With the deep analysis of the above alternatives, it is advised that the company needs to pick the alternative 3 in order to preserve a competitive position in the long run. As the alternative 3 would allow the business to not only present new and ingenious products in the market it would also minimize the high expenditures on R&D under alternative 2 and increase the profit margins. It would make it possible for the company to increase its share prices also, as financiers are willing to invest more in business with significant R&D spending and boost in the overall worth of the business.
Action and implementation Strategy
Technique can be executed successfully by developing specific short-term as well as long term strategies. These plans might be as follows;
Short Term Plan (0-1 year)
• Under the short-term plan Alaska Airlines Navigating Change need to carry out different activities to execute its NHW strategy effectively. These activities are as follows;.
• Get the audit of its brand portfolio done, to take a look at the core selling brands, which create the majority of its earnings.
• Analyze the existing target market along with the market section which is not consist of in the company's circle.
• Evaluate the current financial information to measure the quantity that should be spent on the R&D and acquisitions.
• Examine the possible investors and their nature, i.e. do they desire long term advantages (capital gain), or the want early profits (dividend). It would let the company to understand that how much quantity must be invested in R&D.
Mid Term Plan (1-5 years)
• Get those companies in which the business has prospective experience to handle. Get most beneficial organizations with a strong dedication to health, to build the customer's perceptions in the best instructions.
• Focus more on acquisitions than R&D to build the base in the consumer's mind about Alaska Airlines Navigating Change worths and vision and to prevent possible risk of sunk cost.
Long Term Plan (1-10 years)
• Obtain companies with health as well as taste element, as the base for the Alaska Airlines Navigating Change as a business producing healthy items has been constructed under midterm strategy and now the company might move towards taste aspect too to comprehend the consumers, which focus more on taste instead of health.
• Be more aggressive towards R&D than the acquisitions, as it is the considerable time to construct brand-new items.
