Busines Strategy
,Contents
Introduction...........................................................................................................................................2
a. Assess how the business mission, vision, objectives, goals and core competencies of Easy Jet
informs its strategic planning (AC 1.1)...................................................................................................4
(b). Analyse the factors that have to be considered by Easy Jet when formulating strategic plans. (AC
1.2).........................................................................................................................................................6
(c). Evaluate the effectiveness of at least two techniques Easy Jet can use when developing strategic
business plans (AC 1.3)..........................................................................................................................9
a. Analyse the strategic positioning of Easy Jet by carrying out an internal organisational audit (AC
2.1).......................................................................................................................................................12
(b). Carry out an environmental audit of Easy Jet (AC 2.2)..................................................................15
(c). Assess the significance of stakeholder analysis when formulating new strategy (AC2.3)..............20
(a) Analyze the appropriateness of alternative strategies relating to market entry, substantive
growth, limited growth or retrenchment for Easy Jet.........................................................................24
a. Present and justify the choice of a new strategy for Easy Jet. (AC 2.4 and AC 3.2)..........................28
4.1 Assess the roles and responsibilities of personnel who are charged with strategy implementation
(AC 4.1)................................................................................................................................................34
4.2 Analyze the estimated resource requirements for implementing Easy Jet’s new strategy (AC 4.2)
.............................................................................................................................................................36
4.3. Evaluate the contribution of SMART targets to the achievement of strategy implementation at
Easy Jet (AC 4.3)...................................................................................................................................39
Conclusion...........................................................................................................................................43
Bibliography.........................................................................................................................................44
Introduction
2
,Business strategy is a set of works that allows a company to accomplish long term objectives.
Business strategy is the process of recognizing the vision, mission and objectives of the
business and creating plans in order to accomplish these objectives. It is a fundamental part of
a company because without a business strategy the actual business cannot be managed
productively.
In order to determine the course of the organization, it is needed to know the present situation
of the organization and what will be the future of it. Strategic planning has some main
components and without those it is impossible to organize a complete strategic planning.
TASK ONE
3
, a. Assess how the business mission, vision, objectives, goals and core
competencies of Easy Jet informs its strategic planning (AC 1.1)
Strategic planning is a process which defines the organizational strategy, direction, and
resource allocation in order to achieve the desired goals. In order to determine the course of
the organization, it is needed to know the present situation of the organization and what will
be the future of it. Strategic planning has some main components and without those it is
impossible to organize a complete strategic planning.
Mission of Easy Jet
A mission statement is a statement that defines the essence or purpose of a company- what it
stands for i.e. what broad products or services it intends to offer customers (Gleeson, 2015).
Mission is the elementary goal of an organization or an enterprise. It defines why it exists and
what it does to accomplish its vision. Mission statement is crucial for a business and it
inspires employees to work together as a team and accomplish the company’s vision. Mission
statement must be in harmony with company operation. The mission statement responds to
the next questions: What do we do? Whom do we serve? How do we do that?
Easy Jet is a service based organization whose major mission is to deliver on time and
punctual services and reasonable prices to everyone who wishes to travel from one place to
another using airline facilities. Easy Jet’s mission is considered to make sure that all
stakeholders are clear on the primary aim of the company so that they focus on its overall
goals and objectives.
Vision of Easy Jet
The vision of a business depicts what the company wants to accomplish in the future or
where it wants to operate. A vision statement defines the best desired future state of what a
company wants to achieve in the long run by providing direction and stimulation as to what a
company is striving on achieving in five, ten, or more years (J. Evans, 2010). Usually vision
statements are generated on foundation of long time organizational goals and future
operations. Vision statement is very emotional and inspirational for a business.
Easy Jet has the vision to become the best low cost airline organization in the world with the
best safety and minimum environmental issues identified with carbon emanation because of
the burning of the fuel.
Easy Jet: “Our vision is simple- to be Europe’s preferred short-haul airline, delivering
market-leading returns, and making travel easy and affordable for all. It’s a vision that we-
4
,Contents
Introduction...........................................................................................................................................2
a. Assess how the business mission, vision, objectives, goals and core competencies of Easy Jet
informs its strategic planning (AC 1.1)...................................................................................................4
(b). Analyse the factors that have to be considered by Easy Jet when formulating strategic plans. (AC
1.2).........................................................................................................................................................6
(c). Evaluate the effectiveness of at least two techniques Easy Jet can use when developing strategic
business plans (AC 1.3)..........................................................................................................................9
a. Analyse the strategic positioning of Easy Jet by carrying out an internal organisational audit (AC
2.1).......................................................................................................................................................12
(b). Carry out an environmental audit of Easy Jet (AC 2.2)..................................................................15
(c). Assess the significance of stakeholder analysis when formulating new strategy (AC2.3)..............20
(a) Analyze the appropriateness of alternative strategies relating to market entry, substantive
growth, limited growth or retrenchment for Easy Jet.........................................................................24
a. Present and justify the choice of a new strategy for Easy Jet. (AC 2.4 and AC 3.2)..........................28
4.1 Assess the roles and responsibilities of personnel who are charged with strategy implementation
(AC 4.1)................................................................................................................................................34
4.2 Analyze the estimated resource requirements for implementing Easy Jet’s new strategy (AC 4.2)
.............................................................................................................................................................36
4.3. Evaluate the contribution of SMART targets to the achievement of strategy implementation at
Easy Jet (AC 4.3)...................................................................................................................................39
Conclusion...........................................................................................................................................43
Bibliography.........................................................................................................................................44
Introduction
2
,Business strategy is a set of works that allows a company to accomplish long term objectives.
Business strategy is the process of recognizing the vision, mission and objectives of the
business and creating plans in order to accomplish these objectives. It is a fundamental part of
a company because without a business strategy the actual business cannot be managed
productively.
In order to determine the course of the organization, it is needed to know the present situation
of the organization and what will be the future of it. Strategic planning has some main
components and without those it is impossible to organize a complete strategic planning.
TASK ONE
3
, a. Assess how the business mission, vision, objectives, goals and core
competencies of Easy Jet informs its strategic planning (AC 1.1)
Strategic planning is a process which defines the organizational strategy, direction, and
resource allocation in order to achieve the desired goals. In order to determine the course of
the organization, it is needed to know the present situation of the organization and what will
be the future of it. Strategic planning has some main components and without those it is
impossible to organize a complete strategic planning.
Mission of Easy Jet
A mission statement is a statement that defines the essence or purpose of a company- what it
stands for i.e. what broad products or services it intends to offer customers (Gleeson, 2015).
Mission is the elementary goal of an organization or an enterprise. It defines why it exists and
what it does to accomplish its vision. Mission statement is crucial for a business and it
inspires employees to work together as a team and accomplish the company’s vision. Mission
statement must be in harmony with company operation. The mission statement responds to
the next questions: What do we do? Whom do we serve? How do we do that?
Easy Jet is a service based organization whose major mission is to deliver on time and
punctual services and reasonable prices to everyone who wishes to travel from one place to
another using airline facilities. Easy Jet’s mission is considered to make sure that all
stakeholders are clear on the primary aim of the company so that they focus on its overall
goals and objectives.
Vision of Easy Jet
The vision of a business depicts what the company wants to accomplish in the future or
where it wants to operate. A vision statement defines the best desired future state of what a
company wants to achieve in the long run by providing direction and stimulation as to what a
company is striving on achieving in five, ten, or more years (J. Evans, 2010). Usually vision
statements are generated on foundation of long time organizational goals and future
operations. Vision statement is very emotional and inspirational for a business.
Easy Jet has the vision to become the best low cost airline organization in the world with the
best safety and minimum environmental issues identified with carbon emanation because of
the burning of the fuel.
Easy Jet: “Our vision is simple- to be Europe’s preferred short-haul airline, delivering
market-leading returns, and making travel easy and affordable for all. It’s a vision that we-
4
