• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

This report aims to identify and analyse current difficulties faced by British Airways, as well as suggest steps to implement change and outline any barriers and resistance to change.

Extracts from this document...


Contents 1 INTRODUCTION 3 2 PROBLEMS AND OPPORTUNITIES FACING BRITISH AIRWAYS 3 2.1 Absenteeism and Lewin's force field analysis 3 2.2 Union battle and McCalman & Paton's Tropics Factors 4 2.3 PEST analysis 5 2.3.1 Political factors 5 2.3.2 Economic factors 6 2.3.3 Socio-cultural factors 6 2.3.4 Technological factors 7 3 IMPLEMENTATION OF CHANGES 7 4 BARRIERS TO CHANGE 8 5 CHANGE AGENT 9 6 RESISTANCE TO CHANGE 9 7 FURTHER REQUIREMENTS FOR ASSESSMENT OF SITUATION 10 8 BIBLIOGRAPHY 10 8.1 Books 10 8.2 Journals 10 8.3 Websites 10 1 Introduction The last few years have seen a lot of difficulties for everybody in the airline business. This report aims to identify and analyse current difficulties faced by British Airways, as well as suggest steps to implement change and outline any barriers and resistance to change. 2 Problems and opportunities facing British Airways 2.1 Absenteeism and Lewin's force field analysis British Airways are currently struggling with staff shortages as the level of absenteeism for the company's employees are high above the average and acceptable figures for the industry. Employees are said to be unmotivated and morale is low as increase in pay is low and the restructuring of the company have led to 13000 job losses. ...read more.


* Mergers and acquisitions by national carriers and low cost carriers could have dramatic implications on British Airways' market share and customer numbers. 2.3.3 Socio-cultural factors * Threats of more terrorist attacks using planes, similar to the events experienced in September 2001, reduce peoples desire to fly. * Increases in airline crashes could result in people being unwilling to casually travel by plane and may increase substitution rates. * At the moment it is very popular to travel abroad, however social tastes and attitudes can quickly change. * At the moment there is the concern of deep vein thrombosis (DVT) when flying which have been associated with British Airways in the media. This has obvious social implications on choosing whether to fly with company. * As more flights are now leaving from the secondary airports used by no-frill airlines, more revenue will be available to improve the facilities offered in these airports. These improved facilities could decrease customers' negative perceptions of flying from these sites, and impose a threat to British Airways. * A lot of British Airways' flights are no smoking. 2.3.4 Technological factors * British Airways' customers are slowly being weaned off using the telephone to book their tickets. ...read more.


There are a variety of different approaches to deal with resistance to change as outlined by Kotter and Schlesinger (p. 222, Organisational change), and the most appropriate method to use in context would be the education and communication. As most of the changes recommended will benefit the employees, they will be more acceptable to the change if kept informed and being insured that their jobs are not at risk like with previous changes. 7 Further requirements for assessment of situation In order to be confident in this assessment of the situation and solutions that has been suggested, more in-depth information would be needed describing in more detail what the sources of the problems are. Thorough information about British Airways is possible to obtain, but as most sources charge a high rate for the information, it is impractical for university study purposes. To construct a more concrete timetable for implementation of change, it would also have been useful to hold information about how the recommended changes have been acted out in real life by other organisations to use as a guideline to the time needed. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. History and current position of Cadbury.

    The Boston Matrix is good in identifying several things, such as where the current ranges of products are in the Boston Matrix. It is also helpful to know where Cadbury's would expect the product to go and which products could require more investment to increase profits in the long term

  2. Dairy Milks current marketing strategy

    and with perhaps only one or two inches of space on a pack to catch consumers attention the company's display material have to work very hard indeed. Cadburys needs to offer a wide range of displays on cardboard displays which must be cheap, easy to assemble.

  1. Virgin Atlantic Airways: 10 Years Later.

    After years of politics, complaining, and campaigning Virgin Atlantic finally was granted the privilege of being able to depart from Heathrow thus allowing the airline to "tackle" their competitor. The feat allowed Virgin Atlantic the ability to have larger load factors and more full-fare passengers thus strengthening its position within the airline industry.

  2. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    * Odd endings convey the notion of discount or bargain. 2. The influence of other marketing mix elements The brands quality and its advertising budget vis-à-vis competitors also influence pricing. A study revealed that: * Brands with average quality but high adv budgets were able to charge premiums.

  1. Strategies for the twenty-first century A period of uncertainty.

    Currently most alliances appear to be engagements rather than weddings. They can be broken relatively easily. In the latter part of the 1990s alliance activity accelerated as, with a few exceptions most airline chief executives and chairmen felt alliances were a panacea that could solve many of their airlines' problems and create new market opportunities.

  2. Compile a strategic analysis for British Airways.

    The idea of such an analysis is that the organisation builds upon its strengths, minimise its weaknesses, seizes its opportunities and eliminate the threats as much as possible. 2.1 Strengths * The size and the establishment of the brand - British Airways is a firm that is recognised on a global scale.

  1. Marketing Study of Southwest Airlines

    Southwest has a very sharply defined portrait of its customers: they are cost- and value-conscious consumers. About half of the airline's revenues come from cost-conscious, mostly male, small business executives who travel short distances. They prefer low cost fares and frequent schedules so they can get home to their families faster if their business trip is shorter than anticipated.

  2. Marketing . This audit report analyses and evaluates the present performance and strategies implemented ...

    and allows them to reach their ideal market exposure by operating two channels, the direct and indirect distribution. Current promotional strategies include advertising, sponsorship and networking. The present methods of marketing communication are sufficient and the only improvement is additional research about the expectations of relevant target segments.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work