Module Code : MG5674
Module Title : Strategic Management
Strategic Management Coursework : Individual Report
Description of the Assessment:
Part 1: Report on Strategic Analysis and Evaluation (2200 Words 10%+).
Scenario:
The article published in Financial Times below provides a snapshot of the impact on the Airline industry.
First-class shake-up in the skies: the leisure takeover of premium cabins
Looking to the scenario and context given in the FT article above, as a head of strategy in one of the leading airlines (choose a global airline), the board of directors of your chosen airline has asked you to carry out a strategic review of the airline and provide a report that assesses its recent strategic developments, current strategic position and future strategic options aligned with the UNSDGs. The report must address the following key aspects:
1. RECENT PAST (5-10 years): Strategic developments
Research and critically analyse the strategic developments of the chosen airline within the context of the industry to which it belongs over the past 5 to 10 years. Choose the duration of time for the study most appropriate for understanding the key strategic developments that have influenced the long-term direction of the airline to the present day. Identify any changes in the strategy that the airline has made during the period in question, critically analyse and evaluate how and why these changes were made (600 words 10%+).
2. CURRENT: Strategic situation
Building on your analysis undertaken in section 1, provide a critical analysis and evaluation of the airline’s current strategic situation at the time of writing which relates to the previous section.
3. FUTURE: Strategic choices
Based on your research and analysis undertaken for tasks 1 and 2 above, recommend a limited range of distinctively different strategic choices of your own creation available to the airline for the future. Critically evaluate and assess the choices available leading to recommendations for the airline’s strategic direction forward. Make clear the assumptions you have made as a basis for the strategic choices and ensure that they take account of potential uncertainties and strategic changes (700 words 10%+).
Part 2: Poster/Brochure and Portfolio (300 Words 10%+)
After completing part 1, you need to develop a one-page poster providing succinct analysis and evaluation of the strategic developments (past), strategic situation (current) and strategic choices (future) of the chosen airline. The poster must be included as an appendix in the report.
Reference
Georgiadis, P. (2024). ‘First-class shake-up in the skies: the leisure takeover of premium cabins’, FT, May 27, 2024. Available at: https://www.ft.com/content/fcda8eec-8cf1-4059-a1c7-9c79b519aef3 (Accessed October 23, 2024)
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