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
