refer to page 41 to 47 in SMiGC Study Guide PSB 2019 attachment.
Case Study Analysis: Air Asia and the Tune Group. This assessment contributes 50% of your final mark for this module and you are required to analyse and interpret the case study. This case study describes how Air Asia and the Tune Group has capitalised on a leading position in South East Asia airline industry thanks to its unique resources and capabilities, and core competencies. However, Air Asia and the Tune Group’s strategic position continues to be challenged by the macro-external environment and its core competitors, which puts into the question the sustainability of their competitive advantage. The case study presents extensive information about Air Asia and the Tune Group’s strategy and key business functions and processes. The objective of your case analysis will be to assess your understanding of their capabilities and core competencies in the value chain and how far these have influenced the success of growth strategy within its competitive environment.
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 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%)
2. 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%)
3. 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%)
Do not use Singapore airlines to compare. you can use other airlines to compare for example. Use 6-10 academic referencing to support and add in more personal views. Read the case study attached.