Unit 8 Business Strategy Assignment-Btechnd

3.2 Select an appropriate future strategy for a given organisation

Ansoff’s matrix is method that British Airways is able to recognize prospects to build up a creation assortment. There are three sorts of procedures that British Airways can take after. “They are substantive development through item improvement, market advancement, vertical incorporation and diversifying, limited expansion procedure through business sector penetration or business sector advancement and retrenchment. British Airways utilizes Ansoff’s framework on the grounds that it is exceptionally helpful for making an allowance for diverse choices for development, and proposes if it is better to discover new clients for live items, propose more items to the current customer, or continue with active items and exertion to acquire extra impart of the business sector. It assists them to think about the dangers interfaced with every choice and it broadens the dangers. Notwithstanding, it is used by British Airways to distinguish abnormal state procedures. The primary playing point is that it takes extremely perplexing situations and considers a quick and simple appraisal. The item improvement constrains their rivals to enhance and after to enhancement, they increase money or other monetary point of interest and it utilize BA’s picture and credit in one business sector to form into an alternate where organization picture and notoriety could be discriminating segments for achievement.
Retrenchment is all about reducing sales and its employment by BA to slice out the costs or expend in undertaking the activities and they can removal a few manufactured goods or demote that not beneficial. It facilitates to diminish the dimension or assortment of BA functions. It moreover lessens their expenses with the purpose of turning out to be economically secure.

Task 4

4.1 Compare the roles and responsibilities for strategy implementation

The strategy implementation has to be successful for the effectiveness of the management. This implementation is necessary for the effective communication, attaining good team, shared values etc. This causes the team cohesiveness which is necessary for the business to attain its objectives and growth (Baden-Fuller and Morgan, 2010). The strategies have to be shared with the employees so that the clearly know their roles and are able to identify the gaps and expectations with the ability to cover these gaps and fulfilment of the responsibilities. The successful strategy is free of any issues relating to the responsibilities and there is clarity of tasks to be performed as well as regarding the task performer.

Customer strategy:

Listening to their clients and concentrate on the passenger’s necessities and needs. BA attempts there level best to make the beneficiary clients completely fulfilled and different types of grumbles are engross by the staff as they accept that client is constantly right.

Pricing strategy:

BA is reasonable for a large portion of the UK’s working class; in any case, because of the fast build in the expansion in the recent years. BA, to keep its items competitive for the white collar class, ought not to expand its rates; as it is monetarily solid enough to relinquish benefit to develop its target market.  Moreover, BA ought to likewise present more lavish items to luxury class, preferably keeping the cost of those items beneath, or closer to competitors’ to ensure that each fragment of the business purchases from it.

Promotional strategy:

Notwithstanding the limited time blend concocted for its items portfolio will chiefly attention on billboards besides BA will be having immediate promoting and deals advancement through its sales representative going to neighbourhood offices, newspaper publishers etc. Inside association centre items ought to be publicized with the assistance of publications.
Notice OF BA: Publicizing is truly vital for any item or for any little business creating. This is additionally truly vital venture of showcasing blend or just promoting
BILLBOARDS BANNERS: It publicize through billboard out and about side, or by staying their flags amidst the street, on the grounds that each individual can see the billboards effortlessly in light of the fact that it is out and about side or on the off chance that it is a standard so it could be seen a whole lot effectively by anybody.
Web: It additionally publicizes through the web, it likewise takes a request through the web. They speak with their clients through web. In the event that anybody needs to think about it so everything is available there in subtle element.

4.2 Evaluate resource requirements to implement a new strategy for a given organisation

To implement a new strategy in British Airways, the available resources need to be analysed so as to form the competitive strength. The functioning of any strategy is totally dependent on the resources. These resources assist British Airways in achieving a competitive advantage over its competitors. The operations of British Airways are all over the globe and it is one of the premium Airlines service providers. The strategy implementation is effective in case it is undertaken by right kind of employees. The main resources of the firm are human resources, which transform the other assets into revenues. So for British Airways the crew members and pilot etc. is people who add the quality to the business and bring in the revenues for the firm. The strategy making of BA cannot ignore the human resources. Similarly, the successful implementation also needs consideration of financial assets of the firm. This is necessary to assess whether the business would be able to fund the chosen strategy. The business strategy of selling the tickets at the lower costs needs to be assessed on the availability of financial resources.
The strategy to recruit the employees for BA has to be effective so that the employees get a nice environment to work in. The employees rewarding and motivation makes the employees of BA to attain the vision of the firm i.e. keeping the customers satisfied on the earth and in the air.
BA has crew members, aircrafts and managers as the most important resources for strategy implementation. Administrators ought to survey the holder in accomplishing the targets. They ought to handle regular dissentions of the clients and guarantee not to rehash if once more Account administrators ought to be in charge of overseeing every day and yearly records. Deals administrator ought to be made in charge of expanding the deals by no less than 2% in every 3 years. Adjacent to all the exercises administrators ought to be made in charge of observing the execution of the workers. The administrator ought to additionally be made in charge of managing crude material suppliers about evaluating, timing and amount of crude materials.

4.3 Discuss targets and timescales for achievement in a given organization to monitor a given strategy.

British Airways is one of the leading airlines in the World. In a progress to develop its customer make, BA is fluttering for a global expansion strategic agreement. The association has lots of companies in more than 10 countries all over the world. The group aims at opening new stores in some areas where there has been no operation. BA is guided by six fundamental values: the system eminence, accomplices, clients, its stores, vicinity and shareholders (Maskrey, 1989).
At the point when considering concerning objectives and timescales for success of business to screen a given line of attack it is supreme to regard as their declaration of purpose. With this respects to BA, their long haul targets will influence their transient targets and timescales. These fleeting targets will assist their organization to watch a known procedure crosswise over diverse divisions and check various distinctive approaches to thrive in it. The main target is to develop its piece of the pie through the years while expanding client’s dedication. BA attains its targets by tendering latest affectations to accessible clients. This will inflate their dependability furthermore pull in new ones. BA presents its clients with vouchers as an enticement and extraordinary offers; however the timescale of this business sector will be every year, and they laying down unique offers amid Christmas and New Year and during other festive seasons so that people can plan their holidays in a better way.
In BA execution targets ought to be set and controlled among the workers by the chief. These targets ought to be set to keep work power dynamic furthermore to keep an eye on the execution of the workers. BA has a through and through administration approach it has an imperious administration where supervisor gives the requests and sub-ordinates need to satisfy it accordingly the targets set by the upper administration is must to be accomplished for the continuation. Same administration ought to be kept up with respect to as its fruitful. The execution standards ought to be kept up through recruitment of value staff.
For another business sector advancement an overview of EU ought to be led through particular firm to help utilize the assets accessibility work and time at ideal. The overview ought to contain inquire about the economic situations, contenders, target customers, climate of prospect place, accessibility of work and different components. The time scale for the review will be no less than 20 months. At that point a structural designer ought to be enlisted to draw a configuration of the new airdrum. Moreover an agreement ought to be drawn with a constructor for the design and settlements of the new airport. The time scale for settlement of building will be 4 to 5 years. Amid the development process special exercises ought to likewise be dispatched side by side with it. After all is carried out BA ought to movement its items to the new destination and ought to begin working inside section of time. So the aggregate time for the opening of the new airport at new destination will be one 3 years and 8 months.


Dye, R., Sibony, O. (2007) How to improve strategic planning,The McKinsey Quarterly 2007, No. 3, p. 40–48.
Hambrick, D., Fredrickson, J. (2001) Are you sure you have a strategy?The Academy of Management Executive 2001, November, vol. 15, No. 4, p. 48–59.
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Maskrey, A. (1989)”Disaster mitigation: A community based approach” Development Guidelines 3. Oxfam, Oxford.
PESTLE extracted from External Environment – PESTLE on 16th Aug’2014.
Strategic contexts extracted from www.BritishAirways.com on 16th Aug’2014.
Strong, B. (2005) Strategic planning: What’s so strategic about it?Educause Quarterly 2005, No. 1, p. 4–6.
Teece, D.J. (2010) ‘Business Models, Business Strategy and Innovation.’ Long Range Planning, 43:2-3, 172-94.Order Now

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