assignmentAssignment 1 Title: Case Study Discuss the importance of five forces model, SWOT matrix,...

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assignmentAssignment 1 Title: Case Study Discuss the importance of five forces model, SWOT matrix, and value chain analysis in assessing the nature of competition in an industry. Critically analyse when does a business should pursue a differentiation strategy? Task Description Assessment Task: The assessment involves the application of strategic management theories, concepts and tools covered in the unit to analyse a case. You are required to select a case from any industry. The objective is to analyse the case from the strategic management point of view, given the information they had at a particular point in time. You are required to have a good understanding of the microenvironment and industry-related factors that influence a business to devise new strategies. It is important that you recognise that internal resource and capability assessment is vital for a company before taking any new strategic initiative. You are required to explain how a value chain analysis helps a business to identify the areas of competitive advantage and sources of threats. A comprehensive understanding of three generic business-level strategies will give a better analytical framework to discuss why and how a business should pursue a differentiation strategy. You need to focus on the competitive benefits of a differentiation strategy. This is an individual assessment with a maximum of 1500 words to be written in a business report format. Your submission should use a combination of at least 10 (ten) academic journal and textbook references. Please upload the assessment through the appropriate Moodle link. Assessment must be uploaded as a .doc or .docx file (word file). Any assessment with a ‘Turnitin’ score of more than 15% will be checked by the marker and unit coordinator for potential plagiarism issue although it may not necessarily mean that you have plagiarised. If there is a substantial similarity score in the ‘Turnitin’ report, your assessment could be forwarded to an appropriate office/authority. Submission Date: Week 6 Friday (28 Aug. 2020) 11:55 pm AEST Weighting: 40% Assessment Criteria Background of the case. (15%) Use macro-environmental and industry analysis to identify the core competencies of the company and its competitive advantages (30%) Critically analyse the strategies followed by the company. (30%) Discuss future challenges (15%) Referencing (10%). Learning Outcome Assessed: · Undertake scenario analysis, assess risks, and align resources to achieve key priorities · Assess how organisations use strategy in the change management process · Analyse how performance targets and key measures are set, monitored and improved at the organisational, functional and individual level. Graduate Attributes · Communication · Problem Solving · Critical Thinking · Team Work · Information Technology Competence · Cross-Cultural Competence Dear All, Some students have sent emails and posted queries on forum. My general response: 1. You can select one case from your text, anyone case that we discussed at workshops and any other case that you have access and have enough information that you need for assignment one. 2. Please note that you use the case to explain why macroenvironmental factors, industry-related factors, SWOT matrix and value chain concepts are important in strategy making. You give examples from the case you select. 3. You are required to briefly discuss the features of generic business-level strategies, and then discuss how the differentiated strategy option helped the company to gain competitive advantage. 4. Challenges and conclusion could be written together. 5. Do not forget the references. Assignment 1 Outline Background/introduction (15%) • Highlight the importance of macroenvironmental analysis, industry and value chain in assessing the strategy position of a business. Briefly describe the case that you selected and the outline you are going to use in your assignment Main Body • Conduct a macro-environmental and industry analysis to identify the core competencies of a company that you have chosen for your assignment and identify its competitive advantages (30%) • Critical analysis of the strategies followed by the company (30%) Conclusion and discuss future challenges (15%) Referencing (10%). • At least 10 (book chapter, articles, reports, company website, videos, etc.) I will post the cover page on the Moodle site.   MGMT19128: Strategy and Change - Marking Rubric: Assignment 1  Criteria Unsatisfactory Poor (

Shalini · Accepted Answer

Running Head: VIRGIN AUSTRALIA AIRLINES	1
9
VIRGIN AUSTRALIA AIRLINES
                            VIRGIN AUSTRALIA AIRLINES
Executive Summary
	This report represents the overall strategy adopted and implemented by Virgin Australia Airlines. It further analyses the macro environment and industry related factors that influenced the airlines to adopt new technologies. It analyses how the airlines assessed their internal resources in order to be capable in adopting new strategies. It channelizes the use of five-force model used by the airlines as well as the SWOT analysis that depicts all the strength, weakness, opportunities and threats faced by the airlines. Value chain analysis is also conducted in order to give a critical analysis of the overall internal and external forces of the airlines. It is also examined here how the airlines could potentially use the differentiation strategy. The analyzing of all the internal and external factors of the airlines that depicts the changes and evolution in the organization so far has been done unabashedly. In addition, advocating the necessary strategies to be adopted.
Table of Contents
Introduction	 4
The Macro Environment	4-5
Industry Analysis Through Porter’s Five Forces……………………………………………5-6
Value Chain Analysis	6-7
SWOT Analysis	7-8
Differentiation Strategy	8-9
Conclusion	9
References	10-11
Introduction
	Virgin Australia Airlines is an Australian based airline who has its headquarters in Bowen Hills, Brisbane, Queensland. Starting as a smaller brand and with limited number of flights now it has become one of the major airlines of Australian market. It came to superior power after the collapse of Ansett Australia. The airlines are currently active in 42 cities of the Australia. It started earlier with the name of Virgin Blue currently renowned as Virgin Australia airlines. With the changing name the airlines changes its several things along with the uniform code and the on boarding menu. The airlines indulged with several countries as the countries like Singapore, china and New Zealand were among the shareholders of the company.
	The current situation of COVID prevailing in the world has shaken the aviation industry and so is the condition with the Virgin Australia. After the lockdown announced by the several countries the flight, services are stopped with an immediate effect whether domestic or international. After the lockdown is taken off, the flights have the permission to only carry on in domestic region. Looking at the crisis, the Virgin Airlines have asked for a loan of $1.4 billion from the federal government, as it is going through crisis due to the unfavorable circumstances prevailing in the world (PAN, 2019).
The Macro Environment
	The macro environment of the airlines is analyzed through its PEST analysis (The Strait Times, 2020).
Political Environment
	The Australian aviation industry is highly regulated but it has several clauses for instance the authority to the airlines to set their own price and the several barriers, which prevent the new entry. As a result, it works as positivity for the airlines.
Economic Environment
	The airlines was enjoying a good economic privilege but the recent COVID crisis has affected the airlines very badly as there is no any take off of the flights for several months which led to the airlines ask a loan from the federal government (CAPA, 2020).
Social Environment
	Looking around the world people now, a day prefers environment friendly transportation that is environmentally not harmful fuels. In addition, the employees should be given the proper training,

Assignment 1 Title: Case Study Discuss the importance of five forces model, SWOT matrix, and value chain analysis in assessing the nature of competition in an industry. Critically analyse when does a...

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