The purpose of Element 2 is to provide an opportunity for you to apply and conte

The purpose of Element 2 is to provide an opportunity for you to apply and contextualise your
knowledge and understanding of strategic management principles to a specific
organisation. Following on from Element 1 Case Study analysis portfolio, the questions in the
assignment brief require you to utilise your learning of module concepts, gained throughout
the module and your 010-1 portfolio to analyse, evaluate and synthesize information from your
wider reading and research. The development of your answers to these questions should draw
a wide range of sources, including, where appropriate, the information presented in your
portfolio.
ASSIGNMENT BRIEF:
WORD LIMIT: 2250 WORDS
The following questions refer directly to this company and as such, EasyJet should be the focus
of your analysis for this assignment. EasyJet plc is a British multinational low-cost airline group
headquartered at London Luton Airport. It operates domestic and international scheduled
services on 927 routes in more than 34 countries.
https://corporate.easyjet.com/home/default.aspxLinks to an external site.
QUESTION 1: Using relevant concepts, prepare a stakeholder analysis for EasyJet Plc.
Analyse the extent to which EasyJet harnesses a ‘shared value’ approach to stakeholder
management (20 marks).
QUESTION 2: Examine the resources and capabilities of EasyJet in terms of its ability to
respond to current opportunities and threats in the global business environment. (25 marks)
QUESTION 3: Analyse competitive pressures within the airline industry and evaluate
EasyJet’s competitive market position in light of these pressures. (25 marks)
QUESTION 4: Present a set of strategic priorities/recommendations for EasyJet, drawing on
the analysis undertaken in questions 1to 3. (20 marks)
(plus, 10 marks will be allocated for presentation of your assignment to include clarity of
language, structure of narrative and referencing)
Marking criteria – MOD007205 Element 010/2