Assignment Sample on Strategic Analysis And Stakeholders Impact Assessment

Introduction

The company of Yeti Airlines has been chosen in order to analyse the challenges, issues and purpose of the company that are associated with the stakeholder analysis. Considering the background of the airlines, it can be said that it is the leading domestic airline in Kathmandu, Nepal (Yetiairlines, 2023). It has been established in the year 1998 in the month of May and has received the certification for operating on 17^th August 1998. It is also known to be the first carbon-neutral airline in Nepal. The CEO of Yeti Airlines is Anoj Rimal from July 2020 and the chief executive is Lakhpa Sonam Sherpa. Addressing the challenges faced by the passengers has become a major task for the company.

Challenge

The challenge that has been addressed by the passengers of Yeti Airlines can be determined as the challenge of ensuring safe flight for the passengers. This is a significant challenge that needs constant vigilance along with stringent adherence to the maintenance schedules that has been observed to be an obstacle for Yeti Airlines to pursue. This implies that there is a need to ensure training aspects for the flight crews to deal with any kind of situation that sometimes becomes difficult to handle (Zhang et al. 2023). There can be further complications associated with the weather conditions and the technical errors. However, after the cause of Covid-19 pandemic, there is a need to ensure health safety measures for passengers to a large extent (Garaus and Hudáková, 2022).

Issues

Based on the challenge, it can be said that there can be issues faced by the company in terms of decreased rating of the airlines as the trust of the customers lacks behind getting contact with the health outcomes (Sezgen et al. 2023). With the decreasing reputation, the company can also face difficulties in revenue generation and this can become an opportunity for competitors such as Buddha, and Shree Airlines with their posting to the upfront of the airline industry (Das et al. 2023). Apart from this, there can be issues related to the rough landscape that sometimes do not allow the flight to achieve a smooth landing raising concerns for accidents and safety conditions of the passengers. It has also been observed that Kathmandu lacks skilled pilots as well that can risk the lives of the passengers with instance.

Purpose

With the rapid evolution of the landscape, there are significant challenges addressed by the airlines in terms of the demand for meticulous attention (Colak et al. 2023). In this regard, Yeti Airlines needs to address the latest technological advancements in order to maintain the highest safety standards (Joshi et al. 2022). Along with this, there is a need to navigate the complexity of the regulatory frameworks that can be beneficial in adapting to the changing requirements as per the safety protocols. However, it is necessary to monitor efficiently the weather conditions of the area in order to address the situations with safe operations. Apart from this, there is a need to ensure that there is an enhancement of skill development measures for the employees (Hajiali et al. 2022). This implies that there is a requirement for well-trained staff in terms of competent flight crew in order to navigate the challenges that can be addressed with skill and expertise. In addition, Yeti Airlines should consider the training programs for the pilots in order to monitor the ongoing assistance in dealing with the safety standards (Singh et al. 2022). This can also be helpful in analysing the potential hazards for strategic implementations. Thus, the purpose of the report is to address confidence among the passengers during their journey that their lives are in safe hands.

Stakeholder analysis

Definition

Considering the outcomes of the above discussion, it is essential to analyse the potential stakeholders for addressing the issues faced by the passengers of Yeti Airlines (Türksoy, 2023). Discussing the process of stakeholder analysis, it can be said that it is a systematic process used by any business organisation to analyse the particular stakeholders who are interested in engaging in the operations of an organisation for further development. The purpose of analysing the stakeholders can be to address the insights into their expectations, concerns and potential impacts towards the organisation (Fontoura and Coelho, 2022). This analysis can further help in framing strategic decisions in order to make informed decisions that can be beneficial for addressing a strong relationship with the stakeholders to serve the passengers well.

Internal and external stakeholders

Table 1: Analysis of Stakeholders

(Source: Self-developed)

The above table has signified different internal and external stakeholders in terms of ensuring the safety of the passengers to ensure enjoyment throughout the travelling. In this regard, the internal stakeholders that have been analysed are the managing directors, board of directors, pilots and cabin crews, maintenance and ground staff, marketing and sales team, finance and accounting team, CEO, IT team, Customer Service and support team, employee unions and the training and development team. On the other hand, the external stakeholders are the passengers, government authorities, airport authorities, suppliers, travel agencies, local communities, NGO’s, Competing airlines, industry associations and the media and press. All the stakeholders are addressing a valid role in ensuring the safety of the passengers with ethical guidelines. Thus, there is a need to ensure a healthy relation with all these stakeholders for enhancing the reputation and standard of the Yeti Airlines for long-term growth and sustainability concerns.

Stakeholder matrix

The above diagram represents the stakeholder matrix that needs to be analysed according to the division of stakeholders in four sections. The sections are namely the High power-High interest, High power – Low Interest, Low power – high interest and Low power – Low interest. Considering the stakeholders under the High power- High Interest stakeholders, it has been analysed that the CEO, suppliers, managing director, competing airlines, legal authorities, NGOs and Media and press are there. In the high power- low interest section the stakeholders are comprised of Government authorities, shareholders and executive leaders. In the third section that is under Low-power – high interest, the stakeholders that are included are employee union, passengers, pilot and cabin crew, travel agencies and industry associations. Lastly in the fourth section that is in low power- low interest the identified stakeholders are IT team, cabin crew, Maintenance and ground staff, marketing and sales team, finance and accounting team and customer service and support team.

Justification of choosing stakeholders

High power- High Interest

CEO: The CEO can play a significant role in shaping the strategic direction and he can represent the Yeti Airlines in front of the external stakeholders.

Managing Director: The Managing Director is responsible for the oversees of the day-to-day operations along with the management of finance, human resources and assets of the company in an efficient way.

High Power- Low Interest

Shareholders: Shareholders are considered in this measure in order to address the investment of the capital for the operations of the airline industry. They also expect returns for their investment that can be aligned with the financial performance of the organisation.

Government Authorities: Government authorities have the responsibility of ensuring safety in order to comply with the laws of aviation along with a vested interest in the operations performed in the airline industry.

Low Power-High Interest

Employee Union: They are considered as they pose protection for the rights of the labour by ensuring fair working conditions along with the power of addressing negotiations for the employment contracts on behalf of the employees.

Passengers: They are considered for addressing loyalty among the target market along with enhancement in revenue generation with financial performance assistance.

Low Power-Low Interest

IT team: The IT department has been considered for maintaining the technological aspects of the organisation and they can also help in ensuring data safety measures for reducing cyber theft.

Cabin Crew: They are considered in this analysis as there is a need to ensure training to the cabin crew for dealing with the passengers and they also depict the face of the airline with professionalism, courtesy and responsiveness.

Conclusion

It has been observed that the discussion has highlighted the potential barriers that can be faced by the passengers in travelling in the airlines. This has allowed framing strategic interventions in order to promote comfortless among the customers to deal with the complex situations along with the initiation of addressing different stakeholders. Apart from this, there is the initiation of the training and development programs for the employees working for the growth and success of the airlines. Thus, it can be said that the Yeti airlines can sustain the potential trust and loyalty measures among the customers with polite and faithful behaviour of the employees.

References

Yetiairlines, 2023. Explore Our Destinations. Available from:  https://www.yetiairlines.com/ Accessed on: 05.09.2023.

Garaus, M. and Hudáková, M., 2022. The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline. Journal of Air Transport Management, 103, p.102249.

Sezgen, E., Mason, K.J. and Mayer, R., 2023. Airline brand management: A practical perspective to brand management in the airline industry. Research in Transportation Business & Management, 49, p.100985.

Das, S., Nayak, J. and Naik, B., 2023. An impact study on Covid-19 and tourism sustainability: intelligent solutions, issues and future challenges. World Review of Science, Technology and Sustainable Development, 19(1-2), pp.92-119.

Colak, O., Enoch, M. and Morton, C., 2023. Airport business models and the COVID-19 pandemic: An exploration of the UK case study. Journal of Air Transport Management, 108, p.102337.

Joshi, A., Franco, I.B. and Thorley, R., 2022. Ensuring Sustainable Post-Pandemic Tourism in Nepal: The Role of Corporate Agencies. In Corporate Approaches to Sustainable Development: International Experiences and Insights (pp. 199-210). Singapore: Springer Nature Singapore.

Hajiali, I., Kessi, A.M.F., Budiandriani, B., Prihatin, E. and Sufri, M.M., 2022. Determination of work motivation, leadership style, employee competence on job satisfaction and employee performance. Golden Ratio of Human Resource Management, 2(1), pp.57-69.

Singh, A., Shukla, V.K., Seth, A. and Sabitha, S. eds., 2022. ICT and Data Sciences. CRC Press.

Türksoy, S.S., 2023. Short and Long Term Recovery of Tourism as a Way Out of COVID-19 Crisis: The Case of Turkey. In Tourism and Hospitality in Asia: Crisis, Resilience and Recovery (pp. 259-274). Singapore: Springer Nature Singapore.

Fontoura, P. and Coelho, A., 2022. How to boost green innovation and performance through collaboration in the supply chain: Insights into a more sustainable economy. Journal of Cleaner Production, 359, p.132005.

Zhang, Z.T., Storath, C., Liu, Y. and Butz, A., 2023, March. Resilience through appropriation: pilots’ view on complex decision support. In Proceedings of the 28th International Conference on Intelligent User Interfaces (pp. 397-409).