Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
MBA
Sheffield Hallam University
■ Overview of British Airways
■ Environmental analysis: pestle & five forces
■ Critical success factors
■ BA strategic position
■ Competencies and resources
■ Stakeholder 's mapping
■ SWOT analysis
■ Strategic clock of BA
■ ANSOFF matrix
■ Conclusion & Recommendations
AGENDA
■ References
POLITICAL
● Employments laws
● Political stability
● Rate of obsolescence
● Environmental legislation
● Energy consumption
● Waste Handling
● Monopoly legislation
Five forces
● Competitive rivalry: High because the industry is characterised by
large players such as Virgin Atlantic, Air France-KLM and
Lufthansa
Virgin
Air France-KLM
American Airlines
National
● Brand Reputation
● Internet facilities such as online booking and check-
in services
● Lounge availability for different travel class
● Strategic Alliance and open sky agreement e.g.
one world alliance
● Infrastructure and technology such as fuel efficient
aircraft, terminal hubs, hangers and landing slots
Threshold Competences
● Product innovation
Low High
Opportunities Threats
• Heathrow –Terminal 5, anti-trust immunity and •Rising fuel costs and future tax on aviation fuel
One-world alliance •Changes in buyers taste and preference
• Official carrier for 2012 Olympics games •Adverse Government policies e.g. planned
increase in air passenger duty by 2011
Strategic clock of BA
High
Differentiation Focused
differentiation
Hybrid
Perceived
added Low
value price
Low price/
Strategies
low added value destined for
ultimate failure
Low
Low Price High
ANSOFF MATRIX
existing product new
Protect / build Market Development
● Reasonable pricing ● Use Avionic Engineers to provide
existing
http://www.guardian.co.uk
http://www.ba.com