BMGT3001S: (Corporate and Competitive Strategy) The purpose of a case analysis is to develop your decision-making skills by applying strategy frameworks to the analysis of business cases of real business.

Module / Subject / School:

BMGT3001S: Corporate and Competitive Strategy

Requirements: 

1. Case analysis: (40%)

The purpose of a case analysis is to develop your decision-making skills by applying strategy frameworks to the analysis of business cases of real business. 

Case: Air Asia and the Tune Group.

Your case analysis should be based on the information given in the case. Please make use of all the relevant information within the case. Do not obtain additional information outside the case.

Your discussion should demonstrate understanding of the concepts from the course. Use the information in the case including the exhibits to answer the following questions.

1. Give a brief overview of your chosen company’s activities to-date, including, when and how it was first established; what the nature of its business is (industry, key products and/or services; its performance and others if applicable.
2. What’s the major issue(s) in the case?
3. Assess the company’s external and/or internal environment to support your analysis of the company’s situation.  Please be selective and focus on the relevant aspects only.  Also, your analysis would be more persuasive if you apply relevant concept(s), framework(s), and/or tool(s).
4. What recommendations do you have?
5. Name one key takeaway.

The case analysis should be approximately 1,500 (+/-10%) words in length, excluding the cover page, exhibits and reference list. Use Times New Roman size 12 font with one inch margins and 1.5 spacing. Emphasis should be on application of the concepts.

What we score:

79%

Our Writer’s Comment 

This assignment is designed to assess students’ understanding of business practices.

To secure an A+ grade, adhere to these guidelines and make sure your work aligns with the grading criteria:

1. Overview of the Company (Introduction)

Start by giving a concise but thorough overview of Air Asia and the Tune Group’s key activities. Include when the company was founded, what industry it operates in (budget airlines and related businesses), and its major products or services. You should also highlight the company’s performance—mention market share, profitability, or any significant milestones, but only use the information in the case.

Tip: Be efficient with this section. Keep it fact-based and make sure it leads smoothly into the main issues of the case. Aim to keep this part brief so you have more room for analysis later.

2. Identify the Major Issue(s)

This section is key to setting up your analysis. Look at what the case emphasizes—Is it about market competition? Is the company struggling with internal inefficiencies, or maybe there’s a question of strategic direction?

How to Improve: When identifying the main issue, don’t just state it. Explain why it’s significant. For example, if Air Asia is facing increasing competition in the budget airline industry, explain how this threatens its market position or profitability. Tie this back to the company’s overall goals.

Tip: Be specific. If there are multiple issues, prioritize them. Focus on the most pressing problem first, as this will frame the rest of your analysis.

3. Assess the External and Internal Environment

This is where your analysis shines. Use strategic frameworks to assess the situation. For example:

• External environment: You might use PESTLE or Porter’s Five Forces to examine competitive pressures, regulations, or customer preferences that affect Air Asia.
• Internal environment: Apply frameworks like SWOT or VRIO to assess Air Asia’s resources and capabilities. What are its strengths (low-cost structure, strong brand) and weaknesses (potential overexpansion or high fuel costs)?

How to Improve: Focus on relevance. Don’t try to analyze every aspect—only dive into the parts that are most pertinent to the issue. If competition is the main issue, your analysis should focus on Air Asia’s competitive advantages or threats.

Tip: Always link your analysis back to the problem. For example, if high competition is a major threat, how does Air Asia’s cost advantage help it counter this? Or if internal weaknesses exist, how do they make the company vulnerable?

4. Recommendations

This is your chance to offer solutions. What should Air Asia do to address the key issue(s)? Think strategically—should they expand into new markets, invest in technology, or focus on cost-cutting?

How to Improve: Make sure your recommendations are realistic and based on your previous analysis. Don’t suggest something that contradicts your earlier findings. For example, if your analysis shows that Air Asia’s main strength is its low-cost model, you might recommend strategies that maintain or enhance that advantage.

Tip: Offer a couple of specific, actionable recommendations, but don’t go overboard. Two to three well-explained ideas are better than a long list.

5. Key Takeaway (Conclusion)

End your case analysis with a takeaway—what’s the most important insight from your analysis? This could be about the importance of maintaining a competitive edge in a low-margin industry or the role of strategic alliances for budget airlines.

How to Improve: Make your takeaway meaningful. It should summarize your entire analysis and give the reader a clear sense of what can be learned from Air Asia’s case.

General Tips:

• Use Strategic Frameworks: The assignment wants you to apply strategy frameworks, so don’t forget to integrate concepts from your course. Whether it’s Porter’s Five Forces, SWOT, or VRIO, make sure you’re using these tools to guide your analysis.
• Clarity and Structure: Organize your report with clear headings and logical flow. Use one section for each question (overview, issues, analysis, recommendations, and takeaway). Good structure helps make your argument more persuasive.
• Stay Focused on the Case: Since you’re only allowed to use information from the case itself, don’t go outside the case materials. This also means you need to use all the exhibits and data provided effectively.
• Presentation: Pay attention to formatting—Times New Roman, 12-point font, and 1.5 spacing. These details might seem minor, but they help make your submission look professional, and poor presentation can hurt your score.

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