co - alignment model

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British airwaysglobal premium airline
Prepared By kunal solanki
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subject matter

• Brief about assignment
• Introduction about British airways
• The organization.
• Product range of British airways
• Main competitors
• Values and measure of British airways
• Objective of British airways
• Environment scanning
• British airways strategic choice
• Performance and Long-term Goals
• Conclusion
• References

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Assignment brief

• This assignment has prepared for extensive
  strategic understanding of co-alignment model ,
  SWOT and its application with different product
  and services offered by British airways.

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Introduction british airways

• Full service global airline , offering year round
  low fares
• Flag carrier of United Kingdom.
• Founded in 1924 as Imperial airways and operated
  under that name until 1935.
• 1939, the airline was nationalized to form the
  british overseas airways corporation (BOAC).
• In 1972 BOAC and BEA were combined under British
  Airways board.
• Fleet size 274
• Subsidiaries 4
• Destination -169 Global excluding local in U.K
• Company slogan - To Fly. To Serve.

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THE ORGANIZATION
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product and services

• Short-haul UK Domestic is British
  Airways' economic class
• Business UK  operates the same cabin as UK
  Domestic.
• Euro Traveler is British Airways' economy class
  from UK to Europe.
• Club Europe is the short-haul business class
• Mid-haul 'Club World' business class.
• Long-haul premium with different facility in
  aircraft.
• Club World easy with cabin features fully flat
  beds.
• Next Generation New Club World, featuring larger
  seats.
• World Traveler is the long-haul economy class
  offered on international flights to destinations
  outside Europe.
• World Traveler Plus is the premium economy
   offering provided on all long-haul aircraft.

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competitors

• British Airways has a lot of competitors but the
  competitors also depend on what route is being
  flown. A popular route flown is London Heathrow
  to New York JFK. Many airlines fly that route
  including following
• Main international competitor.
• Virgin Atlantic,
• American Airlines
• Delta Airlines.
• On the long-haul route to individual countries -
  The national carrier of that country.
• On ultra-short haul and short-haul routes -
  EasyJet and Ryan Air. 
• On some long-haul routes - Virgin Atlantic.

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Swot analysis

• Strength
• Strong brand image
• Open sky agreement
• International operation
• Sole access to Heathrow terminal 5.
• Skilled staffs
• Expansion of aircraft fleet
• Economies of scale by using
• Spare space of aircraft for cargo services
• official airline for 2012 Olympic and Paralympics.

• Weakness
• Cost of management
• Decline profitability
• 358 M loss after tax in 2009
• 425 M loss after tax in 2010.
• Labor strike
• Powerful employee union
• Christmas strike in 2009

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• Opportunities
• Emergence of new market
• Asia pacific
• Threats
• Raising fuel prices
• Tight competition from low cost airline
• Changes in consumer behavior
• Unstable political issues and global economic
  crisis.

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Environmental scanning

• Consumer choice and switching cost is very
  identical
• Expectation from british airways - High quality
  service
• Environmental effect , Global warming and waste
  management.
• Buyer s purchasing power and expectation.
• Fuel price hike and change in economy in U.K.
• Industry competition and change.
• Customer demand more than basic product.
• Customer enjoying enhanced product.

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Firm s structure

• Reduce climate change emission in aviation with
  cap on net emission by 2020 and 50 cut by 2050
  ,it will guarantee the environmental target are
  met minimize cost to passenger
• Huge Investment in product ,Aircraft, technology
  and service by 2020.
• Market penetration and maintain pricing policy
• Targeting Long haul aviation market in different
  country like UAE .
• Reducing carbon emission, waste , noise and
  improve in local air quality.
• Support international communities, conversation
  projects and charities in country we fly to .
• Encourage our customer and supplier to act
  responsibly.
• Provide and great place to work and encourage
  every one to embrace one destination.
• Listen to customer feedback and giving quality
  service to customer at every touch.
• Open skies alliance
• Partner with UNICEF promote change for good
• Investing in short haul market to attract and
  gain new customers by 2020.

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Long-term goal.

• Deliver outstanding services to customers and
  build relationship with them.
• Grow our presence in global cities by 2025.
• Build our leading position in Landon.
• Meet our customer s needs and improve margin
  through new revenue streams.
• Using modern technology , self service check in
  ,e.g. IBM s KIOSK By 2025.
• Launching most advance freight processing
  facility service.
• Setting the priority and be more sensitive for
  human aspect and job cuts.
• By end of 2014 british airways will be reducing
  10 of its waste on future flights.

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Performance.

• By the end of 2013 BA would be competitor in the
  long haul market from London to U.S.A.
  specifically business class.
• Successfully manage and pleased the economy class
  and customers with outstanding customer service
  and win global award for its service in 2012.
• Reduced the carbon other waste by 6 in 2012
  and planning to increase this percentage.
• Manage staff and human resources that was
  problematic earlier due to crisis with union and
  management ,seriously thinking about job cuts.
• Increase number of seats for short haul and long
  haul travel from different rage of product offer
  to different customers.

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Conclusion

• After searching detail information about british
  airways we can conclude that british airways
  objective is to being global premium airline with
  approving ethical practices and creating positive
  image in society by minimizing environmental
  effect. Moreover BA focus on customer service and
  satisfaction by creating valuable traveling
  experience.

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references

• (Britishairways.com, 2014)Bibliography Britishair
  ways.com. 2014. British Airways Book Worldwide
  Flights Holidays. online Available at
  http//www.britishairways.com Accessed 3 Mar
  2014.
• British Airways in 2013 Investing In Products,
  Aircraft and TechnologyIn-text (modernghana.com,
  2014)Bibliography modernghana.com. 2014. British
  Airways in 2013 Investing In Products, Aircraft
  and Technology. online Available at
  http//www.modernghana.com/news/449022/1/british-a
  irways-in-2013-investing-in-products-airc.html
  Accessed 3 Mar 2014.
• British AirwaysIn-text (Wikipedia,
  2014)Bibliography Wikipedia. 2014. British
  Airways. online Available at
  http//en.wikipedia.org/wiki/British_Airwayscite_
  ref-14 Accessed 3 Mar 2014.
• Scribd.com.Market mix of British
  AirwaysIn-text (Scribd.com, 2014)Bibliography Sc
  ribd.com. 2014. Market mix of British Airways.
  online Available at http//www.scribd.com/doc/5
  0773223/Market-mix-of-British-Airways Accessed
  3 Mar 2014.

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• Wall, Robert. "British Airways to Fly First A380s
  to Los Angeles, Hong Kong". Bloomberg. Retrieved
  2 March 2014.
• "United Kingdom Civil Aircraft Register". United
  Kingdom Civil Aviation Authority. 8 January 2014.
  Retrieved 2 March 2014.
• "British Airways Fleet Facts". British Airways.
  Retrieved 13 October 2013.
• Airbus (September 2013). "Airbus - Orders and
  Deleveries Sept 2013". Toulouse Airbus.
  Retrieved 2 March 2014.
• Rohit T.K. (17 January 2014). "Atlas Air loses
  contract with British Airways, shares dive".
  Reuters. Retrieved 2 March 2014.
• "IAG Cargo signs freight deal with Qatar
  Airways". IAG Cargo. 17 January 2014. Retrieved 2
  March 2014.
• "BA Cargo Vickers 963C". Airliners.net. 9 October
  2011. Retrieved 2 March 2014.
• "BA Cargo 707-330C". Airliners.net. 6 May 1980.
  Retrieved 2 March 2014.
• Howard Mustoe, Steve Rothwell. "British Airways
  Picks Troubled Rolls Engine for A380s".
  Bloomberg. Retrieved 2 March 2014..
• "BA opts for A380 and Dreamliner". BBC News. 27
  September 2007. Retrieved 2 March 2014.

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