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

UCD Quinn School of Business & Michael Smurfit Graduate School of Business

Requirements: 

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:

78%

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:

Step 1: Overview of the Company (10%)

Start by giving a clear and concise overview of Air Asia and the Tune Group. This should include when and how the company was established, what industry it operates in, and the key products or services it offers. Also, touch on its performance over time, highlighting any major milestones or challenges. This section sets the stage for your analysis, so make sure it’s informative but not too detailed—keep it brief and to the point.

Step 2: Identifying the Major Issues (20%)

Here’s where you need to dive into the heart of the case. Identify the major issues facing Air Asia and the Tune Group. What are the main challenges or decisions that the company needs to address? Be specific and make sure you’re drawing directly from the case information provided. This is where your ability to pick out the most critical aspects of the case comes into play. Focus on what’s most relevant to the company’s strategic position.

Step 3: Analyzing the Environment (30%)

This part of the assignment is crucial for demonstrating your understanding of strategic frameworks. You’ll need to assess either the external or internal environment of the company—or both—depending on what’s most relevant to the issues you identified.

• External Environment: You might use tools like PESTEL analysis or Porter’s Five Forces to evaluate the industry and broader market conditions.
• Internal Environment: Consider using frameworks like SWOT analysis or the VRIO framework to assess the company’s strengths and weaknesses.

Be selective in your analysis—don’t try to cover everything, but rather focus on the aspects that are most pertinent to the case. This is also where you should apply the concepts and frameworks you’ve learned in the course. The more you can link your analysis to these theoretical tools, the stronger your argument will be.

Step 4: Providing Recommendations (30%)

Based on your analysis, what would you recommend the company do? Your recommendations should be practical, actionable, and directly tied to the issues you’ve discussed. Make sure they’re realistic given the company’s situation and resources. It’s also important to consider the potential risks or downsides of your recommendations and how the company might mitigate these.

Step 5: Key Takeaway (10%)

End your analysis with a strong key takeaway. This could be a lesson learned from the case, a broader strategic insight, or a reflection on how the company’s situation relates to larger trends in the industry. This is your chance to show that you’ve not only understood the case but also thought critically about its implications.

Final Tips:

• Clarity and Structure: Make sure your analysis is well-organized and easy to follow. Use clear headings and subheadings to guide the reader through your argument.
• Incorporate Case Exhibits: Don’t forget to use the exhibits provided in the case. These can be really helpful in supporting your analysis and making your points more persuasive.
• Stick to the Word Count: Make sure your case analysis is within the 1,500-word limit, excluding cover page, exhibits, and references. This helps you stay focused and concise.

Final Thoughts

You’re already on solid ground with a 78%, but by sharpening your analysis, being selective in what you focus on, and clearly applying the concepts from the course, you can definitely push that score even higher.

Keep these tips in mind as you work through the assignment, and you’ll be on your way to an even better grade!

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