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毕马威案例分析优秀作品!.pdf

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BritishBritishAirwayAirway’’ss DilemmaDilemma Eliminateshort-haulornot? ContentsContents PartPart11TheMainFactsAndIssues PartPart22TheSWOTAnalysisOfBA’sExternaland InternalEnvironments PartPart33TheBA’sStrageticChoice TheThemainmainfactsfactsandandissuesissues HereHerewewegogo Factsandissues 1.Deregulation2.Trend3.Competition4.Predicament ThederegulationLow-costCompetitioninBAwasfaced ofEuropeanbusinessmodelsthelow-costwithalossof airlinemarkethavebecomethecarriermarketinmarketshare bringinmanynewdrivingforceinEuropeisbrutalandafinancial entrantsin1997theworldairlinefailureinshort industyhadsegament SWOTSWOTanalysisanalysis StrengthsThreats WeaknessOpportunities BA’sexternal andinternal environment StrengthsStrengths GlobalMakingBA“theworld’sfavouriteairline” brandCreationofBA’sclubworldbusinessclass &networkEstabishmentofanextensiveglobalnetwork HighBA’sprofitsperpassengeristhehighest profitablity————(FIigure1) Strengths Withmorethan2000million￡netassetsandover Financial7500million￡revenueeveryyear superiorityWithaniceasset-liabilityratio Experiencedinmanagementandoperation ManagemOutstandingmarketingskills entSkillsHarmonyrealtionshipwithgoverment WillieWaslhwashighly-skilledincost-cutting FigureFigure1:1:ProfitsProfitsperperPassengerPassenger ProfitsperPassenger=RevenueperPassenger–CostsperPassenger Ryanair9 Southwest6 BritishAirways19 AirFrance13 Lufthansa11 EasyJet2 Jetblue-1 048121620 WeaknessesWeaknesses TheagingTheaverageageofthefleetis9.5years,soit offleetneedtoinvestininfrastructure. PoorThelowest“%ontime”-----74% consumerThelowest“%completions”-----98.5% ServiceThehighest“Lostbagsper1000PAX”-----17.7 Weaknesses CostPoorperformanceincost-control disadvantages Half-hearted NOcontunityofstrategiesinshort-haulbussiness Strategies OpportunitiesOpportunities TheintegrationofEuropemarket OpportunitiesAirwaybecamemoreandmorepopular Pricewarsamonglow-costairlines ThreatsThreats Theinfluxofnewentrantswhichwere fastgrowing(F