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1、Operational goal,product goal,consumer goal and secondary goal are the four types of goals commonly. Operational goal ,it is associate with efficiency of the production and operation.In this case ,the airline flies directly to some if the well known commercial hubs of Europe,thereby connecting them

2、to main citis of Scotland.In this way ,Scotia Airway should increase their efficiency of product and operation to get more profit. Product goal,it is order to generate the eminent production like practical goods ,attractive service , novel idea , etc.For example ,The airline operates scheduled fligh

3、ts, mainly targeting business and leisure travelers and aims to provide exceptional value for money. Consumer goals,the goals pertaining to the customer are called consumer goals .It give consumer what they want to need.Consumer always want to have the product that less price but more fine, in fact.

4、The airline can offer these product like some business service,unparalleled comfort ,convenience ,whats more ,its expense is identical with other competitors. Secondary goals are goals which have been set by organisations which are not the most necessary things that the organisation would like to ac

5、hieve but are nevertheless important.Sometimes ,this goals is linked to the social responsibility.The airline cover eight destinations across Europe.It boost the local economy in some aspect.ObjectivesObjectives are more specific than goals and identify the specific path to be taken in order to achi

6、eve goals.The objectives should be SMART-Specific ,measure ,attainable , realistic and be Time-specific.For example,it focuses on needs ,comfort level and market shares.Objective is vital to organisation,because special objective have a forward direction to the company. In this case,the airline offe

7、r mainly targeting business and leisure travellers to satisfy consumers needs.They provide unparalleled comfort and convenience to passengers for consumer so that they can feel more comfortable.So they can do make greater progress in these two aspect.PoliciesIt is a guidance to conduct managers thin

8、king and provide a rule to finish the goals and objectives. They are a framework of rules or a general guide that found parameters for making decisions.For example,investment,Scotia Airways set about appointing a management team whose experience and expertise was firmly grounded in the budget aviati

9、on market. its expansion over recent years has Its expansion over recent years has seen the company commit significant resources to the marketing and sales department, its finance department, and its operations department in an attempt to ensure it has kept up with customer demands.Different departm

10、ents are in charge of different mission and meet customers diverse needs,together.It can improve efficiency substantially.AdviceAccording to this case study,they have great service and favorable price.They have the first airline to offer full business class service ,but at price that are equivalent

11、to the economy class of its competitor.As far as Im consider,they can establish anther department to offer other good service and add new management team to ensure every details quality and each links . In publicity ,they can advertise to popularize themselves.Retaining the old customer. These manne

12、rs are able to win a wonderful fame. RelationshipGoals are a long-term aim to person or organisation.Objectives are concrete attainments and can be accomplish by some certain steps. Objectives are very concrete, but goals are less structured.They always are formulated together.Policy indicate what s

13、hould do ,what shouldnt do.Good policies usually help staff to attain the goals and objectives.So,every organisation have to establish a congruous relationship among goals,objectives and policies.It is crucial to the burgeoning of organisation.2 Explain the main principles of Open Systems Theory wit

14、h reference to Scotia Airway.The internal and external environment have a effect to organisation.It includes four factors,input output process environment. About input.As for this aspect, managers ,staff ,equipment and bank loan. Managers: the managers of Scotia Airways is stable, because the compan

15、y be able to retain the same management team. Staff: the vast majority of staff have also remained with the business as it has grown through the years, that it means the most staff is know the company and have the good skills about different jobs. Equipment:Advanced equipment in favor of the company

16、s development. There are five airplanes which the management team feel enables the business to be responsive to the demands and challenges of the market in Scotia Airways. Bank loan: Socitia Airways the bank loan become better. About output.Output always be made from product/service ,skilled staff ,

17、 satisfied clients. Product/service:Product not only is a show of company to customers, but also is the ability of self-identity.Quality of service allows companies to get a reputation.Scotia Airway offers several value added services and is the first airline to offer full business class service,but

18、 at prices that are equivalent to the economy class of its competitor. Skilled staff:Staff with good skills and professionalism like Rosa Dallevic who proposed the idea for the company to make a great contribution.Satisfied clients:If the company would like to have better profitability from to clien

19、ts ,they must improve their higher quality and more comfortable service.In environment.It including economy ,social trend and culture. Economy: investor will increased the investment funds.Its economy environment. Policies:Future opportunities seem likely as the EU and UK government relax their cont

20、rol over the licensing of airline provision.Its a policy. Social trend:the investors had a clear idea that business travel was a growth area when they set up Scotia Airway.Its a social trend. Culture:a culture of trust has been emphasised and developed by both the management and workers and this has

21、 served to enhance the effectiveness, efficiency and overall performance of the business.This is an excellent corporate culture environment.In process.It include following things:production ,sales ,allocation of project and admin support. Production:Scotia Airways offers several value added services

22、.Sales（promotion）: Scotia Airways is the first airline to offer full business class services, but at prices that are equivalent to the economy class of its competitors. Allocation of project:Scotia Airway has many departments with different mission such as,market and sales department,finance departm

23、ent,operations department etc.Admin support:Rosa is in overall charge,assisted by her long-term colleague Azim.Since she joined Scotia and this has helped promote consistency and continuity.3 Identify the main differences between the formal and informal organisation within Scotia Airway.Organisation

24、 has formal factors and also can have informal factors. Formal organization are established to accomplish specific organisational objectives. It has clear objectives, responsibilities regulate the relationship between tasks, structure and appropriate agencies, members and member functions and activi

25、ties. Informal organization is based on personal relationships and agreement of group members rather than on defined role relationships.It usually has following features,flexible and loosely structure,undefined relationship,spontaneous membership and various degrees of involvement.But they are not m

26、utually exclusive. Differences between the formal and informal organization:formal organization has clear goals,objectives,policies,and mission statement.Informal dont have.Formal organization defined structure,clear division.Informal organization has no formal structure,provide informal communicati

27、o within the organization.Formal organizations rules may exist.Informal organization has no formal rules.Formal organization defined line,staff and functional relationships.Informal organisation isnt .The organization will be controlled by some control strategy.Informal organization has no formal co

28、ntrol strategy.For example,the investors in Scotia Airways have set an ambitious programme for expansion over the next 5 years to include long haul destinations.The investors team is a formal organisation.Because,they have clear objective about expansion.Scotia Airways be regarded as a family-style

29、company,and has established a range of suppliers and clients that are seen as the extended family.In this case, that suppliers and cilents dont have a structure,and they are undefined relationship.So the suppliers and clients is informal organisationIn case a culture of trust has been emphasised dev

30、eloped by both the management and workers and this has served to enhance the effectiveness efficiency and overall performance of the business.This is culture control. Because, formal organisation can be controlled by some way,that is formal organisation.So, there also exist many informal organizations within the formal organizations. 4 Describe four primary stakeholders of Scotia Airways and explain their interests in,and influenc