HnD经济学导论outcome1报告

International College

Central South University of Forestry and Technology

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Question1

：

With

reference

to

the

case

study,

summaries

the

relationship

between

goals,

objectives and policy and advice the management of Scotia Airways of the contribution each

will make to effective managerial performance.

Answer1

：

Goal:

Organizational

goal

is

to

complete

the

mission

and

purpose

of

the

carrier

organization. It is a future state that an organization strive to achieve, and it is the basis and

motivation

to

carry

out

the

organization's

activities.

Every

social

organization

has

its

own

intended

purpose

or

result,

it

represents

an

organization's

direction

and

future.

For

the

organization,

the

purpose

is

the

common

goal;

to

the

members,

the

common

goal

is

to

organize the stage needs to reach the destination. The organisations are usually determine the

direction that it will take over the long term and are not always very specific, but some goals

may be unintelligible and hard to understand.

There are 4 types of organization: Operational goals, Product goals, Consumer goals, and

Secondary goals.

Operational goals that means increase efficiency,

promote the work efficiency vigorously.

Like the Scotia Airways, they have the culture of trust has been emphasized and developed by

both

the

management

and

workers,

and

this

has

served

to

enhance

the

effectiveness,

efficiency

and

overall

performance

of

the

business.

When

they

have

the

awareness, team

spirit,

have the incentive measures, the working

efficiency will increase.

Product

goals

signify

better

service

to

consumer

and

higher

products

qualify,

to

ensure

sustained and stable quality system. The Scotia Airways do well in this side,

it offers several

value added services, such as, valets to assist the passengers in boarding the plane, gourmet

meals

and

a

range

of

in-flight

services

and

entertainment.

And

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.

A

key

driver

of

the

success

of

Scotia

Airways

is

the

management

focus upon the level and quality of service output.

Consumer

goals

means

satisfied

the

different

demand

from

the

different

consumers.

Scotia Airways is

aimed at

it, their operate scheduled flights

mainly targeting business

and

leisure travelers and aims to provide exceptional value for money, unparalleled comfort and

convenience to its passengers. It illustrated that everyone in the world is not the same, so an

organization especially a company should adapt diverse needs.

Secondary goals by organisations which are not the most important things that they would

like

to

achieve

but

are

nevertheless

important.

It

is

mainly

about

the

social

responsibility,

making

a

profit

or

improving

award.

The

Scotia

Airways

has

been

reinforced

by

positive

management approaches and wide ranging reward policies that were agreed and supported by

Trade

Union

representatives.

And

as

far

as

possible

to

promote

social

harmony

and

integration,

to create a better atmosphere.

Object:

Business

objectives

are

more

clear

and

specific

than

goals

and

identity

the

specific

path

to

be

taken

in

order

to

achieve

goals.

In

this

step,

how

can

we

do

next,

how

quickly can we do it and how do we know when we have been successful are the important

questions.

The

objectives

should

be

SMART,

include

5

aspects:

Specific,

Measurable,

Attainable,

Realistic and be Time-bound.

These are the core of

objectives’

requirements.

To promote the market share

increase, the airline has an increasing presence at Scotland’s

main airports in Glasgow, Edinburgh and Aberdeen.

And currently covers eight destinations

across Europe, including Brussels, Paris, Frankfurt, Madrid, Rome, Lisbon, Amsterdam and

Copenhagen as well as domestic flights to Manchester, Birmingham, Bristol and four London

airports.

It is also expanding to major business centers in Eastern Europe and the Middle and

Far

East.

This several

plans for improving

the

market

share, expand

the

business

scope

is

very effective.

Pay

more

attention

to

suitable

consumer

groups

is

significant,

too.

The airline

to

operate flights mainly

is

the special value

of providing

funds for

business

and

leisure

travelers, incomparable comfort

and convenience

of

passengers.

To

provide

different

services

for

different

customer

groups

demand,

is

important

to

increase

the

performance

and able to establish good relationship with customers.

Policy:

The

policy

is

a

requirement

for

the

organization’s

operating

and

transaction.

It

provides a guideline to channel a manager's thinking in a specific direction, it can also provide

the path to complete goals and objectives. It provides a framework of rules or guidance within