Coursework Assignment
Case Study Analysis: AirAsia and the Tune Group: diversifying across industries
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 Ansoff’s matrix, analyse AirAsia and the Tune Group’s strategy. Use the case study to extract information and use figures whenever possible to support your analysis. (40%)
2. Using Porter’s generic strategy, analyse AirAsia and the Tune Group’s business model. Use the case study to extract information and use figures whenever possible to support your analysis. (40%)
Marks allocated for the presentation of analysis, selection of appropriate tools, use of case evidence and referencing technique. Use tables and diagrams as much as possible. Tables and diagrams are not included in the word count. Do not use an appendix. Submit your work on Moodle via Turnitin. (20%)
Total word count 2,000 words (+/- 10%)
