Strategic Management: British Airways (PDF)

Seminar paper from the year 2012 in the subject Business economics - Business Management, Corporate Governance, grade: B, Oxford University, language: English, abstract: History of British Airways is also the history of British aviation. The first cruise flight took place on August 25, 1919 year. AT&T along with two other airlines, being built from the ground up aviation services market in the UK. In time, AT&T has been transformed in Daimler Airways, later in 1924, along with four other airlines, formed Imperial Airways. In 1935, a number of smaller lines joined together - were British Airways Ltd. decision of the British government, both competitors were nationalized in 1939, and the lines are combined to form the British Overseas Airways Corporation. After the Second World War it became BOAC line of long-haul flights realizing, while local calls implemented as new airline - British European Airways (Neely, 2002).
In the 50s BOAC was the first airline in the world to the jet aircraft traffic. The new standards also marked the BEA lines. In the 60s Trident jet these lines made the first automatic landing capability heralding the era of the takeoff and landing in bad weather. Dear both lines ran separately until 1974, when the British government decided on their combination. In this way born British Airways, in which the service until October 2003, the remains legendary Concorde. An important step in the history of British Airways was the decision to privatize. It started as early as 1979, but the process ended only in 1987. Mission In 1986, Lord Marshall, the chief executive of British Airways, BA presented the mission: "To be the best, reaching the most successful company in the airline industry." The main objective was to change the image of British Airways (Colling, 1995, 18-32). Reputation and company managed finance to rebuild by improving the quality of customer service, re-defining marketing objectives, sales and management mode. Ten years later for the next challenge, on 10 June 1997 British Airways adopted a new strategy and a new face.
The new image was a visual announcement of the changes that are planned, to invest in new products and services, and a fleet of training 6 billion pounds. New face values reflect British Airways co-existence of traditional British values of new features. BA had to wake associations with openness to the world, young spirit, friendliness, cultural diversity and transnational gaze. Heart new face of British Airways accounted for more than 50 designations images representing the richness of different cultures in the world.