British Airways want to be a safe and secure airline so they can get a good reputation for being safe and secure and people should fly with them because of it. To achieve this objective they need to have very low safety incidents e.g. crashes. They could look after health on board. Have good engineering to make sure the plan is fit to fly. If British airways deliver a strong and constant financial performance this will please their shareholders as the share price could go up. Employees will be happy, as their jobs won’t be at risk. To achieve this they would need a good financial department to measure their profit and loss account, they need good sales and should try and save costs weather possible.

British Airways want to become global leader of worldwide business air travel. To achieve this they would need to own a huge market share be competitive with other business travel airlines and will need to achieve most of its objectives to become the global leader of worldwide business air travel. To have a significant presence in as many markets in the world, this would mean that they could compete strongly in as many markets as possible while being good financially as well. To do this they will need to have good products in all markets they compete in and they also need to make a profit from each market as well.

To provide a superior service and value would mean to achieve this objective they would have to be good value for money they would need to have a excellent service e.g. quicker flights, safer flights and friendly and efficient staff. Good value by having completive prices. If they achieve this they should get a good reputation and should get more customers. British Airways wants to be customer driven so that the customers get what they want and if the customers are happy they fly with them more often. To achieve this they will need to know what the customers want they can do this by using questionnaires and other forms of research.

British Airways want to have an Equal opportunity policy this means they should treat everyone equally. To achieve this they should make sure staff treat customers equally and that the staff are treated equally as well. To be a good employer and sustain a working environment that attracts, retains and develops committed employees who share in the success in the company. British Airways wants to achieve this so that workers work well together to help the company. To do this they will need to make sure all the staff are treated equally, trained well and happy. British Airways want to be a good neighbor concerned for the company and the environment if they achieve this they get a good reputation for being environmentally friendly and this could bring more customers to the business.