Case Study Analysis: AirAsia and the Tune Group: diversifying across industries authored by Julie Verity, Mark Jenkins and Tazeb Rajwani, Singapore

3.1 Coursework Assignment

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. 11^th Edition Exploring Strategy Text and Cases Pearson Education

Questions

1. 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.
2. Conduct a value chain analysis to determine AirAsia and the Tune Group’s organisational capabilities and advance this analysis by using an additional framework(s) to interpret their core competencies.
3. 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 made recommendations on future growth options.