TOWS Matrix

OpportunitiesThreats

Emergence and increasing prominence of new markets such as budget travelling Open skies agreement

Skytrax quality system Environmental awareness

Most competitors have been forced to exit the market The global economy has yet to recover from the turmoil of 2008

StrengthsS-O StrategiesS-T Strategies

A well-known brand nameMarket segmentation focusTo become a premier environmental-friendly airline service.

Largest United Kingdom based airlineEmergence of new markets provides a good opportunity for British Airways to offer broader service rangesLowering cost for competition

Partnerships with United AirlinesTo bring improvementsRemodeling the brand into an environmental predecessor

WeaknessesW-O StrategiesW-T Strategies

Poor employee relationsChange should be brought into people management culture in the companyTo improve the environmental stance of BA

Innovation and change is slightly slowTechnological advancementEthical concern

ThreatsOpportunitiesWeaknessesStrengths