RESEARCH PROPOSAL

AN INVESTIGATION INTO THE USE OF LEADERSHIP AND MANAGEMENT

THEORIES AT DEENA AIRLINES IN EUROPE TOWARDS A COMPETITIVE BUSINESS
ADVANTAGE.

STUDENT’S NAME
COURSE
PROFESSOR’S NAME
DATE OF SUBMISSION

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1.0 Introduction
According to Quinn.1980. Leaders in organizations gives directions in a strategic form
referring to those directly involved. Leaders are usually an embodiment of any corporations’
values, purposes, beliefs, leadership strategies that are used in achieving organizational goals.
(Selznick’s, 1957). Leadership and management should have an understanding of personality
traits that determines the validity of any leaders and manager. (Mann, 1959). Deena Airline is
one of the largest airlines in Europe, this in terms of capacity, number of employers, number of
aircrafts and the extent of business competitiveness. This Airline was established in 1986 with
the joint leadership of two business partners; Diego John and Nancy Queen. In order to improve
on leadership and management of the organization, my research proposal aims at investigating
the extent to which the use of leadership and management theories can be used to ensure that
Deena Airline in Europe moves to greater business above their current and upcoming
competitors. This proposal aims at this organization because of the current unwavering in the
CEO Managerial positions in the organizations. The main rationale for attempting this proposal
is to ensure good working environment for employers and employees, good relationship between
the leaders and the workers, ensure good motivation strategies in the organization towards
achieving a consistent worker and lastly this proposal will help in the development of a great
Human Resource System as well as a good criteria will be followed in employing new staffs and
good leaders and managers in the organization. The proposal will look at several leadership and
management theories that include; the PESTEL analysis, the Trait theory, Great man theory, the
Porter five theories and their possible impacts in achieving a competitive business strategy in this
Europe based Airline.
2.0 Aims and objectives of Management and leadership theories
2.1 PESTEL analysis.
Marketing, business development and decision making requires great leaders and
managers. PESTEL analysis is therefore a theory that helps in analyzing the macro-analysis of
environments in organizations. Leaders need to identify different factors that may affect different
organizational variables. (Kotter and Schlesinger, 1991). PESTEL analysis can be used by
organizations when trying to locate future trends (Johnson, G. & Scholes, K. 2002). Great
leaders and managers can use this framework to mark opportunities as well strategize when
dealing with business and threats. (Cooper, 2000).
2.1.0 Aims
To check political policies and factors that can influence Deena Airline, since the terrorist attack
on 9/11 in Europe the government has implemented several measures on Airline operations. This
analysis is essential in creating opportunities and situations for the organization by the
management teams.
To understand the economic factors affecting the Airline, this will revolve around local and
international economy as well as the impacts on market. The changes in the currency affects the
economy, the oil prices will hiked and in order to continue making profits despite the prevailing

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economic setbacks the management at Deena should always conduct an economic analysis and
prepare for unrestricted oil prices in Europe. This should be done through the reliance on
unrestricted oil prices at least for the shortest time possible.
To know the type of technology that can be used in the organization, according to Capron &
Glazer, 1987). Technology should always be considered in the organizational analysis. Great
technology will improve traveler services, this will in turn reduce the noise, carbon dioxide
emission and the water vapor levels will be reduced.
To check legal activities that may affect the Airline, the fact that Deena Airline employs staffs
across Europe legality should be considered, also this legal analysis will help in data protection
of the consumer information as well Disability Discrimination acts.
To know the environmental factors affecting the airline, airlines are faced with problem of the
Green house effects and therefore this analysis will help in checking good aircrafts that are
environmental friendly.
2.2 Bowman’s Strategy clock
According to (C. Bowman & David Ash, 1987). The Bowman’s strategy clock is a
framework by Cliff Bowman. This strategy is used to compare rivalries capabilities with the
current organizational states. This helps in immersing the advantageous situations of the
company by rating failures and success on a scale of 1-5 hence they can be able to check on
areas to improve or enhance. This clock model is used with tools such as Ansoff matrix in
providing an organization with several options on perceived value and pricing strategies hence a
very successful organizational management.
2.2.1 Aims
To update the lowest price strategies with great and standardized services.
To help managers in checking alternatives comprehensively
To offer various starting points on business and competitive strategies.
2.3 Porter’s Model
Business organizations have to understand market dynamics in order to favorably compete with
other Airlines in Europe. (Porter, 2008).
2.3.1 Aims
Management will be able to escape threats of new entries, therefore they will ensure they use
cheaper routes with attractive prices to attract more customers
To help in switching to low suppliers with little or no risks, aero plane materials are supplied by
Boeing and Airbus therefore maintaining a good relationship with them will ensure better deals.
To deal with cost of buyers, cost of buyers is always high especially brand names. The power of
buyers once enhanced extraordinary services can help in customer retention.

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To evade threat of substitutes, in order to achieve a greater competitive advantage technology is

required as a management strategy. (Capron & Glazer, 1987).therefore Deena Airline should
consider alternatives with lowered costs before customers are lost to rails, cars, and bikes.
To deal with industrial rivalry by adapting discounts in certain locations that will help attract
more customers hence a slight difference will be encountered with the incoming competitors.
3.0 Literature Review
The analysis of leadership theories with effect to Pestel analysis, important factors that can
easily affect certain variable should be scrutinized. (Kotter & Schlesinger, 1991; Johnson &
Scholes, 1993). According to Tsiakkiros & Parshiardis. 2000. Changes in a society or a working
environment will definitely affect the functioning of that particular organization. In the case of
Deena Airline the incorporation of new management and leadership attributes courtesy of the
theories discussed in this proposal will aid in great positive changes. The analysis of political,
economic, social, technological, environmental, and legal factors in Deena organization will
results in the management taking advantage of all opportunities and contingency plans will be
made when dealing with threats and strategic plans. (Byars, 1991; Cooper, 2000).
According to Kotler, 1998, this analysis is essential when the management want to
determine the Thompson. 2002 argues that an economic analysis is very important, capital can be
made buoyant and increase in money supply in case the country increase the spending. Strategies
in Deena organization should base on porter’s model. (Porter, 2008). This can be aligned with
the strengths and weaknesses of this organization. Strategic planning is vital in management
because it stipulates roles in terms of who will handle what or plan what. (Burgelman, 1994 &
Drucker, 1974). According to Grant. 2013. Porter’s model helps in understanding the
organization and checking its attractiveness. Organizational leaders or managers should be notice
competitive strategies, structures that are sources in the organization. (Schoemaker, 1990).
Deena Airline should sustain a competitive advantage by performing better than their
competitors for a longer period of time. (Porter, 1985).
Bowman.1997, made an argument that in any organization key variables which are the
perceived quality and price, this two are determinants of value, according to him there are eight
potentialities for a successful organization that managers should emulate. This are;
differentiation, focused differentiation, risky high margins, monopoly pricing, loss of market
share, low price and low value added, low price and hybrid. (See figure 2.0) in the appendix
section
4.0 Research design
This chapter will mainly on discussion of qualitative, quantitative, and mixed research
techniques. This approaches will help in attaining information on this research proposal on
Deena Airline in Europe. When collecting and analyzing data Qualitative research deals with
meanings and words while quantitative research deals with statistics and numbers.
4.1 Quantitative research

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Numbers and graphs are used in this type of techniques. Theories and assumptions are tested in
order to achieve generalized facts about a topic. In the case of Deena Airline the quantitative
methods that will be used in data collection at the Airline will be experiments on employers,
number recorded observations and surveys with closed ended questions.
4.2 Qualitative research
This type of research is expressed in words, concepts, thoughts and experiences are easily
identified. There is an in-depth of complex topics. Topics on how management and leadership
theories can be incorporated into Deena Airline can be understood easily since the methods used
are observation of main activities at the airline, literature reviews on expounding concepts and
theories, and open-ended questions that the researcher can ask the employers either directly or by
filling of questionnaires.
4.3 The Difference between Qualitative and Quantitative research
Quantitative research Qualitative research
Uses closed-ended questions Uses open-ended questions
Many respondents are required Few respondents are required
It is expressed in charts and numbers Expressed in words
Statistical and mathematic calculations are Summarization and interpretation of data is
done done.
Focuses on testing hypothesis and theories Focuses on ideas and hypothesis is formulated

4.4 Quantitative data collection methods that can be used at Deena Airline
4.4.1 Observation
This can be used to observe employer working patterns and the working environment to ascertain
the type of leadership techniques used as well as the gap in the Airline’s leadership.
4.4.2 Surveys
This can include a list of chosen questions that can be asked to the employers or the people in the
environment nearby, they can either be online, in person or video conferencing.
4.5 Qualitative data collection methods that can be used at Deena Airline
4.5.1 Interviews
This will entail use of open ended questions to gather information from leaders and employers in
the organization. Interviews will require verbal responses from respondents in the organization.
4.5.1 Ethnography
This will require working as a volunteer at Deena airline for a short period of time to help gather
the required information. This is the best method since it entails the gathering of information on
organizational behaviors and cultures.

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4.6 Limitations of using qualitative and quantitative research methods

Quantitative research Qualitative research
There is difficulty in understanding a context It is very difficult to analyze
to which a phenomenon is presented
Data being robust fails to explain complex Time consuming
issues
Data and findings cannot be generalized

4.7 Summary
Deena Airline and organization should mainly focuses on core objectives to remain in
Europe and also the best airline leading in low fare by the use of secondary and regional airports.
This low-cost can be specified as discount carriers, the management and leadership through the
Human Resource Directives should make a point in incorporating the Porter’s model, PESTEL
analysis and the Bowman clock towards an achievable business consistency and maintaining a
competitive nature. This will ensure point-point services and low-carrier services. PESTEL
analysis will help in developmental assessments and marketing of the Airline and making valid
decisions. (Wisconsin, 2004).
This theories once incorporated will ensure a great business strategy at Deena Airline,
there will be a control of prices and a focus on ways to reduce their costs while putting into
consideration factors like airport charges that can reduce costs and delays, advertising costs by
marketing through radio, TVs and websites, the productivity and staff costs which relies on the
organizational performance, service contracts like aircrafts management, strategic capabilities,
according to (P. Kotler, 2005). An effective strategy in any company or organization helps in
focusing on making profits not only the focus on growth, ability to make tough trade situations
as well as to be able to define the direction of the organization looking at the past economic
growth.
Therefore it would be profitable if this organization can consider my proposal on
incorporating the leadership and management theories that can help in improving in the
organization globally, this will enhance great competitiveness for a longer period of time, and
strategies will be put in place to ensure the organization has its best foot in front in Europe.

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5.0 List of References

Porter, M. 2008, The five competitive forces that shape strategy, Harvard Business Review, Jan
2008, p80,
Porter, M. 1980, How competition forces shape strategy, Harvard Business Review, September-
October, pp. 137-145.
Johnson. G., Scholes K., 2002. Exploring corporate strategy, 6th Edition, prentice-Hall
Cooper, L. 2000. Strategic marketing planning for radically new products, Journal of marketing,
Vol. 64 issue 1, pp. 1-5
Cliff. B and David. A. 1987. Strategic management. 1st ed. Hong Kong
Capron, N. and Glazer, R. 1987. Marketing and technology: a strategic co-alignment, Journal of
marketing. Vol.51 issue 3, pp.10-21
Campbell, D. Stonehouse, G & Houston, B. 2003. Business strategy. 2nd ed. Jordan Hill. Oxford.
Wisconsin.2004, May. State Bar of Wisconsin. P. vol 77.
Byars, L. 1991. Strategic management, formulation and implementation-concepts and cases.
New York: HarperCollins.
Thompson, J. 2002. Strategic management (4th ed). London: Thompson
Tsiakkiros. A., and Pashiardis, P. 2002. Strategic planning and education: The case of Cyprus.
International journal of Educational Management, 16(1), 6-7
Kotter, J., and Schlesinger, L., 1991. Choosing strategies for change. Harvard Business Review,
24-29
Mann, R. D. 1959. A review of the relationship between personality and performance in small
groups. Psychological Bulletin, 56, 241-270
Quinn, J. B. 1980. Strategies for change. New York: Irwin.
Fearon, J.D. and Laitin, D.D., 2008. Integrating qualitative and quantitative methods. In The
Oxford Handbook of Political Science.

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6.0 Appendices
Appendix 1
Table of contents
1.0: Introduction……………………………………………………………….2
2.0: Aims and objectives of Management and Leadership theories…………...2
2.1: PESTEL analysis………………………………………………………….2
2.1.0: Aims……………………………………………………………………..2
2.2: Bowman’s strategy clock………………………………………………….3
2.2.1: Aims……………………………………………………………………..3
2.3: Porter’s model……………………………………………….…………….3
2.3.1: Aims……………………………………………………………………..3
3.0: Literature review…………………………………………………………..4
4.0: Research design……………………………………………………………4
4.1: Quantitative Research………………………………………………..…….4
4.2: Qualitative Research…………………………………………………….....5
4.3: The difference between Quantitative and Qualitative Research……….…..5
4.4: Quantitative data collection methods………………………………………5
4.4.1: Observation…………………………………………………………...….5
4.4.2: Survey………………………………………………………………….....5
4.5: Qualitative data collection methods………………………………………...5
4.5.1: Interviews………………………………………………………………....5
4.5.2: Ethnography……………………………………………….……………...5
4.6: Limitations of Qualitative and Quantitative Research……………………...6
4.7: Summary…………………………………………………………………….6
5.0: List of References…………………………………………………………...7
6.0: Appendices………………………………………………………………..…6

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Appendix 2
Bowman’s Clock diagram

Figure 2.0

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Appendix 3
Gantt charts showing main tasks at Deena Airline in Europe.

A gantt chart showing an increase in profits with the use of Bowman's

clock.

Bowman's clock strategy 3

STRATEGY USED WITH TIME

Bowman's clock strategy 2

Bowman's clock strategy 1

Deena Airline Starategies

0 1 2 3 4 5 6 7 8 9
YEARS

Figure 3.0: showing how the profit are likely to increase in case the Bowman’s proposal is
incorporated.
Appendix 4

A Gant chart showing proposed increase in the Airlines's competitive

advantage.

PESTEL stategy
PROPOSAL USED

Porter's stategy

Bowman's Strategy

Normal Deena startegies

0 2 4 6 8 10 12 14 16 18 20
INCREASE IN ORGANIZATIONAL COMPETITIVE ADVANATGE

Figure 4.0: proposed increase in the organizational competitive strategy.

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