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
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- 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%)
- 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%)
- Discuss how AirAsia and the Tune Group used their existing capabilities to grow and diversify their business. 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%)
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