University : | James Cook University, Singapore UniLearnO is not sponsored or endorsed by this college or university. |
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Country : | India |
Task:
AirAsia and the Tune Group: diversifying across Industries
You represent a consulting firm that has been asked to provide a strategic analysis of AirAsia and the Tune Group ? how a Malaysian?based group of companies? that grew from being a two?plane defunct airline company to a highly diversified and successful group. More precisely, you’ve been asked to address a specific strategic challenge facing the Group. To do that requires a general strategic analysis first, which then provides the platform for making recommendations regarding the specific strategic challenge. The goal of your analysis will be to address the following:
1. What are the factors driving the diversification of Tune Group?
2. What is the Tune Group portfolio, what contribution does each SBU make and, therefore, what is the dominant logic for this Group?
3. Looking at the SBU strategies, do you see any problems arising for the Tune Group?
4. How does Tune Group add value to the individual SBUs?
5. What is the future potential of the Tune Group? What SBUs should it protect and grow and what SBUs should it divest?
6. Evaluate the leadership of Tony Fernandes.
This document outlines the structure for the paper portion of this analysis, which we will refer to as a STRATEGIC AUDIT. To perform a strategic audit we’ll need to address five specific areas. When doing your write?ups, be sure to provide clear headings for each of these sections. That really helps me to follow where you are and what you’re saying. This framework will provide the template that we will build upon throughout the semester. Length: 15 pages maximum (not including appendices and references) Instruction/ Format:
1. Main drivers of diversification and composition of Tune Group’s portfolio (5 pages) Students will be expected to understand the drivers and logic of Tune Group’s diversification strategy, and the dominant logic of the Group. What are the various resources and capabilities of the Group in driving this success? Looking at the SBU strategies, do you see any problems arising for the Tune Group?
2. Corporate Portfolio Management (5 pages) What is the nature of corporate value added using Bowman and Kakabadse (2005) model? What SBUs should it protect and grow and what SBUs should it divest? Students could consider Directional Policy Matrix and Ashridge portfolio model in making recommendations.
3. Leadership, Resources and Capabilities (5 pages) What is the future potential of the Tune Group? What are the various resources and capabilities of the Group in driving this success? What clearly strategic assets and potential liabilities? Outline the key SWOTs: Strengths and Weaknesses of the firm; Opportunities and Threats facing the firm. How does the entrepreneurial, inspirational and transformational leadership of Fernandes play a role in this? Class material will provide you with some tools to help with these analyses. Not every tool will prove useful in every strategic audit. But you should make use of those that have the potential to bring insight to your analysis
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