“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a widely used technique through which managers create a quick overview of a company’s strategic situation. The technique is based on the assumption that an effective strategy derives from a sound “fit” between a firm’s internal resources (strengths and weaknesses) and its external situation (opportunities and threats). A good fit maximizes a firm’s strengths and opportunities and minimizes its weaknesses and threats. Accurately applied, this simple assumption has powerful implications for the design of a successful strategy.”

British Airways Plc

British Airways is engaged in the operation of international and domestic scheduled air services for the carriage of passengers; freight and mail; and the ancillary services. The company primarily operates in Europe and the Americas. The company is headquartered in Harmondsworth, Middlesex and employed around 42,377 people as on March 31, 2008.