Assignment -East Jet and its Business Strategy

Purpose of this assignment

This unit will develop learner understanding of strategy process which includes strategic planning, strategy formulation, approaches to strategy evaluation and implementation.

Scenario

EasyJet is a British airline carrier based at London Luton Airport. It is the largest airline of the United Kingdom, by number of passengers carried, operating domestic and international scheduled services on over 600 routes in 32 countries. EasyJet plc is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

EasyJet has seen rapid expansion since its establishment in 1995, having grown through a combination of acquisitions and base openings fuelled by consumer demand for low-cost air travel. The airline, along with associate company EasyJet Switzerland, operates over 220 aircraft mostly Airbus A319. It has 23 bases across Europe, the largest being Gatwick. In 2013, EasyJet carried over 60 million passengers and is the second-largest low-cost carrier in Europe, behind Ryanair.

Assignment Requirement

In this assignment you are required to research, analyse and evaluate the current Business Strategy of Easy Jet.

You will then produce a report evaluating the business and propose a new strategy that will meet the current goals and objectives of Easy Jet. You can obtain further information on Easy Jet at the easyjet website. other company web pages may also provide useful information for the report.

Prepare a report addressing the following tasks, answer all task and relate your answers to Easy Jet wherever possible: Completing the tasks detailed below will help you in producing the report by providing all the relevant information required.

TASK 1 Understand the process of Strategic Planning

1.1. Assess how the business mission, vision, objectives, goals and core competencies of Easy Jet informs its strategic planning.
1.2. Analyse the factors that have to be considered by Easy Jet when formulating strategic plans.
1.3. Evaluate the effectiveness of at least two techniques Easy Jet can use when developing strategic business plans.

To achieve M1, leaner would have made an Effective judgements (with regards to Easy Jet strategies), and An effective approach to study and research has been applied. Effective application by identifying the correct organisational insights against the terminology.

TASK 2 Formulating Strategy

2.1. Analyse the strategic positioning of Easy Jet by carrying out an internal organisational audit.
2.2. Carry out an environmental audit of Easy Jet.
2.3. Assess the significance of stakeholder analysis when formulating new strategy.

To achieve M2, learner would have used suitable techniques to explore and evaluate the external and internal environments of Easy Jet. E.g. SWOT, PESTEL, Porter's 5 Forces). A range of sources of information has been used (evidence of research is present).

TASK 3 Understand approaches to Strategy Evaluation and Selection

3.1. Analyse the appropriateness of alternative strategies relating to market entry, substantive growth, limited growth or retrenchment for Easy Jet.
3.2. Present and justify the choice of a new strategy for Easy Jet.

To achieve M3, the work will be presented in a coherent manner and relevant principles and concepts have been logically developed in relation to strategy selection and justification for Easy Jet. (Task 3)

TASK 4 Strategy Implementation

4.1. Assess the roles and responsibilities of personnel who are charged with strategy implementation
4.2. Analyse the estimated resource requirements for implementing Easy Jet's new strategy
4.3. Evaluate the contribution of SMART targets to the achievement of strategy implementation at Easy Jet

To achieve D1 Conclusions made are logical and consistent with the flow of arguments and information presented in the body of the report.

To achieve D2 The importance of effective approach and independent research would be evident from
the citations and reference list.

To achieve D3, Outside the box thinking and receptiveness to new ideas is evident in strategy implementation and recommendation for Easy Jet. (Task 4)

Attachment:- Assignment Brief.rar