ASSESSMENT  3: Air Asia and the Tune Group Case Study

ASSESSMENT  3: Air Asia and the Tune Group Case Study

You have been appointed to provide a strategic analysis of Tune Group – 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. The goal of your analysis will be to address the following:

  • What are the factors driving the diversification of Tune Group?
    1. Do you see any challenges arising for the Tune Group from its operating environment?
    • How does Tune Group add value to the individual SBUs? Length: 12 pages maximum (not including appendices and references)

 

Instructions/ Format

  • Main drivers of diversification and composition of Tune Group’s portfolio (5 pages)

What are the drivers and logic of Tune Group’s diversification strategy, and the dominant logic of the Group. Analyse the external driving forces and investigate the types of diversification happening in the Group. Do you see any challenges arising for the Tune Group as a result of this?

  • Corporate Portfolio Management (7 pages)

What is the nature of corporate value-added within Tune Group? Using BCG Matrix, what SBUs should the Tune Group protect and grow and what SBUs should it divest? Students could also consider Directional Policy Matrix and Ashridge portfolio model in making recommendations on how does Tune Group add value to the individual SBUs?

  • Assessment Task 3 Rubric
CriteriaHigh distinction 85 – 100%Distinction 75 – 84%Credit 65 – 74%Pass 50 – 64%Unsatisfactory 0 – 49%Mark
(SLO 1, CLO2) Evaluation of decision-making in diversification strategies using core concepts –Makes correct use of relevant theories as a basis for the analysisWhile theory might be part of the support, there is also an element of the student just thinking it’s a good ideaTheory plays a minor role in supporting the basis for analysis.Theory is barely acknowledged as the basis for the analysis.Based on the students’ preferences without any real reference to theory      25%
(SLO 2, CLO2) Critically analyse and evaluate context of corporate portfolio management     Employ a range of techniques to generate solutions (SLO3, CLO5)Makes correct use of relevant theories as a basis for the analysis   The analysis fully utilizes the tools of strategy analysis and the case study proceeds logically from the data given.While theory might be part of the support, there is also an element of the student just thinking it’s a good idea   The analysis consistently utilizes the tools of strategy analysis and proceeds logically from the data givenTheory plays a minor role in supporting the basis for analysis.   The analysis makes good use of the tools of strategy analysis and proceeds from the data givenTheory is barely acknowledged as the basis for the analysis.   The analysis makes use of the tools of strategy analysis and proceeds from the data givenBased on the students’ preferences without any real reference to theory   The analysis doesn’t utilize the tools of strategy analysis and does not proceed from the data given                  60%
(CLO7, CLO8) Communicate complex business analyses and information appropriately to diverse audiences in a collaborative mannerWriting is crisp and succinct. Ideas are very organised and substantiated No spelling, grammar, or punctuation errors are madeWriting is generally clear. Paragraphs and sentence structure are appropriate. No spelling, grammar, or punctuation errors are madeWriting is generally clear, but unnecessary words are used. Meaning is sometimes hidden. A few spelling, grammar, or punctuation errors are made.It is hard to know what the writer is trying to express. Writing is convoluted. Misspelled words, incorrect grammar, and improper punctuation are evident.Excess or inappropriate verbiage and poor word choice. Hard to read. Looks bad on the printed paper. Misspelled words, incorrect grammar, and improper punctuation are evident.          15%
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