report

MNG93002 Strategy and Case Analysis

Assessment 2

Due Date: 9:00 am (AEST), Monday, April 15, 2019

Value: 40% (marked out of 40)

Instructions:

This assessment focuses on the student’s understanding and application of strategic concepts associated with Strategic Position and

Strategic Choice; outlined in Parts I and II the textbook.

Read the short account of the US airlines industry provided in the Task 2 folder (Assessment 2 – Background Information) and

prepare a 2500-word report that addresses the following:

• Conduct a PESTEL and competitive forces analysis of the U.S. airline industry. What does this analysis tell you about key drivers for change, industry attractiveness, potential opportunities and possible threats?

• Given your analysis if the Strategic Position of the US airlines industry, what Strategic Choices do you think an airline should adopt to improve its chances of being persistently profitable?

Report Structure:

Note: Executive Summary, Table of Contents and Reference List do not contribute to the word count.

Section Content

Assignment Cover Sheet Assignment/student information

Title Page This is developed by the individual student. Identify the unit name & code, assignment title,

student name & ID, and the word count.

The title should provide insight into the focus of the report.

The Title Page is not numbered.

Executive Summary A brief overview of the importance of the topic and the aim and findings of the report. Must be on

a page by itself that is numbered in roman numerals.

Table of Contents Professional presentation using MSWord Insert Table of Contents function.

On a page by itself and numbered in roman numerals.

Introduction “Page 1” begins here at the bottom right hand corner. Use the ‘page number’ formatting function

for this purpose. The remaining pages should then be numbered ‘Page 2’, ‘Page 3’, etc.

Provide topic orientation (what is the topic and why is it important), state the aim of the report,

define any key terms and outline what will be presented in the report.

Body

Do not use this word.

Develop appropriate

heading(s).

Context: Historical overview of the economic performance of the US airline industry

Theory: Explanation and relevance of Strategic Position/Choice, PESTEL analysis, five forces tool

and its advantages and disadvantages and relevant strategic choice concepts.

Analysis: PESTEL analysis identifying key drivers, five forces analysis of US airline industry with

diagram summarising main findings.

Discussion: Evaluation of key drivers of change, industry attractiveness, potential opportunities and

possible threats. Application of strategic choice concepts to potential strategies for profitability.

Conclusions Restate the aim of report and its significance (i.e. the aim). Summarise findings/evaluation. State

limitations of report.

Recommendations List in dot point short sentences the strategies for airline profitability

List of References Correctly apply Harvard referencing style.

Appendices Any additional information if required.

Report Format:

• Perspective – Use 3rd-person perspective when writing.

• Font style – Times New Roman, 12pt, justified, 1½ line spacing.

• Margins – top and bottom to be 2.54cm. Left and right to be 2.54cm. No page borders.

• Spelling – specify Australian English language/grammar when running spell-check.

• Writing – Grammar and expression must conform to the standards of a professional academic report.