| University | Edinburgh Napier University (ENU) |
| Subject | SOE09601: Strategic Management in a Global Context |
You are required to provide an analysis of the case entitled “Airasia And The Tune Group: diversifying across industries” in response to the two questions below. The case study can be found on page 651 of Exploring Strategy: Text and Cases, 11th Edition, by Johnson et a.
1. Using Ansoff’s matrix, analysis AirAsia and the Tune Group’s strategy. Use the case study to extract information and use figures whenever possible to support your analysis.
2. using Porter’s generic strategy, analysis of AirAsia and the Tune Group’s business model. Use the case study to extract information and use figures whenever possible to support your analysis
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