Pestel is only a starting point when analysing the macro business environment of firms since other frameworks such as Porters Five Forces and BCG are also used in conjunction to assess how firms such as British Airways can utilise core resouces and competencies so as to take advantage of opportunities while neutralising competition and rising threats. In this strategy report, we analyse the internal and external environment of British Airways using Pestle, Swot, Porters five forces & BCG matrix during the years 2016, 2017 and 2018.
HARVARD
Kush Jonathan (2018) "Pestle and Swot analysis of British Airways 2016-2017" 123 Writing [Online] at https://www.123writing.com/free-sample/pestle-and-swot-analysis-of-british-airways-2016-2017
British Airways Strategy Case Study
Key Learning Outcomes
- Understand the broad macro-environment of British Airways and the UK airline industry in terms of political, economic, social, technological, environmental and legal factors (PESTEL/PEST/STEEPLE).
- Use our swot analysis example to gain an overall understanding of BA's strengths and weaknesses and strategic options arising from the opportunities and threats that have been identified from the Pestle analysis example on it's business environment.
- To apply strategy business models and frameworks such as Pestle/Pest/Steeple, Swot etc to real company cases.
Analyse the internal and external environment of British Airways using Pestle, and Swot frameworks.
1.0 INTRODUCTION
British Airways or BA (as it is often shortened) is the largest airline carrier in the UK by fleet size. Founded in 1972 by the government as the main national carrier and later privatised in 1987, BA operates a fleet of 290 aircraft (as of December 2016). It is among the few global airline carriers that fly to all the major inhabitable continents of the world. Latest revenues for the year ending 31 December 2016 were approximately £11.4 billion on operating profits of £1.4 billion (BA annual report 2016).
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