This 7 page paper looks at a firm, British Airways, and uses it as an example to look how strategy can be developed by looking at the strengths and weaknesses and the considering the broader environment with the opportunities and threats. The paper suggests strategies and then justifies then based on the initial SWOT analysis. The bibliography cites 5 sources.
Name of Research Paper File: TS14_TEstratba.rtf
Unformatted Sample Text from the Research Paper:
that the same pressures and influences ma be applied to other industries, For example, if we choose to look at a company such as British Airways, or any other major
flag carrier, then the same pressures and strategies may be applied to most other companies or industries in the same or similar industries such as travel, equally the concepts
ma apply to many other industries that face similar conditions. 1. Strengths and Weaknesses Strengths There is little doubt that the airline industry
is one that is growing, this is an advantage or strength to any company within the industry. In the US the industry was worth $108.5 billion in 2002 and is
expected to increase to $124.1 billion by 2007. The largest section of the market is and is projected to remain the passenger market, which makes most of most markets profit
as cargo carriage has a lower profit level (Euromonitor, 2004) and as such is one more easily assessable to the operators than the fright market.
The decline in air prices may also be seen as a strength by the customers, as this is placing the form of transport in the reach of
more and more potential passengers, increasing the use of air travel. This is increasing the acceptance of this as a form of travel. Similar patterns are seen in the UK.
The airline industry is was up to a value of ?8.6 billion in 2003 an increase of 3.5% on 2002 (Euromonitor, 2004). The largest section of the market is the
short haul sector that makes up 72% of the market. There is a dominant leader, with British Airways taking 53% of all air traffic showing the strength this company