The paper 'Competitive Analysis of British Airline" is a good example of a marketing case study. British airline appears to be in a competitive environment. The company has struggled to keep its integrity and top-notch performance in the aviation sector. In addition, the sector has experienced increased traffic of new entrants and an increase in aircraft in all major airports (Giorgi, Irukli, Natia & Sopo 2011, p. 6). The airline has remained successful by maintaining its niche market (Flottau 2011, p. 33). The airline has conducted many surveys to ensure customer preference and emerging trends are incorporated in their operations (British Airways Strategic Report 2009, p.
19). Their survey has enabled them to segment their market to cater completely for all types of travellers under their carrier. In addition, mergers with other successful companies have been the norm for sufficiently increasing market share. Through these mergers, the airline has successfully cut down on competition between British Airline and its partners. In order to assess the outcome, the airline uses several analyses such as porter's five-model forces theory and segmentation theory.
The PESTEL analysis is carried out as the situational analysis (Shultz 2007, p. 295). The theory guides the company towards the principled strategic direction of achievements. There are other alternative theories to the Porter model that the airline has used to compare the strategic plans it has implemented so far. The GE matrix is utilised to assess the opportunity for growth through market development and new market entries (British Airways Strategic Report 2009, p. 10). Background information British Airlines is engaged in providing air services operations in various destinations in the world. It is the largest United Kingdom’ s Airline.
Its services range from commercial flights for passengers, cargo freights and mail series as well as other auxiliary services. The company has close to 42,755 employees in all its departments (British Airways Strategic Report 2009, p. 3).
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British Airways Annual Report and Accounts 2008, pp. 1- 136, viewed 27th October 2012, http://www.scribd.com/doc/5004517/British-Airways-Annual-Report
British Airways Strategic Report 2009, pp. 1-49, viewed 27th October 2012, http://www.scribd.com/doc/23329171/British-Airways-Strategic-Plan
Field, D & Sobie, B 2007, Segmentation in the all-business sector, Airline Business, vol. 23 no.8, p. 94-94, viewed 29th October 2012, http://search.proquest.com/docview/204124715?accountid=2280
Flottau, J 2011, ‘Change of fortunes,’ Aviation Week & Space Technology, vol. 173 no. 3, p. 33.
Giorgi, J, Irukli, B, Natia K & Sopo, Q 2011, British Airways: project in strategic management, pp. 1-52, viewed 22nd October 2012, http://www.slideshare.net/NKPworld/british-airways-11908773
Hunt, O 2011, Innovation and Porter’s Five Forces Theory, viewed 22nd October 2012, http://www.articlesbase.com/college-and-university-articles/innovation-and-porters-five-forces-theory-176856.html
‘International Airline Benchmarking Study - Summary of Findings’, 2011, viewed 22nd October 2012, www.ethos.ae/wp-content/uploads/2011/03/Airline-Benchmarking-Report.pdf
Learn marketing.net n.d., Macro Environment and Pest Analysis viewed 27th October 2012, http://www.learnmarketing.net/pestanalysis.htm
Maxi Pedia n.d., Five Forces Model by Michael Porter viewed 27th October 2012, http://www.maxi-pedia.com/Five+Forces+model+by+Michael+Porter
Pestle analysis 2011, viewed 22nd October 2012, http://www.scribd.com/doc/59747690/Ba-Pestle-Analysis.
Robin, J & Grazia Ietto-Gillies, R J 1996, Global Business Strategy: An Introduction, Cengage Learning EMEA, London.
Shultz, C J II 2007, ‘Marketing as Constructive Engagement,’ Journal of Public Policy & Marketing, vol. 26 pp. 293-301.