MSc Management with Project Management Business Project Assignment Sample 2023
Section 1. Introduction
Project management refers to a group of people working to deliver value to an organisation for specific work. Each project is different from the organisation’s operation and other projects. Management is a significant part of any organisation that helps organisations to manage all business activities without facing any critical issues. There is a critical problem faced by different organizations that fail to manage any specific project management with organisation’s management.
Besides, it is important for an organisation to develop effective and efficient project management that effectively completes the whole project within specific time and format. On the other hand project management is a part of organisational management thus is it necessary for an organisation that develops project management that is connected and coordinate with the mange of organisation.
in this context, British Airways (BA) is considered to discuss current problems and issues faced by organisations to operate business activities. It is an airline industry that operates its business in the UK and it is also a national airline of Britain. The main challenges organisations face are issues to manage “network planning and scheduling”. Nevertheless, it is an airline organisation that operates its flights over more than 120 countries due to this reason the organisation does not properly manage the operational network of the company.
Furthermore, organisations face a deficit in their business in covid pandemic situation. Companies face very low booking in that period. Organisation also suffered from customers’ return tickets and also faced issues to refund the price of tickets. Its main effect is the profit of organisations and due to this organisation declared a low dividend rate and return on dividend.
Stakeholders refer to different types of groups of people that help organisations to perform their business activities. This report helps organisations to develop effective management that is developing an effective strategy to improve performance of organisation.
Section 2. Challenges problems the client is facing
Every organisation has faced some specific problem while they perform their business activities in the market. In this context, British Airways is an airline industry that operates private jets as well as commercial flights over more than 120 countries.
Decrease revenue: The Company faces lots of problems and issues in covid pandemic and current situation of covid. As opined by Didier et al. (2021), organizations face problems while their customers return their tickets as they are not able to travel in covid situation. Nevertheless, the organisation pays to their staff in covid-19 and fixed cost to operate different business activities.
Any organisation faces loss when they incurred high costs to operate business activities and their revenue is decreased. In this context, the company has also faced low ticket booking and still has to pay for their flight operation’s cost. Total revenue of the organization in 2020 is 4001 £ million that is decreased compared to 2019’s revenue of 13290 £ million (iairgroup.com, 2021). The revenue of the organisation is automatically decreed due to low ticket booking and return tickets by customers.
As stated by Kumar and Kumar, (2021), sometimes low revenue is the main cause of loss of an organisation as organization has continually incurred expenses for performing business activities and revenue of the organisation is low compared to previous year. British Airways has also generated a loss of 2,328£ million in the year 2020 that is decreased compared to 2019’s profit of £1,921 million (iairgroup.com,2021). Here the organisation needs to reduce their operational cost to increase its profitability.
Ineffective network planning: the company has operated their business activities over more than 120 countries so the organisation needs an effective network. That helps the organisation operate the business without any problem nevertheless the company’s operational network is ineffective as per organisation’s annual report.
As argued by Buheji, (2020), any organization needs an effective and efficient operational network to operate their different business activities and projects for developing new business. In this context organisation face rescheduling problems due to ineffective network. Here the rescheduling problem refers to rescheduling of flights and staff for flights operational. Network planning plays a significant role to operate business activities of organisation properly.
Low dividend: the organisation is also declared a low dividend in the years 209 and 2020. Company declared 585 £ million as a dividend in both years. That decision of organisation may have a negative impact on shareholders and they not invest in organisation further. It is most important for an organisation that declares a sufficient rate of dividend that shareholders of the organisation may be interested to invest in the organisation’s business. Shareholder is a direct source of finance to satisfy any organisation’s financial needs.
Section3. Purpose of the report
This report is conducted to analyse and identify different types of issues that are affecting performance and profitability of an organisation. The main purpose of conducting this study paper is to identify performance and efficiency of the management of a company. As opined by McClory and Read, (2017), performance and policy of management are also affected by stakeholders’ decision to engage in organization’s business activities.
Through this report, it is identified that the organisation has suffered from low revenue and high loss that has affected policy and decisions of shareholders of the company. This report helps management of organisations to identify critical issues of organisation while business activities are performed by management. Further, this report support organisation’s management to be well connected with the organisation’s project management.
Section4. Impact of research on stakeholders
Stakeholders and their impact
| External | |
| Stakeholders | Impact |
| Customers | Customers are a key element of any organisation that is the main source of revenue as well as profit for the organisation. Customers can affect an organisation’s sales and brand loyalty. As opined by Raji et al . (2020), it is important for an organisation to consider customer satisfaction while manufacturing goods and services for their customers. The British Airways also consider this rapport to develop strategy for improving sales and customers engagement. This report advised companies to select an appropriate advertisement method that attracts consumers too much and is effective in the market. |
| Suppliers | Suppliers are another primary key factor for an organisation after customers. As stated by Maddaloni and Davis, (2017), they continually help organisations to manage the production process and continue through providing raw materials for production. This report helps and supports British Airways to develop an effective relationship with their suppliers. This research paper also gives a positive impact on suppliers through policy of organisation to attract suppliers towards organisation. |
| Shareholders | Shareholders are the primary mode to collect finance for the organisation’s business establishment. As argued by Thomson and Torenvlied, (2020), this report helps companies to develop an effective strategy to improve profitability of organizations to increase engagement of shareholders or organisations. In this study paper, different models and strategies are advised to companies that help to increase the investment of shareholders. |
| Internal | |
| Stakeholders | Impact |
| Employees | The British Airways must consider employees satisfaction and their basic needs in covid pandemic for retained employees in organisation. As per this report, employees have performed a significant role in deciding the future of the organisation. As opined by McCaffrey et al. (2021), companies must provide sufficient training develop to improve skills and knowledge towards business activities. |
| management | Management is an internal stakeholder and is too effective among the stakeholders. It involves all business activities and the decision making process of the organisation. |
| Owners | Owner refers to a person who establishes an organisation and he is the first stakeholder among the stakeholders. |
Table 1: Stakeholders List
| Stakeholders | Power | Interest | Evaluation |
| Customers | Moderate | Low | Customers give a big impact on an organisation’s policy and decision. This report, it is discussed how an organisation improves customer engagement. |
| Suppliers | Moderate | Moderate | Suppliers have moderate power and interest in any organisation due to Policy of suppliers may give too much impact on organization’s manufacturing activities so it is important for organisations that they develop a good relationship with suppliers to manage the business production process. |
| Stakeholders | High | Low | Policy of shareholders may affect the organisation’s policy and they shifted to invest in another business organisation. As stated by Rześny and Szmelter, (2019), shareholders also play a significant role to establish new businesses or organisations and supporting organisations in any critical financial situation. Thus shareholders have high power to change the decision of the organisation. |
| Employees | Low | Depend on situation | Employees play a significant role to manage business activities of organisations and without it existing of any business is not possible. It is the first priority of any organisation that they consider employee satisfaction because performance of employees is too important for an organisation’s success and growth. Never. Nevertheless, employees’ power is too low in any organisation; they are not able to affect organisation policy and rule. Furthermore, the interest of employees depends on the situation of the organisation. Employees are highly interested in that organisation where employee retention and “wealth of employees” are considered by the organisation. |
| Management | High | High | Management is totally involved in all activities of the organisation so they have high power and interest due to management having a high responsibility for any business activities of the organisation. |
| owner | High | High | Owner is first person who establishes an organisation so they have high power among the stakeholders. |
Table 2: Stakeholders Matrix
Section 5. Evaluation and analysis of secondary data
PESTLE analysis
In this study, PESTLE analysis sheds its light on the different factors that affect the development of the renowned organization in the UK, British Airways. This significant tool assists business strategies for understanding the consequences of micro-environmental factors on the organization to make strategic decisions.
Figure 1: PESTLE analysis
(Source: Kanyago, Shukla, and Kibachia, 2017, pp. 18)
Political factors: The political environment is one of the significant predictable elements that disrupt the business environment and influences the country’s socio-economic environment. Frequent strikes from the employee union in the UK creates a devastating effect on airline services and this airline industry is specifically affected by the large extent of government policies.
As cited by Marion, Richardson, and Anantatmula (2021, pp. 12), in this post-Brexit situation, UK airlines lose influence over the development of the European Aviation Safety Agency (EASA) legal framework. Political stability and the strong support from the UK government is a significant factor that assists the development of aviation organizations, for instance, British Airways.
Economic factors: Low fuel prices in the UK have increased profitability for the airline organizations and planned the third runway at Heathrow leads to a shift of airport offices through increasing costs. As narrated by Kanyago, Shukla, and Kibachia (2017, pp. 18), uncertainty over Brexit creates a potential impact on reducing major investments, and the global lockdown in 2020 has put enormous pressure on the organizational treasury.
Moreover, the financial service sector plays a significant role in the development of organizations and contributes a huge amount. The normal GDP growth rate of about 4.8% is significant and British Airways is able to serve its customers through development.
Social factors: The impact of social factors is another concern that affects the development and service of aviation industries in the UK. As influenced by Ogunde et al. (2017, pp. 9), increasing perception of the airways as a lost-cost career is observed and the organization is able to engage different employees. The increasing population of over 68 million and this big consumer market creates significant contributions and the organization is highly concerned with fulfilling the customers’ demand.
The presence of a big consumer market, labour market, and multicultural population provide several opportunities for the exploration of the aviation industry.
Technological factors: The UK is the most technologically advanced country and a great hub for technological, financial institutions and it assists organizations in implementing advanced technologies. According to the view of Wu, Rivas, and Chen (2019, pp. 882), investments in warehouse management systems and technology assist in reducing costs and improving customer experience.
The leading aviation organization, British Airways is continuously evolving through advanced technology through recruiting IT professionals to satisfy its tech-savvy customers. In this technologically advanced country, the organization is able to implement advanced tools for reducing cost, minimizing errors, and increasing its potential customers.
Legal factors: The legal policies, employment rules sometimes jeopardizes the organizational structure and it leads the organization to severe economic downfall.The Employment Act (1966), the Equality Act (2010)creates obstacles and the organization strongly maintains these laws to protect the rights of employees. In the words of Magano et al. (2020, pp. 187), these laws further provide a significant contribution in preventing workplace discrimination through implementing other employee rights acts.
British Airways settles employee payments regarding this UK lawsuit and experienced strong brand performance over the years.
Environmental factors: The environmental factors further create a potential impact on the growth and performance of aviation organizations in the UK. British Airways strongly maintains environmental policies to influence its customers and reduce carbon emission and operates its service in the EU region (Kanyago, Shukla, and Kibachia, 2017, pp. 18).
Sometimes, the challenging weather conditions create a devastating impact and disrupt the service of the aviation industry. The rapidly changing environment is a crucial obstacle to this aviation industry and it creates severe economic downfall in these recent years.
SWOT analysis
The ‘flag carrier airline, British Airways, has experienced several achievements for its service in satisfying customers through dealing with severe challenges. The SWOT analysis of this organization focuses on several factors that affect the service of the organization in this critical business situation.
| Strengths
● Safety and sustainability ● Technological strengths ● Strong brand recognition ● International routes and partnerships |
Weaknesses
● Issues with HR ● Rolls Royce Engine ● Heavily dependent revenue on the local market |
| Opportunities
● Expansion of services ● Expansion in the International market ● Technological advancements |
Threats
● The hit of sudden COVID-19 pandemic ● Competitive market ● Regulatory factors ● Brexit aftermath |
Table 3: SWOT analysis
(Source: Shchetynina et al. 2019, pp. 376)
The SWOT analysis of British Airways analyses several internal and external factors that affect the organization and assist in devising strategies for future development. The number of safety incidents and accidents is very low and the organization effectively deals with severe hijacking attempts (Aragonés-Beltrán, García-Melón, and Montesinos-Valera, 2017, pp. 457).
The organization is highly reputed for its sustainability and safety issues and expands its international network to satisfy different customers. Implementing advanced technology and evolving through continuous changes, the organization extends its environmental sustainability and prevents waste, and maximizes fuel consumption (Jena, and Satpathy, 2017, pp. 6178). British Airways is planning ‘zero carbon emission’ by 2050 and the operational efficiency of the organization is the core strength.
The patent company, IAG. has invested huge amounts in machine learning, artificial learning, and data analytics to improve technological capabilities and growth rate. A highly positive brand image, International routes, and partnerships with American Airlines, Finnair, and Iberia improve customer satisfaction and improve the efficiency of the organizational business model (Shchetynina et al. 2019, pp. 376).
The utilization of Rolls Royce Engine is a significant weakness that generates severe issues in airlines and leads to aircraft reducing the number of flights and seats. Expansion of service, international market, and technology advancements are the major opportunities that explore several areas and the organization is able to satisfy its customers (Sanchez, and Terlizzi, 2017, pp. 1621). The recent outbreak of the COVID-19 pandemic, the competitive market, and the Brexit aftermath have created a challenging atmosphere for the organizations.
VRIO
| Resources | Value | Rare | Imitation | Organization | Competitive advantage |
| Supply chain network and flexibility | Yes | Yes | Yes | Yes | Keeps the organizational operation running |
| Product portfolio among several product lines | Yes | No | Yes | Yes | Serve short-term competitive advantage |
| Implementation of digital strategy | Yes | No | Yes | Yes | Digitalization strategy is crucial and does not serve sustainable competitive strategy |
| Customer network and loyalty | Yes, 25% of customers | Yes | Yes | Yes | Provide minimum competitive advantage |
| Intellectual property rights, trademarks, and copyrights | Yes | Yes | No | No | Provides a strong competitive advantage |
Table 4: VRIO analysis
(Source: Ahmad, and Maidin, 2020, pp. 8635)
In the changing culture in the aviation industry, there are five major components that assist in understanding the organization’s culture and its contribution to achieving competitive advantage. This resource-based VRIO analysis assists to understand the average profit of the organizations over the rivals of the industry.
Value: Supply chain network and flexibility have a high value in this leading organization, British Airways, and provide a huge amount of competitive advantage with keeping the organization running. According to the view of Denney et al. (2020, pp. 135), the product portfolio, intellectual property right, copyrights, customer loyalty, and digitalization strategy provides high value.
These resources assist the organization in increasing its customers and making operations more smoothly and in an organized way. The organization is highly concerned with these issues for creating high brand awareness and increasing high revenue from the international market.
Rare: The organization needs to understand whether the resources are rare or costly to attain in this competitive business condition. Supply chain and flexible network systems are rare, on the other hand, several organizations implement product portfolios and digitalization strategies to improve their performance. The organization is renowned for its loyal customers and maintenance of intellectual property rights and copyright issues.
As influenced by Ahmad, and Maidin (2020, pp. 8635), the existence of these rare resources is significant to keep the organization in a significant position in this competitive market. The rare resources assist the organization in achieving a competitive advantage and creating brand awareness.
Imitation: Imitation is a significant component that creates a negative influence on the organization and creates a high chance for the growth of other competitors in the global market. There is a high chance of imitation of the flexible supply chain network of British Airlines and product portfolio and creates a severe risk for the organization (Abbasi, and Jaafari, 2018, pp. 98).
In implementing the digitalization strategy, the competitor organization can imitate the procedure of this leading organization. The imitation of the significant resources assists the competitive organization in achieving revenue and increasing profit while the organization can face severe economic downfall. There is a low risk of imitation in intellectual and property rights law and the organization experiences high brand awareness through maintaining this law.
Organization: This factor measures the ability of the organization to deal with harnesses of valuable, rare, and imitated resources in the market. As opined by Efthymiou, and Papatheodorou (2020, pp. 113), this exploitation level of analysis of the organization assists in understanding organizational profitability and ability to achieve competitive advantage. The flexible supply chain network is a significant resource and product portfolio that keeps the organization running in this competitive environment.
Digitalization strategy is a key approach of the organization that assists the organization in experiencing strong brand awareness (Alameeri et al. 2017, pp. 123). On the other hand, intellectual and copyright laws are not properly utilized and the strong customer loyalty of the organization is beneficial for serving a strong competitive advantage.
Collected data
| Name of the Article | Author | Findings/Analysis |
| “Managing Quality in Aviation Projects” | Marion, Richardson, and Anantatmula (2021) | Product customization, recovery, maintenance, and digitalization are significant strategies of the projects of the aviation industry. The supreme quality products and implementation of advanced technology are important to create brand awareness and increase potential customers (Marion, Richardson, and Anantatmula, 2021, pp. 11). Recently, organizations are highly concerned about increasing safety and sustainability and effectively dealing with different business challenges for providing better customer service. Integrating high-quality products, understanding customer insight are necessary to improve organizational performance through investing in the economy and introducing new facilities. |
| “Application of Option Models in Evaluation of Innovative Projects of the Aviation Industry” | Nikulina, and Tarasova (2021) | In the aviation industry, the application of option models provides significant impact and the organization is experiencing high brand awareness. Implementation of advanced tools and professional employees assist in better performance of the organization. The option model plays a significant role in organizational innovation and maintaining sustainability (Nikulina, and Tarasova, 2021, pp. 1865). Innovative project operations are necessary for understanding organizational errors and risks through effectively dealing with the competitors in the global marketplace. |
| “Stepping up and stepping out of COVID-19: New challenges for environmental sustainability policies in the global airline industry” | Amankwah-Amoah (2020) | In this critical situation due to the sudden outbreak of COVID-19, the aviation industries are facing different challenges in engaging customers and increasing organizational profit. The organizations effectively implement different strategies and are highly concerned about customer safety and security issues for influencing customers. As opined by Amankwah-Amoah (2020, pp. 12300_, sustainable policies are implemented and several safety protocols are maintained for satisfying customers. The global airline companies along with British Airlines effectively dealt with these challenges after the devastating hit of post Brexit economic fall. |
| “Stakeholder signalling and strategic niche management: The case of aviation biokerosene” | Koistinen, Upham, and Bögel (2019) | The aviation industries are interrelated with several internal and external stakeholders and improve their performance in difficult situations. As cited by Koistinen, Upham, and Bögel (2019, pp. 76), the strategic niche management and implementation of several procedures assist in managing the critical situation. Recently, the digitalization strategy and sustainable strategies of the organization assist in improving organizational performance. The strong relationship with different stakeholders makes the organization perform better in this difficult business environment. This further assists in increasing its potential customers and the organization is experiencing high brand awareness. Organizational sustainability, safety protocols, and digitalization strategy are the most crucial objectives that assist the organization in improving performance and assist in achieving a highly competitive advantage. |
Table 5: Data findings
(Source: Amankwah-Amoah, 2020, pp. 12300)
Section 6. Recommendations and conclusion
Recommendations
It is noticed after analysing different issues and challenges of an organisation that organisation needs some strategy and policy implementation in organisation in order to improve profitability of organisation as well as performed of business.
Attract new customers to improve profitability: the profit of the organisation was better in the previous year, nevertheless, the current profitability of the organisation is a loss of 2,328£ million. The organisation faces this loss due to low customer engagement as well as high operating costs to generate revenue for the organisation. In this context, British Airways needs to attract new customers as well as increase old customers’ engagement in business to increase revenue of the company.
As stated by Deglane et al. (2017), an organisation can allow gift cards and discounts on purchase of more than one ticket and family pack tickets. Besides, the industry should provide better facilities to those customers who have trouble in economy class and private jets. Furthermore, companies can develop a strategy to reschedule the journey of customers this way companies can increase their customer’s engagement as well as attract new customers.
Use digital platforms and tools to improve customer engagement: digital platforms are too much used by different types of organisations in order to attract new customers as well as promote business sim market. The British airways can adopt digital platforms in their business to increase customer engagement as well as provide better satisfaction to customers. Customers are more interested in those businesses where they are more satisfied with their needs.
Besides, the customers are also more interested in digital marketing and take service through digital mode. As opined by Nellitawati, (2018), a company can adopt digital media such as Instagram and Youtube to promote their business. The company can provide their travelling details with attractive discounts and features of journey on different social media platforms. Organizations can greatly reduce their operating cost through use of advanced technology which is developed recently for industrial purposes.
Furthermore, organisations use different types of latest technology as well as tools to perform their business activities as well reduce operating cost of operation.
Needs to focus on employee retention: employee retention is too important for any organisation in order to maintain employee engagement in organisation and continue organisation’s business activities. British Airways has faced employee engagement related problems. Nearly 10000 employees left the organisation in the past due to not properly employee engagement by the organisation.
The company can face different types of problems in future to continue business activities. Sometimes organisations suffered from loss due to not being able to retain highly skilled and experienced employees in the organisation. Proper employee engagement can help organisations to improve their performance of organisation as well as increase level of customer satisfaction.
Organisations can use latest and advanced technology in providing and performing business activities that can increase employee satisfaction as well as customers satisfaction. As argued by Hendriyani and Raharja, (2018), with advanced technology and tools, too much economy is incomplete to old technology and it also helps organisations to reduce operating costs as well as production cost of service and goods. Furthermore, organisations can also improve business growth and profit through use o9f latest technology and tools.
Needs to develop an effective network: effective network refers to well cooperation and coordination between different types of employees of an organisation. As argued by Iqbal and Akhtar, (2019), an effective network not only improves performance of an organisation nevertheless also helps different levels of employees to solve their job-related queries. The company must develop an effective network to perform their business activities which are performed in different countries.
The company can develop directly on the network. Besides, the organisation developed an ahead plan to develop an effective network for engaging all employees in a platform. Furthermore, organisation must hold an event and advice all employees to attend these events to well coordinate between employees.
Conclusion
It has been summarized from this report that British airlines are a UK based organisation to identify different types of issues and challenges faced by organisations when involved in an international market of airlines. It is noticed while analysing the issuer of the organisation that organisation has faced high operating costs and low revenue as well as loss. That is not good news for organisations and shareholders of organisations.
In this report issues of organisation such as decreased revenue and low dividend is discussed. Impact of low dividends is also analysed to discover how shareholders are changing their decision towards organisation. Besides the purpose of conducting this report, the paper is divided by the author of this study paper is disguised.
The main purpose to prepare this report is to identify the main issue due to the organisation suffering from loss and low revenue. In this context impact or different stakeholders is covered by makers of this report. An organisation must consider different types of stakeholders while taking any decision and develop a plan for organisational development.
According to this study paper, customers have a big impact on any organisation as customers are a key element and factor for any organisation and total business totally depends on the satisfaction of customers. This report also covered different stakeholders’ participants in the process of growth and success of the organisation. The author of this report also discusses the interest and power of different stakeholders.
Management does not perform all basic activities of business Nevertheless they have high power and high value. Besides customers and employee of organisation is primary and play significant role to improve success and growth of business nevertheless both have low interest and power in among all stakeholder of industry. The author also discusses different thematic analysis that helps company to decide and select strategy to develop and improve the performance of organisation.
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