Strategic Management: Severstal and Air Asia and the Tune Group

Strategic Management in a Global Context Coursework
Case Study Analysis
Case 1: Severstal: growth and consolidation strategies in a turbulent global steel industry [pages 661 - 667 of the 12th Edition]
Case 2: Air Asia and the Tune Group [pages 650 – 660 of the 12th Edition]
This assessment contributes 90% of your final mark for this module and you are required to analyse two case studies on Severstal and Air Asia and the Tune Group.
When answering the case questions below only use information on Severstal and Air Asia and the Tune Group contained in the case study. Your marks will be penalised if you use information on the company from alternative sources as it is your assessment of the case information provide which is being assessed.
Questions
1. Drawing on your knowledge of the PESTEL model, analyse the external environment facing Severstal and identify the key external factors which impact on the company. (15%)
2. Using Porter’s Five Forces framework, analyse the attractiveness of the global steel industry in Severstal which operates. Support your analysis with evidence from the Severstal case study. (25%)
3. Using Porter’s Generic Strategies, analyse the competitive strategy employed by Air Asia and the Tune Group. Support your analysis with evidence from the case study. (25%)
4. Using the Ansoff’s matrix, analyse the direction of growth that Air Asia and the Tune Group has undertaken to grow their business. Provide recommendations for the firm's future growth. (25%)
Mark allocated for the presentation of analysis, use of case evidence and conclusions.
(10%)
***Guidance notes****
Remember that in writing your solution to the questions you must not describe what the case says but use the concepts to analyse the information and use the evidence/facts in the case to support your analysis.
To answer question 1 you need to review the PESTEL framework (Units 1 and 2). Specifically, the external political, economic, social, technological, ecological and legal trends that could impact Severstal’s strategic position. At this stage, do not focus too much on how Severstal has managed to protect their strategic position because this requires an analysis of its internal capabilities and how they are utilised to establish a position in the industry which you are asked to discuss in question 2.
To answer question 2, you need to review Porter’s Five Forces model (Unit 2). Specifically, the five forces which enable you to determine the overall attractiveness of the global steel industry within which Severstal operates.
In question 3, you need to review Porter’s Generic Strategies framework (Unit 4). Specifically, you will need to examine the competitive strategy that Air Asia and the Tune Group has employed to position itself against its rivals and to create value. Amongst the various options outlined by Porter’s Generic Strategies are cost leadership and differentiation strategies.
Question 4 focuses on how Air Asia and the Tune Group has used their capabilities to grow the business. You are asked to focus on the options in Ansoff’s matrix which are explained in your textbook and in Unit 5. The options include market penetration, market development, product development and diversification. You also need to make recommendations on how Air Asia and the Tune Group should use their existing capabilities to implement future growth options.
In questions 3 and 4, you can make use of figures in your answer, especially to describe the relevant frameworks.
CLASS 1
• 90-100% - An outstanding answer showing an excellent understanding of the
issues and methodologies; original, independent thinking informs an answer based upon rigorous clearly directed argument accurately supported by evidence; close to perfection and could not be bettered at undergraduate level in the time available.
• 80-89% - An answer demonstrating an excellent level of understanding of the issues and methodologies. The answer displays independent thought, and strong and very well organised argument, demonstrating the ability to integrate a wide range of techniques.
• 70-79% - An answer showing most (although not necessarily all) of the above criteria
If material is simply reproduced from the case study, using the same words, this will be treated as plagiarism and a fail mark will be given. Material copied from websites or other sources that provide ready made solutions to coursework will be deemed an academic offence and subject to disciplinary action.
Grades will be awarded according to the following weightings and criteria and your assessment will be marked using the feedback sheet over page. Similarity score should be approximately 20%. No Plagiarism!
PESTEL analysis of Severstal’s external environment (15%)
Five forces analysis of the global steel industry (25%)
Presentation of analysis, use of case evidence and conclusion. (10%)
Application of Porter’s Generic Strategies to Air Asia and the Tune Group (25%
Discussion of Air Asia and the Tune Group’s direction of growth: Ansoff’s Matrix and recommendations (25%)
*******As you prepare your case analysis there are a few other points you must take into account:
• A case analysis is not a conceptual explanation or discussion so do not spend too much time on conceptual explanation, instead your focus should be on how the concepts are used to analyse the case events and reach evaluative judgments.
• Always draw on evidence from the case to support your analysis and conclusions. Using evidence without analysis will amount to describing what has happened in the case and will not gain many marks.
• It is critically important that if you use quotes from the case or academic texts, you do so selectively and they must be placed in quotation marks and referenced appropriately.
• You should answer the questions in terms of the information presented in the case up to the time of publication. You are not required to go beyond the case end date since your analysis and judgement are being assessed at this point, not in the light of subsequent events. As a result, you should not include references on Air Asia and the Tune Group and Severstal from sources other than those contained in the case.
Appendices can be a useful to provide additional information from your analysis provided that the key points are incorporated into the main body of the answer textbook.
Reference:
***APA 7th edition***
There is no limitation for reference. Whatever source is use please list. It doesn’t have to be 10 references.