毕马威案例分析优秀作品!.pdf

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1、BritishAirwayBritishAirway’’ssDilemmaDilemmaEliminateshort-haulornot?ContentsContentsPart1Part1TheMainFactsAndIssuesPart2Part2TheSWOTAnalysisOfBA’sExternalandInternalEnvironmentsPart3Part3TheBA’sStrageticChoiceThemainfactsandissuesThemainfactsandissuesHerew

2、egoHerewegoFactsandissues1.Deregulation2.Trend3.Competition4.PredicamentThederegulationLow-costCompetitioninBAwasfacedofEuropeanbusinessmodelsthelow-costwithalossofairlinemarkethavebecomethecarriermarketinmarketsharebringinmanynewdrivingforceinEuropeisbruta

3、landafinancialentrantsin1997theworldairlinefailureinshortindustyhadsegamentSWOTanalysisSWOTanalysisStrengthsThreatsWeaknessOpportunitiesBA’sexternalandinternalenvironmentStrengthsStrengthsGlobalMakingBA“theworld’sfavouriteairline”brandCreationofBA’sclubworl

4、dbusinessclass&networkEstabishmentofanextensiveglobalnetworkHighBA’sprofitsperpassengeristhehighestprofitablity————(FIigure1)StrengthsWithmorethan2000million￡netassetsandoverFinancial7500million￡revenueeveryyearsuperiorityWithaniceasset-liabilityratioExperi

5、encedinmanagementandoperationManagemOutstandingmarketingskillsentSkillsHarmonyrealtionshipwithgovermentWillieWaslhwashighly-skilledincost-cuttingFigure1:ProfitsperPassengerFigure1:ProfitsperPassengerProfitsperPassenger=RevenueperPassenger–CostsperPassengerR

6、yanair9Southwest6BritishAirways19AirFrance13Lufthansa11EasyJet2Jetblue-1048121620WeaknessesWeaknessesTheagingTheaverageageofthefleetis9.5years,soitoffleetneedtoinvestininfrastructure.PoorThelowest“%ontime”-----74%Thelowest“%completions”-----98.5%consumerThe

7、highest“Lostbagsper1000PAX”-----17.7ServiceWeaknessesCostPoorperformanceincost-controldisadvantagesHalf-heartedNOcontunityofstrategiesinshort-haulbussinessStrategiesOpportunitiesOpportunitiesTheintegrationofEuropemarketOpportunitiesAirwaybecamemoreandmorepo

8、pularPricewarsamonglow-costairlinesThreatsThreatsTheinfluxofnewentrantswhichwerefastgrowing(Figure2)ThreatsTheprivilegeinUKbegantoloseThecompetitionintheairlinemarketgrewintensedaybydayFigure2:KeyStati