Strategic Change Management

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Case Study Analysis: AirAsia and the Tune Group: diversifying across industries

authored by Julie Verity, Mark Jenkins and Tazeb Rajwani. pp. 651 – 658

Johnson G., Whittington R., Scholes K., Angwin D. and Regner P. 11th Edition Exploring Strategy Text and Cases Pearson Education

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Questions

  1. Using Porter’s five forces model, analyse the attractiveness of the South East Asian airline industry. In your answer, discuss the barriers to entry a new entrant might face in this industry.

(20%)                                                                                                                                                    

  • Conduct a value chain analysis to determine AirAsia and the Tune Group’s organisational capabilities and advance this analysis by using additional framework(s) to interpret their core competencies.

(40%)                                                                                           

  • Discuss how AirAsia and the Tune Group used their existing capabilities to grow and diversify their business. Using Ansoff’s Product/Market Matrix, analyse the case evidence on which growth directions AirAsia and the Tune Group have pursued and make recommendations on future growth options.

(30%)     

Mark allocated for the presentation of analysis, selection of appropriate tools and use of case evidence.

                       (10%)

 
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