British Airways

1
Running head: The British Airways-Challenges in Covid-19
The British Airways-Challenges in Covid-19
By (-------------)
IMAT5211 E Commerce Systems
[Student name]
[student ID]
The British Airways-Challenges in Covid-19 2
Table of Contents
Introduction................................................................................................................................................3
SWOT Analysis of British Airways............................................................................................................3
Strength of British Airways......................................................................................................................3
Weakness of British Airways...................................................................................................................3
Opportunities of British Airways.............................................................................................................4
Threats of British Airways.......................................................................................................................4
Recommendation:....................................................................................................................................4
The British Airways-Challenges in Covid-1Introduction9

Airlines are one of the most vulnerable sectors during Covid 19. It has been said by aviation
consultant that most of the airways are going to be bankrupt by the end of May 2020 . (Slotnick,
D.
2020). SimilarlySimilarly, British Airways bend fighting back the adverse effect of Corona virus
resulting in cancellation of flights in a large number.
SWOT Analysis of British Airways

British Airways founded on 31st Mar 1974 as the second largest airline in United Kingdom, with
its headquarter in London. British Airways is the first airline to generate $ 1 billion on a single
route during 2017-2018 (Reed,2018).
Strength of British Airways

British Airways enjoys a very strong position in UK market. With award winning parent
company IAG (International Airline Groups), BA has strong customer trust and brand
recognition which results in higher edge over its competitors.BA was also a part of 2018 football
world cup hosted in England.

British Airways believes in not only making its aircraft fuel efficient, but also up to date with
technology and artificial intelligence. The company invested highly in technology to facilitate its
customers through efficient website and apps for booking and reservation of flights . (Pratap, A.
2020).
The company serves the core market of United Kingdom along with providing exclusive
international route network, serving 40 million passengers annually. In 2018, the company aimed
to serve 34 North American locations. (BA Annual Report, 2018, 15)
Weakness of British Airways

In 2019 BA faced pilot strike which resulted in disruption of flight operation. HR is a core
essence of a company which requires 100% satisfied employees so they may deliver as expected.
As a resultresult, 1700 flights were cancelled out bursting customers in rage . (Sandal P and ,
Smoutt A,
2019).
Opportunities of British Airways

50% of the company’s revenue depended upon domestic market. Expansion in international
market will help company grow and increase its revenue annually. Similarly updating itself in
the field of digitalizing can help it gain a major market share ensuring timely and easy online
operations.
Threats of British Airways

The increasing number of competitors is always a threat to any industry. Moreover, strict check
in balance of CAA on non compliancenon-compliance in any area of operation, resulting in

heavy fines is
another challenge . (News Team, 2020). FinallyFinally, the Covid 19, horrific virus that has
suspended
the world affair is the biggest challenge of all the times.
Recommendation:
Risk management to face any unforeseen pandemics should be highly effective to stand in
situation such as Covid 19. Covid 19 left no one out of danger including oldest travel agency
Thomas Cook leaving 20,000 workers jobless . (Jacobson, A. 2019). During high crisis in
Wuhan, China, each country would have opted safety measures especially airways that are major
carrier of passengers (probably corona patients). If BA would have started taking measures such
as use of vinyl gloves, installation of protective gate, sanitization, use of masks and antiseptic
spray in each aircraft, checking each patient with temperature gun or corona kit ensuring safety
of customers. Even today when all flights are cancelled and non operationalnon-operational, BA
would have
won the heart of its customers and could have operated, some of its domestic flights.
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Running head: The British Airways-Challenges in Covid-19

The British Airways-Challenges in Covid-19

IMAT5211 E Commerce Systems

The British Airways-Challenges in Covid-1Introduction9

resulting in cancellation of flights in a large number.

SWOT Analysis of British Airways

route during 2017-2018 (Reed,2018).

Strength of British Airways

world cup hosted in England.

to serve 34 North American locations. (BA Annual Report, 2018, 15)

Weakness of British Airways

Opportunities of British Airways

Threats of British Airways

in balance of CAA on non compliancenon-compliance in any area of operation, resulting in

the world affair is the biggest challenge of all the times.

Changes for Harvard

Harvard citations pattern

(Neville 2010) or Neville (2010, p. Neville, C 2010, The complete guide to referencing

Created by other libraries (Neville 2010). Like this

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