Rational Approach for Organizational Sustainability

Executive summary:

Rational approach is highly effective for an organisation to determine the impacts on the external and internal market environment on the business (Terziev et al. 2017). By planning and formulating the effective and highly realistic strategic marketers can deal with the external and internal barriers thereby strengthening organizational stability ad sustainability in achieving high level of competitive advantage. This approach is crucial for business dissertation help, can be defined as the planned process of conducting an effective strategic analysis of the organization in terms of identifying opportunities and barriers in the external and internal market environments thereby setting the realistic and relevant strategies based on the analysis to achieve the long term and short-term organizations goals.

Definition and explanation of approach:

Rational approach of strategic management is widely used and preferred approach in the current business world (Repnikova et al. 2020). This approach can be defined as the planned process of conducting an effective strategic analysis of an organization in terms of identifying opportunities and barriers in the external and internal market environment thereby setting the realistic and relevant strategies based on the analysis to achieve the long term and short-term organizational goals (Poddubnaya, 2019).

In case of British airways, while using the rational approach, the organisational leaders will follow the following steps to maintain effective strategic management during this pandemic

Strategic analysis: By conducting SWOT, PESTEL/ Porter’s Five forces to analyse the external and internal market environmental impacts on business (Gary et al. 2018)

Strategic choice: By planning and formulating the effective and highly realistic strategic choice marketers can deal with the external and internal barriers thereby strengthening organizational stability and sustainability in achieving high level of competitive advantage. Strategic implementation: This stage is about to implement the strategies that are planned by organizational leaders based on the strategic analysis (Silin et al. 2018). In this context, the marketers of British airways would implement the strategies in all areas of business thereby improving the overall business environment both externally and internally.

Strategic evaluation and control:

In this stage, marketers of British airways will measure the performance standard this company by tracking the company turn over, market growth and the staffs’ performance (Anasenko et al. 2018).

Benefits as well as problem of approach:

Benefits of rational approach:

This rational approach is highly effective for an organisation to determine the impacts of external and internal market environment on the business (Terziev et al. 2017). In case of British airways, the market leaders can easily conduct the effective and highly relevant strategic analysis to determine the challenges, barriers and the feasibility of this business in this current pandemic by conducting SWOT and PESTEL analysis. In the way, the rational approach will enable the market leaders of British airways to determine how the different external and external market factors will impact the business operation and decision making of this company (Kolaković et al. 2018).

The rational approach will be highly beneficial for the organizational leaders of British airways in terms of determining the current organizational position such as the skills, manpower, financial stability and customer base (Kubiniy et al. 2019). On the other hand, through using this rational approach in the strategic management process, organizational leaders of British airways can easily determine resources and support that this company currently needs to deal with the devastating effect of the current COVID pandemic on the business development and market growth of this company.

As mentioned by Ojha et al. (2019), rational approach is highly useful strategic management approach that assists modern marketers and organizational leaders to make effective strategic evaluation to determine whether the implemented strategies are effective in improving performance standard of the company. In this context, through using this rational approach into the strategic management process, organizational leaders of British airways would be able to analyse the performance standard of this company over the years against its long term and short terms goals.

Problem:

One of the major problems of this rational approach is it is highly time consuming (Repnikova et al. 2020). This is because the rational approach is highly complicated process under which marketers need enough time to analyse the strategic position of business, set goals based on this analysis and therefore make effective implementation of organizational strategies (Poddubnaya, 2019). Therefore, in this current pandemic situation, when the organizational leaders of British airways need to apply a quick decision-making framework to reduce the amount of financial loss, the rational approach is highly unsuitable.

Rational approach can be irrelevant in emergency situation during which the organization deals with the sudden market crisis or recession (Gary et al. 2018). This is because in that time organisational leaders are unable to develop any pre-set strategic plan for strategic formulation and implementation. Therefore, the organizational leaders of British airways must access the other alternative strategic management approaches other than the rational approach that will support in emergency situation to this company when the rational approach will not fit.

Rational approach is well-structured and organized which needs proper resources and skills to be operated and manged in right way (Anasenko et al. 2018). In this current pandemic situation, when many airline companies like British airways face huge financial loss, the use of rational approach can pose the extra financial burden on British airways which can interfere with strategic goals of this company (Silin et al. 2018).

Alternatives to the selected approach:

Following are potential alternatives of the rational approach:

Balanced score card approach:

This is one of the famous strategic management approaches that the organizational leaders of British airways can use to set the realistic initiatives for the company and take effective strategies to achieve these initiatives (Terziev et al. 2017). Under this approach organizational leaders need to go with three stages. The first stage is objective stage, under which organizational leaders will set the aims and objectives for effective strategic management. The second stage is measure, in which organizational leaders will analyse the current strategic positions and resource-needs of this organisation. In the third stage, the organizational leader of British airways can develop an effective actinon program to achieve the goal.

Strategic mapping approach:

This is a potential alternative of rational approach which will enable the organizational leaders of British airways make the clear visual representation of all the goals, current organisational position and the current organizational needs (Kolaković et al. 2018). This approach will enable the marketers of British airways to track the improvement the organizational performance and can identify how the strategic can be implemented in all the areas of business.

Conclusion:

From the above-mentioned discussion it can be concluded that, rational approach is highly planned and well organised strategic management approach that enable modern marketers to make effective strategic analysis. Additionally, the rational approach enables the organisational leaders to develop realistic strategic goals and develop relevant market strategies to achieve these goals. Rational approach is also associated with many challenges such as time-consuming nature, costly process, and complexity in the operation process. Therefore, the organisational leaders need to take effective strategic decision to deal with all the barriers effectively to run a smooth business.

Reference list:

Anasenko, E.V., Melnichenko, N.F., Novak, L.V., Zholudeva, V.V. and Lebedev, K.A.E., 2018. Improvement of managerial decisions' quality in the context of strategic development of the enterprise. International Journal of Pure and Applied Mathematics, 119(16), pp.3851-3855.

Gary, L., Amos, N.H. and Tehseen, A., 2018. Towards strategic development of maintenance and its effects on production performance by using system dynamics in the automotive industry. International Journal of Production Economics, 200, pp.151-169.

Kolaković, M., Turuk, M. and Turčić, I., 2018. Social Entrepreneurship: Strategic Development in Croatia. Zagreb International Review of Economics & Business, 21(2), pp.129-143.

Kubiniy, N., Marhitich, V. and Kosovilka, T., 2019. Potential of strategic development of regional economy.

Ojha, R., Pareek, A., Pandey, R.K., Prusty, D. and Prajapati, V.K., 2019. Strategic development of a next-generation multi-epitope vaccine to prevent Nipah virus zoonotic infection. ACS omega, 4(8), pp.13069-13079.

Poddubnaya, N.V., 2019. Corporate culture as an effective instrument of strategic development of tourism and hospitality enterprises. In Актуальные проблемы развития сервиса и туризма (pp. 133-135).

Repnikova, V.M., Bykova, O.N., Stroev, P.V., Morkovkin, D.E. and Kurbakova, S.N., 2020. Improvement of approaches to the strategic development management of enterprise. Entrepreneurship and Sustainability Issues, 8(1), p.301.

Shpak, N., Dvulit, Z., Luchnikova, T. and Sroka, W., 2018. Strategic development of cargo transit services: a case study analysis. Engineering Management in Production and Services, 10(4).

Silin, Y.P., Dvoryadkina, Y.B. and Antipin, I.A., 2018. The priorities of the strategic development of a new industrial city. Upravlenets, 9(6), pp.2-16.

Terziev, V., Nichev, N., Stoyanov, E. and Georgiev, M., 2017. Opportunities for strategic development of small business in Bulgaria. Proceedings of ADVED, pp.9-11.

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