A Tale of an Airlines Company: Towards A Model of Strategy Formulation Through the Lenses of Sustainable Development Goal

Objective: The purpose of this paper is to explore a few insights into the national airlines of Bangladesh (called Biman) and how they can achieve the Sustainable Development Goals (SDG). Further, the paper evaluates the available strategies using IEF, EFE, SWOT, IE & QSPM matrices/techniques as proposed by David & David (2017).   Theoretical Framework: IFE (Internal Factor Evaluation) & EFE (External Factor Evaluation (e.g. input stage), SWOT (Strength, Weakness, Opportunity, and Threats) & IE (Internal and External) matrix (e.g. matching stage), and finally QSPM (Quantitative Strategic Planning Matrix) (e.g. decision-making stage) are used for strategy formulation.   Method: This study applies a mixed-method approach. Face-to-face interviews with the passengers of London-Dhaka-London are conducted, and additionally, the content analysis of relevant newspapers and journal articles is carried out.    Results and Discussion: QSPM finds, that market development (priority-1), offensive strategy (priority-2), and product development (priority-3) are the appropriate strategies for the airline.It would be not easy to generalize the results as the study is based on one public airline company in a particular country (Bangladesh).   Research Implications:  This study has both theoretical and practical implications. The study demonstrates how to formulate plans using a quantitative method. The result of this study might be beneficial to Bangladesh's Civil Aviation Authority. The recommendations of this study may help generate profits in Biman.   Originality/Value: This study contributes to the strategy literature. Strategy development processes for any business, including aviation, may be eye-opening.