Assignment
Description:
Using appropriate strategic analytical tools, perform a systematic strategic analysis on China Southern Airlines
Individual Assignment:
You must produce a concise strategic report that should not exceed 3,000 words. The report should be assembled as follows: an executive summary; list of contents (e.g. 1 Introduction; etc); main body of the report; conclusion; followed by a list of references.
This assignment should be written in Arial 12 point.
This report is worth 100% of your module mark.
Task:
Using appropriate strategic analytical tools, perform a systematic strategic analysis on your chosen airline
Marks will be awarded according to the following marking scheme:
• Appraisal of the selected airline’s capabilities (SWOT analysis)
• Discussion of the strategic positioning of the carrier and the reasoning (Bowman clock)
• Adoption and application of the BCG matrix
• Develop a long-term strategy for your chosen airline in response to Covid-19
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