Strategy and Change Management in Tourism Sector: A Case Study of Jet2 PLC

Strategy and Change
Management

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
REFERENCES................................................................................................................................1

INTRODUCTION
Necessary changes in strategy and management of an organization is needed for its
smooth functioning in the present scenario. Travel and tourism is the biggest industry in the
world and got rapid changes, over the past few years. Travel and tourism refers to a set of
activities performed, away from home, for the purpose of attaining relaxation (Lips, Aas, Pappel
and Draheim, 2019). The purpose of this essay is to analyse strategy and change management in
tourism sector. This essay talks about the company, Jet2 PLC and its strategy and change
management. Jet2 PLC is a travel and tourism company, headquartered in Leeds, England. This
is a leading travel group in UK, famous for its pocket – friendly fares. Strategy planning is
explained with the help of Williams and Bridges model while the change management is
analysed with the help of McKinseys 7s model. Further, SWOT, PESTLE and Porters 5 forces
are used to analyse the business environment of he company. In addition to it, emergent and
prescriptive approaches are also being analysed with the help of Henry Mintzberg's model and
Lewins model respectively.
MAIN BODY
The Jet2 PLC is one of the leading airline company, renowned for its budget friendly
fares. Being a huge company, it has a significant amount of market share in both, national as well
as international marketplace. Also the company occupies a good amount of market size. As the
strategy of the company of pocket-friendly fares to consumers but at the same time reduces profit
margin for the company. Low fares help to attract customers but on the other hand, some
expenses are cut down needed, to manage the other expenses especially maintenance. The aim of
the company is to grow its business with the combination of organic expansion by providing
high quality service. The company aspires to exceed the wishes, needs and expectations of its
customers.
Strategy refers to a plan made by organization for execution to achieve the aspired goals
and objectives. A good and effective strategy plays an important role in achieving the overall aim
and is generally known as the master plan (Hayes, 2022). A well conceived strategy is quite
essential to tackle the challenges and hurdles. Further, strategy helps to develop and sustain the
attractiveness as well as competitiveness of a destination. Strategy helps an organization to
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