Competitive Strategy for Integrated Hospitality

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