The EasyJet strategic management process Assignment

The EasyJet strategic management process - Assignment Example Strategic management is a major aspect that cannot be overlooked in order to attain the objectives in any given company. Being undertaken by top level managers, this paper covers the three essential stages involved in strategic management. These include strategic analysis, strategy formulation and strategy implementation. During the strategic analysis process, firms make appropriate choices that act as guidelines during the next stages This paper covers the strategies that EasyJet Airline, a British based firm has adopted thus making it to attain a competitive edge in the airline industry. This paper depicts selection of the best courses of action as the key aspect during the strategy formulation process. Similar to the use of environmental scanning tools including PESTEL and SWOT in the strategic analysis, managers in EasyJet among other local and international companies also use the tools during strategy formulation. The third stage covered by this paper is the strategy implementat ion. During this stage, organizations translate the plans as set in the previous stages into actions that are focused at attaining the objectives. Strategic Management Process 1.0 Introduction Strategic management entails analyzing the primary initiatives that are undertaken by firm’s top level managers on behalf of other stakeholders including the shareholders and employees among others. Some of the notable initiatives that are involved in the strategic analysis include evaluation of firm’s internal and external environments as well as monitoring the use of resources within a company. Additionally, it entails establishing the vision and the mission of an organization, objectives as well as developing policies that are geared towards achieving the set objectives. In order to ensure that the roles of strategic management are effectively attained, it is imperative for managers to maintain a balanced score card. This is a tool that is used to evaluate the entire performan ce of an organization and its progress towards achieving the goals as outlined by the top level management team. As local and international firms engage in investing in their resources including workers to meet the stiff competition in the market, strategic management has been one of the issues that have not been overlooked (Kotler and Kevin, 2009). One of the major companies that have embarked on adopting of strategic management policies is EasyJet Airline Company. EasyJet Airline Company is a Britain based airline company that enjoys more than 600 routes in 30 countries. Being headquartered in London, the company employs more than 8,000 employees who are responsible for spearheading its services in the international market. EasyJet was established and launched in 1995 by Stelios Haji-Ioannou, a renowned businessman. In the airline industry, EasyJet has acquired a competitive edge based on its effective marketing strategies that involves providing prioritizing safety and strong tea m work that ensures the company policies are attained. It is vital to note that the company has achieved key positions in major markets that include London Stansted, Paris Charles De Gaulle, Rome Fiumicino, London Gatwick, London Southend and London Luton among others. Another aspect that has made the company to attain a competitive position is the acquisition of rival companies. In this way, the company capital base and marketing strategies have been boosted to a significant level. Some of the notable firms that EasyJet has acquired include TEA Basle, London Stansted-based Go, GB Airways among others. This paper will discuss the three major processes of strategic management that includes strategic analysis, strategy formulation and strategy implementation in relation to the EasyJet Airline