BUSM3125: Strategy Implementation and Evaluation for Bonza Airlines

This report details a strategy implementation and evaluation plan for Bonza Airlines, focusing on cost leadership and marketing initiatives. It outlines a strategic implementation plan, including setting goals, defining roles, delegating work, monitoring progress, and taking corrective actions. The report recommends strategic actions such as communicating goals, marketing low-cost services, developing a budget, and providing employee training. A Gantt chart illustrates the timeline for these actions. The evaluation of strategic initiatives is conducted using a balanced scorecard framework, measuring financial performance, customer satisfaction, internal business processes, and learning & growth. Key measures of success include customer loyalty, quality staff, shareholder value maximization, operational effectiveness, and high-quality service. The report concludes with strategic insights drawn from previous assessments, highlighting Bonza's low-cost carrier position, its strategy of low-cost offerings with marketing, and its planned strategic actions for successful implementation.

Strategy Implementation and
Evaluation

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Strategic Implementation Plan.................................................................................................3
2. Evaluation of Criteria and Measurement of strategic initiatives.............................................6
3. Summary report of strategic Insights.......................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic Implementation and evaluation is the process with the help of which company can
implement strategy and evaluate its success within the business. The report will cover the
strategic implementation of Bonza Airline strategy using implementation plan. The report will
also cover the measure for evaluating success of strategy using strategic map and balance score
card map.
1. Strategic Implementation Plan
Bonza Airline is an Australian company that has planned to start its operation in the second
quarter of 2022. In order to gain competitive advantage in Australian airline sector, Bonza has
decided to adopt strategy initiative such as marketing (Tawse and Tabesh, 2021). The high-level
strategic implementation plan for the implementation of Bonza strategic initiative are as follows:
Set clear goals and define key variables: The strategy of Bonza is cost leadership where
the airline will offer low cost services to its customer. Offering lower price is a unique selling
point of Bonza that helps the company to gain competitive advantage in Australian market. The
strategy of company also indicates that in future, they will add more features to its service as per
differentiation strategy. The goals of Bonza is to gain competitive advantage and increase market
share with the help of cost leadership strategy and marketing initiatives at the initial stage. As per
7s McKinsey tool, share value indicate that objective and goals form the foundation of every
organization.
Determine role, responsibilities and relationships: In order to implement its strategy,
Bonza Airline will hire the expert marketing teams as well as employees. It means inclusion of
human resources and determining their roles and responsibilities is crucial step of strategic
implementation before delegation of work. As per 7s McKinsey framework, staff are the assets of
organization that play vital role in successful implementation of business strategy and success
(Zaidi, Zawawi and Nordin, 2019).
Delegate the work: In the third step of strategy implementation plan, the Bonza company
will delegate the work of marketing of its low cost Airline company on social media or other
platform among its marketing expert and employees. The delegation of work will be done by
Bonza according to skills as per the 7s McKinsey skills element. This state that skills help the
employee to complete their work on time.

Execution of plan, monitor progress and performance, provide continued support: In
this step, Bonza Airline will put the plan into action. Bonza Airline also need to monitor the
performance and progress of its strategic implementation. For this, Bonza will monitor daily and
weekly status report, milestone and check-ins.
Take corrective actions: In this step, Bonza Airline will take the corrective actions if the
strategy implementation plan is not on track. Bonza will change or readjust its plan in order to
achieve strategy objective.
Conducting a retrospective or reviewing the process: After the strategy is fully
implemented, Bonza will look back and review its process to analyse its own experience over the
strategy implementation plan (Rani, 2019).
Recommended strategic actions: In order to successfully implement the strategy of low price
and best value services within the Airline company, the following strategic action is
recommended to Bonza that they have to complete:
 The company should communicate its strategic goals and objectives to the employee and
staff in order to keep them engaged in the strategic implementation process.
 Further, Bonza will also require to market its low cost service with best value to its
customer on the various platform such as social media, advertising, email etc. Facebook,
Instagram, Twitter, YouTube are the common social media platform from where the
company can communicate with its customer (Yang and Lee, 2020).
 Development of budget is also action recommended to Bonza.
 Allocation of tasks among the staff as per their expertise and skills is also one of the
strategic actions should be taken by Bonza Airline.
 Training and development to employee and building positive organization culture is also
an action recommended to Bonza for its successful strategic implementation within
business.
Gantt Chart:
Task Mode Task Name Duration Start Finish Predecessors
Auto
Schedule
d
Communicating strategic
goal and objective to
employee
2 days Fri 5/27/22 Mon 5/30/22

Auto
Schedule
d
Budget Development 3 days Fri 5/27/22 Tue 5/31/22
Auto
Schedule
d
Allocation of task among
staff 4 days Wed 6/1/22 Mon 6/6/22 2
Auto
Schedule
d
Marketing on social media
platform 5 days Tue 6/7/22 Mon 6/13/22 2,3
Auto
Schedule
d
Training and development
to employee 3 days Tue 6/14/22 Thu 6/16/22 4
Auto
Schedule
d
Building positive
organization culture 5 days Fri 6/17/22 Thu 6/23/22 3,4,5
As per my opinion, the above mentioned strategic actions will be required time of 22
days. The alignment of strategic action at macro-level is that the marketing on social media helps

the Bonza Airline to reach to international customer. Further, the strategic actions of Bonza will
also help in gaining high market share in airline industry despite of large competition. This is an
alignment between strategic action and the industry level. Lastly, the strategic actions enhance
the operational proficiency of Bonza due to proper training and positive business culture.
2. Evaluation of Criteria and Measurement of strategic initiatives
In order to evaluate and measure the strategic initiative of Bonza Airline such as Marketing
on online as well as offline mode, the balance score card framework is used.
Balance score card framework:

Figure 1: Strategic Map of Bonza Airline
Vision and Strategy: The vision of Bonza Airline is to gain competitive advantage in the
airline sector. The strategy they have adopted for its vision achievement is offering best value
service at low cost to airline passenger and marketing the Bonza airline on both online and
offline mode such as social media, TV, holdings etc.
Financial: In order to achieve its vision and became financial strong, Bonza Airline will
provide higher return or earning per share to its shareholder in order to maximize its value
(Rahimi and et.al., 2018).
Customer: In order to achieve vision, Bonza Plc will exceed its customer expectation via
adding new featured to its services and inspire loyalty via low cost offerings.
Learning and Growth: Further, to improve its learning and growth of employee, Bonza
Plc should recruit quality staff such as pilots etc. and provide regular training to its employee so
that the employee can remain motivated.
Internal Business process: Bonza Airline in order to achieve its vision should also
require to manage its internal business process (Rahimi and et.al., 2018). For this, Bonza will
create high quality partnership, maximize operational effectiveness and create high quality
products and services. This will help Bonza to improve its customer service and gain high market
share.

Identification of Relevant Measure of success:
The relevant measurement indicator with the help of which Bonza Airline can evaluate the
effectiveness of the recommended strategy initiatives such as Marketing and low cost offering is
as follows:
 Customer expectation and loyalty level: This is one of the measure which indicate that
if the customer expectations and loyalty of Bonza will enhance than it can be said that
recommended strategy is effective for company.
 Hiring and train quality staff: In case if Bonza Airline able to hire and train quality
staff because of its marketing on various social media platform, then it can be said that
the recommended strategy is effective for Bonza.
 Maximise shareholder value: The shareholder value maximization is one of the best
measure which indicate that the recommended strategy has enhance the shareholder value
and thus effective for company. The increase in the earning per share of company by 10%
this year (Huynh and et.al., 2020).
 Maximise operational effectiveness and creating quality partnerships: In case if the
recommended strategy to Bonza leads to increase in operation effectiveness and creating
quality partnerships with the supplier and partners. Then, this indicate that the
recommended strategy is effective for Bonza Airline.
 Creating high quality service: If with the help of recommended strategy Bonza will able
to create and serve high quality service at low cost to its passenger, then it can be
evaluating that strategy is effective.
Reason behind the selection of measures that are identified in strategic map:
The reason behind the selection of measures from strategic map is because strategic map
describes how organization will create value by building strategic themes. The strategic map
basically tells the story of the business strategy to the users and indicate the ways adopt by
Bonza in term of financial, customer, internal process and learning & growth for its vision and
strategy achievement (Cokins, 2020). Hence, selection of measure from strategic map is more
useful and valid.

3. Summary report of strategic Insights
The three key insights for Bronza drawn from assessment 1, 2 and 3 are as follows:
 The first insights for Bonza from assessment one is that Bonza Airline is the only low
cost carrier operating in the Asutralian domestic market. They can adopt diversification
to enter Australia Aviation market.
 The second insights for Bonza from assessment two is that the strategy formed by Bonza
Airline is low cost and best value offerings with marketing on both online and offline
mode.
 The third insights for Bonza from assessment three is that Bonza will adopt various
strategic actions communicate its strategy goal and objectives, develop budget, allocate
resources, marketing on social media platform etc. in order to successfully implement its
strategy within business (Cokins, 2020).
CONCLUSION
After summing up the above information, it has been concluded that recommended strategy
initiative to Bonza Airline is cost leadership and marketing on both online as well as offline
mode. The report has been also concluded that Bonza Airline should use the measure such as
customer expectation and loyalty level, maximise shareholder value, creation of high quality
service etc. for the evaluation of effectiveness of recommended strategy. Lastly, the report has
also stated that three key insights drawn from three assessments for Bonza Airline.

REFERENCES
Books and journals
Cokins, G., 2020. The strategy map and its balanced scorecard. EDPACS. 61(3). pp.1-16.
Huynh, T. T. M. and et.al., 2020. Proposing a strategy map for coastal urban project success
using the balanced scorecard method. Engineering, Construction and Architectural
Management.
Rahimi, H. and et.al., 2018. Developing a strategy map to improve public hospitals performance
with balanced scorecard and dematel approach. JOURNAL DEMO NEOSCRIBER V3
single. 19(7).
Rani, P., 2019. Strategy Implementation in Organizations: A Conceptual Overview. Management
(18544223). 14(3).
Tawse, A. and Tabesh, P., 2021. Strategy implementation: A review and an introductory
framework. European Management Journal. 39(1). pp.22-33.
Yang, C. H. and Lee, K. C., 2020. Developing a strategy map for forensic accounting with fraud
risk management: An integrated balanced scorecard-based decision model. Evaluation
and program planning. 80. p.101780.
Zaidi, F. I., Zawawi, E. M. A. and Nordin, R. M., 2019. Strategy implementation process for
better employees’ performance in construction companies. In MATEC Web of
Conferences (Vol. 266, p. 03002). EDP Sciences.
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