ASSIGNMENT GUIDE: BUSINESS STRATEGY January 2017

A General Introduction on Easy Jet

Task 1.1 Assess how the business mission, vision, objectives, goals and core competencies of
Easy Jet informs its strategic planning (AC 1.1)

Introduction:

(Define and explain what is strategic planning)

Need for strategic planning

(Briefly state the importance (need) of strategic planning. You can state the importance
or need in point form.)

(Define each of the following terms clearly explaining their significance (roles and
importance) in the context of Easy Jet strategic planning. You must state the mission
and vision of EasyJet)

STRATEGY

MISSION

VISION

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 GOALS

OBJECTIVES

CORE COMPETENCE

Summary: How mission, Vision, Goals, Objectives and Core Competencies influence strategic
planning

MISSION

STRATEGIC
PLANNING
CORE
COMPETENCIE
S
VISION

OBJECTIVES/GOA
2
LS
1.

2.

3.

4.

5.

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Task 1.2 Analyse the factors that have to be considered by Easy Jet when formulating strategic
plans. (AC 1.2)

Introduction:

(Briefly explain what is strategy formulation)

Why planning is important

Briefly explain the importance of strategic planning. You can state the importance of
strategic planning in point form.)

Factors to be considered when formulating strategic plans:

(The following are some of the factors which an organisation like EasyJet need to consider when
formulating strategic plans:

Planning horizon
Outside influences
Changes in political environment
Organisational mission/vision/objectives, etc
Available resources
Planning issues impact on managers, targets, role of planning, etc
Organisational structure and culture

You are expected to analyse (to want extent) how these factors affect strategic planning.
How important are these factors when in come to strategic planning?)

Task 1.3 Evaluate the effectiveness of at least two techniques Easy Jet can use when developing
strategic business plans (AC 1.3)

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PLANNING TECHNIQUES
(Briefly explain what are planning techniques.)

Importance of planning techniques

(Briefly state the importance of planning techniques.)

Planning techniques
(Summarise different planning techniques and expand on any two applicable to Easy Jet.)
BCG,
SPACE,
PIMS,
DIRECTIONAL POLICY MATRIX
(For this task you are expected to provide a detailed evaluation on the effectiveness of
any two planning techniques mentioned above when Easy Jet is developing their
strategic business plan).

(When evaluating the effectiveness of the planning techniques ensure you include the
following in your answer:
Make sure you clearly explain how effective each of these techniques is in
producing the results the company expects.
Give examples how each of this techniques can improve the achievements of the
EasyJets objectives and goals.

TASK 2 Formulating Strategy

Task 2.1. Analyse the strategic positioning of Easy Jet by carrying out an internal
organisational audit (AC 2.1)

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 Introduction:

(Briefly define and explain organisational audit.)

Importance of organisational audit

Briefly state the importance of carrying out organisational audit. You can state
importance in points form:

1.

2.

3.

4.

Tools for carrying out organisational audit

(Explain how the following tools can be used to carry out organisational audit

SWOT Particularly the SW

Porters generic strategies
Value chain

Strategic positioning

(Briefly state what is strategic positioning? State briefly the need for strategic
positioning. Give examples how EasyJet has strategically positioned itself.)

When analysing strategic position of EasyJet the strengths and weaknesses of EasyJet by
considering the following:

current resources, products

customers
systems structure,
results,
efficiency, and effectiveness
Note: Your analysis should include the advantages of each strength mentioned to Easy Jet
and also the disadvantages of its weaknesses to easy jet based on its strategic positioning.

Task 2.2. Carry out an environmental audit of Easy Jet (AC 2.2)

Introduction:

(Briefly explain environmental audit.

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Importance of environmental audit

(Briefly state the importance or need for environmental audit. You can write your answer in points
form)

1.

2.

3.

4.

Tools for carrying out organisational audit

Explain how you can carry out an organisational audit of EasyJet using the following tools:

Opportunities and Threats of Easy Jet

PESTEL
MICHAEL PORTERS FIVE FORCES COMPETITIVE THEORY MODEL

Task 2.3. Assess the significance of stakeholder analysis when formulating new strategy (AC
2.3).

Define stakeholders

Define stakeholder analysis

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 Assess the significance of stakeholder analysis (why is it important for
organisations to conduct stakeholder analysis when formulating a new strategy) -
looking at the roles of stakeholder analysis.

Task 3.1.Analyse the appropriateness of alternative strategies relating to market entry,

substantive growth, limited growth or retrenchment for Easy Jet.

(Analyse one alternative strategy from each category one from limited growth, one
from substantive growth and one from retrenchment growth)
When evaluating the appropriateness of any alternative strategy you need to consider
the following:
Internal Consistency
External Environment
Strategic Advantages
Feasibility

Task 3.2. Present and justify the choice of a new strategy for Easy Jet. (AC 2.4 and AC 3.2).
Based on the conducted SWOT analysis in LO2 select with justification an
appropriate strategy from the growth strategies analysed in AC 3.1 for Easy Jet
to pursue for its future growth.

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 Please take note that this task combines two assessment criteria (AC2.4 and
AC3.2). The two ACs need to be answered separately even though they are
closely related.)
Start by answering AC2.4 Identify the new strategy you want to propose for
EasyJet. Explain this new strategy in regard to:
Suitability
Acceptability
Feasibility
Justify why you have proposed this strategy. Explain the strategic advantages
this new strategy will bring to EasyJet. You can use the following point to justify
the strategy:
Availability of resources human, capital, technology, etc
Market growth and market share how the strategy will make it possible
Profitability
Opportunities available to exploit the available opportunity
To defend the companys position
Cost reduction
Efficiency

Task 4 implementation and evaluation

Task 4.1 Assess the roles and responsibilities of personnel who are charged with strategy
implementation (AC 4.1)

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 Assess the roles and responsibilities of managers at (DIFFERENT LEVELS OF
STRATEGY: Cooperate, Business and Functional)
Your assessment can cover the following areas:
Strategic direction
Communication
Resource allocation
Task sequencing and scheduling
Flexible planning
Establishing balanced organisational control
Effectively managing organisation resource portfolio

Task 4.2 Analyse the estimated resource requirements for implementing Easy Jets new strategy
(AC 4.2)
What resources will be required by Easy Jet for successful implementation of
the chosen strategy in AC2.4?

The following are some of the resources to be analysed:

Human resource
Material
Technology and
Finance, time
Material, and equipment
(It is very important you make estimates of the resources required in the
implementation on the new strategy. It is these estimates that you are analysing).

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Task 4.3. Evaluate the contribution of SMART targets to the achievement of strategy
implementation at Easy Jet (AC 4.3)

Clearly explain how SMART targets contributes to the successful implementation of

strategy.

SMART targets contributes in different ways in the success of strategy. You can
consider some of the following:

1. Clarifies your end vision.

2. Helps you to monitor progress

3. Lets you focus.

4. Drives you forward.

5. Instils self-discipline

6. Reminds you of priorities

7. Lets you do your best.

8. Trains you to manage time.

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 9. Gives you something new to think.

10. Oblige you to take action.

11. Gives you fulfilment.

Find below a Balanced score card that would be used as a guide in setting your targets and
time scale needed to implement the selected strategy in Task 3.2

TARGETS AND TIMESCALES TO ENSURE SUCCESS OF STRATEGY

IMPLEMENTATION
AREAS OBJECTIVES SET TARGET REVIEW DEVIATION
/ POINT DIAGNOSIS
TIMESC AND
ALES CORRECTIVE
ACTION DATES

KEY STRATEGIC
SUCCESS FACTORS
Financial
Improve productivity
Growth Revenue
Customer
Satisfy customer needs

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Gain market share
Improve reputation
Internal
Manage Innovation
Manage customer
Manage operations
Learning and Growth
Employee retention
Training
(adapted Balanced Score Card, Pearce and Robinson,2011)
To what extent does SMART objective help in the achievement of strategy implementation at
Easy Jet.

Conclusion

Reference list using the Harvard reference style.

Common instruction words

You must always read the assignment question in its entirety so these explanations are only a
rough guide. Do not jump to conclusions about what is required on the basis of these words
only.

Analyse Examine in detail the structure of something or the elements that make up a
process or an event. It implies a model, theory or concept can be used as a
basis for examining the structure or the component parts. Pay attention to who,
what, why, when and how. Include strengths, weaknesses, pros and cons.
The main body of the assignment should present your analysis. It must contain
all the information needed to justify your conclusions and recommendations.
Your analysis must:
Show that you understand what you have read

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 Demonstrate your knowledge of key models, theories and
concepts. (A lack of reference to an appropriate theory is the
most common criticism made by assessors).
Contain arguments from different sides (where relevant)
Cover all aspects of the question
Follow a logical structure and have a coherent flow

Assess Consider the points for and against something in a balanced way.

Evaluate Form an idea about the worth or value of something. This often involves
Comparing what is being evaluated with the expected outcome, or an ideal
model, or weighing costs against benefits and then reaching a conclusion.

Justify Present a rationale, reasons for conclusions, recommendations or results. Use

evidence, research, examples, or quotes to support a justification.

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