Written Assignment: Business Development of a Low Cost Airline ‘GriffJet’ : Key management approaches that need to be considered to ensure an airline delivers a sustainable and competitive product into the future
You are the Manager, Business Development within the Commercial Group of an imaginary Low Cost Airline called ‘GriffJet’ that has been operating successfully for the past two years. GriffJet is operating in one of the following regions: Australasia, Asia, Middle East, Europe or North America. It is up to you to determine which region, and so you will need to understand the current air transport situation within the region chosen. There are three types of unbundled flight products that you have been asked to investigate by senior management:
• Ticket exchange fees
• Baggage fees
• Seat reservation fees
Using the knowledge gained in this course, discuss three key management approaches that need to be considered to ensure your airline delivers a sustainable and competitive product into the future.
We have covered various management approaches in the first four lectures, including:
• Organisational strategy – Sustainable competitive advantage
• Situational analysis (e.g. SWOT - Strengths Weakness Opportunities & Threats)
• Corporate-level strategy
• Industry-level strategy (e.g. Porter five industry forces)
• Positioning strategy
• Yield management (price discrimination & product differentiation)
• Innovation streams
• Managing change
• Market segmentation
This list is not exhaustive, and so feel free to incorporate any other management approaches if you feel they are relevant. Present your response to the assignment question in Report format and at the end of
the report offer three recommendations to address the issues discussed. WEIGHTING
This assignment is worth 40% of your assessment for this course.
21st September 2018, 16:59 AEST
Submit your assignment through the ‘Turnitin’ Submission point in the Assessment
folder on Blackboard. Paper submissions will not be accepted.
In fairness to all students on the course, a Late Submissions Policy is found in the
Course Profile, Section 5.3:
“An assessment item submitted after the due date, without an approved extension from
the Course Convenor, will be penalised. The standard penalty is the reduction of the
mark allocated to the assessment item by 10% of the maximum mark applicable for the
assessment item, for each working day or part working day that the item is late.
Assessment items submitted more than five working days after the due date are
awarded zero marks”.
As future professionals in the aviation industry, ensure that your submissions are
always on time. Any late submissions will be penalised in accordance with the above
policy to ensure fairness to all students on the course facing similar pressures and
Your assignment must meet the following requirements:
1. Word limit: 2,000 words ( 100 words) total.
2. Font: 12 point, Times New Roman font
3. Line spacing: 1.5 lines
4. Alignment: Justified
5. Referencing style: APA
6. At Undergraduate Level a general rule of thumb is “1 reference for every 5 percent”.
This assessment should be presented in Report format. Check “A Guide to the
Preparation and Presentation of Written Assignments” available at Learning@Griffith
under the tab “Writing Style Guide”. Students are strongly encouraged to ensure that
they have read and are familiar with the contents of the Writing Style Manual.
For the purposes of this Report, your executive summary and your recommendations
will not be included in your total word count.
Your cover page must include the following:
1. Student Name
2. Student Number
3. Course Number
4. Course Title
5. Assignment Title: “Written Assignment”
6. Word count: (Please insert the total word count used in your answer)
7. Lecturer Name
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