You will need to identify the airline’s strengths and weaknesses and assess its future prospects by looking at three key issues: • Operational characteristics
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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:
- Operational characteristics (e.g. route structure, traffic volume, fleet size and type).
- Financial performance (e.g. profitability, costs).
- Competitive situation (e.g. competitor airlines, alliance strategy, geographical position).
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.
- In addition to the general airline references on the module reading list, you may find some useful articles in the daily press (e.g. Financial Times and papers local to the airline concerned). Several airline articles have been published in the Economist (weekly).
- Background information is often available from the individual airline websites – look for sections containing financial data, annual reports, press releases etc.
- ICAO data has financial data and traffic data for many of the airlines concerned. Go back a year or two if no 2016 data is shown and beware of part-year data.
- Another good source is Airline Business (monthly and via flightglobal.com) which has up-to-date analysis of airline issues. It also produces an Annual Survey of the performance of the 100 largest airlines (normally in the August or September issue). Air Transport World has similar information (atwonline.com). Flight International (weekly and on-line at flightglobal.com) and anna.aero are other useful references.
- ForUKairlines, statistics are available on-line from the CAA website (caa.co.uk) in the publication UK Airline Financial Tables. If the airline is a member of the Association of European Airlines (AEA), the detailed AEA STAR is available for reference on blackboard. For US airlines look at the US DoT statistics (bts.gov/programs/airline_information/) and the A4A website (airlines.org).
- The IATA World Air Transport Statistics (we keep one master copy in M153A) is another possible source if you are stuck.
- ASSESSMENT CRITERIA:
- Research and Understanding
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!
- Structure and Organisation
Your report should be logically structured and well-organised. It should be concisely argued and within the maximum word limit.
- Standard of Presentation.
The report should be presented in a clear, accurate and interesting style. Tables and graphs can be used to present key data.
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