Last updated: September 28, 2019
Topic: BusinessMarketing
Sample donated:

 This memo highlights the importance of incorporating information in the day-to-day running of organizations. Specifically, it will provide an inside look at your airline’s ability to meet consumer needs, using the current level of information system. I would like to begin my analysis by stating the fact that the company has continued to experience serious problems associated with a weak information flow process within the organization as well as the inability to transfer details of happenings with clarity to the shareholders.

Firstly, it has been unable to attend to passengers’ needs in time of crisis such as when they require any additional information or service. There have been more than a few instances when customers were  not able to get information regarding the packages due to the operators being not competent enough to handle rush. These are very petty issues and the airline displays a lack of discipline through this behavior.

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Secondly, the airline has not been able to oversee any future problems that could happen in its operations.The airline industry thrives on future sales and thus economists and accountants in airlines are constantly following news pertaining to future events. The inability to evaluate and anticipate many future outcomes such as the rise in oil prices as well the drop in oil prices has led to several inefficiencies and profit erosions.

Thirdly, the flow of vital information, especially with various departments and passengers has been demanding consistency and completion. Without these two basic components, all flow of information is either distorted or presents an incomplete meaning.[wanting what?]. Until and unless instructions are crisp and clear, one cannot be expected to perform the desired tasks perfectly. These are delicate matters that should be addressed promptly, considering that competitors, especially EU-based ones have developed information systems that aid in overcoming such challenges. The ongoing liberalization of the global airline industry puts the company at a less competitive position unless immediate measures are taken. Your airline has various options of solving the problem once for all, and therefore become prepared to operate effectively in the increasingly competitive industry. Among possible solutions in addressing the above problems include studying measures being undertaken by leading airline on both sides of the Atlantic.

Your company should consequently learn best practices in applications and embark on applying them within the firm. Secondly, you could consider employing the services of reputable information systems deployment companies.   Elizabeth WindsorOctober 5, 2008Page 2 These companies study airline operations and consequently advise them to adopt the best information systems to implement in the organization. Thirdly, the internal and upper management of the airline could delegate the matters pertaining to communication problems and glitches to its information systems team, which would independently look into ways of improving respecting IT systems infrastructure. The fourth option is the incorporation of all the aforementioned approaches. The three alternatives complement each other appropriately and can thus form a combination for the final solution to be implemented. Taking this approach would, therefore, bring the best practices of each approach into problem solution.

Alternatively, you could consider undertaking all the three approaches independently and merge the final outcomes into a formidable solution to address the current organizational problems. III. Decision RecommendationsThe fourth alternative of combining the three options is  being recommended as the best option for your airline. This resolution rises from the understanding that all three approaches offer great benefits to the organization. For instance, the inclusion of internal IT department in solution finding process brings wider understanding of organizational processes, including their strengths and weaknesses. Fellow employees would further feel more obliged to share experiences with colleagues. By including outside consultant to help in developing highly effective information systems, your airline will be benefiting from wider expertise, as the individuals have worked with similar cases previously. In addition, the consulting company could also provide best practices used in non-airline related industries, which would result to the blending of best solutions.

By learning about information systems used by leading competitors, your airline will be in a position to develop framework that is guaranteed to succeed in achieving the intended goals. The final solution would therefore constitute of best practices in civilian aviation, which IT department would feel obliged to implement given that its members were involved in looking for the solutions. V. Implementation Tactics (action steps and schedule)The implementation of the above recommendations should be taken in three distinct steps. The first involves having internally selected individuals develop a list of problems being experienced in the airline. The wider stakeholder group, including employees, passengers and industry analysts should be involved in providing concerns over the airline’s inability to meet its vision, mission and goals. The second step is for the contracted consultant, in collaboration with selected individuals from the airline to look into how industrial leaders dealt with that problem through respective information systems.

Successful companies operating in other industries could also be studied. For example, Toyota Motors Corporation’s award winning information systems should, be studied. It would be rather vague to compare an automotive company with an airline company on the basis of transportation. However, it should be understood that the size of Toyota poses enough communication problems that an airline company can face in reality. Thus, learning a lesson from Toyota can also be implemented in the airline successfully. The third step involves looking into ways that the studied industries’ processes could be incorporated in the systems to be developed and implemented. In addition to copying from winning firms, the collaborating team could also develop new system constitutes that are unique to your airline’s needs.

The schedule for the completion of these processes should be developed at the onset, and consequently ensure working in accordance to the agreed time sets. V. Targets relevant to specified problems and goals ???Before beginning implementation stages, the collaborating teams should develop short and long-term goals they want to be achieved. The same should be communicated the airline’s departments whose members would be tasked with responsibilities of achieving the set goals. Similarly, these collaborating teams should develop measures of performance, which indicate whether the intended goals have been achieved. Consumer satisfaction should top the list of these measures. It is one of the most daunting tasks to measure customer satisfaction and procure measures that would be used to evaluate performance.  Thus, subjective measures such as the degree to which the airline attended to the passenger’s needs in times of crisis should be measured using in-house marketing research departments or outsourced marketing research companies.

Some of the important measures to include are the overall employee satisfaction, motivation and the general attitude of the customer towards the airline before and after the change process. Another measure involves looking into change in competitiveness compared to other airlines locally and internationally.                   ReferencesCurtis, G., & Cobham, C.

(2005). Business Information Systems. 5th ed. London: Financial Times/Prentice Hall. McFarlan, F. (2002).

Tale of Two Airlines in Networking Age. Cambridge: Harvard College. Robbins, S. P.

, & Judge, T. A. (2004). Organizational Behavior. New York: Pearsons.