Implementation of strategy in FlyBe - Essay Example

Implementation of strategy – Fly Be Contents Introduction 2 Discussion 2 Conclusion 5 References 6 Bibliography 7 Introduction In the first part of the report the company Flybe was taken as a model company. The company is a budget airline that is based in the UK. In the presentation there were several strategies that were discussed which the company could adopt based on the strength, weakness, Opportunity and threat. The two strategies focussed on how the companies could leverage the strength to achieve the growth and tap on the opportunity in the coming years. The strategies also focussed on overcoming the weakness and using the positive factors from the external environment to grow sustainably. The present essay focuses on the process of implementation of one of the strategies out of the strategies that were described in the previous presentation. Discussion In line of the fact that a strategy needs to be selected in order to fuel the growth of Flybe, the strategy that needs to be selected is a strategy that will help the company in consolidating the business on the home front. Given the riskiness of the business in which the company is operating and the fact that the country in which the company operates has not recovered fully from the clutches of recession this seems as the best available strategy. It is required that following the loss that the company suffered in the year 2013, the company should focus on consolidating the financial position first of all. Although the company has seen profit in the year 2014, it is still very risky to venture into a new market just yet. Another fact which makes the decision of entering into the market still far fledged decision for the company is the fact that the Asian market is a relatively new market for the company. So the returns from the Asian market will be rather slow to come by as opposed to the strategy that involves the domestic market. In view of this case the strategy for the domestic that aims at consolidation of the operations in the domestic market is the strategy that should be chosen for implementation. The strategy that aims at consolidating the business of the company involves several steps such as remove the unprofitable routes, introduce marketing coupons and discount coupons that will help in making the routes more attractive to the customers etc (Varbanova, 2013). In implementing the strategies there are several issues that will arise which might hinder the implementation of the strategy. There are also some factors or issues that will help or synergies the implementation of the strategies. Some of the issues that might arise in the process of i9mplementation of the strategies are: 1. Since many of the unprofitable routes are likely to be closed down, it is going to result in job cuts of some individuals (Daft and Marcic, 2010). This will be strongly resented by the employees. It might also result in strikes by the employees of the company. In fact an earlier move by the company to enforce pay cut on the pilots was met with strong opposition with some of the pilots threatening to going on to strike. 2. In order to ensure strong marketing by the company it is necessary that the company imparts training for the employees in the marketing department. However there might be issues with certain staffs who might not wish to take any new training after they have worked with the company for long period (Hellriegel and Slocum, 2008). 3. The marketing enhancement should also focus on other things such as launching new platforms or hybrid web platforms so as to attract the customers of the company. However there might be resentment from the employees who might not wish to learn new technologies or new channels. 4. The company in order to implement the strategy needs to form alliances and partnerships with several travel companies in order to introduce discount coupons so as to increase the load factor of the flights that the company operates. The forces that with guide the implementation of the strategy and the forces that will inhibit the implementation of the strategy can be listed below ion the form of force field analysis (Newton and Ender, 2010). Forces for change Forces against change As seen from the above force field analysis the forces or the factors that is going to prove a major hurdle towards the implementation of strategy by the company is related to the fear of change by the employee and other staffs of the organization (Miller, Vandome and McBrewster, 2010). So in order to successfully implement the strategy of business consolidation the company must first of all trey to overcome this resistance to change. In order to facilitate the implementation of change the organization should highlight the positive effects that will be derived out of the change process or out of the implementation of the strategy to counter the negative forces that are there inhibit the process (McLean, 2005). In helping the company achieve the desire objective it has to also enter into contract with the travel companies so that the company can introduce discount coupons into the market in order to drive load levels (Hussain, 2000). In order to facilitate the implementation of the strategy the company should also aim at trying to tell the employees of the level of performance or the level of profit that the company will achieve upon the implementation of the strategy successfully (Hill, and Jones, 2012). It will thus motivate them to be part of the strategy implementation and help the company achieve the desired levels of profit. Conclusion The following essay focuses on the implementation of a particular strategy by Flybe. The strategy will supposedly help Flyby in overcoming the weakness of the company by leveraging on the strengths of the company and achieving the opportunities from the external environment of the company. There are several issues in the implementation of the strategy by the company that is aimed at consolidation of the business and these can be overcome by focussing on the forces that will guide the implementation to overcome the forces opposing implementation. References Daft, R. and Marcic, D., 2010. Understanding management. OH: Cengage Learning. Hellriegel, D. and Slocum, J., 2008. Organizational behaviour. OH: Cengage Learning. Hill, C. and Jones, G., 2012. Strategic Management: An Integrated Approach. OH: Cengage Learning. Hussain, A., 2000. Managing Operational Risk in Financial Markets. MA: Butterworth-Heinemann. McLean, G., 2005. Organization Development: Principles, Processes, Performance. California: Berrett-Koehler Publishers. Miller, F. P., Vandome, A. F. and McBrewster, J., 2010. Force Field Analysis. NY: VDM Publishing. Newton, F. B. and Ender, S. C., 2010. Students Helping Students: A Guide for Peer Educators on College Campuses. London: John Wiley and sons. Varbanova, L., 2013. Strategic Management in the Arts. NY: Routledge. Bibliography Cole, G. A., 2003. Strategic Management. London: Cengage Learning EMEA. Sadler, P., 2003. Strategic Management. London: Kogan Page Publishers. Read More