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Strategic Management of Oman Air

University: Regent College London

  • Unit No: 3
  • Level: Undergraduate/College
  • Pages: 4 / Words 1011
  • Paper Type: Assignment
  • Course Code: L/508/0452
  • Downloads: 547
Question :

Strategic recommendations will be presented to Oman Air by making a management report. Potential solutions will concentrate on achieving competitive advantage.

  • Use different tools and frameworks while suggesting logical strategic options.
  • Apply appropriate strategic tools for developing proper strategies to solve unstructured internal and external business problems.
Answer :
Organization Selected : Oman Air


Strategic options refers as adoption of innovative alternative action oriented effort in respect to the situation which are arise due to the impact of external factors which are faced by the organisation. This includes the process of taking the advantage of opportunities, trends and facts to grow their business operations in market through attainment of competitive advantage. It is the responsibility upon the manager is to do SWOT analysis of organisation to identify their strengths, weaknesses, opportunities and threats according to which they frame their strategies and plans which helps to improve effectiveness of their actual operations. PESTLE analysis helps in determination of the negative and positive impact of external factors. It helps in removal of negative impact of such factors which restricts their growth in future. The growth should be attained by the organisation through use of different actions such as development of their existing product and services, entry in new market, improvement of quality of existing services, production of new product and service etc. It helps in satisfaction of the requirements and preferences of customer through which they should build effective relation with customers. Oman Air is national airline of Oman. It operates both domestic and international passenger flights (Anderson And et. al., 2013).

In the present report explain about, application of different type of strategies which contributes in growth of business activities such as Ansoff Matrix, Bowmen clock's strategy, SWOT and PESTLE analysis. Also, evaluation of the most appropriate strategic decision with the helps of SAFe framework.



Oman Air is national airline of Oman which provides domestic and international airline services for the purpose of carrying the passenger from one place to another. The other services are provided by Oman Air along with their airlines includes regional air taxi and charter flights. The main base of Oman Air is situated in Muscat international Airport. They are current member of Arab Air Carriers organisation. It was founded in 1993 in Oman having Government of Oman as parent company. The two base from their flights are coordinated includes Muscat international Airport and Salalah international airport. The frequent flyer program of Oman air is known as Sindbad Frequent Flyer. They operates their operations with the slogan of Modern Vision. Timeless traditions. The headquarter of Oman Air is Muscat international Airport in Muscat, Oman. The total number of flights which are flown from the two base of Oman Air is 51. The total number of destination which are covered by them from their Airline services are 50.

The operations of this airline is start from March, when they leased Boeing 737-300 from Ansett Worldwide Aviation services which flew from Muscat to Salalah. In July of the same year, their first international flight was operated to Dubai through using Boeing 737-300. It is observed that, Omani government recapitalised the air line and increased their shareholding from 33 to 80 percent.

The large number of facilities are provided under flights which are operated by Oman Air. All the meals which are served under the airlines are done on the basis of Halal Guidelines. They also provided special meals to their passengers as per their request. They also served Alcoholic beverages in the international flights except Saudi Arabia and Iran routes. The two main flights which are used to carry passengers are equipped with WIFI facilities (Baggaley, and et. al., 2015).

According to the analysis of the the flight schedule of Oman Air observed that their airline network covered 50 destination of different 27 countries. The most number of destinations which are covered by the Oman Airlines are 11 in India. They also having agreement with other airlines such as Emirates, KLM, Singapore airlines, Thai Airways, Saudia etc.

Strategic recommendation

This will includes the description about the options which should be availed by the organisation in future period of time for accomplishing their two main objectives of competitive advantage and expansion of operations. The main aspects which helps ton expand the operations includes new entry in market, providence of new product and service, investment in profitable business units and reduction from such which are not sustainable in future period of time, determination of new source of differentiation to face competitive pressure, adoption of innovation to operate current functions and making of the decisions about the selection of the option of trade-offs.

All these are such strategies having their significant contribution in the process of the development of the activities in different manner through improvement or focusing on different aspects of business. The management of Oman Air has lots of option which helps in attainment of competitiveness in operations. The main task is about the identification of the most suitable option which has largest contribution in the process of development. There are many strategies and approaches which have helps to attain integrated benefits through accepting and fulfilling many strategic options simultaneously. In this regard identified that adoption of Ansoff Matrix and Bowmen clock strategy helps to avail the strategic options and opportunities which present in market in more effective and efficient manner. Along with that PESTLE and SWOT analysis helps in determination of the impact of external factors on their strengths and weaknesses.

Ansoff Matrix

Application of this model in the process of availing strategic options is important because it improves the understanding of the organisation about the risks which are associated with such different options. This matrix is also known as product and market expansion Grid through which organisation attain long term sustainability in their business operations. This will motivates them is to adopt the new and innovative ways through which they should increase their profits and expand their reach towards new customers (Erickson and Rothberg, 2013).

Through adoption of this Matrix, Oman Air is able to identify from numerous options of developing new products and opening of new markets about which one is more suitable to the current situation of their offerings.

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