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Assignment Task:

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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  • Posted on : September 16th, 2019
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