Contents

• Overview of the organization 3
• Current strategic approaches 5
• Rationale for conducting the analysis 7
• Choice of models 7
• Application of relevant models of strategy 8
• Porter’s five forces 8
• Threat of new entrants 8
• Threat of substitute products 9
• Bargaining power of customers 9
• Bargaining power of suppliers 9
• Intensity of competitive rivalry 10
• Pestle 10
• Political 10
• Economic landscape 11
• Social landscape 11
• Technology 11
• Legal landscape 12
• Environment landscape 12
• SWOT analysis 12
• Critical evaluation of the chosen strategic models in terms of their usefulness 14
• Porter’s five forces 14
• Pestle analysis 14
• SWOT analysis 15
• Recommendations for development and change for the company and the strategic models 15
• References 17
• Appendices 20

Description

In this report, the model of strategies that will be highlighted will be based on Flybe PLC which is a British airline majoring on low-costs airline. This company is based in Exeter and it is the largest regional airline, which has its base in Europe. The company was formed after the merging of Express Air Services and Intra Airways in 1979 going by the name Jersey European Airways (Flybe, 2015). The Walker Steel Group later bought the company in 1983 and since it owned Spacegrand Aviation, the two airlines merged. In the year 2000, the airline renamed itself to British European but in 2002 received its current name. It is in the year 2002 that this company positioned itself to be a regional low-fare airline. Through acquisitions Flybe has been able to expand in Europe, expanding its staff members as well as assets owned as demand for its services have increased (Wright, A. J. (2001).