1. SituationAnalysisIn order tounderstand the company and its industry, a situation analysis has to beconducted. The aim of it is to provide general information about the company,analyze its internal and external situation as well as competitors, and providerelevant theoretical foundations which are used in comparison with a conductedempirical research to suggest managerial solutions for the company.1.1. GeneralInformation About the CompanyUAB “BAA Training” has had experience in aviationtraining for more than 20 years.
It belongs to the “Avia Solutions Group” whichis an international, publicly traded aviation holding company and has over 20subsidiaries worldwide. Its headquarters is located in Vilnius, Lithuania andthe company is one of the market’s leading providers in the aviation stafftraining and recruitment, maintenance of airplanes and helicopters, aviation ITsolutions, ground handling and fueling, private charter flights, airportmanagement and tourism, UAV inspections. UAB “BAA Training” has itsrepresentative offices in Bangkok, Jakarta, London, Warsaw and Moscow. Thecompany offers full flight simulator trainings all around the world (Africa,Asia, Europe, North and South America). Currently the company has 29 locationswhere the training can be completed on a partnership basis. It is estimatedthat 650 students will enroll to “BAA Training” by the end of 2021. The companyalso provides various solutions for training centers worldwide.
UAB “BAATraining” annual turnover was 8.182.2257 Eur in 2014, 9.447,097 Eur in 2015 and11.412,676 Eur in 2016. The growing numbers every year in annual turnover showthat company is financially stable and performs well. 1.2.
Analysis of Internal SituationTo analyzeinternal situation of UAB “BAA Training”, theoretical model of 7Ps marketingmix (Booms & Bitner, 1981) is chosen.1.2.1. Product. UAB “BAA Training” offers TRTO (Type Rating TrainingOrganization) aviation training programmes meant for a student who has already learntthe basics of theoretical and practical knowledge to fly small planes and isready to upgrade qualifications to be able to fly only a particular commercialaircraft model.
The training for helicopter is done separately but is based onthe same training concept as with airplanes. The theoretical part is done atthe headquarters while practical trainings are available in 29 locations all overthe world. UAB “BAA Training” can provide trainings for this type of commercialaircrafts/helicopters:· AirbusA320 and A330· ATR42, 72-500, 72-600· Boeing737 CL, 737 NG, 747-400, 757, 767· BombardierCRJ 100/200, CRJ 700/900, Dash 8-Q400· Embraer135/145, 170/190· SAAB340· CabriG-2 HelicopterUAB “BAA Training” owns two full flight simulators in theheadquarters – Airbus A320 and Boeing 737 Classic. Recently, the company boughtanother two full flight simulators of Airbus A320 and one Boeing 737 NG which aregoing to be present in the headquarters after the expansion of the companyfacilities.This wide range of different full flight simulatorsgives flexibility for the company to offer different types of aircraft modeltrainings for various airline companies around the world as airline companiesuse different aircraft models.One of the most important client needs to successfullystart training in UAB “BAA Training” is for it to be ATO (approved trainingorganization), to have certifications for particular aircraft models which thecompany offers for training and approvals from other countries to let UAB “BAATraining” train their citizens.The company additionally has AB Initio departmentmeant for starting pilot training and trainings for flight dispatchers, cabincrew and flight instructors.