British Airways Change Management

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EXECUTIVE SUMMARY
Business environment means the external forces influencing business management and decisions. It contains two forces, specific and general. Investors, competitors, customers, and suppliers affect directly in their day-to-day operations are the specific forces. Social, political, legal and technological conditions affect organisations indirectly are the general forces. Strategy management and innovation are vital for an organisation’s growth and development. Upon understanding the importance of strategy management and innovation, researchers have formulated theories related to organisational management. Theories have critically analysed with the case study of British Airways by comparing strategies with both external
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Threats: Threats are unfavourable changes in the internal and external environment. Examples include new regulations, not able to manage the new technologies; products are not able to reach the customer satisfaction level, trade barriers, etc.
By utilizing the SWOT analysis in strategic planning towards the growth, organisations can develop a matrix which provides an accurate understanding of organisations’ strength, weaknesses, opportunities, and threats.
SWOT Matrix Strengths Weaknesses

Opportunities S-O strategies W-O strategies

Threats S-T strategies W-T strategies
Source (http://www.quickmba.com/strategy/SWOT)
In conclusion, SWOT analysis is the most important method in analysing and formulating strategy. With this, the senior managers can able to assess the internal strengths and weaknesses as well as external opportunities and threats for overall development of the organisation. (Ricky Griffin, 2007) Micro & Macro Environment:
Micro environment in business is a specific area of elements which impact the organisation’s ability to serve its customers. Organisational micro environment factors consist of customers, competitors, suppliers, marketing and the general public. Macro environment is external factors of an organisation which are uncontrollable that influence in decision making and effects on performance and strategies. These include political, economic, social, technological and
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