| Project Title: | An Assessment of How to Achieve Competitive Advantage and Alleviate Organizational Weaknesses: Insight from British Airways |
| Author: | Miss He Ting |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2023 |
| Url:
Published: |
Proceedings The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 |
Citation
He, Ting. (2023). An assessment of how to achieve competitive advantage and alleviate organizational weaknesses: Insight from British Airways. (Master’s independent study). Bangkok: Siam University.
Abstract
The most of the small and medium-sized airlines have just been established, there are still some problems such as small operation scale, low assets, low brand awareness, and lack of sales market resources. Therefore, how to formulate an appropriate competitive strategy under the background of fierce industry competition, enhance the competitive advantage and the dominant position of the sales market, has become a problem that newly established small and medium-sized airlines need to think about. The Objectives of this study were 1). To evaluate and analyze the competitive advantages and disadvantages of the airline. 2). To develop operational strategies according to the company’s strengths and weaknesses. 3). To enhance the airline’s competitive advantage.
This study used qualitative research method. This study takes British Airways as the research background, sorts out the competitive strategy theory, integrates the existing resources of the enterprise, analyzes the environment in which the enterprise is located, and applies the theoretical research related to the competitive strategy through the PESTEL model, the five forces model, and the SWOT theory. British Airways has utilized service differentiation as a competitive edge, therefore, managed to sustain its operations in the competitive airline business. Secondary research has been utilized to collect text data from various peer-reviewed articles, journals, and books to assess how competitive advantage and weaknesses alleviation has been achieved by British Airways. Content analysis is used to analyses data and ethical considerations being adhered to during the entire research process. From information acquired, British Airways has focused on its strength of service provision hence managed to offer services in the premium segment with the use of service differentiation competitive strategy.
Keywords: competitive advantage, organizational weaknesses, british airways, competitive strategies.
An Assessment of How to Achieve Competitive Advantage and Alleviate Organizational Weaknesses: Insight from British Airways
Master of Business Administration (International Program), Siam University, Bangkok, Thailand