Critically evaluate BestJets VMOST. Evaluate the vision, mission and values.

Are they
implicit? Explicit? Communicated? Shared?
Evaluate the objectives. Are they SMART? Specific, Measurable, Agreed, realistic, Time-
bound.
Is there a sense of mission?
Who are BestJets customers and other significant stakeholders and what are their expectations?
(You can use the Influence/Expectation Matrix to help)
List up to 5 Critical Success Factors (CSFs), preferably through the eyes of the customer. How
well is BestJet delivering on these CSFs?
Analyse the current and future Business environment of the Budget Airline Industry as at the
date of the case.
Summary the key issues arising from your analysis, identifying what you see as the most positive
factors (opportunities) and negative factors (threats) in terms of future sales growth and
profitability.
Competitor
Who are Bestjets main competitors?
How is BestJet positioned relative to its competitors? What are the implications?
Use Porters (1985) strategic positioning matrix to identify BestJets position and that of its
rivals.
Whats the message to the boss about the potential opportunities or threats BestJet need to be
aware of based on your analysis?
Lifecycle and 5 Forces Analysis
At what stage of the lifecycle is the European budget airline for the date of the case and what are
the implications of this for the industry?
What do you think about the overall attractiveness of the European budget airline industry in
2006? Assess the strength of each force as high, medium or low.
Which of these forces are likely to change in the next few years and what impact will this have?
Customer
Identify the main market segments in the airline industry, along with their customer expectations
How successful is BestJet in winning and retaining customers?
What is key challenge regarding customer focus in the future?
Analyse BestJets financial performance and position:
Analyse the growth in revenues from flight operations over the past few years.
Analyse the costs over past few years? How well has BestJet done at controlling costs?
Analyse BestJets operating profit margin and other figures that tell you about the company
financial performance and position.
Analyse BestJets operating performance:
What are the areas of improvement over the past three years in BestJets operating performance?
How well does it compare with the competition?
What non-financial performance improvements are required in the next two or three years?
Analyse BestJets assets, resources and capital
Does BestJet have any unique assets, resources or capabilities? If so, what?
Is its assets, capital or resources better, the same or worse than the competition? Are they
stable, strengthening, or eroding?
Value chain
Identify the strategically important activities in BestJets value chain.
What activities and linkages in the value chain contribute towards competitive
advantage? How sustainable are they and can they be imitated easily by its
competitors?
What improvements may need to be made in the next two to three years in its value chain?
Organisational Effectiveness :
What are the important 7S factors, or linkages between them, that create a source of competitive
advantage for BestJet? Can they be copied?
Are all the 7S factors aligned?
What 7S changes may need to be made over the next two to three years?
Summarise the most significant issues arising from the above analysis and assess the extent to
which the problems can be resolved.
Core Organisational activities:
Critically assess BestJets business functions, including human resource management
From the above, summarise the implications for strengths and weaknesses of the business
Recommend
Consider its wider strategic issues and recommend a strategy for BestJet.
Specify the time frame for changes and identify any limitations or constraints.