Strategic Change Management in Jet2 Plc: Analysis of Competitive Advantages, External Environment, and Issues Faced by UK Travel Tourism Sector

Strategy and Change
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company Overview....................................................................................................................3
Analysis of competitive advantages............................................................................................4
External environment analysis...................................................................................................6
Strategic management process...................................................................................................8
Issues faced by the UK Travel Tourism sector........................................................................10
Recommendations.....................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategic change management refers to the process of managing the strategy in a
structured way for achieving the missions and objectives of the organisation. Strategic change is
very hard for predicting and control, that is why many firms prepare for all the possible
scenarios. It is significant for companies durability. Unless the business are prepared for the
unpredictable, sudden and radical changes they will not be able to survive. Decisions are made
on the basis of facts, knowledge and scenarios as businesses cannot predict what will occur in
near future. Change management strategy is the response plan the business organisation uses for
addressing the change. It is the mechanism which aims for minimizing the negative impacts the
dynamic events bring mean while capitalizing the transformation. This report is based on the
Jet2 PLC which is a British multi-national airlines situated in Leeds, England(Wu and et, al.,
2021). Its main head office is located in the Low Fare Finders House on grounds of Leeds
Bradford Airport, England. This report will analyse about the firms operations and know about it
by using many models such as Pestle analysis, porters five forces and process of strategic change
management , along with the change model. In last the issues which are impacting the travel
and tourism industry with the recommendations for the issues.
MAIN BODY
Company Overview
Jet2 plc, earlier known as Dart Group plc which is a British international airlines
organisation based in England. The firms name for many of its existence was derived from
aircraft type which it flew, Handley Page Dart Herald. After the selling off the units the firm
rebranded as Jet2 in the year 2020. Airlines operations originated in the year 1971 when the Art
Carpenter made 2 firms called Carpenters Air services Ltd. For flying flowers by using the
contractual aircraft to UK maintained from Guernsey and transport of Carpenter for distributing
flowers on UK main lands to the wholesale markers. In the year 1975 the 2 firms became the
Express Air Frieght. Its key persons are Philip Meeson who is the executive chair person of the
airlines(Watson and et, al., 2018). They deals in Charter and scheduled passenger airlines,
holiday packages, cruise lines , resorts and hotels. Firms revenue in the year 2019 was $3,143.
1 million whereas the operatring income was $203.4 million and net income was $177.5 million.
It has 2 subsidiaries as well known as Jet2.com and Jet2holidays.

Analysis of competitive advantages
PORTERS GENERIC MODEL- The model states about how the business organisation
will carry the competitive advantage in the market place. Primarily the 2 generic strategies will
result in low cost, focus and differentiation(Teece, Raspin and Cox, 2020)(. The firm will select
the scope which focuses or offers the goods in the segment of market. Generic strategy will
show choice made of scope and advantage both. Here is the JET2 Plc. Analysis to know its
competitive advantage-
 Cost Leadership- In the low operating cost industry the interesting aspect is the cost
leadership, but JET2 Plc, relies on the cost leadership strategy as the consumers expect
from the airline to offer low fares. But for getting the competitive advantage Jet 2 Plc
requires to make some big changes. So for this the airline opted the "low cost, no frills",
by enabling the consumers to move from A to B without thinking about something else.
Airline is always finding ways for lowering the costs and pat off the investment they
have done, like for ex- the planes fly more in traditional airlines firms for covering the
costs, land in the out of way airports where the taxes of landing are less and many
others so the consumers gets low fares as possible. So Jet2 Plc is focused on the cost
leadership and requires to focus more for overcoming to become market leaderRyan,
2019).
 Differentiation- It is also significant as in this strategy the firms requires for innovating
for attracting the consumers and make them opt the firm instead of the rival firms. By
proposing low fares which is the part of the Jet2 Plc differentiation strategy along with
the "low cost, no frills" strategy. The biggest improvement made by the airline is by
significantly changing the industry by creating the e tickets. This solution has enabled
for nor only cutting the personnel but also made consumers life easy. They can access
the current news with most reasonable costs, checking their bookings and compare the
fares in the 2 weeks period. Along with this they are also trying for differentiating self on
operational side of firm and quality of service. Airlines executives wants the firm to be
known for the operational excellence , on time performance and drive the cost per seat
and enhance profits. Overall the proposition of the consumers is low price with the
convenience and care.