This report was produced for the purpose of providing British Airways Plc (British Airways) with astrategic plan to implement over the next three years. British Airways is the UK market leader inairline operations, however has faced increasing competition over the last decade resulting in erosionin their market share.The report begins by analysing the current internal and external environment of BA. Through strategicevaluation we have recommended that BA focus on their fundamental service delivery to restore theircompetitive advantage within the industry. This will require implementing a combination of twostrategies; a people processes strategy and a strategy focused on technological advancement.The people processes strategy was derived from a number of industry sources outlining BA’s declinein customer satisfaction. The technological advancement strategy coincides with the renewal of BA’saircraft fleet and will further improve the overall customer experience.