Diploma In Business And Enterprise Management: Flight Center Case Study

Organizational Strategic Hierarchy

Located in Brisbane of Australia, Flight Center is the largest retail outlet concerning travel in the country. Established in the year of 1982, the company has secured its position on Australian Stock Exchange (Us, 2018). The travel agency Flight Center having 2800 shops and other business retail outlets, remained in the forefront over the years as one of the supreme travel agency of the travel industry.

The Australia based company has extended to the overseas market ensuring its customers lowest airfare in the entire travel industry. It caters travel packages both for leisure trips as well as for business tours. Over the 35 years of serving in the industry, the company has achieved customer loyalty while extending its services to more than 50 countries across the world (Us, 2018). The company acts as travel agent s between the customers and the airline services ensuring that the customers avail lowest airfares and discounts. The company

The primary focus of the company is to provide a medium through which the customers book their air tickets with no hassle. Additionally, it has ties up with the airline services and provides discounts to its customers (Wheelen, Hunger, Hoffman, & Bamford, 2017).

Adopting new technologies Flight Center is now available as an online portal that simplified the ticket booking system for the customers. It also has launched its mobile based application with an aim to make their service easy so that the customers can browse the offers and select them through mobile. The table below gives the overview of the last five years revenue that the company has generated from the industry. The table clearly shows the growth of the company over the past five years (Group, 2018):

Company Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	2017	2016	2015	2014	2013
Flight Center	$2,647,364	$2,611,897	$2,363,090	$2,244,569	$1,985,795

Table 1Total Revenue: (Annual Reports – Flight Centre Travel Group. (2018).. Retrieved 18 April 2018, 2018)

(Source: Annual report, Flight Center)

According to the table given above, a consistent growth of the company is seen. It has been observed from the table that the company has been achieving a sustainable profit over the last five years. From the year of 2013 to 2017, the total revenue increased in a satisfactory rate.

The terms strategy refers to the long-term direction or plan towards the growth of a company. A company develops its strategy in order to achieve its vision while prioritizing the objectives. The main purpose of developing business strategy is to optimizing the company performance in terms of finance with its existing business model (Armstrong, Kotler, Harker, & Brennan, 2015).However, while setting a strategy a company may enhance its existing business model in order to increase the business performance. The term strategy can be simplified by saying that strategy is a planning through which the organizational hierarchy intends to align the mission of the company with its vision (Jarillo, 2013).

Flight Center has been following strategic hierarchy model in order to take different strategic decisions that are developed in the managements levels (Goetsch & Davis, 2014). Three management levels of the company have been mentioned below, which develops strategic decisions.

Primarily three level of management exist in an organizational strategic hierarchy (Grant, 2016):

• Corporate level strategy
• Strategic business unit level strategy
• Functional management level strategy

Corporate Level Strategy

Corporate level strategies are set by the higher ranking mangers of the company in order to select the businesses to compete with (Yukl, 2013). Through a critical analysis of the concerned industry, the governing body of Flight Center decides or selects the businesses with which the company can successfully compete (Grant, 2016). Therefore, the corporate level strategy of Flight Center determines the business growth of the company. 

The corporate level strategy mainly focuses on achieving growth of the company. The company Flight Center has been expanding its business in the international market in order to trigger the growth rate of the company (Grant, 2016). Aiming to serve best to its customers, the corporate management of the company modifies the product range of the company. Flight Center primarily focuses on the customer requirement and then line up their product range accordingly.

Stability

The corporate management in Flight Center maintains the brand image of the company ensuring a better customer service in the company (Grant, 2016). The management also sets the pricing strategy after considering other price strategy of rival companies. 

Retrenchment

Through the retrenchment strategy, the managers take measures in order to address the issues that are affecting the overall business process of the company such as customer dissatisfaction, delay in delivery and so on (Johnson, 2016).

Business level

The business level in Flight Center ensures the quality performance of the company in order to maintain position in the industry. In the process the business level mangers supervise the performance of the employees company while keeping the track of the rival companies in the same industry (Johnson, 2016). As several other travel agencies exist in the market, the business level mangers adopt strategies ensuring that Flight Center remains at the top.

In the functional management level, the managers of Flight Center look after the resources such as workforce, business centers, infrastructure and so on. Meanwhile, public relation, marketing and IT areas are also looked after by the functional managers of the company. The mangers at the functional level, shares their responsibility with the project managers. 

The above analysis shows in order to assure effective management in each level of management, the company follows the hierarchical strategy which is enough capable to issues and challenges of the business process of the company.  

1. organization’s business conduct

Located in Australia, Flight center has also expanded to the overseas market. Currently, it provides its services to 50 countries. The strength of the company is its employee. It possesses a large number of employees in Australia as well as in other parts of the companies. The company has around 40 brands under it and currently planning to expand more (Us, 2018). It has effective management to look after the business process in different levels of its business. The travel agency offers its customers lowest airfare and at the same time it made the ticket booking process hassle free for the customers.

1. Management decision-making style

Three level of decision making management exist in Flight Center.

• Senior decision making management
• Middle decision making management
• Operational decision making management

Senior decision making management lines up the long-term plans while setting goal for coming years (Johnson, 2016). The senior decision making management in Fight Center adopts strategies so that the company can take adequate, measures in case of new entrants in the industry.

Business Level

Middle level decision making management in the company mainly takes decisions regarding the structured components while the operational management takes decisions regarding every day work process in the company (Morecroft, 2015).

In order to carry out the macro environmental study of Flight Center, Pestle analysis has been performed:

Political factors: The company Flight Center is currently operating from Australia and provides its services across 40 countries. Therefore, it faces different political environments in different countries (Welford, 2016). Hence, Flight Center need to aware of the political conditions of the concerned countries. As the political change can have an influence on the business of the company, it must analyze the political environment whether the country is favorable for its business or not.

Economic factors: The major influencial economic factors are inflation rate, growth of economy and the customer service industry of the countries, in which Flight Center is currently operating or planning to expand in. As economic factors have a significant impact on the consumer service industry, the company must ensure the economy of the countries in which the company is presently operating its services (Rice, 2013). For instance, the buyers’ power must be at considerable level of the country otherwise the company would not be able to achieve its estimated business outcome.

Social factors: The cultural factors play a significant role in the service industry. Flight Center presently operating its services in the developed countries and considering the social aspects of the customers, the company has expanded its business into those countries. for instance, the company considers how much the citizens aware of using modern technologies as the services provided by Flight Center is particularly based on internet (Welford, 2016). Other social factors of the countries like the buyers’ capacity and social strata of them are in favor of the company.

Technological factors: Flight Center has remarkably used the modern technologies in order to serve best to its customers. In order to cope up with the modernization, the company has launched its mobile based application, through which the customers can book air tickets easily without any hassle (Rice, 2013). All of the business centers of the company are well equipped in terms of technology that made the Flight Center to provide best services to its customers.

Legal factors: The Company Flight Center deals with the air line services. Hence, it is mandatory for the company to fulfill all the legal aspects of those airlines. In addition to that, it runs its business over 40 other countries apart from Australia and the each country has different rules and regulation regarding trade as it impacts on the smooth business process of the company (Welford, 2016).

Environmental factors: The technology infrastructure of the company such as fully air conditioned business centers grossly affects the environment (Rice, 2013). Therefore, if the governmental imposes allegations for breaching the environmental rules, the company may suffer.

Political factors	Economic factors	Social factors
· Political stability impacts on the business of Flight Center, as aviation industry is regulated by government. · Governmental changes. · Corruption level in the regulation. · Intervention of government in trade regulations.	· Inflation rate · Growth of economy · Customer service industry of the countries. · Rate of unemployment · Intervention of government · Economical conditions of the operating countries. ·  Financial crisis across the globe	· Class structure of the society of each country it operates its service in. · Education level within the society. · Hierarchy of power of the society. · Role of gender and social convention. · The buyers’ capacity as per the social strata.
Technological factors	Legal factors	Environmental factors
· Modern technologies used by rival companies. · Impact of technology on its product and service. · Cost structure of the technological infrastructure and is effect.	· Different trade laws and regulation based on countries’ political environment. · Laws and regulation regarding data protection. · Employment law and regulation. · Safety rules and regulations. · Copyrights and patents of the company.	· Weather · Sudden climate change · Natural disaster · Law and regulation regarding environment pollution, mainly air pollution. · Sustainable practices by rival companies. · Impact of its business on environment, such as, the impact on endangered species.

Table 2 Impact of Pestle Analysis

The internal management of the company controls the few components that are considered as the micro environment (Welford, 2016).

1. Industry drivers: The travel industry is growing and is profitable for Flight Center. The lowest air fare is the main driver in the travel industry.
2. Industry size, trends and growth: Flight Center is one of the largest travel agents in Australia. The company has expanded its business; a sustainable growth has been seen as the company generated $2,647,364 in the year of 2017(Annual Reports – Flight Centre Travel Group. (2018).. Retrieved 18 April 2018, 2018).
3. Competition: As mentioned earlier, the travel industry is growing and the threat from the rival competitors is high. AmaWaterways, Indagare and Blue Bay Travel are some of most prominent competitors of Flight Center.
4. Profit and growth Potential: The annual reports of last five years suggest that the company has achieved remarkable growth and has been able to position itself among the top travel agencies in Australia(Welford, 2016). Thus it reveals a considerable potential of growth and profit within the industry.

From the above analysis it is seen that the there is tough competition among the giant travel agencies of Australia. Even though the company generated a huge amount of revenue from market, it can be said that the competition of other rival companies might impact the business process of the company adversely. However, the annual report suggests that the company is enough potential given effective implementation of the strategies.

Functional Management Level Strategy

SWOT analysis has been performed in order to understand the internal environment of the company.

SWOT analysis

Strength

The travel agent company uses the modern technologies in order to serve best services to customers, which is considered as one the strength of the company (Bull, et al., 2016).The other factors to be considered as the strength of the companies are its employees, strategic business managements and so on. The widely expansion of the company made the company able to pool a large amount of profit from the industry.

Weakness

Customer service is one of the areas that need immediate attention from the company. It has been observed according to the market survey, customer service department of the company fails to provide adequate assistance to its customers. Employee inefficiency, audit score and lack of scale are the other areas that the company is in disadvantageous position (Bull, et al., 2016).

Opportunities

Significant opportunities are there if the company uses technology to provide flight updates before journey (Rice, 2013). Additionally, the company can expand its businesses other than developing countries, especially in the western countries.

Threats

The main threat to Flight Center is the continuous competition in the travel industry. AmaWaterways, Indagare and Blue Bay Travel are some of most prominent competitors of Flight Center that keep on attracting the customers by giving several benefits (Rice, 2013).

Strength	Weakness	Opportunities	Threats
· Modern Technologies · Employee structure · Effective strategic business management · Wide expansion	· Customer service · Inefficiency of the employee · Audit score · Lack of scale	· Expansion plan in the Western countries · Technology based enhanced customer service	· Continuous competition in the industry

Table 3SWOT analysis

Value chain analysis refers to a tool through which the internal business activities are examined.

Supporting Activity	Firm Infrastructure (Flight Centre has 2800 shops and spread across the overseas market)
Human Resource Management (Human Resource Department of the company effectively manages the employee structure of the company)
Technology Development (The company incorporated latest technologies in their business process)
Product (Flight Centre offers a wide range of products to its customers)
Primary Activity	Inbound (The headquarter of the company is located in Australia)	Process / Operation (Flight Centre inducts most efficient employees in its business process)	Outbound (Apart from Australia, Flight centre has its business centres 0ver 50 countries)	Marketing (Several effective marketing strategies are adopted in order to reach out to more customers)	Customer Service (The business of the company is primarily based on customer services, hence, special attention is given to this particular sector) (Rice, 2013)

Table 4Value chain analysis

The value chain analysis suggests that the company has enough international sources as per its size. The well-developed and well-spread delivery business network of company enables it to be considered among one of the largest companies its industry. It can be concluded that the key factor of its business is the customer, thus special attention should be given to the quality customer service.

3.1/3.2 Key Success factor:

Technology: The major key success factor the Flight Centre is its use of technology. They use the latest version of technology in their business process in order to give best service to the customer. The extensive usage of modern technology, especially the use of internet in an extensive manner is the company’s greatest strength. In order to keep all the business centres with headquarter; Flight Centre uses cloud computing technology. The service is also based on a cloud based portal which gives an ease to the customers (Parmenter, 2015). 

Service:  Flight Centre strictly focuses on customer service. The company does not compromise with the quality of the service in any circumstances. Thus the quality service enabled Flight Centre to become one of the most reliable travel agency. Currently Fight Centre has been marked as one of the largest retail travel companies in this market with their services. They have 2800 shops and business under their brand name. They target to provide best travel experiences to the customers (Pfeffer, 2014).  

Network: Another major factor that can be considered to be one of the success factors is the well developed and wide spread business network. The company remain connected with all its bunnies units within Australia as well as other countries. (Parmenter, 2015).

Framework for Organizational Strategy Hierarchy

Marketing strategies: Effective marketing strategy of the company can be termed as one of the major success factor of the company.  For example, a large range of offers and discounts are given by the company to assure that the customers are encouraged tousle the products and service of the company. In order to market the product, Flight Centre features their products over the traditional as well social media. In addition that many public events are sponsored by the company in order to get recognized among people. Flight Centre incorporates communication factor in their marketing and promotional strategy so that maximum customers can be reached out.  (Pfeffer, 2014).

Customer Service: The company essentially focuses on customer relation and provide the best service to them. They develop brands that truly specialise in specific areas of travel through clear customer valuation and launches exclusive products.  The well trained professionals appointed to deal with the customers increase the recognition of the company for being reliable and assistance to customers.  In order to engage with customers in a better way, Flight centre allows the customers to give feed feedbacks as well as post queries over its social media page, over mobile apps and over its websites. All of these has been helped the company as one of the reputed travel company in the western market (Parmenter, 2015).

Location: Location of the company is one of the key success factors since Australia is one of the largest economies in world.  Meanwhile the company also has its business centres in different parts of the world making up an extended business network. Different business centres exist in Australia, New Zealand, US, Canada, South Africa and many other countries that are the core centre for modernization in order to assure the expansion of business. These places allow a good flow of economy and prosperity for business. The business is extending further with their travel solutions in more than 90 countries (Pfeffer, 2014).  

The VRIO model has been use in order to evaluate the sustainability and the ability of the sources of competitive advantage against the micro environment of Flight Center.

Resources of organization	Value	Rarity	Limitability	Organization	Competitive advantage	Sustainability
Product range	Yes	Yes	Yes	Yes	Sustainable Competitive Advantage	Higher than average
Technology	Yes	No	No	Yes	Competitive parity	Higher than average
Human resource management	Yes	Yes	Yes	Yes	Competitive parity	Average
Location	Yes	No	No	Yes	Competitive parity	Average
Infrastructure	Yes	Yes	Yes	Yes	Competitive parity	Higher than average
Network	Yes	Yes	Yes	Yes	Competitive parity	Average
Customer service	Yes	Yes	Yes	Yes	Competitive parity	Higher than average
Marketing strategies	Yes	Yes	Yes	Yes	Competitive parity	Higher than average
Investment	Yes	No	No	Yes	Competitive parity	Average
Brand recognition	Yes	No	Yes	Yes	Sustainable Competitive Advantage	Higher than average

Table 5 VRIO anlysis

From the above table, the competitive advantage as well as the sustainability of Flight Centre can be understood. The company uses typical marketing strategies that helps the company to reach a new height and that has been reflected in their success. The company is facing uplift in the economy and is also prospering in the market as their advertisement and marketing strategy is strong and prominent (Zikmund, Babin, Carr, & Griffin, 2013). The company is taking initiative to encourage the marketing officials by uplifting their position and encouraging them to implement new strategies and plans to raise the business. The company also has a huge expansion in the market. They have spread the business more than 90 countries and are targeting for further expansion. Thus, the company is succeeding and planning to expand further in future (Pfeffer, 2014).

3.3(b) the following presents an analysis of above sources in terms of Flight Center’s ability to meet the key success factors for growth and organizational sustainability:

Source of competitive advantage	KSFs
Economies of scale	Supply chain capabilities	Innovation capabilities	Brand Reputation
Range of products	Yes	Yes	Yes
Brand recognition	Yes		Yes	Yes
Human Resource department			Yes

Organizational External Macro Environment

Table 6: Source of competitive advantages

The company has managed many issues that concerned the investors about the sustainability of the business in facing competition. The company was losing minor market shares to online companies like Airbnb that enhanced online booking with low cost system.  The company had faced a severe issue in the year 2015-2016+ due to political uncertainty that included the Australian Federal Election. The company had missed the profit target due to the instability in the environment. The earnings of the company were affected very badly due to the situational issues. The company has partnered with consultancy to overcome a number of prominent marketing and organizational hurdles however, are facing the challenges with proper strategies like- skilled staff management, fragmented processing, customer service (Annual Reports – Flight Centre Travel Group. (2018).. Retrieved 18 April 2018, 2018) 

• Vertical integration- It is an arrangement where the company itself owns the supply chain of a company. In this case, each member in the supply chain produces different product that combines to satisfy the customer need. In backward integration, the purchase includes result in improved efficiency and cost savings(Welford, 2016).  
• Strategic alliances- it is an agreement between two different entities to pursue a similar objective remaining independent in their own platforms. It generally arises when a business has two different expertises that will help the other by enhancing the business(Morecroft, 2015).
• Acquisitions- it defines to the condition when the business is bringing some exterior development skills to enhance their structural condition and improve the organization strategy(Welford, 2016).
• Mergers- When business is merging or combining their own work culture with the work culture of some other organization to attain some targeted goals. The companies merge with other organizations to develop their own skills and work culture(Morecroft, 2015).
• Joint ventures- it is created when two or more parties share return and risk of the business.
• Market penetration- it refers to the successful selling of a product or service in a specific market. It is generally measured by the amount of sale of the goods and services(Morecroft, 2015).
• Product development- the term product development means creation of new product with new and innovative characteristic that will offer additional benefit to the consumer(Welford, 2016). It involves modification, recreation of the products so that they are readily accepted in the market.
• Market development- It means creating an image in the market. The consumers are the core centre for business, thus creating an image in the market plays a vital role to keep up the sale of the product and expand the business(Morecroft, 2015).
• Diversification- it includes the situation where the company is able to adopt the various culture and diversity in the environment and make itself fit for enlarging the business scope and culture(Welford, 2016). The term diversification means to expand the scope and relate to the varied culture and differences in the society.
• Cost leadership- Michael Porter that describes way to establish the competitive advantage introduced cost leadership- the strategy to the society. The term basically means to create the minimum cost for the business production(Morecroft, 2015).
• Differentiation- It clearly terms the condition when the business management is able to differentiate and distinguish among the different entity in the market. The process of becoming different by growth or development is termed as differentiation(Welford, 2016).
• Mix- when the cost leadership is regulated with the usage of differentiation it is termed as mix. It is a situation when the company requires to use the cost efficiency and involvement of different culture and diversification to create a better output in their production. It is a condition when the company is maintaining a sustainable usage of the products in the market balancing their creativity along with the cost(Morecroft, 2015)

Identified challenges	Recommended solutions (Strategies)	Implementation of solutions (Plans)
a)political imbalance	Strategic alliances	The alliances will help to fight back against the issues faced in the environment. When a single company is unable to meet the issue then a combination might help to resolve the problem.
b)loss in market shares	Cost leadership and market development	It is important to create a name in the market if the company has to reach their customers. The loss in the market has to be met by proper approach to the customers so that the company does not face any further issues in the market. At the same time the loss that has been already faced by the company has to be mitigated. Thus, they have to limit the expense of the company to reduce the further expenses and loss.
c)weak trading condition due to leisure market	Vertical integration and product development	The company must reach the market will their own help or by combination some other organization to reach the market. It might be difficult for the company to reach the customers themselves so they might take help from other organizations. The company has to make sure a product development strategy to inform the customer about their innovative and creative products. The companies has to be come up with new and innovative strategies to attract the customers so that they select their service and products.

Table 5 Solution for Strategic Challenges

Key Performance Areas	Key Performance Indicators	Target	Organizational Performance	Implementation of plan monitoring
Financial	Current ratio: 2:1	2:1. Need to maintain this	Current ratio: 1.9:1 (Us, 2018)	Quarterly report
Net profit and Cost of goods sold	Need to achieve $ NZD Million as Net Profit	Net profit: $480 m after tax
Customer	To increase the Market share by 10 percent	Increase sales and profit	Revenue of $2.16 b in 2017 (Us, 2018).	Customer feedback
Product price by 2 percent
Cost of production by 1 percent
Internal Processes	Satisfaction of the workers	Worker satisfaction with good moral	Ensuring these would lead to business growth	Employee feedback
Stakeholders engagement
Learning And Growth	Training and development of the employees	Inspiring young people	Various form of promotion	Output achieved (Simão & Diaz, 2013).

Table6: Performance measures

The above discussion is about the performance measures as well plans for Flight Center so that the company can sustain its position within the market. Since the company deals in the customer service area, the training and development should be provided to the customers in order to assure that the offered service is without any disruption.

Political: The Company Flight Centre follows all the directives of government in terms of environmental management (Us, 2018). For instances, waste management initiative has been taken by the company as it has reduced paper usage and opted for e-service.

Practical: One of the most important practical approach in terms of environment management is the energy conservation implementation in view of reducing the carbon footprint of the company (Us, 2018).

Ideological: Since the service of the company is over online medium, it can be said that the eco-friendly policy of the company has been able to fulfil the directives in terms of trade directives (Us, 2018).

The organization has already expanded the business to a large scale and has higher chances to expand further (Rice, 2013). The company is moving forward with technology advancement and development to make it easy for the customers to avail the company from anywhere possible. Simultaneously the business practices of Flight Centre have an impact on environment.

Use of electricity

Since the company pays high attention to their customers and is highly dedicated to their need in the market, they are flexible with the market demand, change, and plans for their change accordingly. The company is a customer-oriented company and pays attention to their customer for their service and product determination (Schaltegger, Burritt, & Petersen, 2017). In order to give best services to the customers, the company always remain technically Advance Company and enhances the use of technology to create better scope for the customers to approach for the services. They have online booking technology and other advance technologies that enhances the better working of the company (Schwartz, 2017). The usage of internet demands extensive use of electricity which has an adverse effect on the environment.

Consumption of Fuel

The company operates in the aviation industry. Operation of flight consumes large amount of fuel. It is needless to say that due to large amount of fuel consumption, the natural resources of environment are grossly exploited. In other ways the business operation increases the growth of aviation sector which in turn increase pollution within the environment.

Solution to the issues

In order to address the issues, Flight Centre has adopted sustainable practices in business operation. Instead of using traditional sources for electricity, The Company uses solar panels for the supply of electricity as part of the sustainable business practices. In addition to that it has reduced cost of transportation since every business centres of the company are connected over cloud technology.

It is a geographical diverse company and owns operations in 23 countries. They readily support responsible travel, diversity practises, empowered giving and conservation of natural resources. They also promote sustainability and proper growth of natural resources thus enhancing the ecological balance in environment. The company is committed to their CSR and desires to build a thriving community (Schwartz, 2017). They work with a selected group of charity partners on a daily basis and supporting their programs to maximise the impact.

Several reporting form can be used such as Integrated Reporting, Balanced Scorecard and Global Reporting Initiative. However,  GRI form of reporting is the most effective as it helps to build business and government a worldwide understanding regarding issues like climate change, human right, social well-being. The company requires this system to implement their viewpoint individually in the society and not affecting the other culture and organizations. The organization needs an independent system for reporting and maintaining their own strategies (Ram, Corkindale, & Wu, 2013). Thus, this would be the best method for reporting.

The SAI method is an organization that works for human right.  This enhances a socially responsible workplace that will help the company to raise their CSR in the environment. The green globe Asia supports the branding of green globe brand. It is related to the maintenance of greenery in nature.The ISO 14000 provides the tools for companies of all kinds that are looking for managing their environmental responsibilities.The UN global compact is the largest corporate sustainability initiative. They voluntarily seek for wide participation from a diverse group of business (Schwartz, 2017).

Recommendation and Conclusionss

Few suggestive measures can be provided after the overall analysis of the company: In order to implement the suggestive measures that have discussed in the above, the primary focus should be on the leadership. Special attention should be given on the effectivity of the leaders in every management level so that they can look after the business process properly. In each level, there needs to be a manger and more than one supervisor as to supervising can be done effectively. On the other hand, the customer service should looked after on a highest priority since it is key factor of the business process of Flight Centre .

Conclusion

Thus to conclude it will be right to state that the analysis made an attempt to cover all the aspects of business management. Since Flight Centre is a leading travel agency in Australia with 40 other brands under it, the paper discussed the present strategies of the company. It included the various strategies that are used by the companies to uplift their work growth and culture while addressing the challenges that are currently faced by the company.  The report gives an analysis of organizational hierarchical framework of the company while conducting both the internal and external environment of the organization. PESTEL, VRIO, KSFs and SWOT analysis, the recommendations were further given in order to implement the strategies effectively.

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