1) Sources of information/data:
• Desk research
• Journals/articles/books/videos pertaining to Management theory and practice
• Journals/articles/books/videos pertaining to budget airlines, national carriers, passenger-travel data, UK aviation forecasts, British Airports Authority, transport and logistics and the like.
• Field research (visits and observations only): integrating the findings into the research
Some key issues you may wish to identify, for example:
• Size and Scope of the industry
• General segmentation, particularly by price/needs/brand/usage
• Type of buyers
• Key Success Factors
• Wrap-around product/services, as well as, supporting industries
All the above feed into:
2) Analyse one industry segment by applying, as a minimum:
a) Porter 5-forces model, to identify the attractiveness of the industry segment. Each force must be evaluated by using the factors listed by Porter, and an indication of the strength given. An overall discussion of the attractiveness of the segment should be evident within your report, as well as, an indication of the most relevant factors.
b) PESTEL framework, to help identify the drivers in the macro-environment that are likely to alter the forces for competition identified under (a).
c) You should apply also: industry lifecycle, competitor analysis, strategic group analysis, value chain et cetera. As appropriate:
o Identify and explain the Opportunities and Threats pertaining to your chosen industry’s segment under analysis.
o A coherent argument should lead to the identification and discussion of the Opportunities and Threat.
Marks are given for:
• Logic and well-articulated argument – written
• Appropriate use of theory/concepts
• Focus, depth and rigour of the analysis – written and spoken
• Evidence of independent thought
Marks (up to 5%) may be lost if the following categories are defective:
• Structure of the report (including poor citations and references)
Use of Business English – written