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Subject: Management

Words: 3000

BACKGROUND:
Since the deregulation of the airline industry in Australia on 1 November 1990, competition has intensified with rivals Virgin Blue, Jetstar, and Tiger Airways challenging
Qantas airlines’ dominance over Australian skies. The battle for market share has seen unprecedented fare discounting, greater choice of destinations, frequencies and scheduling, by contenders in the market, all at a time when airlines are struggling with ever-increasing fuel costs.

Read the following articles on the Portal to gain an overview of the Australian airlineindustry:

• Wastnage, J 2008, ‘Lion in Wait’ Travel Weekly, 25 January, p 6.
• Hadley, M 2007 ‘Rumble in the Jungle’ Travel Weekly, 23 March, pp 4-5.

You can download the files here:

http://users.tpg.com.au/jodaniel//articles.zip
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You will need to use at least 4 Academic Journal Articles and other good sources to support your essay.

Login details:
website: http://www.deakin.edu.au/library
Family Name: guan
ID: x9055
password: terrytao
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Words: 3000 (4 parts)

TASK:
You are required to choose one competitor in the Australian airline industry (not Qantas) to compile a case study report that covers the following key areas:

• a discussion of the background of your chosen organization, including the organisation’s mission/vision statement, and strategic goals (approximately 400 words)

• a general and task environmental analysis of your chosen organization
(approximately 800 words)

• a SWOT analysis of your chosen organisation (approximately 800 words)

• based on your responses to the previous dot points, critically analyse the business level strategies your chosen organisation has adopted to compete in the Australian airlinemarket (approximately 1000 words).

MMM132 Major Assignment

Sources of information:
Students are expected to provide both academic and non-academic sources as they address the key areas above. Academic sources include academic articles from academic journals, and text books. Non-academic sources include company websites, material published in industry and business magazines, newspapers etc. Students
should NOT use Wikipedia, or other unauthenticated sites.

All sources are to be properly referenced and cited.
Students are required to be constructively critical and analytical. In addition, students have the opportunity to demonstrate their understanding of management through a
practical and realistic approach to their basic research methods, discussion of relevant real-life applications and demonstration of strong essay/report writing and referencing
techniques.

Essay document format:

A SUGGESTED LAYOUT FOR A CASE STUDY REPORT:
1. Cover page (title of report, student names, ID’s, name of lecturer, class – not
included in word count)
2. An Executive Summary:
• An executive summary is a brief summary of the full report. It highlights
the objective of the report, key facts, issues, and conclusions. The summary must contain enough information for the reader(s) to become
acquainted with the full document without actually reading the whole report.
3. Table of contents, with page numbers (not included in word count)

4. Introduction:
• Some background on the task being undertaken
• The objectives/aims of your report
• Layout of the report (lets the reader know what to expect)
• Conclusions drawn from your research
5. Background of your chosen organisation (not Qantas)
• Introduce the section
• Provide a critical analysis of the organisation’s mission/vision, and
strategic goals. Use your theory to provide critical analysis
6. Environmental Analysis:
• Introduce the section
• Provide general analysis (using organisation information and your theory)
• Provide task analysis (using organisation information and your theory)
• Provide a summary about the effects of the environment on your organisation

7. Competitive Analysis:
• Introduce the section
• Conduct a SWOT analysis for your organisation (using organisation
information and your theory)
• Provide a critical summation of the competitive situation for your chosen
organisation
• Provide recommendations
8. Strategic Analysis:
• Introduce the section
• Describe the current strategic approach of the organisation (provide links
to dot point 1 re strategic goals.) Discuss generic strategy, target market in this section
• Critically appraise the organisation’s strategy in light of the environmental
analysis and the SWOT analysis
• Provide a critical summation
• Recommendations for the organization
9. Conclusion:
• Provide an overall conclusion for your report
10. References