Nats - Effective Strategies for Long-Term Growth

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1. Explain the terms ‘vision’ and ‘aims’. Give examples related to NATS and a business of your choice. In a broad terms as stated by Michael, Duane and Robert (2014), vision is the ultimate achievement which an organization want to accomplish. They further added that vision mirrors the organization’s values, aspiration and intention to bring in together its employees and all other stakeholders. Whereas aims of an organization as described in the case study are the long term targets which help in achieving the vision. As stated in the case study, NATS’s vision is to achieve global leadership position in providing air traffic solutions and its key aims are to achieve £1 billion by 2015 and to implement techno-logical innovation. Similarly McDonald’s vision is to deliver exceptional experience to every customer and to deliver this quality service, McDonald’s has set the aim is to train their global workforce about nutritional content in the menu through e-Learning program (McDonald CSR, 2013). 2. What is a SMART objective? Explain one benefit for NATS of setting SMART objectives. Objective of an organization is the performance which is expected and to be realized over a period of time (Jeyarathmm, 2008). While explaining the formulation of objectives, Harold and Heinz (2006) emphasized that without qualitative and quantitative objectives management can not verify whether objective has been achieved. This is achieved by setting SMART ob-jectives. SMART is mnemonic acronym for Specific, Measurable, Agreed upon, Relevant and Time framed (Platt, 2006). Characteristic specific tells that objective should be precise and clearly define and should be understandable by everyone (Larry, 2006). NATS has a SMART objective to reduce carbon di-oxide of air traffic by average 10% per flight by 2020. This objective is specific to reduce CO2. The benefit of this

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