BA Strategy: The goal of British Airways is to present better-quality service to its customers, stakeholders and employees alike. The workforce of British Airways is a significant positive feature that strives to offer utmost advanced and pleasing service to its consumer. Their mission statement also retells their aim to achieve the status of the best airline universally.
British Airways Business Performance since 2008:
BA intends to achieve its vision of becoming the world’s leading global airline. This plan entails a 360 degree approach as in focusing in issues pertaining to the environment, relationships with suppliers and a new note and the BA tradition of supporting consumer friendly initiatives.
As good performance at Heathrow drives good performance across the network, BA delivered its highest ever network-wide Ready to Go performance of 53 per cent. This translated into record levels of flights departing on time and within 15 minutes, as well as record levels of customer satisfaction with punctuality. (BA Annual Report 08/09)

BA potential future strategy for the organization to grow its position in international and global markets:
The study of BA various functions and practices as an organization from the strategic perspective it can be stated that British Airways prioritize its major functions, or in another words the resources that would help them to increase revenues are given due consideration, like the 2012 Olympics in London. Prioritization involves focusing on the particulars that really matters. For that reason it is crucial to prioritize things so that the company may not lose focus on issues that need urgent attention. For a business to be flourishing it is important that it must be able to decide what resource should be devoted and what not (Bailey and Johnson, 1995). The decision on what is important is key to prioritization.
The planned stride of British Airways demonstrates a thriving position for the airline. British Airways has shown that their planning for the future is tactical and the marketing and management disciplines are intact accordingly. The alliance that British Airways has made is a strategic approach and the need of the moment. This will not only assist British Airways to curtail cost, it is also an excellent step to get hold of more customers. The planned objective in addition gives them the alternative to make the most of their assets in venture that would provide more benefits.
London Olympics 2012 would give British Airways a chance to showcase their product to a larger audience. This strategy is an excellent platform that can reignite a new image of British Airways among the people. Furthermore as the business would increase during the Olympic Games, there is every likelihood for British Airways to increase the market share. However this should not be a strategy that might be pursued in the short run. The task might be intricate, but British Airways must try to convert the first time customers in to loyal customers. However for the aforementioned goal to achieve, British Airways will have to demonstrate dedication, preparation and implementation. Owing to the worldwide economic crisis unpredictable challenges tackle the airline industry. British Airways will also feel the pressures of the market forces.
The alterations are the typical in airline industry that is very vulnerable to financial, regulatory, safety, environmental and extra exterior strains that are ahead of the entire control of management. The flourishing airlines will axis on well-situated basics when defining their upcoming groundwork. The catch is to be acquainted with what consumers require and how the airline can act in response to the recessionary situation.
British Airways strategic initiative is a vital element in the idea of budding a business uniqueness of British Airways. This approach development all the plans that are executed from the viewpoint of all the stakeholders of the British Airways. They must make sure that all the employees channelize their effort for the identical objective, i.e. the productivity of the airline. On the other hand, this success is not only calculated in financial expressions. British Airways has revealed to the humanity that they are in addition paying attention to be extra answerable and contribute to the public in special ways.
After considering each and every strategic plan started by British Airways, they have opted for motivating and significant actions. The present situation of British Airways gives a general idea of sound decision that adds to the airline’s approach formulation. The airline’s approach in addition facilitates to enlarge an outlook picture of the kind of strategic options that are or can be functional in prospect.