Using Ansoff’s matrix, analyse AirAsia and the Tune Group’s strategy. Use the case study to extract information and use figures whenever possible to support your analysis.

Coursework Assignment

Case Study Analysis: AirAsia and the Tune Group: diversifying across industries
pp. 651 – 658 Johnson G., Whittington R., Scholes K., Angwin D. and Regner P. 11th Edition Exploring Strategy Text and Cases Pearson Education

Questions

Using Ansoff’s matrix, analyse AirAsia and the Tune Group’s strategy. Use the case study to extract information and use figures whenever possible to support your analysis. (40%)

Using Porter’s generic strategy, analyse AirAsia and the Tune Group’s business model. Use the case study to extract information and use figures whenever possible to support your analysis. (40%)

Total word count 2,000 words (+/- 10%)

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