Essays on Strategic Management - British Airways Holidays Organization Case Study

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The paper "Strategic Management - British Airways Holidays Organization" is a good example of a marketing case study. In order to develop a complete analysis of the British Airways Holidays organization, resource analysis, this report adopts Siddiqi (2014) argued that an organization has three resource bases, namely the human resource, physical and financial resources, respectively. Therefore, this section evaluates each of the resource components in the venture. With respect to its human resources, the organization has established a wide pool of resources. Thus, the organization has developed an employee value proposition program to ensure the attraction and retention of the respective employees in the market.

As such, one of the organizational employees’ values propositions is the internal corporate strategy where the employee and their families acquire social support services such as health insurance and holidays for performing employees. Moreover, additional human resource development is in its opportunities to advance and grow employee careers through training and development outsourcing services adopted by the British Airways management of the senior-level employees as well as an internal employee mentoring system for lower-level employees. As such, this offers the organization an increased qualified and experienced workforce to support its operations. On the other hand, with respect to its physical resources to serve and operate in the tourism industry, the organization has over the years acquired a wide pool of resources to support its resources in the market.

For instance, the organization established forward industry alliances with the accommodation organizations to ensure that consumers visiting the industry acquire comfortable and convenient accommodation services as a form of promoting increased tourism industry, consumer satisfaction (“ British Airways” , 2014, “ Travel Guides” ).

Moreover, the organization has numerous aircraft that allow for varied aviation budgets for the consumers as well as increasing overall transportation frequency for increased convenience. Finally, under the resources, financial analysis of the British Airways Holidays, a subsidiary of the British airways demonstrates a steadily growing financial base and profitability levels. In this regard, despite the profit margin fall due to the 2008 global financial crisis that affected the entire European tourism industry, the organization has registered increasing profit margins over the years. In this regard, Milmo (2009) stated that the organization included an all-time loss of $401 million as compared to the 2013 ports of $433 million.

As such, this demonstrates that an outlook into the future demonstrates a clear forecast on the venture's ability to develop and advance its profitability into the future making it a viable alternative. However, despite the listed rising profitability, the analysis as Crooks (2011) in an evaluation of the industry production costs in the financial times, demonstrated a rising cost of production with a high cost of resources and operational costs in the market, thus risking the ventures profitability margins rise into the future. 1.2 Strength and Weaknesses On one hand, a strength analysis of the organization establishes that it has a key strength in its expansive market base in the UK.

In this regard, a strong internal organizational base illustrates that the venture has operational efficiency allowing for reduced operational costs. Moreover, the venture strategy of focusing on inbound logistics to transport tourists to internal tourism attraction centres in the UK offers it’ s an added market niche development and focus strength in the long-run period.

However, as Burnham (2013) noted, the venture operations indicate that the organization has its weakness in the lack of an elaborate marketing approach. As such, although its parent organization has a strong marketing platform on which the venture rides on, this denies it the opportunity to develop unique marketing systems that would increase its unique market reputation. Consequently, the organization relies on the reputation of its current company, a virtue likely to impact it negatively in the event that the parent company British Airways reputation and market brand image was damaged and negatively impacted on the future.

References

Siddiqi, M.A. 2014, "Job Resources as Organisational Support, Organisational Citizenship Behaviour and Customer Satisfaction: Some Evidences Of Linkage", Journal of Services Research, vol. 13, no. 2, pp. 95-115.

British Airways, 2014, Travel Guide, [Online] Available at < http://www.britishairways.com/en-gb/destinations> [Accessed January 3, 2014].

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Milmo, D., May 22, 2009, British Airways makes worst ever loss, The Guardian. [Online] Available at [Accessed January 3, 2015].

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