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Essay / Research Paper Abstract
This 10 page paper considers the external influences ion British Airways, concentrating in issues such as industry structure and the deregulation of the industry as well as the glitch caused by the terrorist attack on the World Trade Centre. The paper considers what strategic moves have been made in the long term and the short term to deal with these influences. The bibliography cites 15 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEBAstrt.rtf
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Unformatted sample text from the term paper:
seen as one of the largest influences on the airline industry. This combined with other global events, such as the war in Iraq and the SARS outbreak have decreased the
demand for airline seats, precipitating a massive fall in demand. Companies have gone into administration and even large companies, such as British Airways have had to cut back on costs
in order to survive an industry where there was a massive surplus of supply over demand. To appreciate the position of British Airways the company itself has to be
examined against the backdrop of the aviation industry and the changes that have been occurring, not only since 2001, which in retrospect may indicate merely a glitch in demand but
the overall structure which has been changing radically. 2. British Airways The company is a world leader with a highly differentiated image that is associated with quality and reliability.
In the 2003 accounts 85% of the companys revenue comes from the scheduled passenger services (BA, 2003). There is also a cargo operation, but this is a different strategic
unit with complete autonomy however the cargo that is flown often makes use of the scheduled passenger flights, and as such we can see a economy gained in the use
of the assets and the cost of the cargo operations is marginal, enhancing to overall profitability of the company (BA, 2003). The airline flies to 156 different destinations over
75 different countries and carries a total of 38 million passengers a year (BA, 2003). There are also the provision of ancillary services such as maintenance, cargo handling and consultancy
services to other companies (BA, 2003). The performance of the company may reflect the recent changes in the airline industry, this can be seen by looking at the way
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