Challenges of change facing British airways

Ch t by ensemble in allenges of alter facing British air shipwayChosen Question prefer a London-based organisation and go the challenges of tack facing it and how it is approaching the extremity of change. Where possible do so by reference to theories of change bangment. leading AND MANAGEMENTExecutive SummaryAirline traffic is a c at oncentrated assemble. It has been well-k immediatelyn in the direction of being the mainly sparingal confederation in all everywhere the world. Marketing executive must alike be ready for action on the way to manage with the challenges of this variety of business organization.British Airways is atomic number 53 of the market influential within the airline businesss industriousness in U.K. The corporation has it huge opportunity. The airline is dedicated towards superior-service. In count, it has its combative advantages. British Airways has enormous opportunity of increasing and getting better of its services.In this we discuss v irtually the various challenges of change approach by the British Airways and in what way it is approaching the procedure of change.IntroductionBritish Airways is one of the leading airlines in the world. This facial expression traces the airlines history and discusses the process of turnaround during the eighties under the leadership of Lord King and Colin Marshall.The case withal discusses the concomitant turbulent period under CEO Bob Ayling and the challenges go about, including recession, competition, terrorism and the disconnect war. The case closes with an outline of the tasks ahead of the incumbent CEO Rod Eddington. The case tail end be used to illustrate the importance of leadership in bringing about cultural change.Challenges faced by British AirwaysThe economic conditions that prevailed byout 2009/10 were the most salwayse they rescue ever encountered. As a result of the worst recession for 60 grades, their industry has faced a series of permanent structural cha nges that afford drastically tightend their r even soues in the misfortunate consideration and drop permanently changed the economics of rail a premium airline.These problems atomic number 18 in themselves formid adapted. But, in addition, British Airways faced a list of daunting challenges of its own. These included the need to Raise finance at a time of continuing crisis in the debt markets Radically reduce their historic woo base Change earning(a) practices Complete their mean merger with Iberia Win an acceptable anti-trust agreement to cooperate with Ameri underside Airlines and Iberia on North Atlantic travel architectural plans and Tackle their 3.7 billion pensions deficit success all-inclusivey.Twelve months on, they usher out feel satisfied that on e genuinely one of these issues, they film every tackled or made solid work up in overcoming the challenges they faced.Permanent changeThey entered the recession financially ironlike and with their fleet replaceme nt plans fully financed to 2013. In high-flown 2009, they roaringly raised 350 million through a convertible security bond issue, providing them with the finance to keep investing in their business and accountant their focthem on excellent service as the recession brave outs its course. Over the year they reduced their unit be by 6.5 per cent. Their fuel bill skin by nearly 600 million, accounting for a large element of this decrease. social unit be excluding fuel overly fell by 1.8 per cent. This was truly a remarkable securement. It is gravid enough to cutcosts when subject matter is go to do so when capacity is in sharp decline is very gruelling indeed. Their cost base is now far to a greater extent free-enterprise(a), nub they be well placed to strain more(prenominal) profitable branch in the future. They triple-crownly carried the majority of their workforce with them in reservation changes to working practices, including their pilots and engineers. A nu mber of staff have left the Company on voluntary terms. They have succeeded in introducing permanent cost reductions across the airline, including reductions in caboodle complements. Regrettably, these changes were met by unjustified strike action by Unites confine crew branch. BASSA misrepresented the Companys emplacement to its members, failed to represent the views of the majority of cabin crew and has been intent on a confrontation with the airline. The vast majority of their employees discern the need for permanent change and have shown great commitment to British Airways during this difficult year. Their relationship with Iberia is very strong and they have now sign a mergeragreement that they know de surgical incision bring received benefits to their respective nodes and shareholders and protect the brands of the ii airlines. If remaining technicalities are successfully dealt with, as they fully pay, the merger should be concluded by the end of 2010. Similarly, all the signs are that they can win anti-trust immunity from the THEM Department of Transportation on with regulatory approval from the EU competition authorities, to operate a joint business with the Statesn Airlines and Iberia over the North Atlantic. When in place they will be able to operate on equal terms with Skyteam and wind Alliance that already enjoy immunity. Their agreement will mean more competition not less, and greater choice for travellers on these busy routes. Finally, they are progressing with dialogs to agree a way to fund their 3.7 billion pension deficits that satisfies the Trustees and meets their extremity that they will not have to increase their contribution to the schemes in the short term. Whilst the valuation has been agreed with the Trustees, it is currently under review by the Pensions Regulator. If they can keep the schemes open for existing members it will be a significant achievement and one that has eluded many another(prenominal) businesses in re cent years. I fancy you can see how huge an agenda of change they have tackled. In that sense, 2009/10 was a year of great achievement.Financial resultsTheir progress is all the more remarkable at a time when all their principal business customers changed their travel oliciesat the same time, turning their backbone on premium shorthaul travel and reducing their revenues by 1 billion. Against that backdrop, they enter another year of heavy losses in their business. They recorded their biggest ever half year loss of 292 million. Early and far-r to severally oneing action on costs began to show through in the second half of the year and they were even able to post a small operating profit in the third quarter. For the year as a whole their pre-tax losses stood at 531 million compared with a loss of 401 million in the preceding year. They cannot render to lose sight of the scale of their losses in the last two years, even though they came on the back of record profits in 2007/08. T heir business simply will not survive long term unless they s chair losing money on this scale.Dividends and executive payThe programme of change they are pursuing in the business is all about making sure they have the resources to turn out outstanding service to their customers, secure and honor employment to their staff and strong returns to their shareholders. Given the state of their market they have frozen pay across the airline for two years. They have once again decided it would be inappropriate to pay a dividend or executive or staff cash bonuses.Customer focusTheir primordial focthem must remain on their customers no matter how severe the economic conditions they face. The customer is at the very heart of their plans to build an efficient international premium airline and to achieve lasting and sustainable profitability for this business. During the year, they go on to outperform in their punctuality scores, not just at close 5, but across the network. Maintaining tha t record has involved some magnificent work by people right across the business and they take considerable pride in their achievements. Their customer service scores remain strong despitesignificant operational disruption.An industry in transitionintegration will be a growing theme for their industry for the foreseeable future and they are pleased with their ownprogress in build young partnerships and alliances. But progress on liberalising the global industry cadaver painfully speechless, nowhere more so than in the recent draw out Open Skies negotiations between the THEM and Europe. They had hoped that the conclusion of the EU-THEM second stage negotiations would have resulted in the immediate removal of THEM restrictions on ownership and control and the protectionist Fly America policy. Unfortunately, instead of the ambitious agreement that had been promised by both sides that would have acted as a template for further global liberalisation across other trading blocs, they have ended up with an agreement that fails to deliver a truly open market for aviation. This represents a missed opportunity to fabricate a healthier and more efficient industry for the future. Indeed, the only hope for progress may lie in moving the issue to a more powerful arena such as the Trans Atlantic economic Council where Europe could offer wider trade concessions, in sectors such as agriculture, in return for progress on air transport. These restrictive ownership and control requirements that prevent cross-border airline mergers, need to be consigned to the history books and fast. Only so will they see the true benefits that normalisation of the industry can achieve as is already the case with other sectors of the global economy.Climate changeAs a company they have led the way in searching for existing and radical ways to tackle clime change. non only have they set ourselves industry-leading targets to cut their own emissions, they are also strong advocates of carbo n trading and believe aviation should be part of a global emissions trading scheme. The Climate Change Summit in Copenhagen in December presented the industry with an ideal opportunity to come together and relieve oneself this a reality. For many reasons the outcome from the summit was disappointing not least as no reference was made to the airline industry. However, it is fall out the governments of the world recognise the airline industry is taking a accountable position and is indeed ahead of its regulators in wanting to tackle climate change. The industry continues to work closely together to develop and promote its position. Its now down to the regulators and Governments to show commitment to the industry and to allow them to play their full part in contributing to the global reduction in babys room gas emissions.Economic outlookThe worst of the recession seems to be over. Unemployment in the UK, for example, seems to have peaked and at lower levels than had been feared. I n their own business, February cut them record the first increase in premium traffic since August 2008. But recovery is precariothem and it would be foolish to assume they are out of the woods yet. The new UK Government will be forced to dispatch some very unpopular finales in the workweeks and months ahead. Tackling the deficit remains the biggest priority. The new coalition Government plans to make immediate cuts in the deficit, they believe this threatens real dangers, not least that increased taxes and hasty spending cuts could throttle consumer self-assurance and trigger a double dip recession. It is vital that the UK develops a credible, careful plan to reduce thedeficit, spelling out the reductions that are needed and the timescale in which they will be achieved. With election grandstanding now out of the way, this must be a priority for the new administration.A tremendothem effortIts been an immensely difficult year for my colleagues across the business and I want to t hank them for the howling(a) work they have done. The spirit theyve shown in backup the business through one of its most difficult periods has been unbelievable. Its involved a lot of hard work and considerable personal sacrifices.Their prospectsTheir own recovery depends very oft on how fast the general economy returns to growth. They remain cautiothem on that. They expect the climb out of recession to be a relatively slow one. However, I am convinced that the work they have done over the last 18 months to restructure their cost base and the progress they have made on the challenges they faced at the start of 2009/10, mean they are a far more resilient business today. That means they can be confident about surviving through further economic uncertainty. More importantly, it means they will be in a position to achieve higher levels of sustainable profitability when conditions mend. That is very good word of honor for their customers, their staff and their shareholders.Approach es for the variothem challenges faced by the British AirwaysOne of the significant ways to distinguish one airline from another is in terms of the quality of its stopping points. They use operational systems to run the business and business intelligence, delivered by backing Objects query and reporting tools, to manage it.British Airways Improves Customer Relationship perplexity and Maximises Revenues with Information Delivered by patronage ObjectsThe airline market is fiercely competitive with strong demand for lucrative business traveller routes due to capacity restrictions at major European airports and low cost entrants offering cheaper flights for the unfilled passenger. Leading UK airline British Airways, is underpinning its strategic operations with business intelligence (BI) delivered by Business Objects solutions. British Airways use BUSINESSOBJECTS, the integrated query, reporting and online analytic processing tool (OLAP) to access, analyse and share information sto red in British Airways data warehouse. British Airways is also currently in the process of extending the decision making process widely distributed via WEBINTELLIGENCE, the internet BI solution from Business Objects.Strategic Decision MakingBritish Airways is one of the worlds most successful airlines, carrying over 48 million passengers a year. Peter Blundell, Knowledge dodge Manager, British Airways, says One of the significant ways to distinguish one airline from another is in terms of the quality of its decisions. They use operational systems to run the business and business intelligence, delivered by Business Objects query and reporting tools, to manage it.BUSINESS OBJECTS is used passim British Airways, with dozens of applications taking information from a central data warehouse. These cover all aspects of the business from CRM applications supporting the frequent flyer programme, through yield management and revenue epitome to catering supply chain management. Blundell exp lains, With BUSINESS OBJECTS they have been able to translate any line manager with the capability to assess relevant business information without requiring an army of data specialists.British Airways primary challenge is to make the airline as a whole and each route profitable. This is alter since the company is unable to change product offerings very quickly. With the capacity restrictions in many airports, routes have to be negotiated and published some six months in advance. BUSINESS OBJECTS supports their long term planning, analysing the number of flights per day, routes and aircraft types that are most appropriate, says Blundell. This drives their negotiation for capacity constrained routes.Maximising YieldEvery airline has to achieve a balance between availability of higher priced business lay and filling the flight with cheaper leisure fares. British Airways is using BUSINESS OBJECTS to analyse customer behavitheir and flight sales to maximise yield on each route. The bu siness and leisure traveller have very disparate needs, with the business traveller looking for frequency of flights, punctuality and good customer service, dapple the leisure traveller is looking for value for money. Customer service also provides an area of differentiation. British Airways promotional activity tailors offers based on customer preferences and travel history. The costs the market will bear are different on each route, at different times of the day and week and depend on the level of competition on that route. BUSINESSOBJECTSenables them to better visit booking and customer profiles and use that information to maximise yield on each flight by creating the right promotional offer to each customer group.British Airways Leads Punctuality LeagueTwo of the most successful BUSINESS OBJECTS applications have addressed punctuality and baggage discourse. Analysing sources of delay, by type, route and reason has enabled British Airways to significantly improve its position in the punctuality league of European airlines. For business passengers, punctuality and efficient baggage handling are critical factors that drive the choice of airline. British Airways wanted to improve its punctuality and BUSINESS OBJECTS was part of that solution. By analysing any problems with BUSINESS OBJECTS they have become one of the top rated European airlines for punctuality. A similar compend using BUSINESS OBJECTS to look at baggage handling enabled the company to highlight reasons for baggage failing to connect with the right flight. While on that point was time for passengers to make the connection it was not always possible for their baggage to make the same journey. They have overcome that problem and significantly meliorate our baggage handling as a result, says Blundell.Worldwide Business tidingsHaving created a business intelligence infrastructure that is underpinning decision making throughout the British Airways head office, the company is now looking to b roaden its exploiter base from one thousand to potentially ten thousand worldwide via its intranet. Blundell explains, They plan to use Business ObjectsWEBINTELLIGENCE internet BI solution to deliver the business intelligence functionality they have developedto airports and offices around the world. By supplement the intranet and WEBINTELLIGENCE, they can deliver keybusiness information in a cost effective manner.Using WEBINTELLIGENCE, British Airways will be able to provide local managers with secure access to the localinformation pertinent to their operation, underpinning the drive to maximise revenue and market share and minimise costs across specific routes. Blundell explains, British Airways business goal is to broaden the decision making ability by providing pertinent information. Empowering people to make decisions on behalf of the company leads to better customer relationships. By making information acquirable via the intranet they can ensure improved consistent customer service worldwide.By analysing any problems with BUSINESS OBJECTS e have become one of the top rated European airlines for punctuality.ConclusionBritish Airways remains cautiously optimistic about its future prospects. However, it iscertain that considerably more work lies ahead if the airline is to succeed. The FSASplan incorporated by BA resulted in considerable cost savings, and divestments alsoraised funds to pay off debt. The goal of the FSAS plan was to achieve a 10%operating margin and hence more recent cost cuts and job loses have been made byWillie Walsh order to accomplish this.