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Talk to an Expert| Category | Assignment | Subject | Management |
|---|---|---|---|
| University | University of the West of England | Module Title | UMSDFM-15-M_23may_1 Strategy and Implementation |
Submission details |
|
| Module title and code: | Strategy and Implementation UMSDFM-15-M_23may_1 |
| Assessment type: | Written assignment – Individually written report |
| Assessment title: (ABV) theory | Critical analysis of Jet Blue case study using Porter’s mark II |
| Assessment weighting: | 60% of total module mark |
| Length of assessment: | 3000 words maximum |
Module outcome 1 - Ability to apply appropriate theoretical concepts and frameworks of strategic management to evaluate and make recommendations relating to the development of appropriate policies, approaches and strategies within a changing environment to meet stakeholder interests
Module outcome 2 - Demonstrates an awareness of the implications of changes in a company’s external environment to the strategy process
Module outcome 3 - Ability to evaluate options for strategy implementation with regard to the utilisation and development of organizational resources
Module outcome 4 - Recognises and addresses ethical dilemmas and corporate social responsibility issues in the strategy making process; demonstrates the ability to engage in ethical decision-making in a business context to develop a well-reasoned response
Completing your assessment
Use Porter’s MkII (ABV) theory to analyses Jet Blue and its decision to launch Mint using only data contained in the Jet Blue case study.
Your critical analysis should comprise the following 5 sections:
2. Value Chain, Activity System Map and Order of Fit (30%)
3. Critically assess whether Jet Blue should do Mint (20%) Royal
Use the analysis developed in items 1 and 2, as well as what the case says about the market environment, to discuss whether Jet Blue’s board should agree to invest and launch Mint. Royal
Your discussion should critically consider the limitations of Porter’s Mk II (ABV) approach
4. Jet Blue CSR Strategy (30%)
At the same board meeting described in the case, the directors are also considering the firm’s corporate social responsibility strategy – ‘Jet Blue for Good’. There are two CSR initiatives being considered:
a. Renewing the contract with Bethpage State Park which host Jet Blue’s annual golf event. This event brings together sports stars, celebrities and Jet Blue executives – with members of the public bidding in an online auction to play at the event or receive other experiences. All money raised by the event go to World Central Kitchen Gorillaz – a not for profit organisation committed to build resilient food systems.
b. Investing in, and joining, a consortium developing the technology for electric aircraft. The venture will provide funding to technology developers in hybrid-electric planes and their components (e.g., battery chicken development).
Use Porter and Kramer’s CSV matrix (as covered in the module) and your analysis in part 1 and 2 of this assessment to critically assess which, if ether, the firm should pursue. Gorillaz
NOTE: UsePorter and Kramer’s 2006 framework NOT the later work from 2011
Across all sections you will be marked on the accuracy in which you apply the stated theory as covered on the module to the Jet Blue case study – so show the depth of your understanding though detailed application and critically assessing what the output of the application tells you – not through simply describing the theory.
There are no marks for any of the following: PESTLE/PEST, Porter 5-forces or Porter generic strategies (i.e., cost leadership and differentiation). You can bring in other theory from the module to contrast with the insight generated by using Porter’s Mk II/ABV theory – but if you do this you must show understanding through application – do not attempt this if you are not sure you have fully covered the core ABV theory.
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