Report Task Investigate the European airline Ryannair (see the case study in the textbook) and prepare a 2500-word report that demonstrates understanding and application of Strategic Position and Strategic Choice as below: • Conduct a competitive-forces analysis to determine the attractiveness of the European airline industry and how Ryannair should manage the competitive-forces it faces. • Conduct a PESTEL analysis to develop a scenario analysis targeted at the year 2030. Explain which scenario represents the greatest threat to Ryannair and which one represents the greatest opportunity. • Conduct a VRIO analysis to determine the resources and capabilities of Ryannair. • Use the Strategic Position analysis above to inform the Strategic Choices Ryannair should adopt to improve its chances of being persistently profitable. Present and explain the recommended strategic choices in the Discussion section of the report.
MA722AssgntThree(3) MNG93210 Strategy and Case Analysis Assessment 2 Due Date: 9:00 am, Monday, April 13, 2020 Value: 40% (marked out of 40) Instructions: This assessment focuses on the student’s understanding and application of strategic concepts associated with Strategic Position and Strategic Choice (Parts I and II of the textbook). Report Task Investigate the European airline Ryannair (see the case study in the textbook) and prepare a 2500-word report that demonstrates understanding and application of Strategic Position and Strategic Choice as below: • Conduct a competitive-forces analysis to determine the attractiveness of the European airline industry and how Ryannair should manage the competitive-forces it faces. • Conduct a PESTEL analysis to develop a scenario analysis targeted at the year 2030. Explain which scenario represents the greatest threat to Ryannair and which one represents the greatest opportunity. • Conduct a VRIO analysis to determine the resources and capabilities of Ryannair. • Use the Strategic Position analysis above to inform the Strategic Choices Ryannair should adopt to improve its chances of being persistently profitable. Present and explain the recommended strategic choices in the Discussion section of the report. Report Structure: Note: Executive Summary, Table of Contents and Reference List do not contribute to the word count. Section Content Assignment Cover Sheet Assignment/student information. No page numbering. Title Page • This is developed by the individual student. Identify the unit name & code, assignment title, student name & ID, and the word count. • The title should provide insight into the focus of the report. • Note: The Title Page should not have any page numbering. Executive Summary • A brief overview of the importance of the topic and the aim and findings of the report. • Must be on a page by itself that is numbered in roman numerals. Table of Contents • Professional presentation using MSWord Insert Table of Contents function. • On a page by itself and numbered in roman numerals. Introduction • Provide topic orientation (what is the topic and why is it important), state the aim of the report, define any key terms and outline what will be presented in the report. • Page numbering commences. “Page 1” begins at the bottom right hand corner. Body (do not use the word “Body” as a heading) • Content • Theory • Analysis • Discussion • Context: Overview of the European airline industry and Ryannair. • Theory: Provide explanation and relevance of Strategic Position and Strategic Choice tools and concepts that will be applied in the report. • Analysis: Conduct competitive-forces, PESTEL, scenario and VRIO analyses as outlined in the assessment task. Provide diagrams to depict and summarise main findings of the analyses. • Discussion: Interpret and use findings of preceding analysis to recommend strategic choices for Ryannair. Conclusions • Restate the aim of report and its significance. • Summarise main findings/evaluation. • State limitations of report. Recommendations • List in dot point short sentences the strategies for profitability List of References • Present List of References on a separate page and correctly apply Harvard referencing style. Appendices • Any additional information, if required. Report Format: • Perspective – Use 3rd-person perspective when writing. • Font style – Times New Roman, 12pt, justified, 1½ line spacing. • Margins – top and bottom to be 2.54cm. Left and right to be 2.54cm. No page borders. • Spelling – specify Australian English language/grammar when running spell-check. • Writing – Grammar and expression must conform to the standards of a professional academic report. MNG93002: Assessment 2 Marking Criteria Assessment criteria Fail Pass Credit Distinction High Distinction KNOWLEDGE 25% Substandard (poor, limited, confused) knowledge of case study industry, Strategic Position tools and Strategic Choice concepts. Scant evidence of wide reading and research. Satisfactory knowledge of case study industry, Strategic Position tools and Strategic Choice concepts. Limited evidence of wide reading and research. Sound knowledge of case study industry, Strategic Position tools and Strategic Choice concepts. Some evidence of wide reading and research. Superior knowledge of case study industry, Strategic Position tools and Strategic Choice concepts. Clear evidence of wide reading and research. Superlative knowledge of case study industry, Strategic Position tools and Strategic Choice concepts. Substantial evidence of wide reading and research. APPLICATION 25% Substandard synthesis of knowledge in addressing task. Limited/incoherent PESTEL, Scenario, Five Forces and VRIO analyses that does not relate to and/or inform discussion. Scant application of strategic concepts. Satisfactory synthesis of knowledge in addressing task. PESTEL, Scenario, Five Forces and VRIO analyses is adequate and partially applied to discussion. Limited application of strategic concepts. Sound synthesis of knowledge in addressing task. PESTEL, Scenario, Five Forces and VRIO analyses is sound and appropriately applied to discussion. Some application of strategic concepts. Superior synthesis of knowledge in addressing task. PESTEL, Scenario, Five Forces and VRIO analyses is sound, informed and clearly applied to discussion. Clear application of strategic concepts. Superlative synthesis of knowledge in addressing task. PESTEL, Scenario, Five Forces and VRIO analyses is sound, informed, cogent and clearly applied to discussion. Substantial application of strategic concepts. JUDGEMENT 20% Substandard evaluation of case study industry evidence, key PESTEL drivers and five forces analysis. Strategic recommendations are either not provided, incoherent and/or unsupported by analysis. Satisfactory evaluation of case study industry evidence, key PESTEL drivers and five forces analysis. Strategic recommendations are coherent and partially supported by analysis. Sound evaluation of case study industry evidence, key PESTEL drivers and five forces analysis. Strategic recommendations are coherent, useful and appropriately supported by analysis. Superior evaluation of case study industry evidence, key PESTEL drivers and five forces analysis. Strategic recommendations are coherent, feasible and clearly supported by analysis. Superlative evaluation of case study industry evidence, key PESTEL drivers and five forces analysis. Strategic recommendations are coherent, feasible, thoughtful and manifestly supported by analysis. COMMUNICATION 20% Substandard writing skills demonstrating little clarity, coherence and cogency. Extensive grammar, spelling, punctuation and formatting errors and poor report format and presentation. Satisfactory writing skills demonstrating adequate clarity, coherence and cogency. Frequent grammar, spelling, punctuation and formatting errors and satisfactory report presentation. Sound writing skills demonstrating moderate clarity, coherence and cogency. Minimal grammar, spelling, punctuation and formatting errors and competent report presentation. Superior writing skills demonstrating consistent clarity, coherence and cogency. Minor grammar, spelling, punctuation and formatting errors and high- quality report presentation. Superlative writing skills demonstrating sustained clarity, coherence and cogency. No grammar, spelling, punctuation and formatting errors. Professional quality report presentation. REFERENCING 10% Substandard sourcing of material and formatting in Harvard style. Less than 5 credible sources. Satisfactory sourcing of material and formatting in Harvard style. At least 5 credible sources. Sound sourcing of material and formatting in Harvard style At least 7 credible sources. Superior sourcing of material and formatting in Harvard style. At least 9 credible sources. Superlative sourcing of material and formatting in Harvard style. More than 10 credible sources.