum level due to increase in terrorist threats Innovation and change is slightly slow in terms of British Airways application. High costs of management and a power employee union
3.3 Opportunities
British Airways rise in the Skytrax quality system is an important marketing area that the company can use to boast international image
Most competitors have been forced to exit the market due to the high cost of competing and the struggle of the global economy.
Reliability in terms of service delivery is still an issue that is faced by most of British
Airway’s compet itors. Emergence and increasing prominence of new markets such as budget travelling. 13
3.4 Threats
The Open skies agreement has provided a fair competition for most smaller airlines while also increasing the competitiveness through removal of restrictions on international routes for all airlines.
Environmental awareness that has constantly risen amongst most consumers is increasing the pressure on British Airways to reinvent energy policies and apply strict regulation on flight schedules during off-peak seasons to adopt environmental regulations. The global economy has still not shown clear signs of completely recovering from the turmoil of 2008. The reflection is