here can be a continuous revamping, enhancement and adoption of competencies by British Airways if the business follows an overarching approach for the establishment of flexibility within the basically logical context of the overall consideration in existence (Teece, 2010). There can be achievement of the same by the establishment of its business models as per the key norms related to evolution and flexibility in a manner of continuous process. In this context, it is important to understand that the whole sector of airline operation is extremely complex because of the difficult and competitive environment set up. This creates significant difficulty for new organizations to break into the environment while bearing large value of costs. British Airways must understand the need of putting up such efforts that it is in alignment with the trends emerging. This will involve the crucial role of commercial teams for aligning the needs and expectations of the consumers and the marketer partners (Walsh, 2011). Hence, it can be stated that the strategic approach of British Airways should stay centric to the customer, as its competitors have shifted the traditional strategy of low cost to the core focus on customer. The company, with such a focused strategy, will be able to initiate improvement in the experience of its customers, with the development of its prior offerings.
The strategic approach of British Airways can be identified as an important element for ensuring the uniqueness of the business across the entire industry. Each and every plan is made and approach is executed considering the needs, expectations and perceptions of each and every stakeholder of British Airways. As recommended, the company should start ensuring that each and every employee of British Airways is channelizing their effort for the achievement of mutual objectives, setting aside their personal goal. This will be helpful in the enhancement of the productivity of British Airways. This particular analysis of British Airways provides a basic idea about the sound decision made by the company adding up to the approach formulation of the airlines (Wheelen and Hunger, 2011). The company has key reliability on its workforce for balancing the power of bargaining among the buyers. The workforce is responsible for setting the quality standard and delivering the service. British Airways is also known to use a comprehensive program of communication and training for the practical application of these principles in everything that is done. The strategic approach of the business also tends to be facilitating an enlarged view about the type of strategic options that can be or currently are functional within the business prospect.