Business Model Innovation in Aviation

This assignment requires an in-depth analysis of business model innovation within the aviation industry. Students are expected to examine existing models, identify trends, and discuss the impact of factors like low-cost carriers, green initiatives, and technological advancements. Case studies will be used to illustrate key concepts and strategic implications. The focus is on understanding how businesses in the aviation sector adapt their models to thrive in a dynamic and competitive environment.

Table of Contents
Introduction................................................................................................................................3
Task 1 Understanding the Strategic Planning process...............................................................3
Task 1.1 Assessing in what way the business mission, vision, objectives, goals and core
competencies of Easy Jet inform their strategic planning (AC 1.1)..........................................3
Task 1.2 Analysing the factors that are required for Easy Jet while formulating strategic plans
(AC 1.2)......................................................................................................................................4
Task 2 Formulation of strategy..................................................................................................7
Task 2.1 Analysing the strategic positions of Easy Jet while carrying out an internal
organisational audit (AC 2.1).....................................................................................................7
Task 2.2 Carrying out an environment audit (AC 2.2)..............................................................8
Task 2.3 Assessing the importance of stakeholder analysis during the formulation of new
strategy (AC 2.3)........................................................................................................................9
Task 3 Understanding the approaches of strategy evaluation and selection............................10
Task 3.1 Analysing the accurateness of alternative strategies for Easy Jet.............................10
Task 2.4 and 3.2 Presenting and justifying the choice of new strategy for Easy Jet (AC 2.4
and AC 3.2)..............................................................................................................................11
Task 4 Implementing the strategy............................................................................................12
Task 4.1 Assessing the roles and responsibilities of the personnel possessing the charge of
strategy implementation (AC 4.1)............................................................................................12
Task 4.2 Analysing the estimated resources required for implementing the new strategies of
Easy Jet (AC 4.2).....................................................................................................................13
Task 4.3 Evaluating the contribution of SMART targets in order to achieve strategy
implementation at Easy Jet (AC 4.3).......................................................................................14
Conclusion................................................................................................................................15
Reference List..........................................................................................................................17

Introduction
In order to run business in the proper way, the organisations have to implement various
strategies of business for its better running. Every organisation needs to be very effective
while preparing the business strategies because the strategies need to be made according to
the present prevailing scenario of business. In this study, the business strategies of Easy Jet
are discussed for the better understanding of this topic. Easy Jet is the largest airline of
United Kingdom because it carries a large number of passengers and these operate in
domestic along with international services on more than 600 routes. The organisation was
established in 1995 and it is listed as Easy Jet Plc on the London Stock Exchange.
Task 1 Understanding the Strategic planning process
Task 1.1 Assessing in what way the business mission, vision, objectives,
goals and core competencies of Easy Jet inform their strategic planning
(AC 1.1)
Introduction:
Strategic planning is the process of ascertaining the vision, recognising the goals and
establishing the objectives for future betterment of an organisation. It also involves
demonstrating the sequence of the goals and providing the resources to accomplish the
strategy (Stott et al. 2016, p.955).
Need for strategic planning:
Strategic planning is very important for organisation because it gives strategic direction to
management that leads firm to success. Proper planning helps in development of financial
strategy, human resource development that leads to achieve goals of company. Management
of company takes the responsibility of planning the whole process and the steps required to
increase its growth.As per Wassmeret al. (2016, p.892), planning guidesmanagers to form
goals and objectives that should be targeted to achieve goals for organisation
Strategy:
Easy jet mainly focuses on developing a good position in European airports. Easy jet plans a
strategy that may help them to attract more customers than their competitors. They uses cost
strategy by they provide comfortable travel to customers in affordable fares that may attract

more customers (Stott et al. 2016, p.955). Managers of easy jet do planning from
beginningthat may lead to profit for company. Some important planning done by
management as they provide higher number of seats per aircraft. All the maintenance of
aircraft is properly handled by the managers. They have developed good economic network
that has increased customer demand.Main strategy that easy jet has focused to work are
serving valuable areas that may increase their GDP in European market by providing
customers both leisure travel as well as business travel.
Mission:
A mission statement is the written document, which provides detailed information of purpose
of organisation. In the statement, it is clearly mentioned markets with which target will be
achieved and it gives proper direction to organisation that helps to achieve goals.
Mission statement of easy jet is to provide customers safe, valuable and excellent air services.
They offer consistent and reliable products to customers. An affordable fare is provided to
customers that give leisure to customers and provides good competition in the European
markets (Stadtler and Lin, 2017, p.755).
Managers provide detailed information to employees through mission statement about the
purpose and goal to be achieved by company. The mission guides both employees as well as
managers to effectively work for company.As per Stott et al. (2016, p.955), Strategic
planning may change direction of mission statement to a new direction that may lead to more
success to the organisation. Strategic planning helps to increase benefits of companyand
decreases deficit that helps employees to work in change direction and customers to buy the
products.
Vision:
Vision of the company describes way in which organisation achieves goals. Vision guides
organisation to work on present action and the actions to be carried in future. Vision
describes purpose of the organisation as well as deals with values of company on which
entire system works. Vision gives direction to the employee’s behaviour as well as gives
inspiration and motivation to employees. Proper planning helps managers to create an
environment that gives inspiration to employees to work together to achieve goals for
company.
Goals and Objectives:

The aims and objectives of easy jet are to provide a safe, valuable and comfortable air
services to customers. They aim to provide reliable products at affordable prices and
thatgives leisure to customers and they target to business markets. For this purpose, they
maintain good relationship with suppliers that help to increase customers to them. Strategic
planning helps an organisation to achieve goals (Wassmeret al. 2016, p.892). Proper strategic
planning helps management to create objectives that the company will be able to achieve for
execution of strategic planning. Strategic planning helps to identify goals to be achieved and
develop the process through company can use its resources to achieve target of the company.
Core competence:
Increasing load factor of Easy Jet denotes its core competence. Due to its affordable prices, it
has the capability of attracting customers and thus there is an increase in load factor. High
load factor also implies earning high revenue (Stadtler and Lin, 2017, p.755). Another
competence is high customer satisfaction.
Summary:
The mission of Easy jet helps in indentifying and setting the goals. The vision helps in
realizing the goals. Objectives help in achieving customer satisfaction and their confidence.
Core competence helps in getting market realization. Thus, all these help in strategic planning
for the development of Easy Jet (Easyjet.com, 2017).
Easy jet is experiencing a stable increase on average load factors of the airlines. Easy jet has
increased its growth and has exceeded Ryanair Airlines Company that has the highest load
factor. Now easy jet has highest loading capacity, which helps themto provide fixed costs to
the customers.It has also lowered the unit cost and decrease the problem of over-loading
issues. The number of seats has been increased to maximum that has provided the customers
more comfortable travel. Increasing the capacity of seats has allowed them to provide more
competencies by attracting more customers (Bayraktaret al. 2017, p.40). Easy jet core
competencies also includes that provides high level of satisfaction to the customers.
Companies develop strategies that may be able to meet core competencies.
Task 1.2Analysing the factors that are required for Easy Jet while
formulating strategic plans (AC 1.2)
Introduction:

Strategic planning is the process of selecting the actions, which should be undertaken to
accomplish the goals and realisation of the objectives, to achieve the vision for further
development of the organisation (Wei et al. 2017, p.477). Strategic planning is also done to
set the targets according to the market needs in order to evolve and be competitive.
Why strategic planning is important?
It provides a framework that is, guidelines for the actions to be taken to achieve the desired
results for the success of the organisation. A plan is always required as; it gives a direction to
proceed towards excellence. It helps to understand the market and takes measures
accordingly to face the challenges. It gives the organisation an insight of where it stands and
what resources it holds. This plan helps an organisation to maximise its profit (Bayraktaret al.
2017, p.40). Without a strategic plan, an organisation cannot be active. It may face unwanted
problems and difficult situations. There are few steps for implementation of the strategic
formulation. The organisation should know its target, resources and the objective and mission
while developing the strategic plan. Understanding the market, the potential of the
organisation and the threats are also a part of strategic formulation. It also helps in
understanding the competition, the strengths and weaknesses.
Factors considered while formulating strategic plans:
For formulating strategic plans, an organisation like Easy Jet needs to consider few factors
like planning horizon. It refers to the time duration for which an organisation looks into the
future and makes a strategic plan. It may range from around one year to five years. Outside
influences also plays an important role (Zhu and Chertow, 2017, p.12). Outside influences
may be positive which will help in evolving the strategic plan or it may become a barrier in
the path of strategic planning. Many tasks related to planning require help from political
parties. As a result, change in political environment has a great influence on the planning.
Therefore, it can be said that the mission must be clear to all. In order to pursue the mission,
the organisation has to take into account the available resources while formulating strategic
plansThe culture that is values and behaviours of an organisation should also be taken care of
while formulating strategic plans.
The success of organisation depends on the strategic planning as strategic planning provides
the direction to the firm on which is to work on. There are various factors while formulating
strategic planning is as follows;

Internal factors- For formulating strategic planning for the organisation the policies and
organisational culture affects planning. Easy jet sets the strategy by decreasing the
deficit(Wassmeret al. 2016, p.892). The culture of easy jet affects strategy planning.
Stakeholders- The main stakeholders of Easy jet are competitive air services.
External factors-All the economical, socio cultural and technological factor affects the
strategic planning of Easy jet.
Economical factors- These factors also affect strategic planning as it deals with the total
financial factors and investment factors. Social factors are also very important as per the
changing demand of the customers the products are provided to the customers.
Task 1.3 Evaluating the effectiveness of two techniques for Easy Jet in
order to develop strategic business plans (AC 1.3)
Planning techniques:
Strategic planning involves focusing on the actions, required to achieve the vision of the
organisation. On the other hand, planning techniques are the techniques, which are
undertaken by the managers to achieve the strategic plans. These are the management tools,
used by the managers, which help in making decisions regarding strategic planning
(Trivellaet al. 2017, p.205). Some of the planning techniques are SPACE, PIMS and BCG.
Importance of planning techniques:
Planning techniques are planning tools rather they are corporate management tools, which are
used for portraying an organisation’s brand and the growth of market. These tools help the
managers to react to the situation in their business using them. They help in guiding the
decisions, which are required for planning. They also help in the process of evaluation and
development of an organisation. The planning tools take into account various issues, which
need to be resolved while formulating strategic plans (Bocken, 2017, p.693). These
management tools help in taking decisions, which have long-term effects on the
organisations. They help in completing the planning and achieving the goal. SWOT analysis
is an important tool, which helps in planning techniques.
Applicable planning techniques:
BCG (Global Consultancy Group) is considered as a planning technique. Using BCG model,
business market and its growth can be analysed. According to this model, experience in the
market share reduces cost and increases profit. This classifies enterprises depending on their

growth and profit making potential using the BCG matrix. SPACE is another tool. Full form
of SPACE is Strategic Position and Action Evaluation and it is an analytical technique and
gives a proper idea about business strategy. BCG model Easy Jet will be able to analyse the
growth of the company. It will enable Easy Jet to implement the strategic planning
accordingly and gain customer satisfaction and the BCG matrix will help the organisation to
earn maximum profit.
Easy jet has increased its market growth and overall market share in accordance with the
BCG technique. BCG matrix has proved to be effective to Easy jet as they are able to invest
more by maximising their market share in the market. This hasleaded themanagement of Easy
jet to fulfil demands of customers more effectively.
PIMS helps managers to understand their business and react aptly to business situations. Its
full form is The Profit Impact of Market Strategies (Bui and de Villiers, 2017, p.5).
Directional policy matrix helps in measuring the prospects and strengths of a company but it
is unable to forecast about the profitability of a corporate sector.PIMS will help the managers
of Easy Jet to understand the business well and enable them to take appropriate steps
accordingly. Thus, Easy Jet will be able to achieve its vision of being the largest airline of
European country.

Task 2 Formulation of strategy
Task 2.1 Analysing the strategic positions of Easy Jet while carrying out an
internal organisational audit (AC 2.1)
Introduction:
The organisational audit is an independent key factor that is incorporated into business in
order to enhance the value along with improving the operations of the organisation
(Beckmann and Paul, 2016, p.686). Easy Jet finds organisational audit to be very important
because it helps in achieving their organisational goals in a disciplined manner.
Importance of organisational audit
1. It helps in evaluating the risk management along with improving the processes effectively.
2. It helps the organisation to identify their various strengths and weaknesses.
3. It helps to clarify the issues of the organisation so that it can be resolved accordingly
4. It outlines the challenges that can be faced by the organisation along with mentioning ways
how those challenges can be faced.
Elements for carrying out organisational audit
SWOT analysis
Strength: Easy Jet has developed a good reputation in economical airlines in Europe. This
company offers reliable, safe and timely services to the customers at affordable prices. They
also offer tickets through online booking and travel services. Easy Jet has created a website
that is user friendly because it helps customers to purchase tickets easily. Their main strength
is that they developcustomer’s loyalty by sending emails to customers and giving them
information about online sale of products.
Weaknesses: They do not provide free food services for longer durations. There are number
of low priced airline companies as all the companies have the motive to attract customers at

lower price. Easy jet does not provide any frills and may result in downfall of price of
products.
Opportunities: They providetour packages that attract more customers. Easy jet develops
strategic partnership with airports that helps company to enhance its route system and
increase travel options for customers.
Threat: The cost of fuel has risen thus maintaining low cost is becoming problematic for
Easy Jet.Strikes from unions in the workplace have affected cost structure and pressure is
created and has lead to increase in prices of the products. Competitors provide more frills to
the customers at the same rate that attracts more customers towards them.
Porter’s generic strategies
Porter generic strategy mainly deals with three strategies as segmentation strategy,
differentiation strategy and cost leadership strategies.
Cost leadership strategy-As per Cost leadership strategy maximum number of products is
produced that can be able to lower the total cost. Easy jet manufactures large number of
products that helps them to lower the price of the products as easy jet supplies products that
are available at fixed prices but are easy affordable to customers.
Differentiation strategy- According to Beckmann and Paul (2016, p.686), differentiation
strategy all the products are packed in such a way that products uniqueness can be easily
noticed through packing. By following this strategy, Easy Jet can grab the attention of the
customers more easily.
Segmentation strategy- As per segmentation strategy products are not sold at all markets but
are sold at specific markets. The company produces product that may satisfy as per the
demands of the specific market.
Value Chain:
Value chain helps the organisation to create all the series of activities that are processed and
provides to build values in every step of process of achieving target by the company.
All the activities that are carried by Easy jet are done by providing low fares rides and
delivers the valuable product to their customers and thus maintains great competition in the

market. Easy Jet does the inbound and outbound processes, operations, marketing their
services and serving the customers properly (Easyjet.com, 2017).
Strategic Positioning
Strategic positioning is defined as the process of distinguishing the entire business of the
organisations in a precious way from the peers along with providing the best services to the
customers of the organisations (Buckley et al. 2016, p.882). Strategic positioning helps in
building proper communication with staffs thus maintaining profit in business. Company
provide affordable fares to the customers and comfortable travel facilities in their flights.
Easy jet has increased number of seats per aircraft. It has a strong cost advantage that has
enabled them to provide comfortable travel and save good fares(Stott et al. 2016, p.955). The
performance of Easy jet has increased a lot as it has proper arrival time and departs time and
this increases customer satisfaction. This leads the customers to again travel through Easy jet
and meanwhile increases the total revenue of company.

Task 2.2 Carrying out an environment audit (AC 2.2)
Introduction:
Environmental audit are the tools that helps to quantify the overall performance of
organisation and their position in the environment. Environmental auditing is the
environmental tool that affects the activities on the environment. These tools are used to
improve employee’s activities with the aim of reducing any adverse effect on the
environment.
Importance of environmental audit
With this audit, there is an increase in the entire performance of the organisation's services.
It helps in bringing sustainable development. It starts new opportunities to save the
environment by the organisations. It analyses the input and output sections of the
organisations.
Elements for environmental audit
Opportunities: Easy jet could expand its route system to all over the world by mainly
focusing on customers’ demands. They can offer certain tour packages that may attract more
customers for experiencing their tour packages. Easy jet can improve its operating framework
that may lead it to be more competitive in market. Addition of more frills is another
opportunity that Easy jet can implement for getting more benefits from the market.
Threat: Competitors are providing more frills and route options and maintaining low prices
in fares these threats can lead to damage firm’s position in the market. External market forces
are providing price pressures with increase in oil and environmental expectations that may
decrease customer’s demands for flights.Employee strikes are some internal threats that may
require more money and may affect structure of easy jet and therefore prices of fares may be
increased.
PESTLE analysis

Political: In UK, the political condition was examined by London terrorist bombing and thus,
declining the travel of the people (DaSilva and Trkman, 2014, p.380).Due to certain
deregulation of commercial aviation has caused the political parties to expand laws and has
lead to introduction of new markets.
Economic: The inflation of dollar has become advantageous for Easy Jet airlines but it
degraded the rapid domestic growth of Easy Jet.
Social: Easy Jet has to make various changes in their services so that the organisation can
meet the demands of the customers at low cost, which is very challenging.Low cost has
differentiated both leisure travellers and business travellers as demands of both travellers are
different.
Technological: Easy Jet has to meet various passengers, who prefer the e ticketing and thus,
Easy Jet suffers loss. Low cost is increasing the ability to focus customers through user
friendly websites and improving booking processes.
Legislation: Easy Jet undergoes various law conditions and thus, this organisation has to
implement various strategies according to these law conditions.
Environmental:Easy jet undergoes certain strategy that are planned to protect environment.
It has developed green flying that may not pollute environment and is eco friendly.
Michael Porter’s Five Forces Competitive Theory Model:
Easy Jet has to understand the various criteria so that the organisation can make strategies
according to that.Threats of new entrants are low as due to the barriers of European airline
sector. The main barrier is fixed cost that may come in the path of economic conditions. Due
to the not accessing properly channels of distribution can be barrier in the airport slots
(Gumusluogluand Acur, 2016, p.1030).
Supplier power- Easy jet has good relationship with the suppliers and so the products are
delivered at the right cost to the customers. As supplier has the power to increase the total
price of the products. Satisfaction of supplier with the products is very important.
Buyer power- Customers have power to bargain with price of products and to lower down
the total price. Good buyers can lead to profit by lowering the prices of the product and
increasing total cost.

Competitive Rivalry-Easy jet has many competitors and so remain in the existing market
and to give tough competition to the competitors so they produces products that are unique
and may also satisfies suppliers.
Threats of substitution-substitution products have the ability of satisfying demands of the
customers. Company can produce substitution products that may help to limit the price that
firm charge on the product. Less number of substituted products helps company to raise their
product prices and gain more profits.
Threats of new entry- New competitor can easily enter to the market so relationship with
supplier is very important as more suppliers will help to increase productivity of the
company. Entry of new competitor increases the capacity of industry as competition for
market share increases and cost decreases. The barriers to entry of new competitiors are
brand loyalty and cost advantage.

Task 2.3 Assessing the importance of stakeholder analysis during the
formulation of new strategy (AC 2.3)
Stakeholders
Stakeholders can be considered as the persons that are related to the organisation and these
are the persons, who have a great concern with the interest of the organisations (Johansson
and Kask, 2017, p.326). The stakeholders comprises of employees, creditors, government,
various suppliers and the communities from where the resources can be drawn. Easy Jet has
the stakeholders and employees are the most important part of this organisation. The
customers are taken as the second important stakeholders in Easy Jet because the satisfaction
of the customers can bring huge benefit for the organisation.
Stakeholder analysis
Klophauset al. (2012, p.55) stated that understanding the interests of the stakeholders and
their power from any organisation is called as the stakeholder's analysis. In this type of
analysis, the stakeholders are defined; planning is done regarding the management of
stakeholders and engaging the stakeholders in achieving the goals of the organisation. In Easy
Jet, the organisation understands the basic interest of their stakeholders and makes a
communication plan so that proper focus can be given on that by Easy Jet. Easy Jet focuses
on fulfilling the interest of the stakeholders and thus, makes decisions regarding the
organisational goals. Finally, Easy Jet engages their stakeholders in various jobs that will
bring positive outcomes for the organisation (Easyjet.com, 2017).
Importance of Stakeholder analysis
Stakeholder analysis is required by the organisation because it helps in developing strategies
that will be beneficial for the organisation to develop important market strategies (Lambert
and Davidson, 2013, p.680). Easy Jet has gained huge benefits in the form of motivating their

employees, in making new partnerships and in balancing their corporate culture among all.
Easy Jet found the huge improvement in the aviation industry and gained popularity among
the stakeholders of the organisation. The organisation developed marketing strategies after
performing the stakeholder analysis because it helped to understand the market situations in a
better way.
Stakeholder’s analysis is very important as it provides the firm to understand their abilities
and to implement the actions to meet the demands of customers. Easy jet has improved its
stakeholder’s analysis by developing certain strategy that increases the growth of the
company. The management makes a structure in analysing planning of process to be
implemented and checks finalevaluation of the products. Analysing stakeholders is done
through process by identifying stakeholders and to fulfil needs and interests of stakeholders.

Task 3 Understanding the approaches of strategy evaluation and selection
Task 3.1 Analysing the accurateness of alternative strategies for Easy Jet
In the case of limited growth, Easy Jet has undertaken the strategy of market penetration so
that the organisation can be benefited in the end of their business. Market penetration needs
to be done by considering the advantages that the organisation can get, maintaining a
consistent internal environment along with encouraging the growth of the organisation
(Lange et al. 2015, p.389). For Easy Jet, market penetration has become a great boon for their
business and thus has gained huge popularity among the people globally. The organisation
has expanded their business by maintaining the strategy of low cost so that every section of
people can travel by the Airbus of Easy Jet.
In the case of substantive growth, Easy Jet has chosen the strategy of related diversification
because the organisation can offer the services in the way that it provided from its initial
years of starting. Leonidou et al. (2015, p.800) mentioned that related diversification can
make the better understanding of the business along with the various opportunities and threats
of the organisations. Easy Jet has the motive of flourishing more but the organisation wants to
diversify their business on the ground of services that are provided by them always. Thus,
Easy Jet understands the business in the far better way and the organisation is benefited
immensely. Moreover, Easy Jet can maintain both internal and external work environment
properly for more profit of the organisation.
In the case of retrenchment, Easy Jet has taken up the alternative strategy of the turnaround
for increasing their growth externally. Markides (2013, p.320) commented that in order to
enhance the gain margin of the organisations, the organisations have to start the turnaround
retrenchment strategy because it helps to resolve the previous wrong decisions for bringing
better decisions in future. Easy Jet has undergone the analysis whether the organisation has
suffered loss or not, whether the strategies implemented is wrong or not and whether the

market share is becoming less or not. That is why; easy Jet has changed their entire business
process so that the profit of the organisation is not damaged.
Task 2.4 and 3.2 Presenting and justifying the choice of new strategy for
Easy Jet (AC 2.4 and AC 3.2)
Developing an appropriate strategy for future growth of Easy jet based on SWOT
analysis
Considering the various criteria as mentioned in SWOT, the new strategy for Easy Jet can be
stated as the transparency in the business so that the organisation can start collaborating with
developed airlines sectors for their better performance in future. The organisation has the
opportunity of expanding their business all over the world because the organisation has huge
resources. That is why; it is necessary that the organisation provide clear information about
the processes with the help of which Easy Jet operates in their own sector. This will help in
more developed airlines industry to collaborate with Easy Jet and thus, bringing immense
profits for the organisation. Easy Jet has great confidence upon them but the organisation is
an aware threat of risen fuel cost. This might create the problem for Easy Jet so the
organisation has to start the new strategy of transparency, as it will help the others airlines to
understand their problems (Easyjet.com, 2017).
SAFE analysis
SAFE analysis comprises of three major criteria like Suitability, Acceptability and Feasibility
that helps in proper evaluation of the strategic decisions of the organisations (Mellat-Parast et
al. 2015, p.20). Easy Jet has taken the strategy of transparency and the strategy can
understand the opportunities of Easy Jet, therefore, the new strategy is suitable for Easy Jet.
The strategy is acceptable because it meets the demands of the stakeholders by increasing the
employment all over the world and by serving huge sections of people of the world. The
strategy is feasible because it has a huge importance in the practical world and the other
airlines are unaware of the facts of transparency.

Justifying the reasons behind choosing this strategy
Strategies are implemented when the organisations find that they have enough resources,
huge market share, efficient in performance and good position of the organisations (Menon
and Yao, 2017, p.457). Easy Jet has huge resources and good market share that is why; the
new strategy can be easily implemented for better performance of the organisation. The
organisation has a good position in the market and is very efficient in performing better so
Easy Jet can bring the new change in their business of the airline's sector. Moreover, the
growth in the market of the organisation is huge and thus, it can bring great advantage to the
organisation.

Task 4 Implementing the strategy
Task 4.1 Assessing the roles and responsibilities of the personnel possessing
the charge of strategy implementation (AC 4.1)
Roles of managers at different levels
Migacz et al. (2017, p.500) opined that there are different levels of strategy like Corporate,
Business and Functional, where it is required for the managers to perform in a strategic way
so that the organisational goals are fulfilled. The managers of Easy Jet have to perform
equally in all the levels of the strategy so that the organisation can follow a strategic direction
in order to fulfil organisational goals. At the corporate level, the Easy Jet managers have to
perform the decision making task greatly for the better performance of the organisation in
business. Resource allocation and coordination among the employees are the responsibilities
of the managers at the corporate level (Morlotti et al. 2017, p.24). The Easy Jet managers
perform the work accordingly so that they can maintain a balanced control over the
organisation.
At the business level, the segmentation of market or the products is done for the
implementation of different strategies in business (Nair and Paulose, 2014, p.180). In Easy
Jet, the managers implement the market segmentation task for the implementation of the new
strategy in the organisation. Easy Jet manages the resources effectively and makes planning
that is flexible for the betterment in business strategies. At the functional level, the managers
schedule the entire tasks and allocate them properly among the employees so that new
strategy implementation is incorporated in the organisations (Sabherwal et al. 2013, p.312).
The Easy Jet managers take tactical decisions at this step because the organisation needs to
develop proper working policies for the employees so that the employees can deliver their
best services to the customers. Moreover, the managers of Easy Jet maintain communication
process at every level of the strategy in a correct way so that there remains no gap between
the top management and the employees of the organisation.

Task 4.2 Analysing the estimated resources required for implementing the
new strategies of Easy Jet (AC 4.2)
Resources required for implementation of strategy
In order to implement the strategy, the resources that are required by Easy Jet are technology,
funds, large numbers of materials along with human resource and equipment so that the
strategy can be implemented within the organisation. Easy Jet has to estimate the total cost
and resources that will be required for the new strategy. The organisations before
implementing any new strategy have to undergo a market research whether the similar
strategy is implemented by other peers or not (Schneider et al. 2013, p.300). Easy Jet has
performed the same research before implementing the new strategy of transparency. Easy Jet
has to engage more staffs in the work of implementing the new strategy. The organisation has
to communicate properly with other employees so that the new strategy can be incorporated
in the organisation itself. Easy Jet has the opportunity of expanding their services and that is
why; the organisation has to maintain the clear relationship with the other airline's
companies. This will make the other companies to find interest in Easy Jet and thus, the
companies can show interest in collaborating with Easy Jet. New technology needs to be
implemented for the better performance in the new strategy that is taken for the organisations
(Soltanizadeh et al. 2016, p.1020). Easy Jet has adopted new technology in their business so
that the top management can remain well connected with the employees of the organisation.

Task 4.3 Evaluating the contribution of SMART targets in order to achieve
strategy implementation at Easy Jet (AC 4.3)
SMART targets contribution in the implementation of strategy
SMART can be stated as Specific, Measurable, Achievable, Relevant and Time-bound, which
means the organisational goals need to be specific, the goals can be measured, the goals need
to be realistic, the goals need to be worthy and the goals should be completed in specific time
(Sprengel and Busch, 2011, p.355). Easy Jet has implemented the strategy that clarifies the
vision of the organisation and helps in focusing more on the goal. The organisation trained
the employees the time in an accurate way along with setting priorities for themselves.
Moreover, it helps in taking actions towards the fulfilment of the new strategy.
TARGETS AND TIMESCALES
AREAS OBJECTIVE
SET
TARGET/
TIMESCALES
REVIEW
POINT
CORRECTIVE
ACTION
DATES
KEY
STRATEGIC
SUCCESS
FACTORS
Financial
Improve
productivity
More resources
required
In a month Hardworking
employees
required
In 10-15 days
Growth Monitor the Always Honest towards Every single day

Revenue work process work
Customer
Satisfy customer
needs
Understanding
the customers’
needs
Always Conducts
surveys
Every week
Gain market
share
Serve in a new
innovative way
Almost 3
months
Responding to
the customers
very fast
Every day
Improve
reputation
Serve customers
without making
mistakes
Hardly in 15
days
Flexibility in
business
In one month
Internal
Manage
Innovation
Developing new
technology
In less than a
month
Incorporating
ideas of
customers
As fast as
possible
Manage
customer
Set customer
service team
As soon as
possible
Create more
opportunities
In 15 days
Manage
operations
Set a
supervision
team
In the very next
day
Maintaining
good relation
Everyday
Learning and
Growth
Employee
retention
Provide with
good wages and
rewards
In one month Good
communication
with employees
In a week
Training Set new training
programs
Within six
months
Proper
motivation
Every day

Conclusion
The study showed in what way the organisations implemented their business strategy for their
better performance in the business sector. It is the duty of the organisation to understand their
strengths, weaknesses, opportunities and threats so that the organisation becomes the gainer
in business. Easy Jet’s ways of maintaining the business and profit are unique, for which the
organisation has immense popularity among everyone. The PESTLE analysis, Porter’s Five
Forces and SAFE analysis are done in order to understand the business of Easy Jet in a better
way. The new strategy for Easy Jet is very helpful for the business of the organisation in the
airline's industry because every organisation needs to have transparency in the business so
that they can expand their business more. Moreover, SMART targets are discussed so that the
organisation can bring success for the newly implemented strategy. Thus, business strategy is
very useful for every organisation to implement for the perfect running of the business.

Reference List
Bayraktar, C.A., Hancerliogullari, G., Cetinguc, B. and Calisir, F., (2017). Competitive
strategies, innovation, and firm performance: an empirical study in a developing economy
environment. Technology Analysis & Strategic Management, 29(1), pp.38-52.
Beckmann, J. and Paul, M., (2016). A Theoretical Framework of Multichannel Strategy
Success. In Marketing Challenges in a Turbulent Business Environment, Springer
International Publishing, 136(5), pp.685-686.
Bocken, N., (2017). Business-led sustainable consumption initiatives: impacts and lessons
learned. Journal of Management Development, 36(1), pp.692-700.
Buckley, P.J., Burton, F. and Mirza, H. eds., (2016). The strategy and organization of
international business. New York: Springer.
Bui, B. and de Villiers, C., (2017). Business strategies and management accounting in
response to climate change risk exposure and regulatory uncertainty. The British Accounting
Review, 49(1), pp.4-24.
Daft, J. and Albers, S., (2013). A conceptual framework for measuring airline business model
convergence. Journal of Air Transport Management, 28(8), pp.47-54.
DaSilva, C.M. and Trkman, P., (2014). Business model: What it is and what it is not. Long
range planning, 47(6), pp.379-389.
Easyjet.com. (2017). Book direct for our guaranteed cheapest prices | easyJet.com. Available
at: http://www.easyjet.com/en [Accessed on 8 Jan. 2017].
Gumusluoglu, L. and Acur, N., (2016). Fit among business strategy, strategy formality, and
dynamic capability development in new product development. European Management
Review, 45(3), pp.1000-1050.
Johansson, T. and Kask, J., (2017). Configurations of business strategy and marketing
channels for e-commerce and traditional retail formats: A Qualitative Comparison Analysis
(QCA) in sporting goods retailing. Journal of Retailing and Consumer Services, 34(3),
pp.326-333.
Klophaus, R., Conrady, R. and Fichert, F., (2012). Low cost carriers going hybrid: Evidence
from Europe. Journal of Air Transport Management, 23(9), pp.54-58.

Lambert, S.C. and Davidson, R.A., (2013). Applications of the business model in studies of
enterprise success, innovation and classification: An analysis of empirical research from 1996
to 2010. European Management Journal, 31(6), pp.668-681.
Lange, K., Geppert, M., Saka‐Helmhout, A. and Becker‐Ritterspach, F., (2015). Changing
Business Models and Employee Representation in the Airline Industry: A Comparison of
British Airways and Deutsche Lufthansa. British Journal of Management, 26(3), pp.388-407.
Leonidou, L.C., Fotiadis, T.A., Christodoulides, P., Spyropoulou, S. and Katsikeas, C.S.,
(2015). Environmentally friendly export business strategy: Its determinants and effects on
competitive advantage and performance. International Business Review, 24(5), pp.798-811.
Markides, C.C., (2013). Business model innovation: what can the ambidexterity literature
teach us?. The Academy of Management Perspectives, 27(4), pp.313-323.
Mellat-Parast, M., Golmohammadi, D., McFadden, K.L. and Miller, J.W., (2015). Linking
business strategy to service failures and financial performance: Empirical evidence from the
US domestic airline industry. Journal of Operations Management, 38(4), pp.14-24.
Menon, A.R. and Yao, D.A., (2017). Elevating Repositioning Costs: Strategy Dynamics and
Competitive Interactions. Strategic Management Journal, 789(3), pp.452-600.
Migacz, S.J., Zou, S. and Petrick, J.F., (2017). The “Terminal” Effects of Service Failure on
Airlines: Examining Service Recovery with Justice Theory. Journal of Travel Research,
96(3), pp.472-875.
Morlotti, C., Cattaneo, M., Malighetti, P. and Redondi, R., (2017). Multi-dimensional price
elasticity for leisure and business destinations in the low-cost air transport market: Evidence
from easyJet. Tourism Management, 61(9), pp.23-34.
Nair, S. and Paulose, H., (2014). Emergence of green business models: the case of algae
biofuel for aviation. Energy Policy, 65(9), pp.175-184.
Sabherwal, R., Hirschheim, R. and Goles, T., (2013). 11 Information Systems—Business
Strategy Alignment The dynamics of alignment: insights from a punctuated equilibrium
model. Strategic information management, 86(1), pp.311-400.
Schneider, S., Spieth, P. and Clauss, T., (2013). Business model innovation in the aviation
industry. International Journal of Product Development, 18(4), pp.286-310.