• Research Paper on:
    The Airline Industry and British Airways

    Number of Pages: 43


    Summary of the research paper:

    This 43 page paper is written in two parts. The first part is an in-depth analysis of the airline industry. This includes a comprehensive SWOT analysis examines strengths weaknesses opportunities and threats, a PEST analysis, examining political, social economic and technological influences, and the use of Porters Five Forces model, examining the threat form existing and new competitors, the power of buyers and suppliers and the availability of substitutes, game theory, Kellogs model and the Uppsala Model. The second part of the paper examines British Airways (BA) as a company looking at their generic strategy that focuses on differentiation and some of their core competences such as the use of information technology, accounting and financial performance and Ansoff's Matrix and how all these factors fit in with the industry analysis in part 1 of the paper. (This paper is an extended version of paper TEairBA.rtf). The bibliography cites 27 sources.

    Name of Research Paper File: TS14_TEairBAe.rtf

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    Unformatted Sample Text from the Research Paper:
    Entrants 22 2.4.3 Power of Suppliers 22 2.4.4 Power of buyers 23 2.4.5 Substitutes 23 2.5 Value Chain, Generic Strategy and the BCG Matrix 23 2.6 Game Theory 24 2.7 Kellogs Model 25 2.8 Uppsala Model 26 2.8 Conclusion 27 3. BRITISH AIRWAYS 28 3.1 Background 28 3.2 The Company Today 29 3.2.1 The  Mission Statement 29 3.2.2 The Corporate Objectives 30 3.3 Strategy 31 3.3.1 Generic Strategy 31 3.3.2 Core Competences 34 3.3.3 BA as an MNC 39 3.3.4 Global Drivers 40 4.4 Accounts Analysis 41 4.5 Ansoffs Matrix 42 4.6 Chan Kim and Maubourgne 43 4. CONCLUSION 44 Executive Summary  The airline industry has been in existence for more than 100 years. During this time technology has moved forward at a record rate, initially concentrating on the aircraft speed and  size, then moving onto controlling mechanism, such as automatic pilots and moving on towards computerised system and changes in the value chain to increase efficiency as internet sales and supply  chain management. Today the air industry is still growing, but has suffered a few set backs, such as global recession and the terrorist attacks of the 11th September 2001  which decreased demand for air travel. However, increased security and social desires have also pushed the patterns to growth again. The deregulation of the markets has increased competition which  has further squeezed profit margins whilst increasing the need for differentiation f the different competing firms. Luxury services and budget services have resulted from this pressure. It is in the  budget, no frills section , that the most growth is projected. Companies such as British Airways have seen ad adapted to these changes. British Airways had 44% share of  the UK market and seeks to compete by differentiating the brand with a high level of service. This has been achieved with the use of technology to increase efficiency as  well as a change of culture creating a customer centric organisation. This has been a difficult transition, especially when looking at the problems with human resource management within the 

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