Strategic Management: British Airways

Seminar Paper 2012 11 Pages

Business economics - Business Management, Corporate Governance


Assessment of Airline Success and its Strategic Management

History of British Airways is also the history of British aviation. The first cruise flight took place on August 25, 1919 year. AT&T along with two other airlines, being built from the ground up aviation services market in the UK. In time, AT&T has been transformed in Daimler Airways, later in 1924, along with four other airlines, formed Imperial Airways. In 1935, a number of smaller lines joined together - were British Airways Ltd. decision of the British government, both competitors were nationalized in 1939, and the lines are combined to form the British Overseas Airways Corporation. After the Second World War it became BOAC line of long-haul flights realizing, while local calls implemented as new airline - British European Airways (Neely, 2002).

In the 50s BOAC was the first airline in the world to the jet aircraft traffic. The new standards also marked the BEA lines. In the 60s Trident jet these lines made the first automatic landing capability heralding the era of the takeoff and landing in bad weather. Dear both lines ran separately until 1974, when the British government decided on their combination. In this way born British Airways, in which the service until October 2003, the remains legendary Concorde. An important step in the history of British Airways was the decision to privatize. It started as early as 1979, but the process ended only in 1987. Mission In 1986, Lord Marshall, the chief executive of British Airways, BA presented the mission: “To be the best, reaching the most successful company in the airline industry.” The main objective was to change the image of British Airways (Colling, 1995, 18-32). Reputation and company managed finance to rebuild by improving the quality of customer service, re-defining marketing objectives, sales and management mode. Ten years later for the next challenge, on 10 June 1997 British Airways adopted a new strategy and a new face.

The new image was a visual announcement of the changes that are planned, to invest in new products and services, and a fleet of training 6 billion pounds. New face values ​​reflect British Airways co-existence of traditional British values ​​of new features. BA had to wake associations with openness to the world, young spirit, friendliness, cultural diversity and transnational gaze. Heart new face of British Airways accounted for more than 50 designations images representing the richness of different cultures in the world. They were on the aircraft, ground support vehicles, business correspondence, schedules, luggage, and covers for tickets - wherever it appeared in the name of the line. Past British Airways colors (red, white, navy blue) were brightened and illuminated - now more closely resemble the colors of the British Union flag. Logo “British Airways” has gained a softer, more rounded typeface and the current line symbol - one-armed red arrow Speedwing, placed along the hull was replaced by a three-dimensional Speedmarque (Moyer, 1996, 172-181).

On 10 June 1997, British Airways revealed 15 of 50 models, including Polish and cut Lowicz, the Scottish tartan Highlands, Chinese calligraphy, Japanese porcelain model of Delft, frescoes South African Ndebele tribe, inhabitants of the Kalahari desert painting and wooden sculpture from North America. The new face emphasized that BA is a line from a global base in the United Kingdom, which also serves the communities of passion all over the world. Patterns adorning the BA fleet reflected the awareness that passengers come from different cultures. Three out of five customers of British Airways are from outside the UK.

Another change occurred at the turn of 2002/2003 Vision of British Airways, British Airways now wants to be “profitable, the UK, offering a full service and a wide network of connections to the airline.” The objectives also involve the development of 10 percent profit and are to be achieved, among others by strengthening the image of BA. British Airways, both in times of pioneering commercial flights, as now, were and are seen as a leader in the aviation market. Reputation and professionalism are values ​​that BA attaches great importance. With these values ​​the British Airways name has become synonymous with high quality air travel. Products and services set the standard British Airways air travel, and determine the next steps in the development of the industry (Kotler, & Lee, 2008). British Airways was the first airline introduced the branding of its products, the loyalty program for its passengers, the revolutionary seat converts to a fully flat bed in first class, FIRST, and then in business class on long-haul (Club World). British Airways came out with the assumption that the trip is not the flight, but also the procedures for clearance and waiting time.

The hallmark of British Airways lounges has become so busiest and fast track check-in. BA presented the new uniforms, which will gradually replace those previously used. New costumes refer to the classic English style and at the same time perfectly fit into modernity - the quality and elegance combined with simplicity of design of Julien MacDonald, and Stephen Jones designed for women with British Airways facial forage caps. Navy sailor, very delicate, barely visible stripes, silver buttons embossed with “ribbon.” BA logo is completed the whole scarf in the colors of British Airways, with strong red accents. New Challenges After September 11, 2001, airlines around the world faced a new reality. Most of the passengers have become “confident, integrity and care” - and this is how they are perceived British Airways. To ensure that lines emphasize values ​​such as reliability, safety, professionalism, responsibility, response to customer needs. BA travels on board each year about 40 million passengers, 360 planes from British Airways logo reaches more than 220 locations around the world, the success of BA operates 50 000 people per day are performed more than 300 flights from Heathrow, which is the main base for British Airways (Haberberg, & Rieple, 2001).



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Title: Strategic Management: British Airways