British Airways Management Analysis

6222 Words Dec 6th, 2010 25 Pages
Management Research Report

What has British Airways done during the recession to be competitive against Ryanair and Easyjet?

Table of Contents

1. Introduction ………………………………………………………………………………………………….. 3

2. Methodology …………………………………………………………………………………………………. 4

3. Short History

3.1 British Airways ……………………………………………………………….……………………5

3.2 Easyjet and Ryanair………………………………………………………………………………..6

4. Prior to the Recession

4.1 British Airways
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We will assess why British Airways were prompted to use these methods.

This paper will then consider strategies adopted by other airlines to survive the recent economic downturn. This will give us an indication of whether the strategies implemented by British Airways will succeed or help it to regain their position as the “world’s favourite airline”.

In conclusion, this report will discuss the repercussions of the strategies and its financial outcome, and whether British Airways should maintain its existing business approach or adapt to the current crisis on a more permanent basis, perhaps similar to that of Easyjet and Ryanair.

3. Short History

3.1 British Airways

British Airways is the national airline of Britain. It is a premium airline, possessing over 340 aircrafts and travelling to over 160 destinations. The company’s main centres of operation are London Heathrow Airport and London Gatwick Airport. The company was founded in 1972, when the British Overseas Airways Corporation (BOAC) and British European Airways Corporation (BEA) managements were combined under the newly formed British Airways Board, effectively making it the national airline for the United Kingdom (BA, 1)

BA enjoyed great success during the 1980s and early 1990s, and as a result, became the world's most profitable airline for the most part of the 1990s, representing itself under the slogan "The World's Favourite Airline". (BA, 1)

3.2 Easyjet

Easyjet is a popular low cost