Annotations:

• Bristish Airways Objectives

1. Research and Development
   1. Technology
      1. Call centers
      2. Technical support
      3. Online services
   2. Real Estate
      1. Sustainability
         1. New aircrafts
         2. Eco-fuel
         3. Environmental controls
2. Human Resources
   1. Service quality
   2. Employee training
   3. Motivation
   4. Unionized workforce
3. Marketing and Sales
   1. Real Estate
      1. Operating in existing markets
      2. Entering new markets
   2. Market research
   3. Target markets
      1. Who are our customers?
      2. How do we reach our target?
      3. Do we reach our target?
   4. Brand awareness
      1. Event(s)
      2. Significant commercial value
4. Customer Relationship Management
   1. Customer loyalty schemes
   2. Customer satisfaction
   3. Customer retention
   4. Customer service
5. Financial position
   1. Global economy
      1. Fuel price and currency fluctuations
   2. Debt funding
6. SWOT
   1. Strengths
      1. 300 destinations worldwide
      2. 32+ millions passengers annually
      3. 238 aircrafts in service
   2. Weaknesses
      1. Loss of a Heathrow terminal
   3. Opportunities
      1. Mergers and acquisitions
      2. Consolidation of market position
   4. Threats
      1. Competitors
         1. Other means of transport
         2. Indirect flights/ Charter services
         3. Competitors with lower costs or government support
      2. Government intervention
         1. Route flying rights
         2. Airport slots access
         3. Security
      3. Uncontrollable factors
         1. Wars
         2. Civil unrest
         3. Adverse weather conditions
         4. Failure of the public transport system