On the eve of transition of power from Rod Eddington to the new CEO designate at British Airways, Willie Walsh, once again we take a look at the group's strategy and the success at implementing that put in place some years ago. The BA strategy has not changed that much in the past five years - except perhaps the public name of the strategy. At the annual investor day earlier this year the company announced that it was now calling its strategy "Fit for Five" in anticipation of moving all its operations into the new single terminal at Heathrow in 2008. It hesitated to explain or give any further details until next year. Over three years ago the company introduced a strategic plan entitled "Future Size and Shape", which was a continuation of existing plan that had been in place for the previous three years. The company at the time stated that it had four main targets: 10% operating margins within three years; simplify the fleet structure and product proposal; compete with the no frills operators; resize staffing levels to a realistic level for the new environment. It also contained one promise "We will deliver".
展开▼
