Value Chain Analysis of British Airways

British Airways PLC is a flag carrier for British and UK airlines. The merger of two regional and two nationalized airlines laid the foundation for British Airways. Today, we’ll discuss the value chain analysis of British Airways supply chain analysis; primary and supporting activities in the process of value chain analysis Example Company. They are inbound and outbound logistics, operations, marketing, and customer service; infrastructure, HRM, technology, and procurement as an application of the value chain analysis process.

Substitutes of British Airways

• Malaysia Airlines,
• Etihad Airways,
• Singapore Airlines, 
• Air France,
• Turkish Airlines,
• Emirates,
• Boeing
• Air India.
• Lufthansa, 
• American Airlines
• Qantas Airways,
• KLM,
• United Airlines,
• Virgin Atlantic,

The Value chain analysis of British Airways supply chain analysis would analyze the primary and supporting activities in the process of value chain analysis. They’re inbound and outbound logistics, operations, marketing, and services; infrastructure, HRM, technology, and procurement. Here’s supply chain analysis of British Airways value chain analysis company example as follows;

Value Chain Analysis of British Airways

Let’s discuss the primary and supporting activities involved in the process of value chain analysis of British Airways supply chain analysis. It is an application of value chain analysis based on Porter’s model; some of the key elements and components of value chain analysis are as follows;

Primary Activities of British Airways

Some of the five main primary activities in the value chain analysis of British Airways supply chain analysis are as follows;

Inbound Logistics of British Airways

I-Timely Delivery of Fleet

British Airways needs to manage various complex processes of inbound logistics. It has to ensure the timely delivery of catering products, fleet of airplanes, and various on-boarding products and goods. The timely delivery of a fleet of airplane and catering products and goods; makes sure to take off and land on schedule timing and serve fresh meals, food, and drinks to the customers during the flight.

II-Better Relationship with Suppliers

In order to perform smooth operations, British Airways develops better relationships with its suppliers and vendors. It helps the company to conduct professional training and development programs for pilots and boarding staff; and advance the system to manage and control stock.

Outbound Logistics of British Airways

I-Providing Quality Service & Value

The airplanes of British Airways are flying in roundabout 80 countries across the globe. The fleet size comprises 257 aircraft in over 206 destinations worldwide. However, the aviation brand efficiently manages the communication system, advanced information, and handling the baggage of customers at the destination point. Efficiently managing various operations and processes would help the company to offer a quality air flying experience to the customers.  

Operations of British Airways

I-Engineering Unit

British Airways has set up its own engineering department comprising 9000 employees in over 100 locations worldwide. It helps the company to amplify its 790 million worth of inventory without jeopardizing the quality of its fleet aircraft.

II-Multiple Processes

British Airways engages in multiple processes and operations ranging from ticket booking; easy check-in services, high security of customer luggage, fleet inventory management, maintenance, and digital booking service. However, efficient utilization of digital technology and other operational processes helps the company to smoothly perform its operations and improve the customer satisfaction level.

Marketing & Sales of British Airways

I-Advertisement Campaigns

British Airways has launched various advertisement and marketing campaigns for the promotion of its brand name and to attract the attention of customers. Some of the main advertisement slogans and campaigns that the aviation brand has launched over the years are as follows;

• “To fly, to serve”
• “Fly the flag”
• “We’ll take more care of you”
• “The world’s favorite airline”
• “The world’s biggest offer”
• “A British Original”

II-Loyalty Programs

In order to attract new customers and retain the existing ones; British Airways has a loyalty program by the name of “executive club.” It provides premium services to loyal customers like fast queues and access to the special lounge. However, the loyalty program comprises of following levels and they’re as follows;

• Premier
• Gold guest list
• Gold
• Silver
• Bronze
• Blue

Services of British Airways

I-Post Sale Service

British Airways offers a wide range of services to its customers after selling its tickets to the customers. They’re like resolving customer complaints, installation of products and equipment, starting the loyalty card club for customers, managing the luggage, and using various channels to communicate with them. However, the post-sale services help the company to improve the customer satisfaction level.

Supporting Activities of British Airways

Some of the main supporting activities in the value chain analysis of British Airways supply chain analysis are as follows;

Infrastructure of British Airways

British Airways has established a strong infrastructure ranging from large fleet size, worldwide network with airports, engineering unit for maintenance, suppliers and vendors network and relationship; and corporate infrastructure. Well-established infrastructure helps the company to smoothly perform its aviation operations without any disruptions.

HRM of British Airways

British Airways has employed approximately 45000 employees to manage its global operations. The human resource department of the aviation brand plays a key role in building an inclusive and diverse workplace environment; hiring and recruiting talented individuals. The company strongly believes in the equal employment opportunity for all regardless of gender, race, or other differences.

Technological Development of British Airways

British Airways invests a significant amount of capital resources in the implementation of the latest technology in its airplanes, ticketing, and booking system. It could be in the form of a smart-biometric system, digital booking of flights on the application, smart scanning, and offering a visual guide. Overall, upgrading would help the company to improve the customer satisfaction level, and increase sales, and profitability of the company.

Procurement of British Airways

The improved procurement planning process of British Airways helps the company to make smart decisions about the maintenance of aircraft, and purchasing of other supplies, equipment, parts, and goods. The smart and efficient purchasing process helps the company to decrease the cost and efficiently utilize resources.

Conclusion: British Airways Value Chain Analysis Example Company | Application of Value Chain Analysis Process 

After an in-depth study of the value chain analysis of British Airways; we have realized that British Airways is the world’s leading airline company. If you are learning about the supply chain analysis of British Airways value chain analysis Example Company; then you should keep in mind the abovementioned primary and supporting activities. They’re inbound and outbound logistics; operations, marketing and sales, and services; infrastructure, procurement, HRM, and technological development as an application of the value chain analysis process.