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University of Greenwich
ASSIGNMENT SUBMISSION COVER SHEET
SUBJECT CODE : FINA 1035
SUBJECT TITLE : Strategic Finance Management
PO!AMME : BA "#$n%& Acc$'nting an( Finance
SE!i ID : %c)*+)0003,-./
UO! ID : 000.015
LECTUE2S NAME : Mr 4ic*ne% Te6en(ran
LEANIN! CENTE : SE!i COLLE!E 7UALA LUMPU
SUBMISSION DATE : 1. MAC# 01/
1
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Tabe of Contents
Intro!"ction
Internati$na+ Air+ine% !r$'8 "IA!& t$geter 9it it% %'%i(iarie% tat are Briti%
Air9a;% "BA&< Ieria< an( 4'e+ing< gi6e tra6e++er an( carg$ tran%8$rtati$n %er6ice in
te E'r$8ean mar*et IA! e+$ng a6iati$n in('%tr; IA! i% te 9$r+(=% %i>t igge%t
gatering% in +igt $? inc$me an( i% te tir( igge%t in E'r$8e 1 Te 8rinci8+e
a(6antage ?r$m merging $? BA an( Ieria i% t$ ?aci+itate te 9eigt $n carrier%=
inc$me% M$%t a% $? +ate< te Iri% g$6ernment a% c$nc'rre( an $??er $? it% 5@ %ta*e
1 IAG, 2015, introduction http://centreforaviation.com/analysis/britishair!aysandiberia
mer"ercompletedplannin"toaddmoreairlinestothe"roup##2$2
2
Content #a$e
Intr$('cti$n 3
Financia+ ati$
-)/
Mar*eting Ana+;%i%
),#M Ana+;%i%
10
O8erati$n Ana+;%i%
11)1
Strengt An( ea*ne%%
13)15
A88en(i> 1/
e?erence% 1
http://centreforaviation.com/analysis/british-airways-and-iberia-merger-completed-planning-to-add-more-airlines-to-the-group-44282http://centreforaviation.com/analysis/british-airways-and-iberia-merger-completed-planning-to-add-more-airlines-to-the-group-44282http://centreforaviation.com/analysis/british-airways-and-iberia-merger-completed-planning-to-add-more-airlines-to-the-group-44282http://centreforaviation.com/analysis/british-airways-and-iberia-merger-completed-planning-to-add-more-airlines-to-the-group-44282http://centreforaviation.com/analysis/british-airways-and-iberia-merger-completed-planning-to-add-more-airlines-to-the-group-44282
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in te ?+ag tran%8$rter Aer Ling'% t$ IA! it Aer Ling'% $ining IA!=% internati$na+
net9$r*< ti% c$'+( 8re%ent an $88$rt'nit; ?$r te air+ine t$ 6ent're int$ A%ian
(e%tinati$n Ti% 9i++ a((iti$na++; re'ire in6e%tment t$ e'i88e( aircra?t int$ +$ng
a'+
SBU
Pricing $? %eat%3 Briti% Air9a;%) Fir%t c+a%% B'%ine%%
c+a%% %eat%
Ieria B'%ine%% Ec$n$mic c+a%% %eat%
4'e+ing tree a%i% ?are at +$9 c$%t
Carg$ Ser6ice C$ntri'te 5@ $? re6en'e
Diagram 1
Financia+ ati$
2 IAG,2015, Introduction http://europa.eu/rapid/pressrelease%I&155'(1%en.htm
' IAG annual report ,2015
'
http://europa.eu/rapid/press-release_IP-15-5371_en.htmhttp://europa.eu/rapid/press-release_IP-15-5371_en.htmhttp://europa.eu/rapid/press-release_IP-15-5371_en.htm
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#rofitabiity
Inc$me (e6e+$8ment a% rec$6ere( t$ 8re)rece%%i$n +e6e+ an( IA! i% *ee8ing '8 8r$?itai+it;
?r$m 013 $n9ar(% Ten again< 9i+e te '%ine%% a% t'rne( $'t t$ e etter at $6er%eeing
+imit an( 8r$('cing %'$r(inate inc$me< it ?ace% increa%ing e>8en%e ?$r ?'e+< +a$'r an(
maintenance O6er 8a%t (eca(e%< ig e>8en%e% $? ?'e+ +ea( t$ e>8an( $8erating c$%t% - IA!
a6e attem8te( t$ m$(erate ti% increment tr$'g %'88$rting %;%tem% an( te 'ti+iati$n $?
m$re '8 t$ (ate< m$re 8r$('cti6e aircra?t 9it enance( $8erating 8r$ce('re L$9er ?'e+
'rn re('ce% a++ $'t 'ti+iati$n an( a((% t$ teir ene?it%BA $+i(a; i% *e; %$'rce 9ic
generating re6en'e an( (eman( ?$r IA! It e+8% tem t$ earn m$re 8r$?it ?$r teir gr$9t
A((iti$na++;< IA! i% ca8ita+ inten%i6e an( a% an$rma+ %tate $? ?i>e( c$%t Ti% *e;
c$m8$nent t$ generate an( ma>im'm ret'rn $n in6e%tment #ence< an a%cent in in6e%tment
tr$'g 8re%enting ne9 air8+ane i% a mar*er $? e>8ecte( (e6e+$8ment in ?'t're re'e%t% On
te $ter an(< a((iti$na+ ca8acit; ma; 'rt margin% a% it 8r$m8t% +$9er ;ie+( an( '%e rate%5
Beca'%e $? an increment in te aircra?t %ie< (e6e+$8ment in a6ai+a+e %eat mi+e i% iger an(
te +$a( ?act$r e+ement 9i++ ig
In 01< Ieria ma(e a ra(ica+ m$6e t$ c't %ta?? in te $rganiati$n an( ret'rn int$
8r$?itai+it;/ Ti% C$%t e??ecti6ene%% met$($+$g; 9a% '%e?'+ ?$r IA! t$ %8are m$re ca%
?r$m 8a;ing %a+ar; an( a6$i(ing ig ta> O6era++< it 9a% +$ng) term 8+an t$ t'rn te '%ine%%
ar$'n( an( (e6e+$8 A% a tran%ient re%'+t< ti% +ea( t$ +$9er 8r$?itai+it; ?$r te ;ear an( ig9$r*er ta> a%%e%%ment a% te in('%tr; nee(e( t$ 8a; 'ge am$'nt $? c$m8en%ati$n Ti%
e>8en(e( m$re m$ne;< 9ic 8r$m8t +$%% $? in?+'ence in +i'i(it; e+ement
# IAG, annual report, 20112015
5 )ource: http://!!!.thesba.com/2011/0'/22/si*!aystoimprovepro+tability/
IAG, 2012,- analysis
#
http://www.thesba.com/2011/03/22/six-ways-to-improve-profitability/http://www.thesba.com/2011/03/22/six-ways-to-improve-profitability/
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IA! i% te%te( ; ig c$%t%< 8artic'+ar+; ?'e+ c$%t%< $9e6er te;=re ?in(ing a 9a; t$ $+%ter
ene?it% in te c+$%e term< O6er te m$re e>ten(e( term< te; antici8ate tat in('%tr; 9i++
8r$?it ; c$n6e;ance% $? ne9< m$re ?'e+)8r$('cti6e aer$8+ane%< (imini%ing $t %'88$rt an(
?'e+ c$%t% O8erati$na+ enancement% c$n6erge $? carrier% an( %'$r(inate inc$me% 9i++
+i*e9i%e $+%ter inc$me%< +$$*ing g$$( ?$r te '%ine%% %tan(8$int
%i&"i!ity
M$(erate m$6ing in6ent$r; an( +$ng term $rr$9ing t$ re8a; %$rt) term (et i% a rea%$n ?$r
IA! t$ 8er?$rm 'n(erneat te '%ine%% n$rma+ M$re$6er< ig $rr$9ing% 9i++ 8r$m8t an
increment in te ?inance c$%t Ti% 9$'+( 8$%iti6e+; 8r$m8t rai%e intere%t rate Be%i(e%<
a6ing e>8an(e( it% $+igati$n< IA! rai%e% it% cre(it (anger creating an increment in te
intere%t rate carge( ; teir agent T$ e>8an( 8r$?itai+it; an( t$ g'arantee tat IA! a%
a(e'ate m$ne; t$ meet %$rt) term c$mmitment%< it m'%t minimie te in6e%tment $r +$an%
In a((iti$n< (ecrea%ing rec$r( recei6a+e ; e>8an(ing gatering 9i++ enance inc$me.
( IAG,2015, AA 3&4
$)ource: http://!!!.accountin"formana"ement.or"/currentratio/
5
http://www.accountingformanagement.org/current-ratio/http://www.accountingformanagement.org/current-ratio/
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Investor Ratio
IA! i% earning 8er %are %ee% an im8$rtant an( (e6e+$8 enance ;ear ; ;ear , It im8+ie% a%
te %are 8rice *ee8% $n e>8an(ing< te; 9$'+( create m$re ret'rn% ?$r in6e%t$r an( 9i++ e at
+e%%ene( (anger Ti% 9$'+( a+%$ 8r$m$te %are re8'rca%e%< 9ic 9$'+( (ecrea%e te
'antit; $? %are% $'t%tan(ing< e>8an(ing in gaining 8er %are an( e+e6ating te '%ine%%
%ect$r ene?it $? remaining %are%
Fr$m te ca+c'+ati$n< IA! a( +$9 8rice earning e+$9 tan it% c$m8etit$r% 10 It (em$n%trate%
an a%ence $? tr'%t in in6e%t$r a$'t te 8$$r 8re%ent an( ?'t're e>ec'ti$n $? te IA! L$9er
PGE rati$ re?+ect 8$$rer ?'t're $8en ($$r% $r 8$%%i+;< a (ea+ i? te '%ine%% %ect$r i% $6er)
8e%%imi%tic $r i? $ne tr'%t%< te '%ine%% %ect$r i% n$t c$n%i(ering 8$tentia+ re'i+(ing $r a
ta*e$6er tat 9$'+( enance ?'t're 8r$%8ect%
In %$rt< e6en t$'g te c$m8an; i% '%ing +$t ca% t$ 8a; ta>< c$m8en%ati$n< an( a6ing
8r$+em t$ 8a; teir (et in c'rrent 't te c$m8an; a6e +$t ?i>e( a%%et< 9ic e+8
generating %a+e% re6en'e t$ te c$m8an; B; re?erring t$ te c$m8an;2% %a+e% re6en'e< it can
%ee c+ear+; tat te c$m8an;2% 8er?$rmance a% een increa%ing %ince te ;ear 013
6 IAG,201' AA 3&4
10 IAG, 20112015 AA 3&4
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Mar'etin$ anaysis
4UELIN!
IBEIA
BITIS#
AIAHS CA!O
Diagram "BC! Matri>&
#ro!"ct
4'e+ing i% a %tar 8r$('ct Te; are tir( +arge%t +$9 c$%t carrier 9ic generating +arge
am$'nt $? ca% t$ IA! ; carging +$9 8rice t$ it% c'%t$mer #a6ing ig %are an( gr$9t
in a %$rt 8eri$( in(icate te; a( %tai+i%e( 8$%iti$n in ti% %er6ice in('%tr; Te; are
attracti6e an( $+( a %$+i( ?$c'%e( 8$%iti$n in E'r$8ean mar*et 4'e+ing 8ri6i+ege( a% e%t
+$9) c$%t air+ine at air tran%8$rt a9ar( an( a( $8erati$n %a?et; a'(it"IOSA& certi?icati$n ;
IATA %'88$rt% tat te; a6ing m$%t a%t$'n(ing %tan(ar( in $t 'a+it; an( %ec'rit; 11
Ieria i% a 8r$+em ci+( Inc'rre( $8erating +$%e% 9ic in?+'ence teir mar*et %are t$ e
+$9 an( a( ig gr$9t in mar*et
11)ource: http://!!!.vuelin".com/en/!earevuelin"/pressroom/press
releases/corporate/bud"iesa!ards
(
http://www.vueling.com/en/we-are-vueling/press-room/press-releases/corporate/budgies-awardshttp://www.vueling.com/en/we-are-vueling/press-room/press-releases/corporate/budgies-awardshttp://www.vueling.com/en/we-are-vueling/press-room/press-releases/corporate/budgies-awardshttp://www.vueling.com/en/we-are-vueling/press-room/press-releases/corporate/budgies-awardshttp://www.vueling.com/en/we-are-vueling/press-room/press-releases/corporate/budgies-awards
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Carg$ *n$9% a% ($g Te; %$9 +$9 gr$9t an( +$9 %are eca'%e (r$8 in re6en'e1 Ti% i%
n$t ea%; t$ IA! t$ (i6e%t carg$ e6en t$'g it n$t 8r$?ita+e t$ tem Tere?$re<
(i%in6e%tment i% e%t %trateg;
Briti% air9a;% ca% c$9 8r$('ct Te; are *e; %$'rce $? ca% an( reg'+ar+; centre t$ te
'%ine%% Te; %$9 +$9 gr$9t $9e6er ig %are% BA a% name( te 9inning c$n%'mer
S'8erran( $? 01- an( e%t internati$na+ ?ir%t c+a%% ; OA!13 It %$9% tat BA a( %$+i(
aggre%%i6e 8$%iti$n ;et in '%ine%% %ect$r Te; create m$re m$ne;< tere?$re gi6ing
in6e%tment re%$'rce% t$ $ter 9e++)intenti$ne( item% It% ran*e( 0 t in S*;tra> 9$r+( air+ine
a9ar( 0151-
(ia$ra) *
#RICE
Briti% a6iati$n r$'te $??er 8remi'm c+a%% %eat% 9it ig ca+ire in c$n'ncti$n 9it ig
c$%t% Ti% %8eci?ic %;%tem i% a (e%ign ?$r ?$c'%ing $n te '%ine%% c+a%% *ee8ing in min( te
en( g$a+ t$ %'%tantiate tem %'8eri$r t$ teir (i??erent c$ntenti$n% +i*e L'?tan%a15 BA
12 IAG,201# AA 3&4
1')ource:https://!!!.britishair!ays.com/en"b/bamediacentre/ne!sarticles7articleI89201#010$0520.;l
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$+i(a; $ne te e>am8+e ?$r 'n(+e 8rice 9ere te; 8r$6i(e acc$mm$(ati$n< ?$$( an( mea+
a% 8ac*age1/ Di??erent t;8e $? 8ricing '%ing ; air+ine% t$ attract (i??erent gr$'8 $? c'%t$mer
ence increa%e teir re6en'e +e6e+
#%ACE
BA ?$++$9 Inten%i6e (i%tri'ti$n %trateg; c$ncentrate% $n ma*ing te 8r$('ct a6ai+a+e
e6er;9ere at an; time Be%i(e%< tic*et a6ai+a+e in 9e%ite +i*e E>8e(ia< ma*em;tri8c$m
an( can '; ?r$m tra6e+ agencie% t$$1 Te%e %trategie% gi6e item c$n%ci$'%ne%%< e>8an(e(
(ea+% an( 8r$?it< %$9ca%ing 8r$('cti6it; an( c+ient ac*n$9+e(gment
#ROMOTION
A(6erti%ing tr' %$cia+ net9$r* +i*e H$'T'e< T9eet an( BBC ne9% e+8 tem t$ 8r$m$te
teir ran( t$ te 9$r+( 1. BA $??er% ?+igt% 6ia $ne9$r+(K a++iance 'n(er c$(e %aring
agreement< 9ic e+8 t$ 8r$m$te an( %e++ %eat%1,In a((iti$na++;< A6i$% %$+( t$ '%ine%%
acc$m8+ice% t$ '%e in %8ecia+ 8r$gramBA a+%$ %8$n%$r Briti% aca(em; $? ?i+m an(
te+e6i%i$n art% an( t$ O+;m8ic 010 Pr$m$te e??ecti6e+; $? te item get e>tra$r(inar;
re8'tati$n am$ng te c+ient in +igt $? %'cce%%?'+ 8'+iciing an( it +i*e9i%e a%%i%t ti%in('%tr; 9it getting etter ret'rn%
1 )ource: http://!!!.britishair!ays.com/en"b/destinations/holidaytypes/allinclusiveholidays
1( )ource:http://!!!.ma?emytrip.com/international@i"hts/britishair!aysba.html
1$)ource: http://!!!.bbc.com/ne!s/business161#('6'
16)ource: https://!!!.onetravel.com/airlines/britishair!aysba
20 )ource:http://!!!.britishair!ays.com/en"b/information/aboutba/sponsorship
6
http://www.britishairways.com/en-gb/destinations/holiday-types/all-inclusive-holidayshttp://www.britishairways.com/en-gb/destinations/holiday-types/all-inclusive-holidayshttp://www.makemytrip.com/international-flights/british-airways-ba.htmlhttp://www.bbc.com/news/business-19147393http://www.bbc.com/news/business-19147393https://www.onetravel.com/airlines/british-airways-bahttps://www.onetravel.com/airlines/british-airways-bahttp://www.britishairways.com/en-gb/information/about-ba/sponsorshiphttp://www.britishairways.com/en-gb/destinations/holiday-types/all-inclusive-holidayshttp://www.britishairways.com/en-gb/destinations/holiday-types/all-inclusive-holidayshttp://www.makemytrip.com/international-flights/british-airways-ba.htmlhttp://www.bbc.com/news/business-19147393https://www.onetravel.com/airlines/british-airways-bahttp://www.britishairways.com/en-gb/information/about-ba/sponsorship
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H")an Reso"rce Mana$e)ent
Cost effectiveness
In $r(er t$ ma*e IA! a% a c$%t %a6ing in('%tr;< Ieria g$ing tr$'g 9$r*?$rce re('cti$n
8r$ce%%1 It migt n$t e??ecti6e ?$r n$9 't in ?'t're 8eri$( it ma; gi6e 8$tentia+ t$ gr$9
re6en'e Em8+$;ee% ec$me% +e%% tr'%ting $n management an( m$re a8t $n +$$* ?$r
%$me9ere ?$r 9$r*
Co)+etency
A n'mer $? (e6e+$8ment 8r$gramme% an( training ?$r %ta?? r'n% ; BA Te +$9er a6erage
$'r $? tat training i% 33 $'r% Be%i(e%< mi>e( ?+eet i% a c$minati$n $? +$ng an( %$rt
a'+ (e%tinati$n ?+; ; BA cain cre93 B; ta*ing a +itt+e re%t< cain cre9 a6e t$ 9$r* in
21)ource: http://!!!.the"uardian.com/business/2012/nov/06/internationalairlines"roupbattlesta
22)4B3: http://!!!.fte>ereC.com/britishair!aysfuturepilotpro"ramme
2')ource: http://!!!.britishair!ays.com/careers/mi*ed@eet/mi*ed%@eet.shtml
10
http://www.theguardian.com/business/2012/nov/09/international-airlines-group-battle-staffhttp://www.theguardian.com/business/2012/nov/09/international-airlines-group-battle-staffhttp://www.theguardian.com/business/2012/nov/09/international-airlines-group-battle-staffhttp://www.ftejerez.com/british-airways-future-pilot-programmehttp://www.britishairways.com/careers/mixedfleet/mixed_fleet.shtmlhttp://www.britishairways.com/careers/mixedfleet/mixed_fleet.shtmlhttp://www.theguardian.com/business/2012/nov/09/international-airlines-group-battle-staffhttp://www.theguardian.com/business/2012/nov/09/international-airlines-group-battle-staffhttp://www.ftejerez.com/british-airways-future-pilot-programmehttp://www.britishairways.com/careers/mixedfleet/mixed_fleet.shtml
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$t a'+ an( te; re9ar(e( ?$r teir 8er?$rmance i? it i% g$$( en$'g It i% t$ a6$i( tem
?r$m gi6ing im8r$8er %er6ice t$ te c'%t$mer an( (em$ti6ate( T'%< %ta?? co)+etency +e6e+
an( 8r$('cti6it; 9i++ (ecrea%e
Co))it)ent
D'e t$ 'n8ai( c+aim< re?'%a+ em8+$;ee% a( %tri*e M$re$6er< te %ta?? n$t a88; 9it te
%ce('+e% an( te %a+ar; 8ai( ; tem- Te; 8a; 1000 e'r$ tat i% +$9er tan it i%
c$'nter8art%5 Di%%ati%?acti$n $? 8a;ment ; %ta?? migt +ea( t$ (r$8 co))it)ent +e6e+ It
migt in?+'ence IA!2% re8'tati$n an( ?a++ in ran( image eca'%e %ta??% n$t engage(
In?ra%tr'ct're )?inancia+ 8+anning an( acc$'nting)management $rgani%ati$na+ %tr'ct're
#'man re%$'rce
management
recr'itment )Em8+$;ee
(e6e+$8mentG
8r$m$ti$n
)c$m8en%ati$n
9age%
)%tri*e
In?$rmati$n
tecn$+$g;
)$n+ine
"9eGa88&
)(igita+ ag tag%
)
)*n$9 me a88
) BA APP
)internet %er6ice in
?+igt
Pr$c'rement )%$++ena ?'e+ ) e>8an%i$n $? air8$rt ; BA
INBOUN(
%OGISTICS
O#ERATION
)maintenance
OUTBOUN(
%OGISTICS
MAR,ETING -
SA%ES
SERVICES
)re%er6ati$n
2#)ource: http://!!!.the"uardian.com/business/201#/>un/22/britishair!aysstri?eactionthreatpayclaimba
25 IAG,2015 Annual report
11
http://www.theguardian.com/business/2014/jun/22/british-airways-strike-action-threat-pay-claim-bahttp://www.theguardian.com/business/2014/jun/22/british-airways-strike-action-threat-pay-claim-bahttp://www.theguardian.com/business/2014/jun/22/british-airways-strike-action-threat-pay-claim-bahttp://www.theguardian.com/business/2014/jun/22/british-airways-strike-action-threat-pay-claim-bahttp://www.theguardian.com/business/2014/jun/22/british-airways-strike-action-threat-pay-claim-ba
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)
)?'e+ (i%tri'ti$n
)?$$( e6erage%
)F+igt cre9 %ce('+e
$? aircra?t
)$n)$ar(
%er6ice
)carg$
management
) aggage an(+ing
)?+igt c$nnecti$n
)c$(e %aring 9it
$ter air+ine%
)8remi'm +$'nge
)8r$m$ti$n
)a(6erti%ing
)tra6e+ agent%
)%a+e% canne+
)8$$r re%8$n%e
time
)+$%t aggage
%er6ice%
O+eration Anaysis
e('cti$n $? %ta?? an( %tri*e% are te ma$r 8r$+em ?acing ; 'man re%$'rce% management
in IA!/ Unm$ti6ate( %ta?? 9i++ in?+'ence( $8erati$n an( $'t$'n( +$gi%tic ; (e+a;ing $n)
$ar( %er6ice% an( aggage an(+ing %er6ice% It 9i++ gi6e a( image t$ 8a%%enger a$'t
in('%tr; Since tere i% +e%% 8e$8+e in maintenance $? aircra?t< carg$ management< in?+igt
?$$( an( e6erage (e8artment< te c$m8an; c$'+( n$t ma>imi%e te 8r$('cti6it; Oter tan
tat< it a+%$ re%'+te( in 8$$r c'%t$mer %er6ice Sta?? c$'+( n$t re%8$n( t$ c'%t$mer $n time
('e t$ $6ercr$9(ing c'%t$mer%
IA! i% n$t in ca% c$ntr$+ an( te; ma(e a +$t in6e%tment ; ';ing ne9 air'%e%< 9ic
a% (rain te c$m8an; +i'i( a%%et% Ti% a% %$9n tat te c$m8an; i% n$t 8r$8er+;
an(+ing teir ?inancia+ 8+anning It e??ect in?ra%tr'ct're an( $8erati$n Lac* $? +i'i( a%%et%
a% ca'%e( te c$m8an; t$ g$ tr$'g a %erie% $? 8r$+em
F$r tecn$+$g; an( (e6e+$8ment< IA! a% intr$('ce( (igita+ ag tag an( im8r$6e%e teir
9e%ite% It a% ene?it t$ $8erati$n t$ ec$me m$re e??icient 9it +e%% (irect in6$+6ement $?
%ta?? Be%i(e%< inn$6ati$n in m$i+e a88 %'c a%K *n$9% meK an( BA a88 a6e e+8 tem t$
8r$m$te an( a(6erti%e in e??ecti6e 9a; 9it +e%% c$%t. It a+%$ a((% 6a+'e t$ mar*eting an(
%a+e% ; 8r$6i(ing c$n6enient %er6ice an( reace% teir c'%t$mer in ea%ier 9a;
2 - AAD)I)
2( EIABIA AAD)I)
2$)ource: http://!!!.britishair!ays.com/en"b/information/baonyourmobile
12
http://www.britishairways.com/en-gb/information/ba-on-your-mobilehttp://www.britishairways.com/en-gb/information/ba-on-your-mobilehttp://www.britishairways.com/en-gb/information/ba-on-your-mobile
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F'rterm$re ?$r 8r$c'rement< ; $ining 8artner%i8 9it S$+ena an( ';ing ne9 air'% a%
a(( 6a+'e t$ te $8erati$n an( in?ra%tr'ct're, Ti% a% increa%e( te ?'e+ e??icienc; $?
air'%e% ('e t$ (eci%i$n t$ re('ce car$n an( ma*e a% c$%t %a6ing in('%tr; In 013< BA
*ee8% $n a(6ancing te (e6e+$8ment $? air termina+ t$ ma*e a((iti$na+ ai+it; t$ +e%%en
(e?erra+ em8$9ering #eatr$9 t$ c$nten( a++ te m$re a(e'ate+; again%t te %igni?icant
E'r$8ean centre 8$int%30
Stren$th an! .ea'ness
Stren$th
26 +nancial analysis
'0 Fritish Air!ays , 201',Annual report
1'
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• A8art ?r$m te caracteri%tic 8$%iti$n% in teir $me mar*et%< Briti% Air9a;%=
'a+itie% +ie e%8ecia++; in N$rt America an( Ieria in Latin America J$ining (ea+%
e>erci%e% in eiter (i%trict i% re+ie( '8$n t$ create im8r$6e( '%ine%% %ect$r acce%%
• Briti% Air9a;% remain% te main 8remi'm aircra?t ran( in te U7< a% a ran( 9it
m$re gr$'n(e( c+ient a(mini%trati$n rec$gniti$n an( a n$t$riet; ?$r $??ering m$re
8remi'm c$m8$nent31
• Pr$%8er$'% an( ?$rti?;ing a%%$ciati$n% 9it Unite( Air+ine% a+$ng%i(e te arrangement
$? One9$r+(K carrier t'rn int$ te tir( igge%t $n te mar*et3
• Briti% a6iati$n r$'te% a( %$+i( 6icinit; at L$n($n #eatr$9 9$r+(9i(e air termina+
.ea'ness
• P$$r 9$r*er re+ati$n% i%t$r; tat 9ere c+ear in 6ari$'% cain team %tri*e% an( i%%'e%
tat a6e n$t een manage( 8reci%e+;
• Man; c$m8+ain a$'t aggage an(+ing %er6ice
• Ine??icient ca% c$ntr$+ %t$8% tem ?r$m meeting teir %$rt) term $+igati$n 33
"9$r( c$'nt 0/3&
A##EN(I/
'1 IAG,2015, I48BI4
'2 )ource:http://!!!.britishair!ays.com/en"b/information/partnersandalliances/one!orld
'' EIABIA AAD)I)
1#
http://www.britishairways.com/en-gb/information/partners-and-alliances/oneworldhttp://www.britishairways.com/en-gb/information/partners-and-alliances/oneworldhttp://www.britishairways.com/en-gb/information/partners-and-alliances/oneworldhttp://www.britishairways.com/en-gb/information/partners-and-alliances/oneworld
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15
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A88en(i>
1
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A88en(i> 3 L'?tan%a
Pr$?itai+it; rati$ 011 01 013 01-
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O8erating Pr$?it 3 50/ 351 1,. 3--
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8/17/2019 Iag Airlines Assignment (1)
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References
• tt8:GG999iairgr$'8c$mG8$eni>tm+c-0,-,8ir$+)re8$rt%ann'a+ "IA!<
01-&
• tt8:GG999teg'ar(ianc$mG'%ine%%G01Gn$6G0,Ginternati$na+)air+ine%)gr$'8)att+e)
%ta?? " !9;n T$8am
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012 #ESTE% Anaysis
Econo)ic
Beca'%e $? 9$r+(9i(e ec$n$m; ($9nt'rn< te 9$r+(9i(e e>cange m$(erate ($9n an(
(ecrea%e 15 @ c'%t$mer i% %8en(ing $n tra6e++ing 3- Te ig 6er%ati+it; 8$8'+ar in te
'%ine%% %trengt% BA t$ e (e+icate in e6a+'ating an( %are c$%t $? BA a6e een +e%%ening
'# http://ne!s.bbc.co.u?/2/hi/business/$566$.stml
16
Content #a$e
PESTEL Ana+;%i% 1,)1
P$ter2% 5 F$rce Ana+;%i%
)5
Critica+ S'cce%% Fact$r
/
OT
S9$t Ana+;%i%
.
. P$%%i+e Strateg;
,)30
SFA Te%t 31)33
F'++ De%cri8ti$n $? rec$mmen(e( %trateg; 3-
i%* a%%e%%ment 35
e?erence 3/
A88en(i> 3)3,
http://news.bbc.co.uk/2/hi/business/8566998.stmlhttp://news.bbc.co.uk/2/hi/business/8566998.stml
8/17/2019 Iag Airlines Assignment (1)
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F$c'%ing t$ te $i+ %8i*e in 00.< 9en te c$%t came t$ Q1- arre+ an( man; air+ine
in('%trie% ecame an*r'8t35 It +ea(% t$ +e%%en in tic*et re'e%t tat im8+ie% +$9er (ea+ ?$r
BA F'rterm$re< %are$+(er% are in?+'ence( a(6er%e+; ; n$t getting ret'rn% n$t
%'r8ri%ing+;< $n te gr$'n(% tat %8ec'+ati$n ($ne ami( retreat 8r$m8te( mi%?$rt'ne
In term $? ?inancia+ c$m8$nent< te ai+it; $? E'r$8ean '%ine%% %ect$r t$ %'r8a%%e% re'e%t<
c$ming ?r$m te rate 9ar% an( c+a%e% tat +i*en t$ +$9er ;ie+(% ?$r c$mmercia+ enter8ri%e%
A% 8er m$netar; e+ement< te a++iance% can re%'+t t$ a greater c$ntr$+ an( m$6e in term $?
+imit< 9ic ring% a$'t te (ecrea%e $? ri6a+r; an( im8r$6e% inc$me% Te c$(e %aring
carrier '%ine%%e% 9i++ a6e te $88$rt'nit; t$ 8art te c$%t% 9e++ a% entering te '%ine%%
%ect$r% an( gi6e ene?it ;et ti% can 8r$m8t a6ing te +e%% ?+;ing macine at air8+ane
termina+%< ence?$rt +e%% %8ace i% re'ire( It i% %ai( tat in term $? c'rrent m$netar;
circ'm%tance< te '(getar; emergenc; a((iti$na++; im8act% ;ie+( an( inc$me $? BA
#oitica - %e$a
!$6ernment% a6e c$ntr$++e( 9ere air8+ane% can ?+;< an( 8art% $? teir item arranging an(
e%timating a88r$ace% A% $? +ate< %igni?icant a(mini%trati6e cange a% $cc'rre(< gi6ing
air+ine% m$re $8en ($$r an( e>8an(ing te '%ine%% %ect$r ri6a+r; Dereg'+ate( $rganiati$n%
+i*e BA re'ire ?rame9$r*% tat em8$9er c$ice% t$ e ma(e imme(iate+; O8en %*ie% are ac$ntract< 9ic cange% te a(mini%trati6e %cene% ?'n(amenta++;3/
In a((iti$n< +ega+ c$m8$nent in?+'encing Air+ine% i% te ?$rce $? 'ni$n% Uni$n it i% a greate%t
8$9er ?$r em8+$;ee ?$r att+e ac* t$ get teir nece%%itie% in te e6ent tat te; n$t ?'+?i+
9it te a(mini%trati$n Briti% Air+ine% a% %eri$'%+; en('re( n'mer$'% m$(ern acti6itie%
8artic'+ar+; in te 8re6i$'% ;ear% an( *n$9% a$'t te %'gge%ti$n% tat te e>cange 'ni$n%
can ring a$'t Ta*e ?$r in%tance Cain Cre9 %tri*e% !reat 9$r*er re+ati$n% are *e; i?
Briti% Air+ine% nee(% t$ *ee8 a9a; ?r$m m$(ern acti6it; an( inter?ere( 9it $8erati$n%
Ten again BA a% %$me ?a6$'ra+e +a9?'+ i%%'e% +i*e te; can e>cange te air8+ane in te
mi((+e $? EU an( US 'nre%er6e(+;3
'5 http://oilprice.com/3ner"y/4il&rices/hyecessionAl!aysEollo!s4il&rice
Increases.html
' https://!!!."oo"le.com/=9britishHair!aysH201#HannualHreport
20
http://oilprice.com/Energy/Oil-Prices/Why-Recession-Always-Follows-Oil-Price-Increases.htmlhttp://oilprice.com/Energy/Oil-Prices/Why-Recession-Always-Follows-Oil-Price-Increases.htmlhttps://www.google.com/#q=british+airways+2014+annual+reporthttp://oilprice.com/Energy/Oil-Prices/Why-Recession-Always-Follows-Oil-Price-Increases.htmlhttp://oilprice.com/Energy/Oil-Prices/Why-Recession-Always-Follows-Oil-Price-Increases.htmlhttps://www.google.com/#q=british+airways+2014+annual+report
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Air c$ntr$+ an( %ec'rit; a6e %een increment in 9e++eing an( anti)terr$ri%m acti6itie% a% a
c$n%e'ence $? te Se8temer 11 air c$mman(eering in te Unite( State% an( te L$n($n
$ming% $? J'+; 0053. Beca'%e $? a%%a'+t BA cea%e( ?+igt% t$ %8eci?ic nati$n%< ?$r
e>am8+e< te centre ea%t Ti% ma*e tem t$ +$%t a great (ea+ $? ca% in +igt $? te %t$88age
$? ?+igt% t$ certain (e%tinati$n< (ecrea%e in ?+igt re'e%t ?'rterm$re re'ire( ?r$m ?irm%
m$re %a6e% $n %ec'rit; a88r$ace% t$ re)'i+( '8 certaint; $? ';er% It% 8ermit BA t$ %8en(
m$re c$%t an( it% ene?it 9ent ($9n
Technoo$y
e an( ce++ te+e8$ne% are (e6ice% tat tra6e++er% '%e in cec*ing)in 7ee8ing '8 a c$r8$rate
%ite 9ic a((iti$na++; an(+e% c+ient in'irie% an( re%er6ati$n% i% +i*e9i%e t'rning int$
an$ter 8rere'i%ite ?$r air+ine% Mecanica+ a(6ance% tat inten( t$ +e%%en nat'ra+ arm
r$'gt $n 6ia carrier $8erati$n% are e>8an(ing an( (e6e+$8ment% tat 8+an t$ enance
a(mini%trati$n an( tra6e++er e>8erience
On+ine (ea+% are re%8ecte( 8r$?$'n(+; critica+ ; BA an( te; are %etting im8re%%i6e
c$n?i(ence in it% %ite 8re%ence t$ e+8 $n+ine)(ea+% 9ic 9i++ (imini% c+ient m$6ement
tr$'g BA=% ca++ ?$c'%e%3,
E)Tic*et% are c'rrent+; te %tan(ar( tic*et 8$%iti$n 'ti+ie( ; BA< ma*ing ?+igt tic*eting
m$re c+ear< a(a8ta+e an( %ec're BA can a6e $int en(ea6$'r% 9en it% (e%ire inn$6ati$n< in
+igt $? te ?act tat it2% c$%t+; an( 'ic* m$6ing
Environ)ent
A 8$rti$n $? te nat'ra+ i%%'e% tat te air+ine '%ine%% a88earance% are n$i%e< air
c$ntaminati$n< +an( ta*e< 9ater c$ntaminati$n an( 9a%te management F+;ing macine
c$mm$ti$n can 8$%%i+; in?+'ence te 8er%$na+ %ati%?acti$n $? at an; rate a +arge 8$rti$n $? a
mi++i$n in(i6i('a+% +i6ing near U7 air termina+%
'( https://employeerelations.!ordpress.com/employeerelationsatbritish
air!ays/
'$ http://!!!.the"uardian.com/!orld/2006/dec/2(/historyu?usairlineterrorism
'6 http://!!!.britishair!ays.com/en"b/information/chec?in"in
21
https://employeerelations.wordpress.com/employee-relations-at-british-airways/https://employeerelations.wordpress.com/employee-relations-at-british-airways/http://www.theguardian.com/world/2009/dec/27/history-uk-us-airline-terrorismhttp://www.britishairways.com/en-gb/information/checking-inhttps://employeerelations.wordpress.com/employee-relations-at-british-airways/https://employeerelations.wordpress.com/employee-relations-at-british-airways/http://www.theguardian.com/world/2009/dec/27/history-uk-us-airline-terrorismhttp://www.britishairways.com/en-gb/information/checking-in
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Te 9$r+(9i(e en6ir$nment t'rn% $'t t$ e m$re a9are $? 'i+(ing a %'8eri$r ?'t're an(
en6ir$nment ?$r te 8'r8$%e $? te genera+ 8$8'+ati$n In ti% manner< Briti% a6iati$n r$'te%
are ($ing ting% t$ en%'re tat c'tting e(ge 9i++ a6e c+eaner an( greener en6ir$nment In
%'c manner< te $rganiati$n a((iti$na++; %tic*% t$ teir c$r8$rate %$cia+ $+igati$n ;
c$n%i(ering ?$'n(ati$n% an( $cca%i$n% ?$r te a(6antage% $? en6ir$nment-0 Te
a(mini%trati$n a((iti$na++; $in% ec$+$gica+ %ec'rit; att+e ; %'88$rting $cca%i$n% an(
(i??erent (e6e+$8ment%
BA t'rn% int$ te 8rinci8a+ aircra?t t$ 9in g$6ernment en($r%ement ?$r it% car$n a+ance
8+an in Marc 00, Tra6e++er% are getting t$ e increment min(?'+ a$'t teir car$n ?$$t
%a8e( im8re%%i$n< in ti% manner ; BA inc+'(ing ti% 9i+?'+ car$n a+ance 8+an-1
In(i6i('a+% can 8$%iti6e+; a??ect gr$'8% a% 9e a% a('%ting te emi%%i$n ?r$m teir ?+igt
F'rter< an$ter *e; i%%'e ?$r te Briti% Air9a;% t$ a((re%% i% n$i%e c$ntaminati$n T$
%$rten te i%%'e< te $rganiati$n create( in ca+mer aer$8+ane an( a('%t% te 9a; $? teir
?+igt% t$ (imini% te %tan(ar( c$mm$ti$n 8er ?+igt ; 15@ in 015 - Pe$8+e +i6ing c+$%e t$
#eatr$9 air8+ane termina+ are te m$%t in?+'ence( ; te %$'n(< $9e6er te $rganiati$n
(ecrea%e( r$'g+; 30@ $? te c$mm$ti$n c$nnecting 00. an( 00,
Socia
Aging 8$8'+ati$n i% $cc'rring in te U7< it im8+ie% tere are m$re e+(er+; 8e$8+e< 9ic te;
a6e m$re recreati$n time t$ g$ tra6e+-3 Ti% i% a 8$tentia+ cance t$ BA 9it te m$re
e+(er+; 8e$8+e reg'+ar+; e>ten(ing< Briti% Air9a;% can ta*e enc$'raging 8$int% in te 9a;
#0 https://responsible@yin".ba.com/environment/
#1 http://!!!.business"reen.com/b"/ne!s/2##('##/britishair!ayso!nersets
emissionstar"etandcallsfor"lobalaviationclimatedeal
#2 https://responsible@yin".ba.com/environment/noiseandair=uality/
#' http://!!!.?in"sfund.or".u?/timetothin?dierently/trends/demo"raphy/a"ein"population
22
https://responsibleflying.ba.com/environment/http://www.businessgreen.com/bg/news/2447344/british-airways-owner-sets-emissions-target-and-calls-for-global-aviation-climate-dealhttp://www.businessgreen.com/bg/news/2447344/british-airways-owner-sets-emissions-target-and-calls-for-global-aviation-climate-dealhttps://responsibleflying.ba.com/environment/noise-and-air-quality/http://www.kingsfund.org.uk/time-to-think-differently/trends/demography/ageing-populationhttp://www.kingsfund.org.uk/time-to-think-differently/trends/demography/ageing-populationhttps://responsibleflying.ba.com/environment/http://www.businessgreen.com/bg/news/2447344/british-airways-owner-sets-emissions-target-and-calls-for-global-aviation-climate-dealhttp://www.businessgreen.com/bg/news/2447344/british-airways-owner-sets-emissions-target-and-calls-for-global-aviation-climate-dealhttps://responsibleflying.ba.com/environment/noise-and-air-quality/http://www.kingsfund.org.uk/time-to-think-differently/trends/demography/ageing-populationhttp://www.kingsfund.org.uk/time-to-think-differently/trends/demography/ageing-population
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tat te m$re %ea%$ne( era in6$+6e ?$r te m$%t 8art re%igne( 8e$8+e 9$ are a++ te m$re
rea(; t$ ma*e tra6e+ arrangement% an( +$ng get)a 9a;%
Te U7 a% a mat'ring 8$8'+ace< 9ic i% 'n?$rt'nate In te meantime< te 9$r+(9i(e
m$netar; emergenc; a% +i*e9i%e 8r$m8t a%ic +e6e+% $? 'nem8+$;ment tat a% ne6er een
?$'n( in te Unite( 7ing($m ?$r 'ite a +$ng time -- BA $'gt t$ ga'ge te (e6e+$8ing
'nem8+$;ment %ince 'nem8+$;ment in?+'ence% te air8+ane '%ine%% a c$n%i(era+e mea%'re
Te e>8an%i$n in 8re8aring an( a(6ancement ?$r %ta?? ; BA 9i++ 8r$m8t (e%ignate m$re
%ta?? 9it e>8ert %*i++ Ti% 9i++ $??er Unite( 7ing($m g$6ernment ; (ecrea%ing
'nem8+$;ment %$me a%%i%tance 9it rating an( *e; acc$m8+i%ment ?$r BA t$ attract m$re
c+ient% ; etter %er6ice
312 #orter4s 5ive 5orces Anaysis
Bar$ainin$ +ower of
s"++iers
Hi$h bar$ainin$ +ower of oi co)+anies
Te c$%t $? ?+;ing ?'e+ i% %'ecte( t$ te 6aci++ati$n% in te
9$r+(9i(e '%ine%% %ect$r ?$r $i+< 9ic can %8in ?ierce+; a% a
re%'+t $? ge$8$+itica+ an( (i??erent c$m8$nent%-5 Since BA are
%'ecte( t$ te %ame 6ariance in $i+ c$%t% a% c'%t$mar; ';er%
Tere i% n$t a great (ea+ $? c$ntr$+ $6er te c$%t% Ti% im8+ie%
%'88+ier a% a great (ea+ $? agg+ing ?$rce it$'t aer$na'tic%
?'e+< Briti% Air+ine% 9$n=t ma*e a ene?it Tr$'g ';ingm$re c'rrent< m$re ?'e+)8r$('cti6e aircra?t< BA can (imini%
te 'ti+iati$n $? ?'e+ $n teir ?+igt at a neg+igi+e +e6e+
Ony a few s"++iers s"ch as boein$ an! airb"s
Te air+ine '%ine%% nee(% aircra?t eiter $n an a+t$geter (ea+ $r
$n 9et +ea%e 8remi%e tat im8+ie% tat te aircra?t% nee( t$ re+;
## http://!!!.bbc.com/ne!s/business'5'56$6
#5 http://mar?etrealist.com/201#/12/impacttraveltourismindustryeconomy/
2'
http://www.bbc.com/news/business-35359689http://marketrealist.com/2014/12/impact-travel-tourism-industry-economy/http://www.bbc.com/news/business-35359689http://marketrealist.com/2014/12/impact-travel-tourism-industry-economy/
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$n '8$n te t9$ iggie%< Air'%< an( B$eing ?$r teir ?+;ing
macine nee(%-/ It im8+ie% tat ti% in('%tr; i% e>cee(ing+;
t$'gt Ti% gi6e% te aircra?t a ?ai+'re t$ arrange 9it 8+ane
ma*er a(e'ate+;< ma*ing BA a% 6a+'e ta*er%
A!vance! technoo$y
In a((iti$n< Air'% i% 'ti+iing a(6ance inn$6ati$n a% a 8art $?
8+anning aircra?t< acc$r(ing+;< te ?$rce $? %'88+ier i% ig
eca'%e $? BA m'%t re+; $n '8$n te Air'% %8ecia+i%t% t$ ($
%'88$rt $? te ?+;ing macine an( +$$* ?$r g'i(ance
Threat of new entrant #ro!"ct !ifferentiation
Item c$ntra%t matter%< ?$r ne9 8artici8ant% it i% ar( t$ %'r8a%%
Tra6e++er% migt a6e a m$(erate+; ig inc+inati$n $n BA
ran( a%e $n %ec'rit; an( acc$mm$(ati$n c$ncern%- A c'rrent
6a%t $rganiati$n 9it a (ecent %tat'% i% c$n%tant+; (e8en(a+e
it a% m$re ?+igt% 9it te a(a8ta+e time ca+en(ar< an(< in ti%
9a;< i% m$re a++'ring t$ %$88er% c$ntra%t 9it a ri%ing
$rganiati$n
Start6"+ Cost is hi$h
Ti% i% g$ a$'t a% a $'n(ar; t$ %ecti$n ?$r te ri6a+ a% tere
are ig in ca8ita+ 8rere'i%ite< ?$r e>am8+e< %et '8 $? centra+
%tati$n< 8r$c'rement $r iring air8+ane< an( training ?$r %ta?? A%
BA< eing in te '%ine%% %ect$r t$$ +$ng it i% ?a6$'ra+e
8$%iti$n t$ tem-.
E7cess Ca+acity
Tere i% a'n(ance +imit in te aircra?t '%ine%% Tat i% c$n?irm ; te 9a; tat BA re8re%entati6e% can (i%c$6er c+ear %eat% 9it
a %8eci?ic en( g$a+ t$ ?+; ?ree "an a(6antage ga6e t$ aircra?t
# http://!!!.reuters.com/article/usboein"suppliersid)B0;J2G
#( http://!!!.u?essays.com/essays/mana"ement/mar?etstrate"yofbritish
air!aysandryanairmar?etin"essay.php
#$ http://!!!.tele"raph.co.u?/+nance/ne!sbysector/transport/10#5#522/o!costairlineshavecomealon"!ay.Fut!ho!ill!inthebattle.html
2#
http://www.reuters.com/article/us-boeing-suppliers-idUSKCN0VQ2KGhttp://www.ukessays.com/essays/management/market-strategy-of-british-airways-and-ryanair-marketing-essay.phphttp://www.ukessays.com/essays/management/market-strategy-of-british-airways-and-ryanair-marketing-essay.phphttp://www.telegraph.co.uk/finance/newsbysector/transport/10454522/Low-cost-airlines-have-come-a-long-way.-But-who-will-win-the-battle.htmlhttp://www.telegraph.co.uk/finance/newsbysector/transport/10454522/Low-cost-airlines-have-come-a-long-way.-But-who-will-win-the-battle.htmlhttp://www.reuters.com/article/us-boeing-suppliers-idUSKCN0VQ2KGhttp://www.ukessays.com/essays/management/market-strategy-of-british-airways-and-ryanair-marketing-essay.phphttp://www.ukessays.com/essays/management/market-strategy-of-british-airways-and-ryanair-marketing-essay.phphttp://www.telegraph.co.uk/finance/newsbysector/transport/10454522/Low-cost-airlines-have-come-a-long-way.-But-who-will-win-the-battle.htmlhttp://www.telegraph.co.uk/finance/newsbysector/transport/10454522/Low-cost-airlines-have-come-a-long-way.-But-who-will-win-the-battle.html
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9$r*er%& Ti% (em$n%trate% tere i% te ting tat i% ; a++
acc$'nt% a((iti$na+ r$$m $n 8ractica++; e6er; ?+igt Te%e
(em$n%trate tat BA c$'+( 9it$'t m'c $? a %tretc 'i+( te
'antit; $? tra6e++er% te; $$* $n e6er; ?+igt *ee8ing in min(
te en( g$a+ t$ *ee8 ne9 entrant% ?r$m getting t$ e %et '8
Bar$ainin$ +ower of
c"sto)er
Bar$ainin$ +ower of c"sto)er
Te aircra?t '%ine%% i% e>ce8ti$na++; 6a+'e t$'c; an(
n'mer$'% c+ient% are e>cite( t$ (i%c$6er tic*et% 9it te m$%t
minima+ c$%t ?$r teir a(6ent're P'rca%er%= energ; a%
e>8an(e( %+igt+; eca'%e $? R9e $$*ing +$ca+e% tat 8ermit
';er% t$ t$r$'g+; ana+;%e tic*et% a% in(icate( ; 6a+'e< ?+igt
time% an( 6ari$'% %t$8% in tran%it an( tra6e+ %8ecia+i%t% 9$ e+8
c+ient% in ?in(ing te e%t arrangementR In +igt $? 8'rca%er%
a6ing te ca8acit; t$ cange %tarting 9it $ne aircra?t ten
$nt$ te ne>t ea%i+;< te; are 8'tting ?$rt ?ait?'+ne%% 8+an%< ?$r
e>am8+e< BA=% e>ec'ti6e C+' t$ teir ';er%-,
%ow switchin$ costs1
Te argaining 8$9er $? 8'rca%er% i% %$+i( 9en te
e>canging e>8en%e $? aircra?t% i% +$9 Ti% i% $n te gr$'n(%
tat in te '%ine%% %ect$r tere are $ter% ri6a+% 9ic te c$%t
$??ere( c$ntra%t i% 6er; +itt+e t'% te c+ient 9i++ 8ic* te carrier%
9ic are ea%e an( e%t timeta+e %'ite( ?$r tem BA gi6e
c$n6enient n e%t %ce('+e ?$r c'%t$mer% t$ $6erc$me ti%
8r$+em
Threat of s"bstit"te
+ro!"ct
Te (anger i% ig eca'%e $? te ?inancia+ circ'm%tance a%
c+ient% are e>treme+; 6a+'e (e+icate C+ient% are canging t$
circ'it$'% %'%tit'te%< ?$r e>am8+e< train< a't$m$i+e an(
%i88ing ('e t$ te terr$ri%t attac*50 Te $rganiati$n c$n?r$nt%
%$+i( ri6a+r; ?r$m te +$9 c$%t carrier "LCC&< 9ic $??er %$+i(
(i%c$'nt S8eci?ica++;< ;anair ?$r in%tance< an( it% (e6e+$8ing
#6 http://!!!.britishair!ays.com/en"b/e*ecutiveclub
25
http://www.britishairways.com/en-gb/executive-clubhttp://www.britishairways.com/en-gb/executive-club
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8iece $? te $6era++ in('%tr; migt (ri6e Briti% Air+ine% $'t $?
te %$rt)a'+ recreati$n mar*et Te acce%%ii+it; $? %'%tit'te
ma*e% te intere%t ?$r a6iati$n r$'te% %it'ate m$re 6er%ati+e
it 8r$cee(e( enancement in 6i(e$)c$n?erencing inn$6ati$n<
$rganiati$n% migt a6e te ca8acit; t$ c$n%i(er +e%% g$ t$ e
6ita+ t$ teir $9n 8artic'+ar $8erati$n%< (ecrea%ing c$r8$rate
%8en(ing $n '%ine%% carrier% Ti% i% e%8ecia++; aar($'% $n
te gr$'n(% tat $n n'mer$'% ?+igt%< '%ine%% c+a%% m$netari+;
%'88$rt% c$ac c+a%% ; 8a;ing iger 8a%%age% ?$r an
a(mini%trati$n tat ($e% n$t c$%t te carrier a+t$geter m$re t$
c$n6e; BA 9i++ c$n?r$nt mi%?$rt'ne% in '%ine%% c+a%% 9ic
+ea( (r$8 in (ea+% an( re'e%t
Co)+etitive rivary Te aircra?t '%ine%% in te E'r$8e i% t$ a great (egree $?
c$m8etiti$n $n acc$'nt $? 6ari$'% rea%$n%< 9ic inc$r8$rate
%ecti$n $? minima+ e??$rt earer%< te tigt reg'+ati$n $? te
'%ine%% BA i% managing $t ($me%tic an( g+$a+ aircra?t%
a(mini%trati$n% In te 9$r+(9i(e carrier te; a6e +$a(% $?
%e8arati$n in te mi((+e $? BA an( teir ri6a+% In 8arce+ $?
%e8arati$n% %$me are %imi+ar t$ c$%t% an( $??ere(
a(mini%trati$n% Ten again< in +$ca+ $r %$rt)a'+
a(mini%trati$n% '%ine%% %ect$r i% %$ (i6i(e( 9it ea8% $?
re%i(entia+ aircra?t% n$9a(a;% Fina++; it i% caracterie( tat te
$n ; c$nten(er% e>8an(e( ri6a+r; at ig rate Be%i(e%< BA
gi6e% 8'rca%er %tea(?a%tne%% t$ (imini%e( ri6a+r; an( acce%% t$
e>tra c$'r%e% 9it +e%% ca8ita+ c$%t
In te aircra?t '%ine%% te $6er%'88+; $? ?+igt%< ma*e% it
(i??ic'+t t$ c$nten( 9it te c$m8etit$r% A+$ng te%e +ine%<
eca'%e $? te $6er%'88+;< $rganiati$n% g$ ?$r en$rm$'% 6a+'e
50 https://!!!.>ustlanded.com/en"lish/nitedin"dom/Articles/raveleisure/&ublicransport
2
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%+ice% %$ a% t$ ta*e care $? teir e>8en%e% ; te 'ge 6$+'me $?
$??er% Het< te tra(e)$?? ?$r carrier i% te $6erca8acit; tat
(e8en(a+; nee(% t$ manage ; a6$i(ing ?r$m a88ening
Since< i? $6er +imit a88en% $rganiati$n% migt en('re t$ ma*e
ac* te initia+ in6e%tment< an( i% n$rma++; te ca%e ?$r te
aircra?t '%ine%% Eng+i% Air9a;% i% c$ntin'a++; a+tering it%
6a+'e %c$8e $? ?+igt%< tr;ing t$ $6erc$me $6erca8acit; i%%'e%
tat a6e a% $? n$9 een (em$n%trate( a $'n(ar; ?$r earning
ac* te $rigina+ in6e%tment ?$r te $rganiati$n
Be%i(e%< BA 8r$6i(ing c$n%'mer +$;a+t; 9ic re('ce
c$m8etiti$n an( acce%% t$ a((iti$na+ r$'te% 9it +e%% ca8ita+
$'t+a;
812 Critica s"ccess factor
Bein$ ea!in$ in %on!on
L$n($n i% Briti% a6iati$n r$'te% $me cit;< an( it i% te 9$r+(2% greate%t an( m$%t ?$c'%e(
g+$a+ air mar*et !'aranteeing #eatr$9 %ta;% e>ce++ent centre 8$int i% in(i%8en%a+e t$
gi6e tem a %$+i( L$n($n a%e t$ %er6e te igge%t 'ni6er%a+ 9$+e (ea+ mar*et% Ta*ing a
gan(er at im8act g$6ernment a88r$ac c$ice% an( 9$r* 9it te air termina+ 8r$8riet$r% $n
te 8r$cee(e( 9it im8r$6ement $? te ?$'n(ati$n 9i++ +ea( BA t$ 8r$cee( in (ri6ing
8$%iti$n
E7+ansion in asia +acific
BA 8$int i% t$ gi6e te e%t 9$r+(9i(e a6ai+ai+it; t$ c+ient% It i% a 9in c$m8$nent ?$r tem
t$ create $88$rt'nitie% ?$r ne9 c$'r%e% Briti% a6iati$n r$'te% c$n%tr'ct teir 6icinit; at te
t$8)+e6e+ 9$r+(9i(e 'ran area%< eiter %8eci?ica++; $r tr$'g teir gr$9ing %;%tem $?
carrier $rganiati$n% i+%t te %et '8 9$r+(9i(e 'ran c$mm'nitie%< ?$r e>am8+e< L$n($n
an( Ne9 H$r* %ta; a%ic< BA 8't% a 'ni'e accent'ati$n $n a((ing t$ te 8$%iti$n in te
9$r+(9i(e 'ran c$mm'nitie% in ?'t're
2(
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(eiver $oo! &"aity service for c"sto)ers
Air+ine %ta?? are ?acing c'%t$mer% a6e een +$ng 8a%%i$nate $n 8r$6i(ing g$$( c'%t$mer
%er6ice Briti% Air9a;% gi6e% training t$ %ta??% t$ (e6e+$8 teir %*i++% an( re9ar(BA t$
%ta??% %$ tat a++ te %ta??% 9i++ e m$ti6ate( t$ gi6e% te e%t %er6ice% t$ c'%t$mer% $n a++
r$'te% a% te c'%t$mer c$'+( en$; a 8remi'm e>8erience BA 9it a g$$( c'%t$mer %er6ice
9i++ ten( t$ e in %tai+i%e( 8$%iti$n< 9ic e+8% t$ c$m8ete 9it it% c$m8etit$r in c'%t$mer
%er6ice 9i%e
9212 O++ort"nity
• E>8an%i$n int$ emerging mar*et %'c a% Cina an( In(ia
• C$mmercia+ a%%$ciati$n $88$rt'nitie% ) Briti% Air9a;% i3/0 i% $ne $? te U7=% m$%t
energiing ne9 %8$n%$r%i8 $88$rt'nitie% $??ering immen%e ran( g$ a?ter 8+anne(
acc$m8+ice%
• #eatr$9 i% BA $8erati$na+ $me an( 8ercei6e( a% $ne $? te 9$r+(=% '%ie%t air
termina+
• Te att+e in te 9$r+(9i(e ec$n$m; an( ig ri6a+r; in te '%ine%% a% 8r$m8te( a
8$rti$n $? te aircra?t %'tting teir '%ine%% tat e>8an(% te '%ine%% %ect$r intere%t
?$r te BA
• Briti% Air9a;% a%cen( in te S*;tra> 'a+it; ?rame9$r* i% an e%%entia+ a(6erti%ing
range tat te $rganiati$n can '%e t$ rag 'ni6er%a+ 8ict're
• A(6ance( tecn$+$g; aircra?t
Threat
• Une>8ecte( $cca%i$n)Te aircra?t '%ine%% %ta;% 8$9er+e%% again%t eccentric $'ter
e+ement%< ?$r e>am8+e< 8$+itica+ 8recari$'%ne%% an( terr$ri%t a%%a'+t%
2$
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• Te a%cent in ?'e+ c$%t ?'e+ c$%t increment% 9$'+( %8ea* t$ a 'ge (anger t$ BA<
e%8ecia++; in te e>cee(ing+; c$%t ?$c'%e( %tate% $? it% centre mar*et%
• O8en %*ie% a%%erti$n ; c$n%enting t$ te arrangement< te +itt+e carrier in('%tr; a%
e>8+$ite( te ea%e air a(mini%trati$n 9ere te; 8$%t'ring ri%* in ri6a+r; 9it BA
• F+$8 in c'rrenc; ?+'ct'ati$n% ('ring rece%%i$n in 00.
• #ig inten%i6e c$m8etiti$n am$ng c$m8etit$r
9912 Swot anaysis
it te ran( 8ict're tat Briti% Air9a;% can rag $? an( te S*;tra> Star
arrangement $? 6a+'e rating tat can $??er en$rm$'% ac*n$9+e(gment in te
Internati$na+ +e6e+ it 9$'+( e 8er?ect ?$r Briti% Air9a;% t$ en(ea6$'r ?$r '%ine%%
%ect$r (i6i%i$n centre 51 Uti+iing te %$+i( 8ict're an( ri++iant n$t$riet; $??icia++;
%ett+e( t$ 6ent're int$ (e6e+$8ing mar*et< ?$r e>am8+e< Cina< In($ne%ia< Ma+a;%ia<
an( In(ia Li*e9i%e< $8en %*ie% a%%erti$n 9i++ '8gra(e te %t$88age in '%ine%% %ect$r
(e6e+$8ment< $9e6er< Briti% Air9a;% can 'ti+ie it% %$+i( image 8ict're in an $??er
t$ catc mar*et %are5 De?eating te c$ncentrate( '%ine%% t$ mi%'%e te +ate $ne
9$r+( $rganiati$n t$geter c$n%ent t$ target ne9 c+ient% 9$ 9i++ +$cate te ne9
c$'r%e a++'ring In a((iti$n< BA 9i++ 'ti+ie te ran( 8ict're $? eing a %e+tere(
aircra?t t$ e>8an( e??$rt% t$ e%ta+i% %a?et; tr$'g '%ine%% %ect$r entrance t$
antici8ate terr$ri%t2% ri%* M$re$6er< Briti% a6iati$n r$'te% 9i++ (imini% te 'antit;
$? ?+igt cance+ati$n% ; ma*ing ne9 mecanica+ a(6ance% tr$'g item im8r$6ement
8ermit te 8+ane% t$ ?+; in e6er; %ing+e c+imate c$n(iti$n BA trie% t$ acc$m8+i%
9$r+(9i(e e>ten%i$n tr$'g '%ine%% %ect$r im8r$6ement t$ ne9 A%ian (e%tinati$n
%ince it i% $n $ne $? te 9$r+(=% ?a%ter% (e6e+$8ing carrier At +a%t< 9it m$%t
c$nten(er% %ti++ n$t acie6ing te caracteri%tic $? a6ing te ca8acit; t$ gi6e %$+i(
51 http://!!!.airline=uality.com/ratin"s/britishair!aysstarratin"/
52 http://centreforaviation.com/analysis/britishair!aysindiaroutesaircraft"au"eschan"edpartnersconsideredasthirdpartyhubsloom201$5#
26
http://www.airlinequality.com/ratings/british-airways-star-rating/http://centreforaviation.com/analysis/british-airways-india-routes-aircraft-gauges-changed--partners-considered-as-third-party-hubs-loom-201854http://centreforaviation.com/analysis/british-airways-india-routes-aircraft-gauges-changed--partners-considered-as-third-party-hubs-loom-201854http://www.airlinequality.com/ratings/british-airways-star-rating/http://centreforaviation.com/analysis/british-airways-india-routes-aircraft-gauges-changed--partners-considered-as-third-party-hubs-loom-201854http://centreforaviation.com/analysis/british-airways-india-routes-aircraft-gauges-changed--partners-considered-as-third-party-hubs-loom-201854
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a(mini%trati$n< it i% critica+ tat Briti% Air9a;% can c$n6e; '8gra(e% t$ it% c$rre+ati6e
a(mini%trati$n% tat 9i++ a6e te ca8acit; t$ caracterie te carrier%
9:12 3 #OSSIB%E STRATEG;
British airways
#ro!"ct !eveo+)entBA i% e>8an(ing int$ A%ia c$'ntr; %'c a% In(ia an( Cina Ti% e+8% tem ;
attracting ne9 an( e>i%ting c'%t$mer Be%i(e%< it 8r$6i(e m$re c$ice% t$ tra6e+ in
A%ia Paci?icTota &"aity )ana$e)ent
BA aim $n 8racti%ing TM Being a 8art $? te 8remi'm air+ine% BA in6e%t% in teir
%ta??< ?+eet an( $ter ?aci+itie% in $r(er t$ 8r$6i(e 'a+it; c'%t$mer %er6ice t$ (ra9
c'%t$mer(ifferentiation
T$ (i??erentiate ?r$m $ter c$m8etiti$n BA im8r$6e it c'%t$mer %er6ice c$m8+aint
+i*e an(+ing aggage an( 8r$6i(e 8r$m$ti$n 8ac*age It +ea( t$ re('ce in c'%t$mer
c$m8+ain an( $$%t %a+e%(iversification
BA ($e% 8r$m$ti$n m$re 8r$m$ti$n t$ increa%e 8remi'm %a+e an( a+%$ '8gra(e it%
$n+ine %er6ice an( intr$('ce e)c$mmerce It2% ma*e teir c'%t$mer% +i?e ea%ier a6$i(
'e'ingInternationa Airines Gro"+
Cost ea!ershi+
IA! ($ing ($9n%iing %$ te; a6e t$ 8a; m$re c$m8en%ati$n an( it migt e
(i??ic'+t in %$rt) term eca'%e te; 9i++ ?ace +i'i(ati$n an( 'ni$n 8r$+em
#$9e6er< ?$r +$ng)term it 9i++ etter (eci%i$n t$ %a6e ca% ; re('cing training an(
(e6e+$8ment an( +e%% 8a;ing %a+ar; am$'nt
(iversity
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Te a88$intment $? Maria Fernan(a Meia a% n$n) e>ec'ti6e (irect$r re8re%ent% te
%igni?icant %te8 in im8r$6ing gen(er (i6er%it; E>i%tence $? ti% *in( $? (i6er%it; $n
te $ar( a+9a;% a+igne(5oc"s on V"ein$
4'e+ing *n$9 a% %tart 8r$('ct 9it ig $8erating 8r$?it In %$rt) a'+ tem ?acing
'ite a +$t c$m8etiti$n B; intr$('ce ne9 $??)8ea* +ei%'re (e%tinati$n re8+acing
9ea*er '%ine%% r$'te% 9ere ti% im8r$6e 8r$?itai+it;(o nothin$
IA! a+rea(; a( ($ne a +$t $? in6e%tment an( 8r$m$ti$n acti6it; t$ attract m$re
c'%t$mer% It 9i++ $$%t teir 8r$?itai+it; an( $6erc$me teir +i'i(ati$n 8r$+em
9*12 S5A TEST
ec$mmen(ati$n Fea%ii+it; S'itai+it; Acce8tai+it;
Partner%i8% int$
A%iaGCinaGIn(ia
mar*et a% te%e are
emerging mar*et%
A% an e>8an%i$n an(
in6e%tment
c$n%i(erati$n
Increa%e in re6en'e
9i++ increa%e 8r$?it%
O88$rt'nitie% are
8+ent; a% it i% an
emerging mar*et
C'%t$mer are a88;
eca'%e $? c$ice ?$r
tra6e++ing are ig
Sare$+(er %ati%?;
9it ne9
$88$rt'nitie% an( te;
9i++ get m$re(i6i(en(
'1
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# training<
(e6e+$8ment an(
c$ntin'$'% Learning
?$r te %ta??
Train ?+igt atten(ant%
t$ 8r$6i(e e>tra
%er6ice%
ecr'it ne9 %ta?? t$
manage ne9 %er6ice%
A+e t$ retain c+ient%
an( enance
re8'tati$n
Im8r$6e c'%t$mer
%ati%?acti$n
Sta?? are 9e++) traine(
ec$me 8r$?e%%i$na+
in teir %*i++ an( te;
a6e m$re c$n?i(ent
$n management
F$c'% $n 6'e+ing S$rt a'+ ?+igt% t$
e $'t%$'rce( t$
%'%i(iar; air+ine%
Deman( ?$r %$rt)
a'+ ?+igt% 9ic 9i++
e m$re ?re'ent 9i++
increa%e c$%t $?
$8erati$n%
Treat% $? ig
c$m8etiti$n
D'e t$ terr$ri%t attac*
c'%t$mer %care( t$
'%e 8+ane% %$ teir g$
?$r
A+ternati6e% ?$r %$rt
a'+ ?+igt% %'c a%
r$a(< rai+ an( 9ater
tran%8$rtati$n
C$ntin'$'%
inn$6ati$n
$? $n+ine $$*ing<
$n+ine cec* in< tra6e+
in%'rance< car renta+<
$$*ing $? $te+
#a%%e+ ?ree< tr'%te(
an( re+ia+e
Pre?erre( c$ice ;
c'%t$mer%
One %t$8 center ?$r
8a%%enger%
A(6ance( tecn$+$g;
re('ce em8+$;ee%
9$r*+$a( 9ic +ea(
t$ ($9n%iing
Im8r$6e( O8erati$n%
;
re('cing (e+a;% in
?+igt%< 8r$8er
maintenance $?
aircra?t%< e??icient
an(+ing $? aggage
Better 'a+it; c$ntr$+
$? $8erati$n%
De8en(a+e ?$r te
%er6ice% (e+i6ere(
etain c'%t$mer%
Sare$+(er ma; e
n$t ?ee+ g$$( i(ea t$
%8en( m$re m$ne; $n
maintenance
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98$rting teir mercan(i%e an( a(mini%trati$n% te; are gi6ing te Briti% ec$n$m; a
%'88$rt Te %igni?icance $? te gr$9ing in A%ia '%ine%% %ect$r i% tat BA can=t '%t (e8en(
$n c+ient% in it% $9n nati$n a((iti$na++; t$ (ra9 in ne9 c+ient% $6er te 9$r+( M'c a++ te
m$re 6ita++;< Briti% Air9a;%< tr$'g ti% can gr$9 m$re c$nnecti$n%< an( ?in( m$re a$'t
6ari$'% %$cietie%< (ia+ect%< mar*et%< an( item% Te (e6e+$8ment i% e%%entia+ t$ tem %ince it
can 'rge BA t$ 9$r* an( a(6ance in a %eri$'%+; ?$c'%e( 9$r+(9i(e ec$n$m; BA
arrangement% t$ (i%8atc a(mini%trati$n% t$ m$re A%ian 'ran area% a% te 8remi'm earer
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8'r%'e% (e6e+$8ment in $ne $? te 9$r+(=% 'ic*e%t (e6e+$8ing a6i$nic% mar*et%< ma(e
c$ncei6a+e 9it te entr; $? ne9 9$+e (ea+ ?+;ing macine t$ it% arma(a
Ba%e( $n mar*et 8re(icti$n%< 9inning %trateg; ?$r IA! 9$'+( e VTe D$ N$ting2 %trateg;
!i6en tat te air+ine a% a+rea(; ma(e %e6era+ in6e%tment% an( it a% a %tr$ng mar*eting
cam8aign< n$ 8re(icta+e %$rt)term $'tc$me can e ?$re%een n$9 In%tea( $? %8en(ing
?'rter $n $ter initiati6e% tat ma; n$t ring imme(iate re%'+t%< %$ te management t$
re%er6e it% ?'n(% an( re%$'rce%< m$nit$r it% 8r$gre%% in te interim an( acti$n 9en tere are
?'rter (e6e+$8ment% IA! ma(e man; 8r$m$ti$n 8ac*age% t$ teir +$;a+ c'%t$mer A+rea(;
9e++)*n$9n ran( %$ re('ce% %8en(ing m$re a(6erti%e e+8 t$ c't c$%t m$re t$ tem Te
m$ne; gaining ?r$m c't c$%t 8r$ce%% e+8 t$ 8a; teir (et can gi6e m$re training ?$r %ta?? t$
$6erc$me c'%t$mer %er6ice 8r$+em T$ $6erc$me en6ir$nmenta+ i%%'e IA! ac'ire 'ite a
+$t a(6ance( tecn$+$g; aircra?t t$ re('ce n$i%e 8$++'ti$n an( te; 8r$6i(e %8$n%$r%i8 t$
gi6e a g$$( $6er6ie9 $? tem IA! a+%$ ac'ire ?'e+)e??icient aircra?t t$ re('ce ?'e+
c$n%'m8ti$n A% menti$n< ear+ier ti% i% +$ng) term ene?icia+ ?act$r %$ IA! nee( re('ce
ac'iring m$re an( it% c$r8$rate %$cia+ re%8$n%ii+it; t$ (ecrea%e e>8en%e% M$re$6er<
Partner%i8 9it One9$r+( air+ine an( c$(e %aring t$ e>8an( ne9 r$'te% e+8 ?$r IA! t$
%tai+i%e( in te ?$reign mar*et an( it% re('ce %tart)'8 c$%t ?$r tem 9ic ma*e m$re
ca8ita+ a6ai+a+e %$ greater $rr$9ing ca8acit; B; re('cing 'nnece%%ar; e>8en%e%< IA! cangi6e e>8ecte( (i6i(en( ?$r it% %are$+(er%
9=12 RIS, ASSESMENT
BA migt c$n?r$nt %$+i(+; ?$c'%e( ?r$m a++ ar$'n( re%$'rce( an( %it'ate( %tate)c+aime(
carrier F$r in%tance< Air In(ia i% 9e++) *n$9n ran( in In(ia an( it 9i++ e te main (eci%i$n
?$r teir nati$n c+ient At tat 8$int< c+imate e>treme% $6er te nati$n% are $ne $? te (anger%
C'rrenc; c$n6er%i$n %ca+e an( ta> rate 9i++ e a (anger ?$r BA a% 9e++ In te e6ent tat te
$t rate ig BA< nee( t$ 8a; m$re m$ne; In a((iti$n< A%ia nati$n% are 8rett; m'c rea(;
t$ ri6a+ +$9er c$%t ?inancia+ $n te gr$'n(% tat te; are creati6e an( mecanica++; 8r$8e++e(
%$ BA migt c$n?r$nt ar( t$ c$m8ete it% ri6a+ B; gr$9ing int$ A%ia mar*et< BA 9i++ ?ace
ri%e in ine'a+it;< en6ir$nmenta+ %tre%%< +arge in?ra%tr'ct're ga8 an( regi$n2% gr$9ing n'mer
in mi((+e)inc$me c$'ntrie%
IA! $n+; get te ene?it% in +$ng) term %$ it 9i++ create 8r$+em t$ %$+6e %$rt) term
$+igati$n% F$r e>am8+e< IA! cann$t 8a; it% (et $n time %tr'gg+e t$ 8a; e>8en%e% +i*e ta>an( $i+ Be%i(e%< te c'%t$mer a+9a;% c$m8are% 8rice an( %er6ice et9een air+ine% Tere?$re<
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IA! cann$t %t$8 %8en(ing m$re $n a(6erti%ing< 9ic +ea( t$ ri%ing in e>8en%e% Tere i% a
8$%%ii+it; IA!2 mar*et %are t$ e (r$8 an( 9i++ get a rea* e6en in 8r$?it B; getting rea*
e6en 8r$?it IA! 'na+e t$ 8a; %a+ar; ?$r it% em8+$;ee< 9ic ma*e te em8+$;ee
'nm$ti6ate( It 9i++ create 8$$r c'%t$mer %er6ice an( create %tri*e
>.or! :
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• tt8%:GG999g$$g+ec$mGriti%air9a;%013ann'a+re8$rt
• tt8%:GGem8+$;eere+ati$n%9$r(8re%%c$mGem8+$;ee)re+ati$n%)at)riti%)air9a;%G
• tt8:GG999teg'ar(ianc$mG9$r+(G00,G(ecGGi%t$r;)'*)'%)air+ine)terr$ri%m
tt8%:GG999g$$g+ec$mGriti%air9a;%01-ann'a+re8$rt "riti% air9a;% <
01-&
• tt8%:GG999g$$g+ec$mGriti%air9a;%013ann'a+re8$rt "riti%
air9a;%
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#RESENTATION S%I(E
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