SM_S_Assignment_Virgin_Atlantic_Assignment_.doc

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1、RESULT BATCHELORS DEGREE ASSIGNMENT SPECIFICATION Student name:Student P number:Programme:Business PortfolioModule:Strategic Management and SustainabilityModule Level (4, 5, 6):6Module code:M3X9111Contribution to Overall Module Assessment (%):50%Lecturer:Vic SaundersInternal Verifier:Ian JacksonAssi

2、gnment Title:Virgin Atlantic A Premium BrandAssignment No (x of x):1 of 1Hand Out Date:October 23rd 2012Submission deadline:January 15th 2013Referencing:In the main body of your submission you must give credit to authors on whose research your work is based. Append to your submission a reference lis

3、t that indicates the books, articles, etc. that you have read or quoted in order to complete this assignment (e.g. for books: surname of author and initials, year of publication, title of book, edition, publisher: place of publication). Disclosure: I declare that this assignment is all my own work a

4、nd that I have acknowledged all materials used from the published or unpublished works of other people. All references have been duly cited.Students Signature:Assignments will not be accepted without a signature hereDate:Turnitin: Lecturer to tick to indicate if an electronic version of the assignme

5、nt must be submitted to Turnitin. Note: the Turnitin version is the primary submission and acts as a receipt for the student. Both electronic and paper versions MUST be submitted by the same deadline. No marks will be released until both submissions are received. Late submission of either the electr

6、onic or paper version will result in a late penalty mark. Penalties for late submission: Up to one week late, maximum mark of 40%. Over one week late, Refer. Only Year Tutors and the Programme Director may grant an extension.YESNOLearning Outcomes tested(from module syllabus)Assessment Criteria To a

7、chieve each outcome a student must demonstrate the ability to:1. Assess the importance of and evaluate core areas of corporate strategy, the integration of function, structure and environment and analyse the distinction between process, content and context of corporate strategy. Critique academic ar

8、ticles and texts to evaluate a range of key emerging themes and to make a critical assessment of their significance. Apply theory to an analysis specific industries and firms. Demonstrate knowledge of the integrative nature of corporate strategy and its management. Construct an academic essay/report

9、.2. Apply analytical, problem solving and forecasting methods to organizational situations and the development of corporate strategy and competitive advantage and to critically evaluate the relevance and importance of communication, co ordination and control at all stages of the strategic management

10、 planning and decision making process. Critically evaluate the development of corporate and/or business strategy utilising appropriate and precise academic theories. Analyse the strategic management planning and decision making process. Apply relevant theory to actual organisation and/or organisatio

11、ns. Use Harvard referencing conventions Please submit the assignment parts in a suitable report folder not in polypockets. This form (ALL PAGES) MUST be at the front of the paper submission. Assignments will not be accepted without this form as it is a requirement that you sign the disclosure regard

12、ing referencing convention. DO NOT put this form into Turnitin or it will match many similarities with other students submissions.TASK DESCRIPTIONVirgin Atlantic (Marketline 2012)Virgin Atlantic Airways Limited (Virgin Atlantic) is a private airline company, which is 51% owned by Virgin Group and 49

13、% owned by Singapore Airlines. The company operates in the Europe, the US, and Asia Pacific. It is headquartered in West Sussex, the UK and employs about 9,000 people. Virgin Atlantic is a privately-held company and does not publish its financial results.Virgin Atlantic is one of the largest British

14、 long haul international airlines, operating long haul services to over 30 global destinations. Virgin Atlantic is a private airline 51% owned by Virgin Group and 49% owned by Singapore Airlines. It currently operates a fleet of Boeing 747 and 777, and Airbus A340 and A330 aircraft. Virgin Atlantic

15、operates 43 aircrafts including 13 Boeing 747-400s, five Boeing 777-300s, four A340-300s, two A330-300s and 19 A340-600s. The companys average fleet age is five years and 11 months.The airline has bases at Londons Gatwick and Heathrow airports and the Manchester airport. The company operates long ha

16、ul services from Heathrow to New York (Newark and JFK), Los Angeles, San Francisco, Washington, Boston, Miami, Chicago, Tokyo, Hong Kong, Johannesburg, Cape Town, Nairobi, Shanghai, Delhi, Mumbai, Lagos, Mauritius, Sydney and Dubai. Virgin Atlantic also operates services from Gatwick to Orlando, Bar

17、bados, St Lucia, Antigua, Las Vegas, Grenada, Tobago, Cuba, Montego Bay and Kingston. In addition, it also operates a service from Manchester to Orlando, Barbados and St Lucia.Virgin Atlantic operates 30 routes worldwide including 10 routes to the US, 6 routes to Asia Pacific, 4 routes to Africa, on

18、e route to Indian Ocean, one route to the Middle East and eight routes to the Caribbean. Virgin Atlantic offers three classes of travel, including, upper class, premium economy, and economy all with in-flight entertainment. Premium economy consists of a full fare separate economy cabin, and economy

19、covers all other coach/economy fares.The companys passenger services unit arranges check-in facilities, baggage handling, meal catering, and in-flight entertainment. This unit works in conjunction with the special assistance department to help passengers with special travel needs such as special mea

20、ls or providing mobility aids, health camps at departure and arrival airports.In addition, the company operates business units Virgin Atlantic Cargo and Virgin Holidays. Virgin Atlantic Cargo offers cargo transport. It also offers Must Ride program for its customers, which is a guaranteed service fo

21、r urgent and perishable shipments. Through its direct flight operating schedule, the companys onforwarding network stretches to over 350 destinations worldwide, with the help of its global interline and trucking partners.Virgin Holidays is a leisure marketing wing used to sell seats on the new Virgi

22、n Atlantic routes to New York, Orlando, and Miami. Virgin Holidays offers a selection of holidays to the mainland US, Canada, Florida, Caribbean, and South Africa. It is one of the largest transatlantic tour operators in the UK.The company transports more than five million passengers annually. It ha

23、s code share agreements with Singapore Airlines, Continental Airlines, BMI British Midland, South African Airways, Virgin Blue, American West and All Nippon Airlines.TASKS Write a report (2000 words maximum) to:1. Identify the competitive strategy that Virgin Atlantic have utilised in order to devel

24、op their current competitive position, giving examples of actions they have taken to accomplish this strategy.2. Critically evaluate the competitive strategy that Virgin Atlantic have utilised in the development of their competitive position. Your evaluation should recognise the advantages and limit

25、ations of this strategy in the current environment.3. Make appropriate recommendations for ways forward for the organisation, based on your findings.GUIDANCE FOR STUDENTS IN THE COMPLETION OF TASKSNOTE: The guidance offered below is linked to the five common assessment criteria overleaf.1. Research-

26、informed Literature Your work must be informed and supported by scholarly material that is relevant to and focused on the task(s) set. You should provide evidence that you have accessed a wide range of sources, which may be academic, governmental and industrial; these sources may include academic jo

27、urnal articles, textbooks, current news articles, organisational documents, and websites. You should consider the credibility of your sources; academic journals are normally highly credible sources while websites require careful consideration/selection and should be used sparingly. Any sources you u

28、se should be current and up-to-date, typically published within the last five years or so, though seminal works in the field may be older. You must provide evidence of your research/own reading throughout your work, using in-text citations in the main body of your work and a reference list that is a

29、lphabetical at the end of your work. Please use the Harvard referencing system. Specific to this assignment: You should show a wide level of reading, a minimum of 20/25 references, from a variety of sources including textbooks, academic journals and academic based websites. For this assignment it is

30、 perfectly permissible to include industry-focused sources.2. Knowledge and Understanding of SubjectYour work must demonstrate the growing extent of your knowledge and understanding of concepts and underlying principles associated with the subject area. Knowledge relates to the facts, information an

31、d skills you have acquired through your learning. You demonstrate your understanding by interpreting the meaning of the facts and information (knowledge). This means that you need to select and include in your work the concepts, techniques, models, theories, etc. appropriate to the task(s) set. You

32、should be able to explain the theories, concepts, etc. meaningfully to show your understanding. Your mark/grade will also depend upon the extent to which you demonstrate your knowledge and understanding; ideally each should be complete and detailed, with comprehensive coverage.Specific to this assig

33、nment: Based on your knowledge of the subject, select appropriate techniques, models and/or theories of competitive strategy such as Porters Generic Strategies or the Strategy Clock for use in this assignment. You do not need to explain in depth the models, as this assignment is weighted more toward

34、s analysis and application.3. AnalysisYour work must contain evidence of logical, analytical thinking, evaluation and synthesis. For example, to examine and break information down into parts, make inferences, compile, compare and contrast information. This means not just describing What! but also ju

35、stifying: Why? How? When? Who? Where? At all times, you must provide justification for your arguments and judgements. Evidence that you have reflected upon the ideas of others within the subject area is crucial to you providing a reasoned and informed debate within your work. Furthermore, you should

36、 provide evidence that you are able to make sound judgements and convincing arguments using data and concepts. Sound, valid conclusions are necessary and must be derived from the content of your work. There should be no new information presented within your conclusion. Where relevant, alternative so

37、lutions and recommendations may be proposed.Specific to this assignment: After you have applied the models to Virgin Atlantic, you should consider the strategy that they are using as well as the measures that the organisation has taken to achieve this strategy and the advantages and limitations of t

38、his strategy in the current environment. You should then derive sound conclusions from the content of the work and propose 3/4 relevant/appropriate ways forward for the organisation based on the findings.4. Practical Application and DeploymentYou should be able to demonstrate how the subject-related

39、 concepts and ideas relate to real world situations or a particular context. How do they work in practice? You will deploy models, methods, techniques, and/or theories, in that context, to assess current situations, perhaps to formulate plans or solutions to solve problems, some of which may be inno

40、vative and creative. This is likely to involve, for instance, the use of real world examples and cases, the application of a model within an organisation and/or benchmarking one organisation against others based on stated criteria. You should show awareness of the limitations of concepts and theorie

41、s when applied in particular contexts.Specific to this assignment: You should deploy your chosen techniques, models and/or theories, to Virgin Atlantic, to identify which strategy they are using, giving real-life examples to illustrate the points you make. Where possible you should show awareness of

42、 the limitations of the model used when applied to Virgin Atlantic. 5. Skills for Professional Practice Your work must provide evidence of the attributes expected in professional practice. This includes demonstrating your individual initiative and/or collaborative working. You must communicate effec

43、tively in a suitable format, which may be written and/or oral, for example, essay, management report, presentation. Work should be coherent and well-structured in presentation and organisation.Specific to this assignment: You should use a report of a recognised format. It should include an executive

44、 summary, introduction, main findings and conclusions. Recommendations are also required. All writing should be academic in style, formal, focused, concise and subject specific. It should use a font of Times New Roman 12 or Arial 11 Point. All graphs, charts and figures in the main body must be clea

45、rly referenced beside or beneath. Where possible they should not be on separate pages but should be incorporated within the text.Essential Resources: Resources listed on the lecture schedule and on Moodle The student handbook The SMU website at http:/www.smu.ac.uk/academicskills/ MARKING CRITERIA AN

46、D STUDENT FEEDBACKThis section details the assessment criteria. The extent to which these are demonstrated by you determines your mark. The marks available for each criterion are shown. Lecturers will use the space provided to comment on the achievement of the task(s), including those areas in which

47、 you have performed well and areas that would benefit from development/improvement.Page 5 of 7Common Assessment Criteria AppliedMarks availableMarks awarded1. Research-informed Literature Extent of research and/or own reading, selection of credible sources, application of appropriate referencing con

48、ventions.102. Knowledge and Understanding of SubjectExtent of knowledge and understanding of concepts and underlying principles associated with the discipline.103. AnalysisAnalysis, evaluation and synthesis; logic, argument and judgement; analytical reflection; organisation of ideas and evidence354. Practical Application and DeploymentDeployment of methods, materials, tools and techniques; application of concepts; formulation of innovative a