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 ……………………………………………………………………………………..7

4.2 Easyjet …………….………………………………………………………………………………...8

4.3 Ryanair ……………………………………………………………………………………………... 9

5. Recession and Airline Industry

5.1 Impact of current recession on the airline industry
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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 airline, which was established in 1995 . The company started extremely modestly, possessing a meager two aircrafts, and travelled only domestically. However, the company gained popularity in the years that followed, and on April 1996, and started travelling internationally, choosing Amsterdam as its first international destination. (Easyjet, 1)

Despite its modest start, Easyjet still managed to grow into one of the most popular airlines in the world. Its current slogan reflects its status (“the web 's favourite airline") and as its popularity grew, so did the number of aircrafts under its name, amounting to 174 operating aircrafts as of March 2010, with 54 more in order. (Gerry, 2009)

3.3 Ryanair

Ryanair, similar to Easyjet, started their business providing only

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