Strategic Management Research Paper Example | Topics and Well Written Essays - 3000 words

Strategic Management - Research Paper Example Strategic management plays a significant role in the growth and competitiveness of any organisation. British Airways in order to maintain its competitiveness in the existing contemporary global business environment requires identifying the need for strategic change. In order to successfully cope up with the changing global environment as well as consumer demand, an organisation like British Airways requires assessing their external environmental factors. In the process of undertaking organisational change, the support and constructive approach of the management plays a key part. Thus, in order to sustain its position in among the tough competitive global market BA requires performing and managing changes according to the need of the hour. Therefore, the study will look to evaluate need for strategic change for British Airways and the method by which the organisation should look to realign with respect to its external environment. ... pects which can be recognized for BA in the process of strategic change are the need for providing customer satisfaction which had seen a decline and also make substantial technological advancements which will enable them to attract as well as retain consumers. This overall strategic change can also aid BA to enhance overall experience of the customers. In the airline sector, the customer retention is one of the major aspects. With the advent of so many low-fare airlines along with the need for providing high level of safety and security, the people process strategy and technological advancements have become inseparable components for any airline organisation (Quy, 2011). The strategic management objectives for BA in the past market few years have been to become the ‘world’s leading global premium airline’. In order to make their cost base more efficient and to provide unparallel customer service they need to constantly evaluate the present scenario and look for a ny possible opportunity (British Airways, 2010). Despite their endeavor and prospects of growth and sustainability BA require to be always on their toes due to the existing complexities in their operations. The airline industry globally as well as in the UK is highly competitive. By referring to Michael Porter’s five forces model it can be observed that the barriers to entry in the industry is quite high. Therefore, the existing players in the market have been able to sustain their position in the market. The other significant aspects that compel BA to undertake strategic change includes government regulations, availability of funding from the designated financial markets, terrorism, pandemics and others. The aspects related to mergers and acquisitions among the competitors can also force BA to