Strategic Management is all about planning and preparation for the unexpected.
Your assignment revolves around an airline based in the region which is reliant on transit passengers and tourism.
You should consider the following scenarios and decide what steps the airline should take to minimize and survive the impact.
Scenario 1 –
A terrorist attack happens in a major tourist area of the city.
Scenario 2 –
The economic environment of the region is reliant on oil price which continues its downward path.
Each scenario should be considered separately; for each you should:
Identify the overall potential risk and costs for the region, country and airline and what the potential knock on effects could be, identifying how each element will be interlinked.
Consider from the airline’s point of view what would be the short term and long term ramifications and propose steps which the company could take to minimize effects.
You should consider the implications at the international, regional and local level.
Always with adversity comes opportunity, so consider what those opportunities may be and for whom.
Marking Scheme
- Review of the external environment and identify the potential risks and costs for the region, country and businesses. What are the potential knock on effects which could be caused? Identifying how each element recognized will be interlinked. These points should be assessed for each scenario separately.(10 marks for each scenario) (20)
- Identify from the airlines point of view what would be the short term and long term ramifications of each scenario. (5 marks for each Short & Long Term for each scenario) (20)
- Propose steps which the airline company could take to minimize effects of each scenario. (10 marks for each scenario) (20)
- Consider the implications on both the company and country at the international, regional and local level for each scenario.(5 marks for each category and 5 marks for summary) (20)
- Consider what those opportunities may exist and for whom, surrounding each scenario. (5 marks for each scenario) (10)
- There is no word limit for the assignment however you should ensure you answer the question concisely. You should use appropriate style for a business report which should be grammatically correct and if you use quotes ensure these are correctly referenced. (10 marks)
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