Assignment on Strategic Management (pdf)

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Value Chain Analysis of Air Malta.............................................................................................1
Pestle analysis of Air Malta........................................................................................................3
SWOT analysis on Air Malta......................................................................................................4
Current strategic position for deriving business level framework..............................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Strategies define as basic and major consideration of a business which facilitate them to
grow and expand their operations in better manner (Ackermann and Eden ,2011). Strategies
required to manage by managers of a company so that organisation could become able to gain
competitive advantage in frame. This project is based on Air Malta whom are operate in Airline
industry and basically operations concentrate at Europe, North Africa and Middle East. This
project will used to define about the current strategic position effectiveness of a company so that
they could derive and determine better and appropriate operations. For deriving such context,
they will going to organise value chain analysis, PESTEL analysis, SWOT analysis and Miles
and Snow typologies which used to describe about the various business level strategies. Out of
them, management need to adopt the suitable one for gaining and deriving effective outcome.
Main Body
Value Chain Analysis of Air Malta
Value chain analysis is a process through which business suppose to determine the inner
activities of a company (Barney and Hesterly ,2010). It enable in deriving such aspects which
support in deriving internal abilities of a company and such aspect as well which need to
improve so that competitive advantage could be gain. Value chain analysis represent such
activities where management need to engage properly so that transformation of input into output
could be done. The value chain analysis for Air Malta define as follow which enable them in
crafting better and supportive strategies:
 Inbound logistic: This refer to as such process under which goods coming into the
business. Although, employees are a core part of business where HR manager have to
provide them training. This could be done on the basis of utilising technology where
leaders could provide training through internet. This will reduce the cost and further
support them to gain competitive edge where each and every individual work properly
and align effectively as well.
 Operations: On the basis of defining work, operations need to take place in better
manner. Here Air Malta need to done their working properly so that they could satisfy
their customers. This will enable them in gain competitive advantage by making their
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operations proper. This will assist them in generating more and more profit so that better
assessment could be done.
 Outbound logistic: This refer when operations or goods got manufacture and deliver to
outside the location of business. HR management of Air Malta need to facilitate effective
and better control on each and every activity. Although, business also have to integrate
their system so that every place could render better information to other locations.
Although, this will enable Air Malta to improve their services which further assist in
providing competitive edge and advantage as well.
 Marketing & Sales:HR individual need to recruit such personnel whom have effective
knowledge of marketing and Sales. Although, such individual could better know about
using internet technology and promoting their products. This will support them in
enhancing sales which further facilitate in providing better services to Air Malta and gain
competitive advantage properly.
 Services: The last stage of value chain analysis is for services which need to be high
standard in frame so that more and more customers could be attracted. This will enable
them in gain competitive edge through made customers satisfied in tenure. Air Malta
have to determine the deviations properly and required to modify their strategies with
time so that effective working could be done.
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