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AIRLINE MARKETING AND BUSINESS MODELS -
A CRITICAL APPRAISAL OF THE CURRENT PERFORMANCE AND FUTURE PROSPECTS OF AN AIRLINE IN ITS MARKET ENVIRONMENT
Your allocated airline is British Airways
You will need to identify the airline’s strengths and weaknesses and assess its future prospects by looking at three key issues:
It might be helpful to draw comparisons from rival or neighbouring airlines operating in the same region or markets.
You are required to write your appraisal of the airline in Report Style (Numbered Sections, Headings etc). You must attach a Bibliography of the reference sources you have incorporated/ consulted. Your report should be written in a clear, concise style of around 2500 words (A word count should be shown, excluding tables, graphs and the bibliography). Please be careful to avoid plagiarism from references you have consulted.
There should be a good understanding of the airline’s current performance with evidence of a wide range of material consulted. A bibliography must be attached.
You need to produce a convincing analysis of the airline’s current performance and assessment of its future prospects. You are expected to interpret this with a critical eye rather than merely re-hashing PR material!
Your report should be logically structured and well-organised. It should be concisely argued and within the maximum word limit.
The report should be presented in a clear, accurate and interesting style. Tables and graphs can be used to present key data.