Leading People and Culture at easyJet: Strategic Leadership and Change Management Analysis

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Unit: Leadership & Strategy
Title: Leading people and culture in the Business Tourism Management sector.
Seminar-linked [Company Name: EasyJet ] Company Report.
Type: Individual
Type of coursework: Management Report
Word count or equivalent: 3,000 excluding Executive summary, Table of contents, Reference
list and appendices. The assignment submission should not exceed 30 pages in total
File format: (.docx or .doc, or readable .pdf file format)
Task:
1. Brief
You are a business analyst/consultant advising the Board of your allocated UK-listed company.
Produce a 3,000-word management report that:
• Diagnoses the organization’s service model and strategic position (what creates value for
stakeholders).
• Critically evaluates leadership, governance and motivation practices (how
leadership/ownership shape strategy and execution now), including stakeholder/ethical
considerations.
• Designs a future leadership agenda with 2-3 strategic people-centred options;
recommend one.
• Outlines a 12–24-month change plan (capability building, culture, inclusion,
communications, and governance), with KPIs and risks.
• Includes a brief reflection on your own development as a leader (e.g. cross-cultural
management skills, emotional intelligence/ESCI).
• Demonstrates rigorous secondary research from corporate sources (annual reports,
governance statements, sustainability/people reports, results presentations, press
releases) and reputable sector data.
The report must be a ‘management report’ bringing together research and analytical skills on
corporate strategy and leadership performance combining to produce a considered
recommendation and implementation plan based on that analysis.
2. Your management report will have an Executive Summary and five key sections:
Section 1. Diagnosis: external and Internal organizational context and service model.
Section 2. Leadership, governance and motivation analysis.
Section 3. Future leadership agenda and options
Section 4. Implementation roadmap/plan (12-24 months)
Section 5. Conclusion – Reflection on own development as a leader.
References: APA referencing system
Appendices (this includes information of specific relevance to the report e.g. applied models
and frameworks. It is not a dumping ground for vaguely related material. Appendices content
should have direct reference from the main body of the report).
Seminar Group: easyJet (LSE: EZJ) — pan-European airline
• You are not required to be positive unless you feel that this is appropriate. You are,
however, required to provide a balanced and objective analysis of the company’s current
and near term future state and the leadership role within it.
• You must, where appropriate, employ (or develop) analytical tools to assist in the
interpretation, explanation and communication of the information.
• We are keen to see where you have got your information from and therefore expect you
to reference your work using APA referencing style.
• You must rely solely on secondary research; direct contact with the assignment
company (in any form) is strictly prohibited.
• This Assignment is not subject to anonymous marking. Therefore, please put your ID
Number and your Name on your work.
• Please include your assignment company name in the file name for your submission (e.g.
Mitchells&Butlers Report Final.pdf).
• Formatting: 11–12 pt font; 1 spacing; clear logical subheadings; figure/table/appendices
numbering; page numbers. Smaller font size can be used in applied models in
Appendices.
• A single unnumbered alphabetical reference list of ALL references cited is required
• Author created graphics (e.g. figures, tables, summarising models) are strongly
encouraged
• A typical core report will range from 2,500-3,000 words. Your report should not exceed
3,300 words (that is based on a word count of 3,000 words plus 10%) excluding
Executive Summary, Table of Contents, Figures, References, and Appendices. The
assignment submission should not exceed 30 pages in total from cover sheet to the end
of Reference List and Supporting Appendices.
How will this be assessed?
Assessment criteria and weightings
Assessment category Weighting
Critical evaluation of the current organisational context of the company 25%
Critical evaluation of leadership, motivation, governance and ethics 25%
Appropriateness and rationale of future options and recommendation 15%
Appropriateness and rationale of implementation and KPIs 15%
Critical reflection on personal skills development supported by the theory 10%
Use of evidence (appropriateness and integration of information sources) 5%
Transferable skills – including communication, and presentation (writing, referencing and
structure)
5%
3. Overview of assignment
Your discussion could contain:
A report is a formal form of written communication. It is normally written in the third person
and should set out your response to the assignment brief. Normally a business report will have
the following sections:
• Title Page (Including Student Name, ID number, company)
• Executive Summary (≤200 words-excluded from count). Your recommendation +
Reasoning + KPIs.
• Table of Contents
• List of any abbreviations (optional); Table of Figures (optional)
• Diagnosis: external and internal organisational context & service model (≈800 words).
Service promise; external cues that shape company’s operations now. Apply 2-3
frameworks (e.g. PESTEL, P’s5F, ESG/sustainability expectations, resources and capability
analysis, VRIO)
• Leadership, governance & motivation analysis (≈800 words) (who holds real power?
Leadership posture & culture; decision rights; constraints). Apply 2–3 frameworks (e.g.,
Transformational/Servant/Distributed leadership; Self-Determination Theory;
Expectancy theory; Herzberg; Path-Goal). Evidence of current practices (empowerment,
recognition, job design, voice, safety, wellbeing). Ethical leadership and stakeholder
expectations (DEI, fair recruitment, local community impact, sustainability). What’s
working / what’s creating friction? Link to service outcomes (quality, reliability, guest
satisfaction).
• Future leadership agenda, vision & options (≈600 words). 2–3 coherent options (with
logic, benefits, risks, capability fit. Choose one recommendation for implementation and
justify why it fits this organisation now.
• Implementation roadmap (12–24 months) (≈600 words). Themes: e.g. capability
building, leadership behaviours, motivation/recognition systems, inclusion &
accessibility, communications, governance, change plan, milestones & owners
(functions/roles). Measurable KPIs (≈5). What to do first; what to watch.
• Reflection (≈300 words). Approximately a single page personal reflection on how
undertaking the unit has impacted on the way you would approach or develop your
leadership style. This can include your understanding of Managing across cultures
Cross-cultural context (staff nationality mix, customer segments, markets); use
non-stereotyping frameworks (e.g., Cultural Intelligence—CQ; GLOBE/Trompenaars as
lenses). Communication, power distance, decision-making, conflict resolution,
inclusion/accessibility.
• References: APA referencing system
• Appendices (this includes information of specific relevance to the report e.g. applied
models and frameworks. It is not a dumping ground for vaguely related material.
Appendices content should have direct reference from the main body of the report).
You are required to submit a single file electronically (.docx or .doc, or readable .pdf file
format) via the unit’s Turnitin submission box by the deadline.
• This Assignment is not subject to anonymous marking. Therefore, please put your ID
Number and your Name on your work.
• Please include your assignment company name in the file name for your submission (e.g.
Mitchells&Butlers Report Final.pdf).
• Formatting: 11–12 pt font; 1.5 spacing; clear logical sub headings; figure/table
numbering; page numbers (smaller font size can be used in applied models in
Appendices)
• A single unnumbered alphabetical reference list of ALL references cited is required
• Use of the referencing system, in line with current Citation Guide is required
• Please number your pages
• Ensure that ALL imported text is shown in “double quotation” marks and duly referenced
– long quotations should be separated and indented from the main text.
• Any graphics, irrespective of type require a single sequential numbering system Figure
1,2,3…
• Author created graphics (e.g. figures, tables, summarising models) are strongly
encouraged
• A typical core report will range from 2,500-3,000 words
• Set your default language to English UK
• Generative AI can be used for summarising, basic spelling and grammar correction.
• Your report should not exceed 3,300 words (that is based on a word count of 3,000
words plus 10%) excluding Executive Summary, Table of Contents, Figures, References,
and Appendices.
The assignment submission should not exceed 30 pages in total from cover sheet to the end
of Reference List and Supporting Appendices.
Mark and feedback return date: TBC
NOTE:
A: Use of frameworks (quality over quantity)
The number of frameworks you use is entirely up to you, however, as a minimum, we expect:
External analysis: at least one tool (e.g. PESTEL, Five Forces, industry cycle/market map).
Internal analysis: at least one tool (e.g., VRIO, value chain/activity system, JD-R).
Leadership & motivation: 2–3 lenses (e.g., Self-Determination Theory, Expectancy,
Transformational/Servant/Distributed).
Implementation/Reflection: any relevant models (e.g., Kotter/ADKAR, Cultural
Intelligence, stakeholder mapping, KPI).
What matters is not how many tools you use, but the depth of analysis, the quality of evaluation
and synthesis, and the applicability of your insights to:
diagnose the strategic position, set a clear direction and recommendation, and design a
feasible implementation plan (owners, milestones, KPIs, risks). Avoid tool-dumping. For each
framework you select, show why it’s appropriate, the evidence you used, the
assumptions/limitations, and the decision implications. All conclusions must be your own
analysis.
As mentioned in assignment-talk-through record the generic structure with approximate
wordcount breakdown might be:
• Title Page ”
• Executive Summary (separate page)
• Table of Contents (with page numbers)
• List of any Abbreviations (if applicable)
• Strategic Analysis:
Diagnosis – S external and internal organisational context & service model (≈800 words
• Leadership, governance & motivation analysis (≈800 words)
• Future leadership agenda, vision & options (≈600 words).
• Implementation roadmap (12–24 months) (≈600 words).
• Reflection (≈300 words).
• Reference list
• Supporting Appendices

Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

Step 1: Understand What a “Management Report” Means

This is not an essay. You are writing as a consultant advising easyJet’s Board.
Your tone should be:

  • Analytical

  • Evidence-based

  • Objective and balanced

  • Recommendation-driven

Always ask: “What decision am I helping the Board make?”

Step 2: Plan Your Structure and Word Count Early

Use the required structure and stick closely to the suggested word limits:

  • Diagnosis (≈800 words)

  • Leadership, governance & motivation (≈800 words)

  • Future leadership options (≈600 words)

  • Implementation roadmap (≈600 words)

  • Reflection (≈300 words)

This directly aligns with the assessment weightings.

Step 3: Section 1 – Diagnose easyJet’s Strategic Context

Focus on what creates value for easyJet today.

Use 2–3 frameworks only, such as:

  • PESTEL (aviation regulation, fuel costs, sustainability pressure)

  • Porter’s Five Forces (price competition, supplier power, substitutes)

  • VRIO or Value Chain (fleet efficiency, cost discipline, digital capability)

👉 Do not describe frameworks—interpret them and link findings to service quality, reliability, and stakeholder value.

Step 4: Section 2 – Leadership, Governance & Motivation Analysis

This is the highest-weighted section.

Critically evaluate:

  • Leadership style (e.g. transformational vs distributed)

  • Governance structures and decision rights

  • Motivation systems (e.g. Self-Determination Theory, Herzberg, Expectancy Theory)

  • Ethics, DEI, wellbeing, and sustainability

Use evidence from easyJet annual reports, governance statements, and people reports.
Explicitly state:

  • What is working

  • What is creating friction

  • How leadership affects service outcomes

Step 5: Section 3 – Future Leadership Agenda & Options

Design 2–3 realistic, people-centred leadership options, for example:

  • Strengthening distributed leadership across European bases

  • Investing in leadership capability for cross-cultural teams

  • Embedding inclusive leadership and frontline empowerment

For each option:

  • Explain the logic

  • Identify benefits and risks

  • Assess capability fit

Then recommend one option and justify why it fits easyJet now.

Step 6: Section 4 – Implementation Roadmap (12–24 Months)

Translate strategy into action.

Your roadmap should include:

  • Clear themes (culture, capability, inclusion, governance)

  • Phased milestones (0–6, 6–12, 12–24 months)

  • Named owners (HR, Operations, Executive Team)

  • 5 measurable KPIs (e.g. engagement scores, attrition, on-time performance)

  • Key risks and mitigation strategies

Use a change framework such as Kotter or ADKAR where relevant.

Step 7: Section 5 – Reflect on Your Own Leadership Development

Write in first person.

Link your reflection to:

  • Emotional intelligence or ESCI

  • Cross-cultural leadership (CQ, GLOBE, Trompenaars)

  • How this unit changed how you would lead in a pan-European organization

Support reflection with theory, not just opinion.

Step 8: Use Evidence Correctly and Professionally

You must rely on secondary sources only, including:

  • easyJet annual and sustainability reports

  • Governance and remuneration reports

  • Industry data (IATA, OECD, aviation regulators)

  • Peer-reviewed leadership and strategy literature

Use APA referencing consistently and integrate sources into your analysis.

Step 9: Use Appendices Strategically

Appendices should:

  • Contain applied models or summary tables

  • Be clearly referenced in the main text

  • Add value (not repeat content)

Avoid “dumping” information.

Step 10: Final Quality Check Before Submission

Before submitting, ensure:

  • Clear subheadings and logical flow

  • Balanced critique (not overly positive or negative)

  • Strong alignment with marking criteria

  • Professional formatting and UK English

  • File name includes easyJet

🔗 Key Academic & Industry Resources You Can Use

 

 

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