Business Management Strategy for Boogle Air

Business Management Strategy

BUSINESS MANAGEMENT STRATEGY 1
Table of Contents
Introduction................................................................................................................................3
Overview of Business............................................................................................................3
Vision of Boogle Air..........................................................................................................4
Mission of Boogle Air........................................................................................................4
Objectives of Boogle Air...................................................................................................4
Core Competencies............................................................................................................4
Environmental Analysis.........................................................................................................5
Market Analysis.................................................................................................................5
PESTLE Analysis...............................................................................................................5
Porter’s Five Force Model.................................................................................................7
Existing Competition and Market Share............................................................................8
Conclusion..................................................................................................................................9
Analysis of Organization Capabilities...................................................................................9
SWOT ANALYSIS............................................................................................................9
Value chain analysis.........................................................................................................10
Other Tools and techniques..............................................................................................12
Conclusion and recommendation.............................................................................................13
Strategy formulation.............................................................................................................14
Strategic and functional objectives..................................................................................14
Strategy Implementation......................................................................................................15
Action plan.......................................................................................................................15
KPI...................................................................................................................................15
Resource allocation..........................................................................................................16
Strategy Implementation and monitoring.............................................................................17
Financial Analysis................................................................................................................18
ROCE...............................................................................................................................18
Strategic Control System..................................................................................................18
Net Cash Flow..................................................................................................................19
Pay Back Period...............................................................................................................19
Discounted Payback Period..............................................................................................19
Break-Even Analysis........................................................................................................19

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Summary Conclusion...............................................................................................................19
References................................................................................................................................21

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Introduction
The intent of this paper is to present a business management strategy for a new business idea
that is Boogle Air, which will be introduced in the Ras Al Khaimah as the airline company,
away from Dubai in order to target new segment. Business Management Strategy is an
organized advanced plan of actions intended towards planning and executing the procedure of
the business management process in a proficient manner in order to attain strategic objectives
and goals of the company. It is focused on establishing the business direction of the company
and stating strategies and management plans to follow this direction (Cokins, 2017). The
business management strategy is said to be a tool of prosperous business strategic planning
that supports in making high-level business decisions in relation to establishing long-term
goals and assigning resources for the execution of the policies and attainment of these goals
(Hafford-Letchfield, 2011). The paper will highlight different information related to the
development and execution of the new business ideas like the information related to the GDP
data in order to analyze the available profit margin for the company. Besides this, it will
analyze the available competitors in the market to frame the policies and strategies of the
business. With the support of PESTLE analysis, the report will analyze the available forces
that could influence the performance of the business.
Overview of Business
Boogle Air is a new business idea that will be established in Ras Al Khaimah of UAE. UAE
is considered as one of the Middle East’s largest economy with GDP of around $403.2 billion
in 2014. Besides this, the country has a diversified economy which offer different types of
advantages to the existing as well as new business ventures. Boogle Air will offer a different
type of luxurious as well as economy services in its three classes (economy, business, and
first class). The seats in the business class and first class could be converted into the

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comfortable bed. For kids all the classes will be comprised of different entertainment toys
and games. Besides this, the economy class will be comprised of comfortable seats, quality
food, and entertainment facilities (television).
Vision of Boogle Air
The vision of the company is to be established as the most developing low cost airline in the
UAE market.
Mission of Boogle Air
The mission of Boogle Air is to offer an unforgettable experience to the customers through its
best and quality services with a feeling of safety and comfort. The business has planned to
run its flights in different countries such as Singapore, India, Australia, across UAE, Austria,
Denmark, U.S, etc.
Objectives of Boogle Air
Boogle Air is aimed towards attaining a considerable growth in the UAE market with its
innovative and comfortable services to attract maximum number of customers.
The objective of the airline is to cover a new customer segment due to which the business has
planned to run its flights from RAK City. This will also support the UAE in increasing the
awareness of people regarding the development of the city and different adventurous places.
Core Competencies
 Boogle Air will operate both National and International Flights
 Low-cost carrier for the customers belongs to the middle class and low-class segment
 Good connectivity across the world

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Environmental Analysis
Market Analysis
The Ras Al Khaimah is one of the seventh emirates that make the United Arab Emirates,
which is also abbreviated, as RAK City. As of 2015, the total population of Ras Al Khaimah
was near around 3.45 Lakhs (Ras Al Khaimah, 2016). Ras Al Khaimah is said to be the fast
developing tourism markets of the United Arab Emirates. According to the reports, the
number of international visitors of RAK City has been raised by 14% in the first half of 2018
(The National, 2019). This record has broken the estimation of 4% of the World Tourism
Organization for the broader Middle East region. Considering this data, the idea of Boogle
Air has been identified in order to cover the most developing tourism market.
PESTLE Analysis
Political Factor
The UAE definitely has some different political forces that influence its position in the world.
All the seven emirates including Ras Al Khaimah have separate governmental structure,
which permits flexible management across the nation. Besides this, the nation has positive
trade relations with numerous nations around the globe (PESTLE Analysis, 2016). From the
analysis, it could be said that Boogle Air will not experience many of political barrier while
establishing its operations in the RAK City; however, in order to operate smoothly, it has to
comply with all the rules and regulations of the emirate.
Economic Factor
The United Arab Emirates has high GDP per capita with low unemployment rate. Besides
this, the country has high Foreign Direct Investment that supports UAE in developing and
growing on the international level. This data reflects that the customers in the nation has good
disposable income and can spend on traveling across the world. The Boogle Air will offer