602MAN - Strategy & Change Management: UK Travel Tourism Strategy

This essay critically evaluates how a UK travel and tourism company, like Jet2 PLC, can best manage change and shape its strategic direction. It examines the theoretical approaches contemporary organizations use, emphasizing the value of a clear purpose, vision, mission, and objectives. The essay assesses the change management processes employed by the selected company, evaluating the change management models and tools used, such as McKinsey's 7-S model and Lewin's change management model. Furthermore, it analyzes the macro and micro environmental factors affecting the UK tourism industry, including political, economic, social, technological, legal, and environmental elements. The essay also applies Porter's Five Forces model to evaluate the degree of risk and competition within the market, considering factors like the power of suppliers and buyers, the threat of new entrants, and competitive rivalry. The analysis includes discussions of prescriptive and emergent approaches to change management, as well as Mintzberg's model for organizational structure.

THE THEORY BEHIDE
THE STRATEGY

TABLE OF CONTENTS
ESSAY.............................................................................................................................................3
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2

ESSAY
Jet 2 PLC company is the travel and tourism company and it operates the third largest
airline in the United Kingdom and it flies more than the 60 airports and the company sold more
than 97 millions seats to the customers and the company have the brands and the company also
offer the low cost flights and provide flights to customers according to the call services. The
company gain the revenue gained 397 million British pound in 2021. and it is the low cot British
line. The average volume of company is 388 k and 169 m free floats. Jet 2 company operates the
route to Palma, Nice, Milan, Manga, etc. Company have the global rank 2894 and 3 category
rank in the travel and tourism industry (Hayes, Holiday and Park, 2022). The global ranking also
increase at the Jet2 holidays in the United Kingdom.
The strategy refer as integrate the organizational activities to achieve the goals and
objectives of business in effective ways. There are various benefits of strategic planning such as
it helps in provide the direction, increase the operational efficiency, increase profitability and
market share as well as also helps in make the business durable.
The theoretical schools of strategic business in management in the travel and tourism
industry for the management study the school of planning is praise the benefits of the strategic
planning to a great arms and extent itself with the training, procedures and analysis.
Furthermore, the school of designing is the views of strategy growth and developments of
business with the realization and achieve the external and internal abilities of the Jet 2 company
(Al-Ensour and Alhmeidiyeen, 2018).
Theoretical of change management helps organization and people focus on the future as well as
helps in make the right direction top get the vision and accomplish the mission of the
organization.
The change management are referred as the organizational changes which action
company take changes within the organization and that includes the culture of company,
technology, infrastructure, corporate hierarchy and internal process of organization. There are
various steps of change managements that includes the first step of change management is
prepared the business for the changes and implement the changes, then plan for the changes in
the organization with the strategic goals, project scope, key performance indicators, etc. as well
as company also need to craft a vision in the business (Alberto and Minh, 2019). The next step
company need to follow is implement the changes which comes and the changes can be strategy,

systems, structure, processes and behaviours of employees as well as methods of training and
developments of employees. The next process is initiates the changes in the company practices
and culture which are important for the organization and then the last step is review the progress
with the plan after that analyse the results of changes within the organization.
There are four phases of strategic planing process such as strategic analysis, strategy
formulation, implementation and monitor by the Thompson and martin framework models. The
initial assessments process is the starting process which helps in identify the mission and vision
statements of company. In the situation analysis stage, after identify the mission and vision of
company and the company assess the situations in the travel and tourism market and that
includes the organizational internal and external environments as well as analysis the competitors
of Jet 2 company. The competitor's analysis are important because it influences the company
with the external force (Jayawarna and Dissanayake, 2019). The strategy formulation stage
includes the long term objectives that helps in improve the company position in the competitive
marketplace. The three different level strategies are included in the strategy formulation such as
business level strategy, corporate level strategy and international level strategy. The next stage is
strategy implementation, there are skills which are most important for implement the strategy
such as communication. The company meet to set the annual objectives for business functional
areas for achieve the operations, financial and marketing. In furthermore, the last stage is
strategy monitoring, in this process measure the success and performance of company with the
internal and external factors of organization and manager of company must take the corrective
actions for the improvements.
The main aim of the Jet 2 company is grow and develop their business in the competitive
market with the helps of collection of organic expansion through the condition of the advanced
quality services. The company wants to deliver the services to the customers and the customers
are main which roles in the air and ground as well as they deliver the great journey to the
millions of customers of company.
The main vision of the Jet 2 company is create and provide the memorable journey to the
customers, and they ensure that their customers must be safe and swift trip. The company are
open, friendly, approachable and open which helps attraction the customers in the travel and
tourism industry. The customers are health conscious so, the organization main priorities is
customers as well as its employees (Stingel, 2022). The main strategy of company is providing

the better quality services to customers within the organization with the strategic directions. The
company wants to expand their business as well as wants yo become the first flight of United
Kingdom.
The mission statements of company is that they fly to holiday destination trips in the
Mediterranean, European cities, etc. they want to service the better quality services to customers
and unique services from other company.
The values of the Jet company is teamwork, success and commitments to customers and
that all values are most important for become success and first light over the world (Mcconnell,
2021). The culture of the Jet2 organization is positive because they include their employees in
the decisions making and asking them about their opinions and ideas. The travel and tourism
company follow the values and principles for retain the customers and employees within the
organization as well as the company ensure them about the safety and security which are most
important for them.
Jet 2 Plc company must study the macro and micro environment factor as UK tourism
industry dealing with many potential issues such as current pandemic, Brexit crisis, Russia-
Ukraine war, innovative technological changes etc. One of the biggest strength of the quoted
company is its unparalleled network with modern aircraft resulting in the customer loyalty
(Dhamelia, 2021). High competition and cost is the primary weakness of Jet 2 Plc. They have the
opportunity to capture more market share of the airways transport by opting electric and hybrid
mode. Disastrous impact of pandemic and cancellation of flights are the threats which the
company is recently facing. Apart from this, the macro elements could be determined by
analysing the various factors. Impact of Brexit and French industrial changes are the political
elements which changes the company policies (Brezonakova, Badanik and Davies, 2021).
Economic instability in UK and fluctuating fuel costs are the reason for the decrease in the
revenue. The change in the taste of the potential customers due to decrease in the earning
because of loosing jobs during pandemic is the social factor affecting the company. Continuous
modification in the interface and technology by launching iPhone scanner provides an edge over
the competitors. Robust regulation and control of ATC are the legal elements which should be
kept in mind by the CEO of the company (Suau-Sanchez and Voltes-Dorta, 2019) and reducing
the carbon emission to prevent the environment by including more eco-friendly activities. The
quoted company apply Porter's five force model to evaluate the degree of risk and competition

within the market from five different elements. Degree of risk in reference to the power of
suppliers is relatively high as suppliers include fuel, labour and aircraft which almost run the
industry. Buyer power risk is comparatively moderate due to the online booking of tickets which
decrease the role of agents. Threat due to the new entry is absolutely low due to the high capital
investment and maintenance. Apart from that risk due to the complementarities is very low
because customer's who are choosing this means of transport would not switch to either train or
public transport. The degree of risk due to the competitive rivalry is very high because of number
of competitors in the market such as British Airways, Eastern Airways, Virgin Atlantic etc.
The travel and tourism company face the trigger in the organizational change but some
companies suggest that the trigger are most crisis than the positive outcome to perceive the
opportunities. This helps in associated with the total quality and customers awareness as well as
it not destroy the success path of business to gain a long term profitable future. There are various
main external triggers such as social, political, technological, etc.
The change management model are includes the McKinsey 7-S models which used by the
Jet 2 company that helps in work best for the organization in the challenging situations (Cox,
Pinfield and Rutter, 2018). In the McKinsey models consist the 7-S model which are complex
when the organizational implement the changes. The models include the strategy, structure,
systems, shared values, style, staff and skills which influenced by the management. The
company used this strategy to analyse the objectives of organization. The structure helps the Jet2
company for organizes the departments and teams. The strategy helps organization to pan and
maintain the competitors of Jet2 PLC. The systems include the staff activities and procedures
which get done, while the shared values are the core values of business and it reflects the airlines
work ethics. The company also adopted the leadership style (Olehivna, 2020). Company also
check the staff capabilities and also analysis the actual competencies and skills of the business
employees.
IT change analyst as the change management tool is used by the Jet 2 company for the
flexibility working hours of employees. The change management tools for the company is staff,
software and that can be anything which used to alleviate the frustration during the ships and that
tolls of the company may be need for implement the plans, structure training programs for
employees and collecting the feedback from the employees and customers for determine the
strategic changes which implement within the organization.

Prescriptive approach helps in provide the description and suggestions that what is done
to managing the changes in the organization. emergent approaches is the strategy emerges over
time as accommodate, intentions collide and changing reality. And these strategies helps in solve
the business problems and manage the changes in the organization.
Mintzberg's model are refer the structure of the business and it divides in the five
components such as strategic apex, technostructure, support staff, middle apex and operating
core. These components of models helps in manage the risk and changes of organization in the
effective and efficient ways (Serrat, 2021). The strategic apex in the management work of
company is refer as the senior level of the organization, and they set the strategic direction and
objectives for business and manage the changes of Jet 2 company. The operational manage of
company run the business in the context if operational core. This models helps in support staff
and technostructure and manage the risk and organizational changes.
In the context of Lewin change management, this consists the three models of change and
which are developed by the Kurt Lewin. The three stages includes the unfreeze, change, and
refreeze. In the unfreeze the current process in the organization and analyse the ways to improve
the as well as company collect feedback from the employees of organization for changes in
organization regarding the technological issues (Galli, 2018). In the unfreeze, the organization
accepts that the changes are most important and its difficult but helps in manage the risk at the
national and international level. The change helps the organization to resolve the uncertainty and
support the new direction for business. The refreeze stage helps in provide the new ways and
methods of working and helps in the internal changes of organization with the stability and
confidently of employees within the business.
The role of the strategy formation in the change management for achieve the goals and
objectives of the company as well as achieve the Jet 2 organizational vision. The strategy
formation includes the objectives, evaluate the environments of organization, set quantitative
targets and analysis the performance of company as well as choice the strategy is the last step of
strategy formulation in the change management to achieve the external and internal opportunities
for the Jet 2 company.
There are various strategic approaches which helps in manage the change management in
the organization such as the company need to work with the change management model in the
organization because the change management models helps leaders to connect with the business

strategy for the success (Rosenbaum, More and Steane, 2018). The company can empower the
employees through the communication can effectively manage the changes in the organization.
The company must focus on the activate leadership because the leadership qualities are also
directly impact on the changes and it plays a vital role because they are responsible for achieve
the goals of organization. The company also not avoid the resistance, and they must
communicate with the employees and customers because the communication helps in identifies
the resistance and rumours about the company. The communication must be clear, transparent
and consistent.
Key Performance Indicators (KPI) are the tools to trace an organization's performance
and to measure the gap between the objectives and reality. Jet 2 which is the third largest British
airline and having subsidiaries which are operating as tour agency named Jet 2 holidays require
KPI to analyse the performance and to evaluate whether the company is actually working
towards achieving its goals. There are ample of KPI which the number of airlines utilize to detect
the operation of the company. Misconnex quota, punctuality, seat load factor, cause of delay,
regularity and departure timing are some key indicators being used by the airlines (Walther,
2021). One of the best way to know the performance is through the departure punctuality
indicator which aids in calculating the percentage of time taken for departure and there is a
margin of 15 minutes delay even though count the flight on-time. It provides a competitive
advantage if the airline is being punctual which is the significant indicator for 100% airlines.
According to the annual report of the quoted company, it was found that Jet 2 Plc has relied upon
Leisure Travel KPI which assist to evaluate the progress of an organization. The indicator
determines the number of activities such as routes being operated, capacity availability, package
holidays' audience, average price of flight & holiday, non-ticket revenue, fuel price and advance
sells are the factors which affect the decision of the company. While conducting comparison
between 2021 and 2020 it was being found that company has reduced in route pathway which
results in the overall downfall in the sale. Therefore, gradual decrease in the revenue and
profitability share in the market. As the pandemic is endemic, company can again start and add
new routes by providing various recreational activities to the loyal customers.
In the conclusion, the essay discussed the models of change management with the
emergent and prescriptive approach. The emergent approach consist the lewis models and the
prescriptive model consist the Mintzbergs model for manage the risk and changes at the national

and international level. As the conclusion, the essay has discussed the key performance
indicators of Jet 2 company. The essay found that the strategic planning process with the
Thompson's and Martins strategic management framework and clear the vision, mission and
purpose of organization to evaluate the strategic direction. This also discussed the internal and
external environments of business McKinsey's change management models to determine the
business strategies.

REFERENCES
Books and journals
Al-Ensour, J.A. and Alhmeidiyeen, M.S., 2018. INTEGRATED STRATEGY OF CHANGE
MANAGEMENT: A CONCEPTUAL STUDY.
Alberto, M. and Minh, H., 2019. Easyjet Plc Airlines: take-off to new opportunities (Doctoral
dissertation).
Brezonakova, A., Badanik, B. and Davies, R., 2021. Brexit in Air Transport after 2020. In SHS
Web of Conferences (Vol. 92, p. 09001). EDP Sciences.
Cox, A.M., Pinfield, S. and Rutter, S., 2018. Extending McKinsey’s 7S model to understand
strategic alignment in academic libraries. Library Management.
Dhamelia, H., 2021. Application Of Z-Score Model for Financial Health Checkup: Case Study
on Selected Airways Companies. Vidhyayana-An International Multidisciplinary Peer-
Reviewed E-Journal-ISSN 2454-8596. 6(6).
Galli, B.J., 2018. Change management models: A comparative analysis and concerns. IEEE
Engineering Management Review, 46(3), pp.124-132.
Hayes, J.L., Holiday, S. and Park, H., 2022. Corporate social responsibility & the advertising
strategic planning process: a literature review & research agenda. International Journal
of Advertising, 41(2), pp.210-232.
Jayawarna, S. and Dissanayake, R., 2019. Strategic planning and organization performance: A
review on conceptual and practice perspectives. Archives of Business Research, 7(6),
pp.155-163.
Mcconnell, I., 2021. Airline extends suspension of flights and holidays. The Herald (Glasgow,
Scotland).
Olehivna, P.I., 2020. Theoretical and Conceptual Essence of Strategy and Strategic Business
Management in the Modern Economy. International Journal of Innovative Technologies
in Economy, (4), p.410949.
Rosenbaum, D., More, E. and Steane, P., 2018. Planned organisational change management:
Forward to the past? An exploratory literature review. Journal of Organizational Change
Management.
Serrat, O., 2021. Mintzberg’s model of managing: Random thoughts from an observation.
In Leading Solutions (pp. 157-169). Springer, Singapore.
Stingel, H., 2022. European airline consolidation-acquisition strategy for a potential takeover of
JET2 by Easyjet (Doctoral dissertation).
Suau-Sanchez, P. and Voltes-Dorta, A., 2019. Drivers of airport scheduled traffic in European
winter tourism areas: Infrastructure, accessibility, competition and catchment
area. Journal of Air Transport Management. 81. p.101723.
Online references
Walther, B., 2021. 6 M o s t I m p o r t a n t K P I s F o r A i r l i n e O p e r a t i o n s [Online].
Available through <https://www.id1.de/2019/10/25/6-most-important-kpis-for-airline-
operations-and-performance-analysis/>
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APPENDIX
1. SWOT ANALYSIS
STRENGTHS
4. Diversified services with more than 40 years of experience.
5. Being awarded as Global Travel Award.
6. Directly ticket booking through agents.
WEAKNESSES
5. Competitive market.
6. Limited routes of operation.
7. High cost structure.
OPPORTUNITIES
 Increasing the pathway of route.
 Expand the business into cargo market.
 Electronic and hybrid mode.
THREATS
 Negative reputation by hiding final prices.
 Fluctuation in oil prices.
 Vary foreign exchange rate.
2. PESTLE ANALYSIS
POLITICAL FACTOR
 Strict regulations for aviation industry.
 Security threats.
 Restrictions due to pandemic.
ECONOMIC FACTOR
 Consistent increase in fuel prices.
 Bankruptcies of airline companies.
 High maintenance cost.
SOCIAL FACTOR
 Customer's wants extending services.
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 Decrease in using business class travelling.
 Automation also affect the airline industry.
TECHNOLOGICAL FACTOR
 Potential customer's desires e-ticket and e-check-in service.
 To attract more customers through social media platform.
LEGAL FACTOR
 Abiding the laws for safety and security of audience.
 Being regulated with laws which treat its passengers.
ENVIRONMENTAL FACTOR
 Including more fuel-efficient aircraft.
 Green flying procedure for preventing ecology.
3. PORTER'S FIVE FORCES
SUPPLIER POWER
The degree of risk is high because airline industry has ample number of suppliers in the
aviation market.
BUYER POWER
This is comparatively low due to the increase in online booking from the customer's
side.
ENTRY BARRIER
To start an airline business could only be possible by having proper means of financial
resources.
SUBSTITUTE THREAT
Potential customers has number of options available while booking for flying tickets and
with the offers and schemes it becomes tougher to choose one airline.
COMPETITIVE RIVALRY
Competition in the aviation industry has been relatively high because of working of
number of companies in this particular field.
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