Organisations and Management

Assessment: Case study Word limit: 2000 (+/- 10%) Assessment overview This assessment requires you to review a case study describing a real-life business situation. You will apply a number of analytical tools to this case and then write up your findings as a report. Assessment details Read through the following case study from your eText (Habib 2010): ‘The ascendance of AirAsia: Building a successful budget airline in Asia' (pp. 583-594) Then write a report which includes the outcomes from the two specific tasks listed below and summarises your conclusions. The report must conform to the following format:

1. Executive summary: provides a short overview of the report and outlines your key findings.

2. Introduction: introduces the scope, purpose and limitations of the report.

3. Analysis and research: your response to the questions and analysis of the information.

4. Impact on AirAsia: discussion on impact on AirAsia, based on analysis conducted.

5. Conclusion: draws all your arguments together. 6. * Reference list: Refer to at least 3 academic journal articles. All references must be cited in Harvard style.

* Note: executive summary and reference list are not included in the word length. Tasks to complete: 1. Carry out a PESTEL analysis on AirAsia and discuss how Market Liberalisation in the Asia-Pacific assisted AirAsia's growth in the region. 2. Using data from the case and other resources (i.e. academic journal articles, industry and market data etc.), carry out a SWOT and Porter's five forces analysis on AirAsia. Explain how these trends may influence AirAsia in the future. Assessment criteria 1. Inclusion of an executive summary 2. Inclusion of an introduction 3. Analysis and justification using research 4. Discussion if impact on AirAsia 5. Conclusion 2 Organisations and Management Assessment.