Norwegian’s Air Shuttle SWOT analysis – You must choose one topic from the two options on the following pages.
The coursework should be in the style of a formal report, such as a consultant writing to the senior management team, and you must structure your work in a logical fashion by using appropriate headings. Also, you must include a list of references to identify your information sources and, if appropriate, a bibliography.
Your work should embrace both theory and practice, and the use of relevant examples and graphs or diagrams is encouraged. It is important that you perform critical analysis and argue your case. Simple statement of fact is not enough to secure good marks! For your work to be considered impressive there should be evidence of additional research and knowledge. Original thinking is important. Regurgitating material we have discussed in the class is not enough.
Finally, make sure that you address the question precisely as worded. Do not stray from the essence of the question at all; there are no marks for writing an interesting answer that is not relevant.
The Coursework is worth 40% of the mark of the module.
You should aim to write 2,500 words (not including a contents page, bibliography or referencing). The minimum word count is 2,250 and the maximum is 2,750.
Managing Rapid Expansion – the case of Norwegian
Norwegian Air Shuttle, trading as Norwegian, has become the third largest low-cost carrier in Europe. Although the long-haul arm of the business is growing rapidly, the airline has struggled to turn a profit and has been the target of customer criticism concerning poor on- board service and delays. Furthermore, the airline has been criticised over treatment of staff. Despite this, growth continues unabated, and IAG recently acquired 4.6% of Norwegian’s shares, bolstering the prospect of an eventual takeover.
You have been retained by the senior management of IAG to conduct a due diligence examination of Norwegian’s business model and prospects.
Specifically, you should:
• Provide a clear picture of Norwegian’s current and future operations. Produce a SWOT analysis with arguments to support your views. Provide your own interpretation of future traffic levels on the airline’s current and future routes.
• Explain the economic and financial situation of Norwegian and critically analyse the airline’s predicament.
• Recommend a strategic direction that Norwegian might follow, supported by critical analysis. The analysis must address external as well as internal considerations. Your recommendation should be supported by a rigorous examination of alternative paths.
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