Author: Bernard

Question 1. (Total Potential 100  Marks  )

Former long-time United Airlines CEO Oscar Muñoz says consolidation in the airline industry makes sense, and there is a pathway for Spirit Airlines to be owned by JetBlue or Frontier Airlines.  Should Spirit Airlines by acquired by JetBlue or Frontier Airlines?

REQUIRED: Using the Case Study Method perform the following tasks and provide in a formal written report format:

1. Case Background (4 Marks)
2. Problem Identification (5 Marks)
3. Secondary Challenges Identification (5 Marks)
4. SWOT Analysis (20 Marks)
5. Identification of Four (4) Alternatives (10 Marks)
6. Analysis of Alternatives
   • Subjective Analysis (4 Marks)
   • Financial Analysis (15 Marks)
   • Use of Sundry (Additional Information) Material (4 Marks)
   • Use of Matrix (4 Marks)
7. Recommendations (5 Marks)
8. • Resource Identification (2 Marks)
   • Resource Deployment (2 Marks)
   • Timeline of Activities, Commitments and Requirements (5 Marks)
   • Identification of KPIs, milestones and other performance measurements (5 Marks)
   • Implementation Budget (Cost Schedule) (10 Marks)

Question 2. (Total Potential Marks 20)

Q2.a Does this potential acquisition represent a Blue or Red Ocean Strategy? Explain and elaborate. (10 Marks)

Q2.b Why or why not? What is the evidence? (5 Marks) Q2.c Explain and elaborate. (5 Marks)

Question 3. (Total Potential Marks 25)

Q3. Create a Balanced Scorecard for Spirit Airlines

Q3.a Financial (5 Marks)

Q3.b Customer & Stakeholder (5 Marks) Q3.c Internal Process (5 Marks)

Q3.d Organizational Capacity or Learning & Growth (5 Marks)

Q3.e Explain and elaborate

 

Section Requirements (These are the minimum requirements):
1. Introduction:
a. Background of the company – what, when, whom, where, when founded, products in the company portfolio and/or services it offers etc.- Requirement 1, Word and PP
b. Mission statement of the company – Requirement 1, Word and PP
c. Vision statement of the company – Requirement 1, Word and PP
d. State of business – what is the current state of the business? Sales growth up, down, plateau, and why? Is it a publicly-traded company, and, if so what is the performance of the company stock vs. one year ago, two years ago, three years ago and graph time series data – Requirement 1, Word
e. Competitive landscape – what, when, whom, where, etc. Sales growth up, down, plateau, and why? Is it a publicly-traded company, and, if so what is the performance of the company stock vs. one year ago, two years ago, three years ago and graph time-series data – Requirement 1, Word
3
2. Environmental Analysis
a. SWOT analysis of chosen company and key competitors – Requirement 2, Word
b. SWOT Analysis should be graphically represented for your company and its competitors – see example in the textbook
3. Introduction of New Product or New Service
a. What new product is being developed? For what purpose?/Why? Requirement 2, Word and PP
b. What is the proposed value proposition? (Value Proposition is a set of clear benefits or values it promises to deliver to consumers to satisfy their needs)- Requirement 2, Word
c. What is the proposed Positioning statement? (A product’s positioning is the place it occupies/should occupy in the mind of consumers relative to competing brands) – Requirement 2, Word
d. What is name of your new product, service, etc.? – Requirement 2, Word and PP
e. What does the packaging and structure look like? Create/Draw/Illustrate it. Show example(s) in your paper and powerpoint slide. Requirement 2, Word and PP
f. What is the “product or service” concept? Create a product concept. Product concept must have insight, benefit(s), and reason to believe (RTBs). See example of product concept., Requirement 2, Word and PP
4. Introducing the Consumer/End User of your new product
a. Whom is the target group?, Requirement 2, Word and PP – must be supported by relevant secondary sources
i. Demographic Profile (e.g. age, gender, income, education attainment, household size, etc.), Requirement 2, Word and PP – must be supported by relevant secondary sources
5. Retailer and Pricing Strategy
a. What is the retail strategy to sell it? Which retailers are you choosing? And, why do these retailers make sense for your new product? Word
b. What is your pricing strategy? How much will you charge, and, why? Word
6. Marketing Communications Plan
a. What marketing communications should be used? What?, When?, Where?, and How will you advertise towards your target group? (traditional media, off-line, social media, website, etc.?), must be supported by relevant secondary sources, Word and PP
b. Create/Illustrate examples of your advertising campaign, Word and PP
Please feel free to use a resource called MarketLine which is available online under Ryan Library Services to obtain any relevant data and information for your 7 to 10 page paper and power point (PP) slides. All materials must be sourced/cited correctly, no exceptions!