LSC UoS BA Business: Entrepreneurship COVID-19 Business Plan

This document provides a comprehensive analysis of a business plan, focusing on international business strategies within the context of the COVID-19 pandemic. It delves into the concept of international strategic alliances, exploring their various types and benefits, as well as the motivations behind their formation. The analysis uses Easy Jet as a case study, examining its approach to market entry and the challenges and opportunities it faces. The report covers literature review and analysis of the challenges and benefits associated with international strategic alliances, and offers recommendations for market entry strategies. The assignment also touches upon the motivations behind forming alliances, the challenges and benefits associated with them, and provides recommendations for market entry strategies, providing valuable insights into the complexities of international business and entrepreneurship during challenging times. The report also discusses the impact of external factors such as Brexit on the airline industry and the strategic choices companies make to adapt to changing market conditions.

International Business
Table of Contents

EXECUTIVE SUMMARY................................................................................................ 3
INTRODUCTION........................................................................................................... 4
MAIN BODY................................................................................................................. 4
International strategic alliances......................................................................................... 4
Literature review.......................................................................................................... 5
Analysis and discussions................................................................................................ 7
Motivations behind formation of selected international strategic alliance.....................................7
Challenges and benefits of international strategic alliance........................................................8
Recommendations....................................................................................................... 10
CONCLUSION............................................................................................................. 11
REFERENCES............................................................................................................. 12

EXECUTIVE SUMMARY
This report gives examine international businesses that should be define where firm can
selling or trading their services in order to get more opportunity in the business organizations and
organizational structure in the business to improve their profitability and productivity in business
enterprise to improve their performance and overcome those challenges reduce risk and
uncertainty. This report identify various methodologies and strategy so that they can enter into
international market and accomplish their goals and objectives to identify several advantage or
disadvantage of international strategic alliances are support to increase their capability and
enhance their knowledge and skills and they can reduce their risk and uncertainty factors also. It
is a critical analysis on challenges and benefits which are associated only with those consumers
that are included with them. There's a few recommendation of the market entry strategy of the
business organization in our product to more attractive strategy in order to get more business
success and opportunities.

INTRODUCTION
The term international business is a concept where company trading goods and services
across the globe and various companies who adopted international business is to increase their
profitability and productivity in an efficient manner for this business organizations (Alberti and
Belfanti, 2019). When organizations expand their business and this type of businesses are
available to get more opportunities through other firms in their organization. To enhance their
profitability and productivity in their business organizations who have adopted an international
strategic alliances for businesses to transfer of products or services to extend their business. It is
very important for firm that right person for the right details are should be provided and to
accomplish their goals and objectives in a very short span of time. For this assessment, selected
organization is Easy Jet Company who is situated which is based on UK London. It is a British
low-cost airline group which is founded in 1995 in March. This report covers to analyze various
methods in order to enter international market and several reasons why they decide to expand to
get more opportunities international strategic alliances, motivations behind formations of
international strategic alliances, benefits and challenges of international strategic alliances and
recommendations for market entry strategy.
MAIN BODY
International strategic alliances
International strategic alliance defines that they can enter into collaboration for a
economic period and for a particular period of time to accomplish their goals and objectives in a
in efficient manner. International strategic alliance is useful to extend their business to get more
opportunities for the business growth success (Audretsch, Lehmann and Schenkenhofer, 2018).
It is a term which is said to be that partnership hen two or more organization is operates together
in terms to accomplish their goals and objectives. It is very beneficial for the business
organizations that all risk and uncertainty are should be decreased. It can share all information
which is related to profitability and productivity of increase in business organization to
accomplish goals and objectives.

Types of strategic alliance:
 Non-equity strategic alliances where company are formed to strengthen their value
propositions to their potential customers and when two or more firms are joined together
and assigned a contract to fulfill their product or services as per the customer
expectations to share together and one party share profits between themselves
(Coudounaris, 2018).
 Equity strategic alliances are considered that company can be distributed a certain
percentage each company 40% equity and 60% debenture and share automatically
formed in new organizations when firms are purchased equity for the other organization
in order to increase a certain degree of control over business organizations are operations.
It will also allow that report of one firm is related to other firm as a portion of business
concern.
 Joint venture defines when two or more firms are agree to share all the profits and losses
and resources are distributed with other firms to establish a new child organizations.
When two or more companies are joined together into a new business should perform its
own identity and resources to take advantage and maintain their goodwill, reputations are
should be determine how partnering firms are cooperative whether it can be form a new
project or started a new business operations.
Literature review
According to the “Lando Zeppei” International strategic alliance is a very crucial and
efficient manner in the business organization in order to extend their services to get more
opportunity and also helpful for organization for their business success to accomplish their goals
and objectives (Dang and Nguyen, 2020). It is a concept where two or more organizations that
operate together and sharing all resources and necessary information include losses with the
other firm to get more advantage. In order to expand their services they can reduce their risk and
uncertainty so that Easy Jet Company is not a member of three global airlines alliances and
consider that one world alliance and Start lines and Sky team alliance in order to expand their
services. These three alliances to make a connection and maintain their relationship between
other firms in order to collect their services and to get more opportunities easier. Star alliance is a
first airline alliance which was formed in 1997 on 14th may and organizations are Air Canada,

Thai airways are came together and do not represent their services and getting a partnership with
this firms the star alliance provide towards their organization. Various members of star alliance
are included which are named as such as Air India, Air Canada, Air China, South Africa,
Singapore airlines and so on. Sky team is new alliance which was founded in 2008 is second
largest airlines alliance members Skype team has a various companies or firm include which are
named as Delta, Air Europe, Air France, KLM, Korean Air, Saudia, Kenya airways and so on.
One world is second largest airlines which were formed in 1998 by American and British
airways in these lines are there are various members who are included in these airlines to
represent a jump in numbers which are named as British airways, Cathay Pacific, Alaska airlines,
Qantas, Qatar and srilankan.
Various reasons for business organizations in order to expand their business in the
international market and strategic alliances which is decided to formulate global business
alliance in order to get business success. Business concern wants to increase competitive
advantage in order to get success and unwanted develop their strategic alliance is not to get
centre new market and international market in competition level should be reduced in
marketplace. It is also supported that they can divide their work and wants to get alliance Easy
Jet with one world in order to explain of business (Farashahi and Tajeddin, 2018). One world
alliance organization which was formed in 1999 by American airlines of British airways due to
merger with Canada and what was invented second biggest major airlines. One world is a
concept when it comes to words of number of individual airline alliance and build relationship
with their consumers in Europe, Australia and Asia without African based associate. Easy Jet
organization wants to connect to maintain relationship with British airways in order to get more
opportunity for business success and also helpful for firms that their functional activities in order
to get more success in business. It is also helpful that this organization wants to get opportunity
to improve their overall performance in business organizations. Strategic alliances are effective
leadership and major process in order to develop their powerful leadership and various kind of
waste through strategic alliance also help to maintain their connection with other organization
also. Due to Brexit in UK each and every industry are should be affected like airline sector also
affected their consumer and various rules and regulation are should be changed to decide new
authority should be organized (Horak and Yang, 2018). Easy Jet are introduced a new airline
which is to be better connect with various people across the globe and it is a company which is

launched a partnership with two or more clients through joint venture, non-equity strategic
alliances and equity strategic alliances in order to increase their relationship. It is affiliated that
Europe, Egypt and Israel holidays in order to increase their effectiveness and company provide
our huge market share and group of large network of low-cost flight from London. On the basis
of their announcement Easy Jet plan and develop to alliance with other company in order to get a
more opportunity and also announced their partnership with other organize firm. Organization
which allow a firm to connect more flights with cost carrier this organization wants to rhyme and
in order to get more opportunity which is benefits are included in One world premium status
membership are should be there. The three category of premium status membership are in
highest tier and ruby is lowest (Kavanagh and Johnson, 2020). Their main purpose to maximize
profits and minimize their threats to firm and managing all functions and resolve all issues
related to these industries of various airlines are liberalization have to focus many conflicts for
international strategic alliance and unable to meet demand for the customers. Each and every
organization are enter to making introducing a new goods and services where is consumer are
responsible for one person to conduct their market analysis and determined what type of service
are provided for customer. It is most important part for airline alliances how to get close with
consumer and increase their product in competitive environment to satisfy all needs and wants
according to customer expectations.
Analysis and discussions
Motivations behind formation of selected international strategic alliance
Motivation define that all formation of strategic international alliances that will be helpful
to enter the international market to increase their business success and profitability in business
organization (Kolk and Lenfant, 2018). To share all information which is related to profits,
losses and resources are required to complete competitive advantage to be accomplished which is
related to research and development, joint venture and non equity strategic alliances, strategic
alliances of market position and identify some motives related to joint venture. To manage their
competitive advantage, there should be increased their population are enter into a new market for
study of motivation in international market that would be desired to share all necessary
information which are necessary for roles and responsibility to increase their market share. Five
major motives of strategic alliances which are named as discussion strategic alliances, resource

information, creation of transaction, evaluation and manage all skills which is related to reduce
risk and uncertainty. Easy Jet organization helps a company to reduce market share and more
competitive advantage to build economic skills to complete all access resources related to build
economic environment and maintain relationship with customers. There are also supports those
businesses to get more success in a collaborative management in their organizations. Several
reasons are allowed to access their business organization and show some relevant information
which is required suitable for business organization. They can share more and more information
to take some decisions in businesses (Liu and Bell, 2019).
 It is also helpful to organize all skills and knowledge and understand role and capability
to take protection in the upcoming years.
 It will be allowed that business organization or taking a praising a part in order to get
some more opportunity and more resources to other partners.
 To get more skills and knowledge as they can support their businesses to get more
opportunities in business concern to reduce risk and uncertainty and get more
opportunities.
Challenges and benefits of international strategic alliance
Easy Jet business organizations are mainly focus to entering into a new market to get
some more opportunity for business success. In order to accomplish their goals and objectives
and firm are unable to meet their demands in their international market (Mende, 2020).
 It' is also helpful that they should increase their profits and productivity in their
international market place and enter into a foreign market to make them more effective.
 Business concerns are accomplishing their benefits and challenges on large-scale and
increase their scope and speed in firm.
 It is also helpful that organization to increase their new opportunities and develop their
new ideas and thoughts to make them more innovative in competitive marketplace.
 It is also helpful to increase their ability in order to accomplish their portion of team in a
very quickly and rapidly way and to reduce overcome risk and uncertainty.
 When the business concern are using an international strategic alliances they should be
enter into international market as well as domestic market also.

Disadvantages of strategic alliances:
 Strategic alliances use a joint venture or equity strategic alliances or non equity strategic
alliance has to increase their shares profit and losses and agreed to share all the resources
towards other firms to increase their investments in an appropriate manner. This type of
business in order to maintain their relationship and make a connection with other firm so
that they made conflicts among other respective partners (Roberts, 2018).
 It is also said that it can be risky for their rivals because there are various organization
that can access information technology for any kind of business and adapt more
technology so that they can improve their skills and knowledge towards more in
organization.
 To share profit or losses in business organization which is distributed in different
countries and they have agreed to share all profits and losses. It will be helpful to increase
their profitability and productivity in their business organization in marketplace.
 Main disadvantage or demerits of international strategic alliances is when organization
has a strategic alliances to a joint venture or non-equity strategic alliances they have a
group of contract or transfer of any kind of services scheme in order to complete their
goals and objective and many conflicts are arises because of joint venture who managed
to avoid some actions of conflicts among respective partners.
Extensions method in order to extend their firm
Various methods which is related to expand their businesses in their international
marketplace to increase their profits and productivity in the business organization which are
described below:
Acquisition: It is one of the most popular methods in order to enter into foreign market
and having a major advantage in order to collect all ability and their technology. It is very useful
for business to acquire one firm to another firm in international marketplace (Sergi, 2019).
Franchising: It is methods where owner of a firm are carry out the several reasons in
order to give new product and services to the franchises.

Joint venture: When two or more firms are joined together and agree to share all the
profits, losses and resources in order to accomplish their goals and objectives in the business
organizations.
Licensing: This type of business organization is give permission to each and every
organization to other firm of new innovative product or services in the same prices in
marketplace which is given by them.
Recommendations
As per the above mentioned analysis, it has to be recommended that chosen organization
are extend their business to get more opportunities in international marketplace to accomplish
their goals and objectives in marketplace (Stolbov and Shchepeleva, 2020). Various
recommendations of the business organizations which are described below:
 It has to be recommended that business concerns are increasing their customer as well as
their customer needs, demands and desire according to customer expectations. Effective
communication is very important in business organization because they can communicate
easily with customers and they can give feedback towards their firm and attract more and
more customers so that they can make proper changes in business strategy.
 It is to be recommended that business organisations to develop their business strategy to
customers in order in terms to accomplish their profits which is related to profits and
productivity in business concern in a proper manner.
 It is required that business concern at franchising as a business operations that they can
develop or improve their business organization by reaching their international market
place.
 It is to be recommended that business organization wants to increase their profitability
and productivity and efficiency in business organization. Various structures according to
perception of consumer in are conducted (Wurm, 2020).
 It is also recommended that firm has improved develop skills and knowledge in the
market and new technologies or new innovative ideas through their knowledge and
improve their efficiency and effectiveness to reduce or overcome their risk and
uncertainty are also decreased it will be easy that those firm who are facing this problem
in their business organization.

 It has also to be recommended that business firms in order to increase their customer base
and are unable to meet their demand according to customer expectations and meet the
requirement in marketplace and use some effective strategic alliances so that they can
make changes in business strategy.
 To increase the potential consumer it has to be recommended that firm can identify those
potential and effective partners in order to establish their profits and increase the
profitability in business organization.
CONCLUSION
As per the above mentioned, it has to be concluded that international strategic alliances is
a very significant implemented strategy in the international market is to gain a competitive
advantage for the business success. It is one of best method to boost their economy to
accomplish their goals and objectives in their effective manner and their advantage or
disadvantage should be conducted. To changing business surrounding, it is a significant concept
that there is a strategic alliance in the marketplace which are to be helpful to introduce some
different nations and product or services are should be launched in the new marketplace. When
two or more firms re joined together and agreed to share all the resources, profits, income are
distributed for a specific project that was allowed to a firm of individual firm to goals and
objectives which will be dependent on the other organization. It will be allowed that business
concern are reached their clients easily and franchise can search and new entity to be increased
their potential consumers and provide their opportunity to complete their goals and objectives in
business organizations. It is a very effective method to expand their businesses and reduce the
risk and uncertainty in the international marketplace to increase my profits is used by firm and
various merits and demerits that firm are extend their businesses for a new product and services
to its clients and launch a new product and service in job market across the world. By various
strategies are adopted for Easy Jet in order to overcome to reduced uncertainty and risk. This
report covers many advantages or disadvantage of strategic alliances, new policies and services
to consumer in order to increase job market, motivations behind international strategic alliances,
benefits and challenges of international strategic alliances and recommendations to market entry
strategies are should be recognized.

REFERENCES
Books and Journals
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