British Airways Case Study

3464 words - 14 pages

British Airways is the one of the largest airline companies, and the passengers carry overall in the fifth largest in the world. Most of plans are stay in Heathrow Airport which is the highest of main international airport. The British Airways has a long history and airlines cover 133 countries; include 373 airplanes. The BA Company includes 50,086 workers to be in the service, which is one of the largest employers and employees in the United Kingdom.
British Airways (BA) is based on the British flag carrier airline, based near London Heathrow Airport, the main center is near the Gulf. British Airways operate with Gatwick Airport which is the second or third center, a dedicated British Airways at London City Airport Express Line. British Airways is the UK's largest airline, is based on international routes. British Airways, Boeing's long-term customers, in 2007, the carrier placed large orders for its next, marking the replacement of its long-haul fleet starting order 12 Airbus A380 and 24 Boeing 787 Dreamliners. The airline's fleet is the core of long-haul Boeing 747-400, is a typical example of 57, British Airways is the world's largest operator type.
However, even it is a stander of management company, in the past period it had a lot of problems. During 1970s to 1980s, British Airways suffers a huge disaster. An old fleet uncomfortable trip, and greatly promote the airlines do not keep records of the time, their productivity much lower than its major overseas competitors, which is troubled by labor disputes, and it is the record number of financial lost. Employees discontent seems less than by the customer and in 1980 by the International Air Transport Association passenger airline British Airways placed top of the list in 1996, all costs, avoid pictures to match the overthrow of investigation. Degree not only the world's most profitable airlines, it was also voted the company, most graduates want to work, from 2000, another survey announced its second in Europe's most admired companies. (Grugulish and Wilkinson, 2002)
Therefore, even the British Airways is the biggest airline company, it still had some problems. When BA becomes more trouble for itself, American airline companies turn to a leader of airline marketing. For this reason, the most important major find the position of whole market for the British Airways. In this essay, firstly, I would introduce some academic articles, which can help people more clearly to understand this topic. Second extent to a discussion of the case study methodology; include why it is useful and limitation of it. Next, I could describe the case study which I might use two models; the main model is S.W.O.T. and a little analysis of P.E.S.T.

Literature Review
In the Managing Culture at British Airways: Hype, Hope and Reality, Grugulish and Wilkinson(2002) mention that British Airways has proved to be success stories in the transformation of one of the UK in the last ten years. In the...

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