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Pearson BTEC Level 5 HND Diploma Business (Management)

Unit 7: Business Strategy

Assignment Brief

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Assignment front sheet

Qualification Unit number and title

Pearson BTEC Level 5 HND Diploma Business

Unit 7: Business Strategy
(Management)

Learner name Assessor name

Date issued Hand in deadline Submitted on

st
1 Formative submission date:
2nd Formative submission date:
Final submission date: TBC

Assignment title

In this assessment, you will have opportunities to provide evidence against the following criteria.
Indicate the page numbers where the evidence can be found.

Criteria To achieve the criteria the evidence must show that the
Task no. Evidence
reference learner is able to:

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LO1 1.1 Assess how business missions, visions,

Understan objectives, goals and core competencies
d the inform strategic planning
process of 1.2 Analyse the factors that have to be
Task 1
strategic considered when formulating strategic plans
1.3 Evaluate the effectiveness of techniques used
planning
when developing strategic business plans

2.1 Analyse the strategic positioning of a given

organisation by carrying out an
LO2
organisational audit
Be able to
formulate 2.2 Carry out an environmental audit for a given
organisation Task 2
a new
2.3 Assess the significance of stakeholder
strategy
analysis when formulating new strategy
2.4 Present a new strategy for a given
organisation

LO3 3.1 Analyse the appropriateness of alternative

Understan strategies relating to market entry,
d substantive growth, limited growth or
Task 3
approaches retrenchment for a given organisation.
to strategy 3.2 Justify the selection of a strategy
evaluation
4.1 Assess the roles and responsibilities of
personnel who are charged with strategy
LO4
implementation
Understan
d how to 4.2 Analyse the estimated resource requirements
implement for implementing a new strategy for a given Task 4
a chosen organisation
strategy 4.3 Evaluate the contribution of SMART targets
to the achievement of strategy
implementation in a given organisation.

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Assignment brief
Qualification Pearson BTEC Level 5 HND Diploma Business (Management)
Unit number and title Unit 7 Business Strategy
Assessor name
Date issued
Hand in deadline

Assignment title East Jet and its Business Strategy

Purpose of this assignment
This unit will develop learner understanding of strategy process which includes strategic planning,
strategy formulation, approaches to strategy evaluation and implementation.

Scenario
EasyJet is a British airline carrier based at London Luton Airport. It is the largest airline of the United
Kingdom, by number of passengers carried, operating domestic and international scheduled services on
over 600 routes in 32 countries. EasyJet plc is listed on the London Stock Exchange and is a constituent
of the FTSE 100 Index.
EasyJet has seen rapid expansion since its establishment in 1995, having grown through a combination
of acquisitions and base openings fuelled by consumer demand for low-cost air travel. The airline, along
with associate company EasyJet Switzerland, operates over 220 aircraft mostly Airbus A319. It has 23
bases across Europe, the largest being Gatwick. In 2013, EasyJet carried over 60 million passengers and
is the second-largest low-cost carrier in Europe, behind Ryanair.
Assignment Requirement
In this assignment you are required to research, analyse and evaluate the current Business Strategy of
Easy Jet.
You will then produce a report evaluating the business and propose a new strategy that will meet the
current goals and objectives of Easy Jet. You can obtain further information on Easy Jet at the following
website address:
http://2015annualreport.easyjet.com/, other company web pages may also provide useful information for

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the report.

Prepare a report addressing the following tasks, answer all task and relate your answers to Easy Jet
wherever possible: Completing the tasks detailed below will help you in producing the report by
providing all the relevant information required.

TASK 1 Understand the process of Strategic Planning

1.1. Assess how the business mission, vision, objectives, goals and core competencies of
Easy Jet informs its strategic planning(AC 1.1)
1.2. Analyse the factors that have to be considered by Easy Jet when formulating strategic
plans. (AC 1.2)
1.3. Evaluate the effectiveness of at least two techniques Easy Jet can use when developing
strategic business plans (AC 1.3)

To achieve M1, leaner would have made an Effective judgements (with regards to Easy Jet strategies),
and An effective approach to study and research has been applied. Effective application by identifying
the correct organisational insights against the terminology.

TASK 2 Formulating Strategy

2.1. Analyse the strategic positioning of Easy Jet by carrying out an internal organisational audit
(AC 2.1)
2.2. Carry out an environmental audit of Easy Jet (AC 2.2)
2.3. Assess the significance of stakeholder analysis when formulating new strategy (AC 2.3).

To achieve M2, learner would have used suitable techniques to explore and evaluate the external and
internal environments of Easy Jet. E.g. SWOT, PESTEL, Porters 5 Forces). A range of sources of
information has been used (evidence of research is present).

TASK 3 Understand approaches to Strategy Evaluation and Selection

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3.1. Analyse the appropriateness of alternative strategies relating to market entry, substantive
growth, limited growth or retrenchment for Easy Jet.
3.2. Present and justify the choice of a new strategy for Easy Jet. (AC 2.4 and AC 3.2).

To achieve M3, the work will be presented in a coherent manner and relevant principles and concepts
have been logically developed in relation to strategy selection and justification for Easy Jet. (Task 3)

TASK 4 Strategy Implementation

4.1. Assess the roles and responsibilities of personnel who are charged with strategy
implementation (AC 4.1)
4.2. Analyse the estimated resource requirements for implementing Easy Jets new strategy
(AC 4.2)
4.3. Evaluate the contribution of SMART targets to the achievement of strategy implementation
at Easy Jet (AC 4.3)
To achieve D1 Conclusions made are logical and consistent with the flow of arguments and
information presented in the body of the report.
To achieve D2 The importance of effective approach and independent research would be evident from
the citations and reference list.
To achieve D3, Outside the box thinking and receptiveness to new ideas is evident in strategy
implementation and recommendation for Easy Jet. (Task 4)

Evidence checklist

Task 1: A report on Strategic planning: Strategy, mission, vision, objectives, core competence, [tick
planning issues and planning techniques in relation to Easy Jet boxes]

Task 2: Internal and External analysis, Stakeholder Analysis and significance of stakeholder
analysis of Easy Jet.

Task 3: Evaluation of Easy Jet Strategy and selection

Task 4: Assessing roles and responsibilities, resource allocation, and target and time scale of
the Easy Jet strategy implementation

Additional Information: INTRODUCTION, CONCLUSION, and REFERENCE LIST using

the HARVARD reference style.

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Sources of information
http://2015annualreport.easyjet.com/

Achievement Summary

Qualification HND Business Assessor name

Unit 7
Unit Number Student name
Business Strategy
and title

Criteria To achieve the criteria the evidence must show that Achieved?
Reference the student is able to:
(tick)

1.1 Assess how business missions, visions, objectives, goals

and core competencies inform strategic planning
1.2 Analyse the factors that have to be considered when
formulating strategic plans
1.3 Evaluate the effectiveness of techniques used when
developing strategic business plans

2.1 Analyse the strategic positioning of a given organisation

by carrying out an organisational audit

2.2 Carry out an environmental audit for a given

organisation
2.3 Assess the significance of stakeholder analysis when
formulating new strategy
2.4 Present a new strategy for a given organisation

3.1 Analyse the appropriateness of alternative strategies

relating to market entry, substantive growth, limited
growth or retrenchment for a given organisation.

3.2 Justify the selection of a strategy

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4.1 Assess the roles and responsibilities of personnel who

are charged with strategy implementation

4.2 Analyse the estimated resource requirements for

implementing a new strategy for a given organisation

4.3 Evaluate the contribution of SMART targets to the

achievement of strategy implementation in a given
organisation.

Higher Grade achievements (where applicable)

Grade descriptor Contextualisation Grade descriptor Contextualisation

M1: Identify and apply
strategies to find
appropriate solutions -
An effective approach to
study and research has
been applied
To achieveM1, D1: Use critical reflection To achieve D1
leaner would have to evaluate own work and Conclusions
made an Effective justify valid conclusions made are logical
judgements (with and consistent
regards to Easy Jet with the flow of
strategies), and An arguments and
effective approach to information
study and research presented in the
has been applied. body of the
Effective application report.
by identifying the
correct
organisational
insights against the
terminology.(Task 1)

M2: Select/design and To achieve M2, D2.2: Take responsibility To achieve D2 The
apply appropriate learner would have for managing and importance of

methods/techniques - A used suitable organising activities - effective approach

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range of sources of techniques to explore Autonomy/Independence and independent

information has been and evaluate the has been demonstrated research would be

used external and internal evident from the

environments of citations and
Easy Jet. E.g. reference list.
SWOT, PESTEL,
Porters 5 Forces).
And A range of
sources of
information has been
used (evidence of
research is present).
(Task 2)

M3: Present and To achieve M3, the D3.6: Demonstrate To achieve D3

communicate work will be convergent/lateral/creative Outside the box

appropriate findings - presented in a thinking - Receptiveness thinking and

Coherent and logical coherent manner and to new ideas is evident receptiveness to
development of relevant principles new ideas is

principles/concepts for and concepts have evident in strategy

the intended audience been logically implementation
developed in relation and
to strategy selection recommendation
and justification for for Easy Jet.(Task
Easy Jet. (Task 3) 4)

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