Blue Ocean Travel: Case Study: Strategic Management

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STRATEGIC MANAGEMENT – INDIVIDUAL WORK
STUDENT NAME : BAIRAVE YOGANATHAN
CMU ID NUMBER : 20056060
ICBT ID NUMBER : UWIC/MBA/MT/26/29
SUBJECT NAME : STRATEGIC MANAGEMENT
SUBJECT CODE : 7002 STRATEGIC CHANGE MANAGEMENT TO CAPTURE BENEFITS OF DEMAND CHANGE

CONTENTS
 Executive Summary
 Introduction
 Drivers to change o Porter’s five forces o PESTLE Analysis o SWOT Analysis
 Early signs
 Objectives of the restructure
 Change Management o Type of Change o Change Management Process
 Key changes o 7S Framework o Application of the 7S framework
 Cost-Benefit Analysis
 Conclusion
 Recommendation
 Critical review of various schools of thoughts on Strategic Management
 Reference 1. Executive Summary
Blue Ocean Travels (Pvt)
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After the change which was implemented in 2009, through increased marketing efforts and employee training, which were the reasons for the increased cost component shown above, resulted in increased revenue and rising profits. 9 Conclusion
This on time, effective implementation of the right turn around strategy has helped Blue Ocean Travels change its low performance gear back on track. The drastic impact on its customer portfolio and staff numbers due to the competitor activities were well addressed through the company’s strategic decision to change.

10 Recommendation
Currently the Blue Ocean Travels is operating in a very small scale, but being in a dynamic and competitive environment in line with improved technology. This surrounding suggests the company should take-up more aggressive advertising to fight through the threats and utilize the opportunities. The following recommendations could be carried out to further enhance the company performance. o The company should carryout continuous monitoring of the market to keep on track with all competitor activities and other new product
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Mintzberg 's 10 Schools of Thought: Summary, Forum and Expert Tips. [online] 12manage.com. Available at: http://www.12manage.com/methods_mintzberg_ten_schools_of_thought.html [Accessed 1 Aug. 2014].
Change-management-coach.com, (2014). The Kurt Lewin Model Of Change. [online] Available at: http://www.change-management-coach.com/kurt_lewin.html [Accessed 24 Jul. 2014].
Kfknowledgebank.kaplan.co.uk, (2014). [online] Available at: http://kfknowledgebank.kaplan.co.uk/KFKB/Wiki%20Pages/Managing%20strategic%20change.aspx [Accessed 2 Aug. 2014].
Lankabusinessonline.com. 2014. Travel Target. [online] Available at: http://www.lankabusinessonline.com/news/sri-lanka-tourist-arrivals-reach-2013-target-after-data-revision/922133990 [Accessed: 24 Jul 2014].
Mindtools.com, (2014). The McKinsey 7S Framework: Ensuring That All Parts of Your Organization Work in Harmony. [online] Available at: http://www.mindtools.com/pages/article/newSTR_91.htm [Accessed 24 Jul. 2014].
Mindtools.com, (2014). Porter 's Five Forces Analysis: Assessing the Balance of Power in a Business Situation. [online] Available at: http://www.mindtools.com/pages/article/newTMC_08.htm [Accessed 23 Jul.

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