Assignment3: Airline Industry Business
Follow these instructions carefully:
- Your assignment should not exceed 8 typed pages excluding the cover page, table of contents, and list of references.
- The declaration template is in Annexure C. Do not forget to complete the declaration of your own work (Question 1 of assignment 3) – or your assignment will not be marked.
- Do not forget the reflection questions (the last question in each assignment) – or you will lose marks.
- Follow the instructions in the questions carefully and do not plagiarize as you will be penalized or could get zero and be reported to student disciplinary. Learn more about plagiarism and how to reference on myUnisa.
- It is important that you reference all sources in accordance with the Business Management Harvard Referencing Guidelines
- Start your assignment and preparation early: Do not submit the assignment late.
- Please use full sentences and explanations and write in third person. Do not use bullet points, tables or figures in the assignment.
- Please number your assignment answers in the same way as they are asked in this
assignment as opposed to creating your own numbering and sub-questions.
Background to Assignment 3 (setting the scene):
You are South Africa’s top strategy consultant in the airline industry. Comair is concerned about the increase in competition in the airline industry, and have called you in to provide expert advice to Comair. As part of your consulting work, you have been asked to complete the following tasks (questions). Read the Comair case study (Annexure B) and answer questions that follow.
Question 1:
- Insert the declaration template (Annexure C) here and complete it Failure to complete the declaration of your own work will result in a zero (0) mark for the entire assignment.
Question 2:
Operating a business in the airline industry is challenging and complex. It is, therefore, important that strategic decision makers choose the strategies that are aligned to the objective of the organisation and position the organization to achieve sustainable competitive advantage. As an expert consultant in the airline industry you are asked to:
- Identify, describe, and differentiate between Kulula.com and British Airways business level strategies evident in the Comair case study for the management team.
- Critically evaluate the business level strategies from a strategic fit perspective by indicating the advantages and disadvantages of each type of strategy.
- Incorporate relevant theory and examples from the case study. < your answer should be 3 pages > Total: [25]
Question 3:
Comair management would like you to assist them prepare for a presentation they will make on the Comair strategy to a group of high-profile investors who want to know more about the organisation. You are asked to:
- Introduce and discuss the two (2) corporate level strategies (and their type and form) evident in the Comair case study.
- Locate, incorporate and reference 1 (one) applicable academic article of your choice (published after 2012) from the Unisa Library into your discussion.