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MA Marketing：BA strategic marketing
1. OVERVIEW
British Airways' airline network is centered on the United
Kingdom, where over 85 per cent of our workforce is based.
Its airline operations comprise mainline passenger and cargo
services operated from the London airports and services operated
by its regional subsidiary, British Airways CitiExpress. The
British Airways Group also includes a number of smaller subsidiaries
engaged in aviation-related activities.
The airline network generates economic value by meeting the
demand for business and leisure travel. BA provides vital
arteries for trade and investment, as well as leisure travel
opportunities for individuals and families. In 2004/05, BA
earned over 7.8 billion in revenue, 3.3 per cent up on the
previous year. 83 percent of this revenue was generated from
passenger traffic, 6 percent from cargo and 11 percent from
other activities (including fuel surcharges). BA carried over
35 million passengers and nearly 900,000 tones of cargo to
destinations in Europe, the Americas and throughout the world.
2. The external environment
2.1The general environment
The world economic performance in the past few years , and
its impact on BA's operation.
The world economic growth forecast of EU US China India and
so on
Oil prices
Emergency events like 9/11 SARS bird flu
Important political events like the nuclear issues of Iran
, North Korea.
2.2 The industry and competitor environment.
The airline industry overview
The growth rate
The size
The industries' future
The key players in both domestic and international markets.
3. The internal environment
3.1Resource
The young employee staff
The relation with key stakeholders
The Company's culture
3.2Core competence
The resource that BA owns which is unique
4. SWOT
4.1Strength
Cost controls
Goal-setting managing
The quick response to external environment changes
4.2Weakness
4.3Opportunity
The new market opportunities in emerging nations.
4.4Threat
4.1The threat from rivals
4.2The pressures from stakeholders like environmental organizations.
4.3The threats from general environment like the likely economic
recession, terrorist attacks , soaring oil prices.
5. Strategy choice
6. Conclusion
论文编号: w20070429133
论文题目：Strategy module
课程专业：MA Marketing
学校背景：英国著名高校
字数：3500(客户要求）
论文用途：硕士课程论文
截稿时间：5月8日
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