Assignment Essay Instructions on BRITISH AIRWAYS - A Personal View

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Assignment 1: A Magazine Article BRITISH AIRWAYS - A Personal View

Introduction

You will investigate the British Airways and provide a personal, but informed, view of the company. The assignment will give you the opportunity to apply your understanding of the Business Environment to the analysis of an international business from a range of different perspectives: considering how businesses set their objectives, influence their stakeholders, control their costs and fix their prices within the context of a particular national environment (the UK). The submission should be suitable for publishing in a specialist business magazine.

Deliverable:

The article based on your investigation and analysis should be no longer than 3,000 words in total and subdivided into a total of 5 sections presented in two separate submissions:

1st Submission:

1. The Mission Statement. Having considered the products and the profile of the company given in the website, produce appropriate vision and mission statements. In addition to the statements, you must justify your choice of wording by the provision of URL links to the website that provided you with the sources of your information.

2. The Stakeholders. Identify the stakeholders that BRITISH AIRWAYS has to consider and, for the most important THREE, consider their importance and how BRITISH AIRWAYS should keep them on board. Indicate how meeting the needs of these stakeholders complies with the company's general moral and ethical responsibilities

3. The Economic and Social Environment. BRITISH AIRWAYS is a UK-based firm. Consider how the government and its agencies constrain the way that it can employ its resources (including labor and capital ) both in the UK and overseas

2nd Submission:

4. Costs. Identify the broad cost areas (e.g. labor) that BRITISH AIRWAYS will incur. Estimate the ranking of the cost areas in descending order; justify your ranking. Indicate how BRITISH AIRWAYS can achieve economies of scale in the long term

5. Supply and Demand. Provide sample supply and demand curves that illustrate how, in a perfect market, the price of petrol is fixed. In your example indicate the elasticity for both the supply and demand for oil.

Each section should be accompanied by a Bibliography summarizing the references that you have used. This references section must cite all the works that you have used to inform your work (any reading or research you have done which has helped you write the report) and you should use the Harvard notation to specify them.

Task:

Using the website WWW.British Airways .com you are to develop a view of the company in respect of its mission, stakeholders, environment, costs and its process for fixing supply and demand:

1. Explore the BRITISH AIRWAYS website and make notes on those contents which can support your completion of the assignment.

2. In addition to the learning materials provided, remember to use your course exercises, supporting text book (e.g. Mullins, Chapter 5) and other appropriate websites as a basis for the research necessary to complete the sections. Make sure you keep a note of all your sources.

3. Analyze the information you have gathered and develop your article. Although the article will be a subjective view, it must be informed by knowledge of economics theory and practice within the UK. Aim to use a full and extensive Bibliography to provide the basis of a realistic analysis of the company.

The following notes may help you in completing the task:

• Vision and Mission Statement: from reviewing the content of the website the vision and mission should be your view; it is not expected to match that which is given by BRITISH AIRWAYS . The important part of this work is providing a justification supported by references to the website.
• The Stakeholders: in addition to evaluating the needs of the THREE stakeholders chosen, it is important to justify your rationale for the choice and to indicate how these stakeholders€™ needs match the standards and responsibilities that any ethical company should adhere to.
• The Economic and Social Environment: many UK companies consider the regulatory and fiscal (tax) environment that they have to work within is restrictive. You are expected to express a feel of how businesses in the UK are constrained by social and economic policy. The latter should include a view on how, by taxation and other means, the UK government supports business investment and its international trade. Look at the business sections of media websites such as WWW.bbc.co.uk for independent comments.
• Costs: in broad terms, identify the major elements (general areas) of the costs of BRITISH AIRWAYS products. Economies of Scale are often the justification for mergers and acquisitions but are not always achieved. Consider how a company such as BRITISH AIRWAYS avoids such problems
• Supply and Demand: oil price changes make headline news. The market conditions for fixing the price of oil is not perfect but a background knowledge of how prices are decided including a consideration of elasticity are important

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