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2. British Airways

3.  British Airways (BA) is the flag carrier airline of the United
Kingdom and its largest airline based on fleet size,
international flights and international destinations
 When measured by passengers carried it is second-largest,
behind easyJet
 The airline is based in Wateride near its main hub at London
Heathrow Airport
 British Airways is a founding member of the Oneworld airline
alliance, along with American Airlines, Cathay Pacific, Qantas,
and the now defunct Canadian Airlines

4.  In January 1972 a British Airways Board was established by
the UK government following the passing of the Civil aviation
act 1971, to manage BRITISH AIRWAYS
 CORPORATION (BOAC) and British european airways(BEA) were
combined under the newly formed British Airways Group
 British Airways was established as an airline on 31 March
1974 by the dissolution of BOAC and BEA. Following two
years of fierce competition with British Caledonian, the
second-largest airline in Britain at the time, the Government
changed its aviation policy in 1976 so that the two carriers
would no longer compete on long-haul routes

5.  British Airways is the largest airline based in the United
Kingdom in terms of fleet size, international flights, and
international destinations and was, until 2008, the largest
airline by passenger numbers as well
 The airline carried 34.6 million passengers in 2008, but rival
carrier easyJet transported 44.5 million passengers that
year, passing British Airways for the first time
 British Airways' main base is at London Heathrow Airport, but
it also has a major presence at Gatwick Airport. It also has a
base at London City Airport(LCY), with a major presence from
its subsidiary BA CityFlyer, which is the largest operator from
LCY. BA had previously operated a significant hub
at Manchester Airport.

6.  BA CityFlyer, a wholly owned subsidiary, offers flights from its
base at London City Airport to 23 destinations throughout
Europe. It flies 14 Embraer 170/190 aircraft and one
leased Saab 2000
 The airline focuses on serving the financial market, though it
has recently expanded into the leisure market, offering routes
to Ibiza, Palma and Venice.
 The former BEA Helicopters was renamed British Airways
Helicopters in 1974 and operated passenger and offshore oil
support services until it was sold in 1986

7.  Staff working for British Airways are represented by a number
of trade unions, pilots are represented by British Air Line
Pilots' Association, cabin crew by British Airlines Stewards and
Stewardesses Association (a branch of Unite the Union), while
other branches of Unite the Union and the GMB
Union represent other employees
 In 2005, wildcat action was taken by union members over a
decision by Gate Gourmet not to renew the contracts of 670
workers and replace them with agency staff; it is estimated
that the strike cost British Airways £30 million and caused
disruption to 100,000 passengers.

8.  STRENGTH : international operations, employee productivity,
strong presence at london heathrow international airport
 WEAKNESS: declining profitability, unfunded employee post
retirement benefit, sluggish revenue growth fromkey
geographic reason
 OPPORTUNITIES : global airline market, increase in trans-
pacific cargo, growing asia pacific market
 THREATS: rising fuel prices, increasing competition from low
cost airlines weak economic outlook for U.S and EUROZONE

9.  Be the airline of choice for longhaul premium customers.
. key to our profitability.
. deep understanding of what is required to be
their airline of choice to drive our design
choices on product, network and service.
 Deliver an outstanding service for customers at
every touch point.
. to build on this through a revolution in the way
we lead, train and reward, so that all our
customers, on all routes and classes, enjoy a
premium experience

10. will invest both in improvements targeted, such as service style
training, and in the benefiting all customers, such as Terminal
5
 Grow our presence in key global cities.
. to provide the best global connectivity for our
customers and will build our presence in the top tier global
cities, either directly or through our expanding network of
airline partnerships.
 Build on our leading position in London
To support this, we will look to influence government
policy decisions, and work with the airport owners on the
continued development of the infrastructure.

11.  modern technology – Self Service Check-in (SSCI) .
. Using IBM's kiosks .
. Lower cost - estimated savings at $3.50 per passenger
 most advanced freight processing facilities service
. BA used one of the largest computers outside
the defence industry.
. extract data from anywhere in the BA network in two
seconds.

12.  Strategic positioning school because she looks where the
market growth
 the destinations that are more demanded by customers.
 On the following chart, we can notice that the profitability
of British Airways is good
 enough thanks to its “Value creation index” bigger than 1
 However, Us Airways has a more comfortable place than its
competitors thanks to its
 high ratios. In fact, the figures show that the share price of
Us Airways bring back
 more than the share price of British Airways. It generates
cash because its return

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