Order Description
Assignment
You have been appointed as an advisor to the board of British Airways plc (BA). BA is owned by International Airlines Group plc (IAG). You have been asked to identify the key drivers of change over the five years from 2016 to 2021. You should prepare a formal report to the board which should include the following key areas:

1.BA’s external environment.(40%)
a) Using appropriate management tools and models, analyse BA’s “external”
environment, as at 2014 (or if available 2015). You should address as a minimum:
* Market segmentation
* PESTLE analysis
* Porter’s 5-Forces
* Critical Success Factors

2. BA’s internal strategic position :(40%)

a) Using appropriate management tools and models, analyse BA’s “internal” strategic position as at 2014 (or if available 2015). You should address as a minimum:

* The basis of competition (Porter’s generic and/or Bowman as a minimum)

* The activities and resources of the company (Value Chain and the Resource
Based View; VRIN)

* The culture of the company (Cultural Web; Hofstede)

* The stakeholders of the company (Stakeholder Analysis: power/interest matrix)

* A comparison with competitors in the same industry

3.What are the key drivers for change for BA and what implications arise?(20%|)