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UK Airline Business Analysis - Research Papers

UK Airline Business Analysis

Assessment Brief and Questions

You are to read the following newspaper articles taken from the Financial Times, as well as view the links below, then answer the three questions only from the four below. Therefore, answer question one which is compulsory, then select any two questions from the remaining three questions.

Although, a substantial amount of information has been provided for you in the form of this electronic handbook, you are encouraged to conduct additional secondary research. Equally, it is advisable that you read around the airline industry, as well as, develop a sound understanding of the various companies / products / the segments, any theoretical marketing concepts ...

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you have been tasked by British Airways (BA) to conduct (with supporting discussion) a MICRO Environmental Analysis of incumbent firms within the UK Airline industry - using Porter�s Five Forces framework.

On the completion of your analysis:

� Identify and briefly discuss the three most important threats to BA

� Discuss how BA will respond to each to lessen their impact?

3. Identify the main competitors [within the UK airline industry], and organise them into strategic groups.

� Discuss both the key success factors and mobility barriers pertaining to each strategic group.

� Do you think these factors and barriers will change within the next five years? If so, how and why? If not, why?

4. Assess the prospects of (you need only choose one airline) Dubai's Emirates or Etihad of Abu Dhabi or Qatar Airways to succeed in the UK.

� Does your chosen firm have a distinctive market position within the mind of the consumer? If so, why?

� Based on the ...

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The Portfolio for MKT4010 has a number of tasks for you to complete, and the learning experience gained will contribute to your Reflective Overview.

The UK Airline Industry

Useful links followed by a selection of newspaper articles from various editions of the Financial Times.

A) This link includes a number of articles:

http://www.competition-commission.org.uk/rep_pub/reports/2011/5111baa.htm

B) This is old news (2010 August) but it refers to the union's power - strike talks

http://www.bbc.co.uk/news/business-10982663

C) Very recent article (April 2011) refers to power of big airlines, prices not reduced due to ...

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PAPER DETAILS

Added: 6/13/2011 05:43:44 PM
Submitted By: yoursaqua
Category: Business
Type: Premium Paper
Words: 6326
Pages: 24

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