ABSTRACT
Creating and monitoring strategy is a difficult process to pin down and there is the danger that in an attempt to make the term understandable to everybody, words are used which make it for the person to understand. It is the organisation as a whole which will achieve the agreed strategy, and the long-term objective, not just the Board of Directors, so it is important that everyone in the organisation understands what the airline is trying to achieve so they can work towards achieving it. Part of the process of ensuring the strategy remains relevant is for the directors and senior management, separately and jointly, to periodically review all strategy statements to ensure they work in the real world. When it is agreed that a change is needed to the airline's strategy, the changes must be detailed in writing, approved by the Board of Directors and noted in the minutes of the board meeting, then communicated to the airline's staff.
