Possible new strategy KLM

8-5-2015
Assignment II: Critical evaluation of strategic design | Nathalie Muti 122703

NHTV University of Applied Sciences
Academy of International Real Estate & Facility Management

Name: Nathalie Muti
Student nr.: 122703
Theme Supervisor: Dr. Michel Altan Teacher NHTV Academy of Real Estate and Facility Management

Tutor: Rianne Wilmer Teacher NHTV Academy of Real Estate and Facility Management
Date: 18th of May 2015
Theme: Year 3, Strategic Management, Spring 2015
Case company: KLM Royal Dutch Airlines
Word count: ?

Preface

Executive Summary

Table of Content

Preface 2
Executive Summary 3
Table of Content 4
Introduction 5
1. Strategic Management 6
2. Finance 9
3. Economics 10
4. Management Information Systems 11
5. Business Law and Ethics 12
6. Marketing 13
7. Organisational Behavior 14
Conclusion and Recommendations 15
References 16
Appendices 17

Methodology

Introduction
The assignment
This report will critically reflect on the process and the analysis, which have been made in assignment 1, that has led to the choice of the ‘’New ways of flying’’ strategy for the case company: KLM Royal Dutch Airlines. The strategy itself will be evaluating as well, regarding the following disciplines: Finance, Economics, Management Information Systems, Business Law and Ethics, Marketing and Organisational Behaviour.

A new stance is developed which will show the extent of the ‘’New ways of Flying’’ strategy has been taken based on the perspectives on the disciplines. Note to the reader; KLM is part of the Air-France – KLM group, in this report the focus is only on KLM Royal Dutch Airlines itself.

KLM Royal Dutch Airlines
KLM Royal Dutch Airlines was founded on 7 October, 1919 to serve the Netherlands and its colonies. KLM is today the oldest airline still operating under its original name. KLM has been part of the Air France - KLM since the merger in 2004. Furthermore, Air France - KLM is ranked 3rd biggest airline of Europe and 8th biggest

References: KLM Royal Dutch Airlines, (Online), ( published 23th of September 2014), available at: http://www.klm.com/corporate/en/about-klm/profile/index.html) Mouawad, J Netherlands Enterprise Agency, (2015), Patens, (Online), available at: http://english.rvo.nl/topics/innovation/patents-other-ip-rights/patents (Accessed 21 April 2015) WIPO, (2008), Intellectual Property Handbook: Policy, Law and Use Wetboek-Online, (2015), Wet van 15 januari 1958, houdende nieuwe regelen omtrent de luchtvaart, (Online), available at: http://www.wetboek-online.nl/wet/Luchtvaartwet.html (Accessed 21 April 2015) Ethics Lantos G. 2001. The boundaries of strategic social responsibility. Journal of Consumer Marketing 18(7): 595–630. The Guardian, (2015), Plane crashes, (Online), available at: http://www.theguardian.com/world/plane-crashes, (Accessed 25 April 2015) Organisational Behaviour: KLM, (2015), KLM Corporate, (Online), available at: http://www.klm.com/corporate/nl/about-klm/profile/ (accessed 23 April 2015) Roevens, J Roevens, J. (2015), Systemic Constellations Work for Strategy at NHTV FM/HM, YouTube video, (Online), available at: https://www.youtube.com/watch?v=3auGOiC_vWU, (Accessed on 24 April 2015) Appendices Appendix I – Profile of KLM History KLM Royal Dutch Airlines was founded on 7 October, 1919 to serve the Netherlands and its colonies Target group: Young High income families and business travels (KLM-annual report, 2013). Structural overview of the airline industry Under antitrust immunity granted by the U.S. and European governments, the JV partners closely coordinate on destinations served and flight schedules offered by their trans-Atlantic network. (KLM-Annual Report, 2013) Products Sold