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British Airways

Report on

“British Airways Strategy & Information Systems”

TABLE OF CONTENTS

CHAPTER 1: MISSION STATEMENT 3
CHAPTER 2: GOALS AND OBJECTIVES 4
CHAPTER 3: ENVIRONMENTAL ANALYSIS 5
PEST ANALYSIS 5
SWOT ANALYSIS 7
CHAPTER 4: INFORMATIONS SYSTEMS 8
INFORMATION SYSTEMS AT OPERATIONAL LEVEL 8
INFORMATION SYSTEMS AT MANAGERIAL LEVEL 11
INFORMATION SYSTEMS AT STRATEGIC LEVEL 13
CHAPTER 5: SUGGESTED STRATEGY 14
REFERENCES AND BIBLIOGRAPHY 15

Mission Statement:

“To be the most exclusive and first choice airline for all airline travelers”

We recommend a new mission statement after a consultation process involving our group members. The mission statement can replace an existing statement, which had been drawn up in 1997 in the run-up to privatization, and many employees have received training in its meaning for their particular jobs.

In introducing our new mission we cited Peter Drucker 5 questions

What is our business (Airline)
Who is our customer (Travelers)
What is the value of customer (First)
What will our business be (Most exclusive)
What should our business be (Choice)

Our mission statement clearly shows that in every person’s mind the first thing to come for traveling by air should be British Airways. Whatever it is called, a vision, mission or strategic intent, its purpose is to provide a guiding light for the future. Companies without a mission are prone to opportunism. A unifying mission is especially important in large companies where staff and managers are expected to take decisions themselves, without constant referral back to headquarters or to their seniors. If everyone understands where the company is aiming, then independent decisions are more likely to be aligned with each other and with the companies’ ultimate objective. A mission enables a business to set objectives, to develop strategies, to concentrate its resources. It alone enables a business to be managed...