Harvard Case - British Midland Flight 92 (A)
"British Midland Flight 92 (A)" Harvard business case study is written by Marine Agogue, Chantale MAILHOT. It deals with the challenges in the field of General Management. The case study is 2 page(s) long and it was first published on : Mar 21, 2021
This case study analysis recommends a comprehensive approach to address the challenges faced by British Midland (BM) following the near-catastrophic incident of Flight 92. This approach focuses on rebuilding trust with stakeholders, enhancing safety protocols, and implementing a robust change management strategy to ensure long-term organizational resilience.
2. Background
This case study focuses on the aftermath of British Midland Flight 92, a Boeing 737-400 that experienced a near-fatal engine failure shortly after takeoff from Heathrow Airport in 1990. The incident, which resulted in the aircraft landing safely in a field, highlighted significant operational and safety concerns within BM.
The main protagonists in this case are:
- British Midland (BM): The airline company facing a crisis of confidence.
- Captain Kevin Martin: The pilot who successfully landed the aircraft despite the engine failure.
- The passengers and crew: The individuals directly impacted by the incident.
- The Civil Aviation Authority (CAA): The regulatory body responsible for investigating the incident and ensuring safety standards.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks, including:
a) Crisis Management: BM faced a significant crisis that required immediate action. The company needed to:
- Respond quickly and effectively: BM's initial response was crucial in managing the situation and preventing further damage to its reputation.
- Communicate transparently: Open and honest communication with stakeholders was essential for rebuilding trust and demonstrating accountability.
- Implement corrective actions: BM needed to identify the root causes of the incident and implement corrective actions to prevent future occurrences.
b) Organizational Culture: The incident highlighted potential issues within BM's organizational culture. Key areas for improvement included:
- Safety culture: Ensuring a strong safety culture where employees are encouraged to report concerns and prioritize safety above all else.
- Communication and collaboration: Fostering open communication channels and encouraging collaboration between different departments to address potential safety risks.
- Leadership and accountability: Establishing clear leadership roles and ensuring accountability for safety protocols at all levels of the organization.
c) Strategic Planning: BM needed to develop a long-term strategy to address the challenges and rebuild its reputation. This strategy should focus on:
- Operational Excellence: Implementing robust safety protocols, investing in training and technology, and improving maintenance practices.
- Customer Focus: Prioritizing customer satisfaction and building trust through transparency and responsiveness.
- Brand Management: Rebuilding the BM brand by highlighting its commitment to safety and customer service.
4. Recommendations
To address the challenges faced by BM, the following recommendations are crucial:
1. Immediate Actions:
- Full Transparency and Apology: Publicly acknowledge the incident, express sincere apologies to passengers and crew, and commit to a thorough investigation.
- Immediate Safety Review: Initiate a comprehensive safety review by independent experts to identify the root causes of the incident and recommend immediate corrective actions.
- Enhanced Communication: Establish clear and consistent communication channels with stakeholders, including passengers, crew, employees, and the media.
2. Long-Term Strategy:
- Safety Culture Transformation: Implement a comprehensive program to foster a robust safety culture throughout the organization. This should include:
- Employee Training: Provide extensive training on safety protocols, risk management, and incident reporting.
- Open Communication: Encourage open communication and feedback on safety concerns from all employees.
- Leadership Commitment: Demonstrate strong leadership commitment to safety and hold all employees accountable for adhering to safety protocols.
- Operational Excellence:
- Investment in Technology: Invest in advanced technology and systems for aircraft maintenance, flight operations, and data analysis.
- Improved Maintenance Practices: Implement rigorous maintenance procedures and invest in training for maintenance personnel.
- Data-Driven Decision Making: Utilize data analytics to identify potential safety risks and proactively address them.
- Customer-Centric Approach:
- Customer Service Enhancement: Implement initiatives to improve customer service and address passenger concerns with empathy and responsiveness.
- Transparency and Accountability: Maintain transparency with passengers regarding safety protocols and incident investigations.
- Loyalty Programs: Implement loyalty programs and rewards to incentivize customer loyalty and build trust.
- Brand Management:
- Reputation Repair: Develop a comprehensive brand management strategy to rebuild the BM brand and restore public confidence.
- Marketing and Communication: Launch a targeted marketing campaign to highlight the company's commitment to safety and customer service.
- Social Media Engagement: Actively engage with customers on social media platforms to address concerns and build positive relationships.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: The recommendations focus on strengthening BM's core competencies in safety, operational excellence, and customer service.
- External Customers and Internal Clients: The recommendations prioritize the needs and concerns of external customers (passengers) and internal clients (employees).
- Competitors: The recommendations aim to position BM competitively by demonstrating its commitment to safety and customer service, differentiating itself from competitors.
- Attractiveness: The recommendations are expected to improve BM's financial performance by increasing customer loyalty, reducing operating costs, and mitigating reputational risks.
6. Conclusion
The near-fatal incident of Flight 92 presented a significant challenge for British Midland. However, by implementing a comprehensive strategy that focuses on rebuilding trust, enhancing safety protocols, and fostering a culture of operational excellence, BM can emerge from this crisis stronger and more resilient.
7. Discussion
While the recommended approach focuses on a proactive and transparent response to the crisis, alternative approaches might include:
- Minimizing Public Disclosure: This approach could involve limiting public statements and focusing on internal investigations. However, this strategy could damage the company's reputation further by appearing secretive and unaccountable.
- Focusing Solely on Operational Changes: This approach could involve implementing operational changes without addressing the underlying cultural issues. This could lead to short-term improvements but fail to address the root causes of the incident.
The key assumptions underpinning these recommendations include:
- Commitment to Change: The success of these recommendations relies on BM's commitment to implementing significant changes in its organizational culture and operational practices.
- Resource Availability: The implementation of these recommendations requires significant financial and human resources.
- Stakeholder Support: The recommendations require the support and cooperation of all stakeholders, including employees, customers, regulators, and the public.
8. Next Steps
To implement the recommended strategy, BM should follow a phased approach:
Phase 1: Immediate Response (First 3 Months):
- Full Transparency and Apology: Publicly acknowledge the incident and express sincere apologies.
- Safety Review and Corrective Actions: Initiate a comprehensive safety review and implement immediate corrective actions.
- Enhanced Communication: Establish clear and consistent communication channels with stakeholders.
Phase 2: Long-Term Strategy (Next 12 Months):
- Safety Culture Transformation: Implement a comprehensive program to foster a robust safety culture.
- Operational Excellence: Invest in technology, improve maintenance practices, and implement data-driven decision making.
- Customer-Centric Approach: Implement initiatives to improve customer service and build loyalty.
- Brand Management: Develop a comprehensive brand management strategy to rebuild the BM brand.
Phase 3: Continuous Improvement (Ongoing):
- Regular Safety Audits: Conduct regular safety audits to ensure compliance with protocols.
- Employee Feedback: Continuously gather employee feedback on safety concerns and implement improvements.
- Customer Satisfaction Monitoring: Monitor customer satisfaction levels and address concerns proactively.
By taking these steps, BM can rebuild trust with stakeholders, enhance safety protocols, and emerge from this crisis as a stronger and more resilient organization.
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Case Description
This two-part case describes the circumstances surrounding a 1989 plane crash in central England. Part A describes what happened in the cockpit as determined by the analysis of the flight data recorder and cockpit voice recorder (black boxes). Part B presents the same events, with added detail, in the form of a comic book depicting the people involved (pilots, passengers, and cabin crew), the physical space they occupied, and their actions and reactions to the unfolding disaster.
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