Business Creativity with A Case Study on British Airways Group work (GC0778)
Table of Contents
Introduction.
Company profile.
Good and services.
The situation analysis and case analysis.
SWOT analysis.
PESTEL analysis:
Porter’s five forces:
Applying problem-solving creative techniques.
The Business Model Canvas.
Service Gap model
Solutions and recommendations.
The de Bono Group – Six Thinking Hats.
Conclusion.
References.
Table of figures:
Figure 1 – A business model canvas of British Airways.
Figure 2 -GAP model of service quality.
Figure 3 – A modified Business model canvas of British Airways.
Introduction
Company profile
British Airways is the most favorite airway transport platform for travelers of this region. The company was founded in 1974 but the history and previous joint ventures could make the company even older. The company carries most of the travelers both inbound and outbound to the UK. However, the company’s place of business is London with a significant presence at Heathrow, Gatwick, and London City airports. British Airways is a founding member of the one world alliance, whose member airlines serve more than 1,000 destinations to over 150 countries. There are approximately 40,000 people are working for the company around the world (Britishairways.com, 2016).
Good and services
The company is mainly in the air travel business. So most of their efforts are mainly the air transport service.
- The company has its own engineering division operated in more than 70 airports.
- Short and medium-haul traveler. Short-haul is the domestic flight service of BA and Medium haul is the travel in European countries.
- The long-haul service is mainly the international service around the world. It flies to long destinations like Australia, New Zealand, and Japan, etc.
In this assessment, regarding the given case, a solution has been proposed so that the key issues could be solved creatively. The analysis consists of the business model that can develop in regard to the BA’s business model. The environmental analysis of BA has been conducted using the SWOT, PESTEL, and Porter’s five forces diagram. The gap analysis has also been conducted in terms of figuring out the service quality. Edward De Bono Six Thinking Hats model has also been discussed in the creative solution section. And finally, some recommendations have been made.
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The situation analysis and case analysis
The case indicates that British Airways has fallen into some deep crisis which has caused the company’s management problems regarding decision making. These problems have grown fast within the organization over a few years. In this assessment, these problems have been s addressed with creative solutions that can bring an end to managerial indecisions.
However, there are three key issues that have been mentioned in the case. They are mainly –
- IT failures
- Employee disputes
- Lowering of service for short-haul flights
It is really astonishing that the company’s IT division has failed in this modern 21st century. The messing-up with IT to make the company more efficient may have led to this failure. Another issue is the employee dispute which has been caused by the staffing levels, pay, and conditions. However, this dispute mainly began back in 2009. The company is also facing another challenge in the service level where they keep the minimum effort to short-haul flights. But the market condition is very competitive and this decision by the BA managers had also cost a lot (BBC News, 2011).
SWOT analysis
The external and internal business factors have a significant impact on the business model. The SWOT analysis of British Airway’s environmental factors could show some insights into the organization and the actual position as well as the future and its impacts on the business.
Internal environment:
BA’s Strengths and Weaknesses are mainly the company’s internal environmental issues. Strong customer loyalty is one of the important strengths of the company. Strong brand awareness has created the popularity of the company. The name of the company also has a significant effect on its strengths as it is the flagship carrier of the British nation. The company has been a strong and reliable platform in the air travel industry. The technology of the company has been very unique as their order-taking and reservation system was a pioneering model to many countries. BA is mainly independent with its own resources and capabilities (Wright, Groenevelt, and Shumsky, 2010)………………
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