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Assignment Brief
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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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
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.
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.
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).
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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)
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 4: Assessing roles and responsibilities, resource allocation, and target and time scale of
the Easy Jet strategy implementation
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Sources of information
http://2015annualreport.easyjet.com/
Achievement Summary
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)
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M1: Identify and apply To achieveM1, D1: Use critical reflection To achieve D1
strategies to find leaner would have to evaluate own work and Conclusions
appropriate solutions - made an Effective justify valid conclusions made are logical
An effective approach to judgements (with and consistent
study and research has regards to Easy Jet with the flow of
been applied 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
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Coherent and logical coherent manner and to new ideas is evident receptiveness to
development of relevant principles new ideas is
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