{"id":17276,"date":"2024-03-23T07:15:53","date_gmt":"2024-03-23T07:15:53","guid":{"rendered":"https:\/\/www.writemyessays.app\/blog\/questions\/mba-case-studycomfortair-plc-group-presentation-maximum-of-10-slides-and-500-words\/"},"modified":"2024-03-23T07:15:53","modified_gmt":"2024-03-23T07:15:53","slug":"mba-case-studycomfortair-plc-group-presentation-maximum-of-10-slides-and-500-words","status":"publish","type":"questions","link":"https:\/\/www.writemyessays.app\/blog\/questions\/mba-case-studycomfortair-plc-group-presentation-maximum-of-10-slides-and-500-words\/","title":{"rendered":"MBA Case Study(ComfortAir plc.), Group presentation, Maximum of 10 slides and 500 words,"},"content":{"rendered":"
\n

Description of Assessment  <\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Assessment 1: Weighting 40%. Group Report<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Students will be required to analyse the given case, ComfortAir plc. and critically assess its current digital marketing activities and using appropriate theories suggest justified and measurable improvements.<\/span><\/span><\/p>\n

 <\/span><\/p>\n

Appendix 1 <\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Assessment 1, Case Study <\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

ComfortAir plc.<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Case<\/span><\/b> <\/span><\/b>Study<\/span><\/b> <\/span><\/b>Briefing<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Few inventions have changed how people live and experience the world as much as the invention of<\/span> <\/span>the airplane. During both World Wars, government subsidies and demands for new airplanes vastly<\/span> <\/span>improved<\/span> <\/span>techniques<\/span> <\/span>for<\/span> <\/span>their<\/span> <\/span>design<\/span> <\/span>and<\/span> <\/span>construction.<\/span> <\/span>Following<\/span> <\/span>the<\/span> <\/span>World<\/span> <\/span>War<\/span> <\/span>II,<\/span> <\/span>the<\/span> <\/span>first<\/span> <\/span>commercial<\/span> <\/span>airplane<\/span> <\/span>routes<\/span> <\/span>were<\/span> <\/span>set<\/span> <\/span>up<\/span> <\/span>in<\/span> <\/span>Europe.<\/span> <\/span>Over<\/span> <\/span>time,<\/span> <\/span>air<\/span> <\/span>travel<\/span> <\/span>has<\/span> <\/span>become<\/span> <\/span>so<\/span> <\/span>commonplace<\/span> <\/span>that<\/span> <\/span>it<\/span> <\/span>would<\/span> <\/span>be<\/span> <\/span>hard<\/span> <\/span>to<\/span> <\/span>imagine<\/span> <\/span>life<\/span> <\/span>without<\/span> <\/span>it.<\/span> <\/span>The<\/span> <\/span>airline<\/span> <\/span>industry,<\/span> <\/span>therefore,<\/span> <\/span>certainly<\/span> <\/span>has<\/span> <\/span>progressed.<\/span> <\/span>It<\/span> <\/span>has<\/span> <\/span>also<\/span> <\/span>altered<\/span> <\/span>the<\/span> <\/span>way<\/span> <\/span>in<\/span> <\/span>which<\/span> <\/span>people<\/span> <\/span>live<\/span> <\/span>and<\/span> <\/span>conduct<\/span> <\/span>business<\/span> <\/span>by<\/span> <\/span>shortening<\/span> <\/span>travel<\/span> <\/span>time and altering our concept of distance, making it possible for us to visit and conduct business in<\/span> <\/span>places<\/span> <\/span>once<\/span> <\/span>considered remote.<\/span><\/span><\/p>\n

 <\/span><\/p>\n

The airline industry exists in an intensely competitive market. In recent years, there has been an<\/span> <\/span>industry-wide<\/span> <\/span>shakedown,<\/span> <\/span>with<\/span> <\/span>far-reaching<\/span> <\/span>effects<\/span> <\/span>on<\/span> <\/span>the<\/span> <\/span>industry’s<\/span> <\/span>trend<\/span> <\/span>towards<\/span> <\/span>expanding<\/span> <\/span>domestic<\/span> <\/span>and<\/span> <\/span>international<\/span> <\/span>services.<\/span> <\/span>In<\/span> <\/span>the<\/span> <\/span>past,<\/span> <\/span>the<\/span> <\/span>airline<\/span> <\/span>industry<\/span> <\/span>globally,<\/span> <\/span>was<\/span> <\/span>at<\/span> <\/span>least<\/span> <\/span>partly<\/span> <\/span>owned<\/span> <\/span>by governments. This is still true in some<\/span> <\/span>countries, but increasingly all major airlines have come to<\/span> <\/span>be privately held.<\/span> <\/span>The industry has<\/span> <\/span>many characteristics e.g:<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>International – 130+ seat planes that have the ability to take passengers just about anywhere<\/span> <\/span>in<\/span> <\/span>the<\/span> <\/span>world.<\/span> <\/span>Companies<\/span> <\/span>in<\/span> <\/span>this<\/span> <\/span>category<\/span> <\/span>typically<\/span> <\/span>have<\/span> <\/span>annual<\/span> <\/span>revenue<\/span> <\/span>in<\/span> <\/span>excess<\/span> <\/span>of<\/span> <\/span>$2<\/span> <\/span>billion.<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>National<\/span> <\/span>–<\/span> <\/span>Usually<\/span> <\/span>these<\/span> <\/span>airlines<\/span> <\/span>fly<\/span> <\/span>smaller<\/span> <\/span>planes<\/span> <\/span>and<\/span> <\/span>have<\/span> <\/span>revenues<\/span> <\/span>between<\/span> <\/span>$100<\/span> <\/span>million<\/span> <\/span>and<\/span> <\/span>$1 billion.<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>Regional<\/span> <\/span>–<\/span> <\/span>Companies<\/span> <\/span>with<\/span> <\/span>revenues less<\/span> <\/span>than<\/span> <\/span>$100<\/span> <\/span>million<\/span> <\/span>that focus<\/span> <\/span>on<\/span> <\/span>short-haul flights.<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>Cargo<\/span> <\/span>–<\/span> <\/span>These<\/span> <\/span>are<\/span> <\/span>airlines<\/span> <\/span>that<\/span> <\/span>generally<\/span> <\/span>transport<\/span> <\/span>goods.<\/span> <\/span>Many<\/span> <\/span>global<\/span> <\/span>companies<\/span> <\/span>like<\/span> <\/span>Amazon,<\/span> <\/span>have<\/span> <\/span>developed<\/span> <\/span>their<\/span> <\/span>own<\/span> <\/span>cargo<\/span> <\/span>fleets<\/span><\/span><\/p>\n

 <\/span><\/p>\n

Airport capacity, route structures, technology and costs to lease or buy the physical aircraft are<\/span> <\/span>significant<\/span> <\/span>in<\/span> <\/span>the<\/span> <\/span>airline industry.<\/span> <\/span>Other<\/span> <\/span>substantive<\/span> <\/span>issues are:<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>Weather – Weather is variable and unpredictable. Extreme heat, cold, fog and snow can shut<\/span> <\/span>down airports and<\/span> <\/span>cancel flights,<\/span> <\/span>which<\/span> <\/span>costs an airline<\/span> <\/span>money.<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>Fuel Costs – According to the Air Transportation Association (ATA), fuel is an airline’s second<\/span> <\/span>largest expense. Fuel makes up a significant portion of an airline’s total costs, although<\/span> <\/span>efficiency among different carriers can vary widely. Short haul airlines typically get lower fuel<\/span> <\/span>efficiency<\/span> <\/span>because<\/span> <\/span>take-offs<\/span> <\/span>and<\/span> <\/span>landings<\/span> <\/span>consume<\/span> <\/span>high<\/span> <\/span>amounts<\/span> <\/span>of jet<\/span> <\/span>fuel.<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>Labour – According to the ATA, labour is an airline’s No.1 cost; airlines must pay pilots, flight<\/span> <\/span>attendants, baggage<\/span> <\/span>handlers, dispatchers, customer<\/span> <\/span>service and<\/span> <\/span>others.<\/span><\/span><\/p>\n

\u00b7 <\/span><\/span><\/span>Landing Slots \u2013 These present another significant expense for airlines who fly to popular<\/span> <\/span>destinations.<\/span><\/span><\/p>\n

 <\/span><\/p>\n

 <\/span><\/p>\n

Your brief<\/span><\/b>:<\/span> <\/span>You are to take on the role of a marketing consultant for a new passenger airline:<\/span><\/b> <\/span><\/b>ComfortAir<\/span><\/b> <\/span><\/b>plc<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

<\/span><\/p>\n\n\n\n\n
<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

 <\/span><\/b><\/p>\n

\n

 <\/span><\/b><\/p>\n

The airline is based in the UK and plans to operate on the <\/span>European<\/span><\/u> passenger sector having secured<\/span> <\/span>landing slots from January 2024 in the following Cities : London, Paris, Frankfurt, Milan, Athens,<\/span> <\/span>Istanbul,<\/span> <\/span>Brussels,<\/span> <\/span>and<\/span> <\/span>Amsterdam.<\/span> <\/span>More<\/span> <\/span>landing<\/span> <\/span>slots could<\/span> <\/span>be added<\/span> <\/span>in<\/span> <\/span>future<\/span> <\/span>years.<\/span><\/span><\/p>\n

 <\/span><\/p>\n

ComfortAir will use a fleet of <\/span>smaller<\/span><\/u> planes of 150 seats, built in China. Designer fitted using quality<\/span> <\/span>materials in the cabin,<\/span> <\/span>with luxurious look and feel, and intent to serve healthy<\/span> <\/span>gourmet<\/span> <\/span>sandwiches<\/span> <\/span>and<\/span> <\/span>fresh fruit<\/span> <\/span>juices<\/span><\/span><\/p>\n

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<\/td>\n<\/tr>\n
<\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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\n<\/div>\n


<\/span><\/p>\n

READ<\/span><\/b> <\/span><\/b>CAREFULLY<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Tasks<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

In<\/span> <\/span>your assessment<\/span> <\/span>you<\/span> <\/span>need to address<\/span> <\/span>the following<\/span> <\/span>tasks:<\/span><\/span><\/p>\n

 <\/span><\/p>\n

Assessment<\/span><\/b> <\/span><\/b>1:<\/span><\/b> <\/span><\/b>40%<\/span><\/b> <\/span><\/b>of module<\/span><\/b> <\/span><\/b>marks<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Market<\/span><\/b> <\/span><\/b>Analysis.<\/span><\/b> <\/span><\/b>Analyse<\/span> <\/span>the<\/span> <\/span>business<\/span> <\/span>environment:<\/span> <\/span>You<\/span> <\/span>should<\/span> <\/span>provide<\/span> <\/span>a<\/span> <\/span>thorough,<\/span> <\/span>logically<\/span> <\/span>structured analysis of the market, using actual and current information sources to support your<\/span> <\/span>analysis.<\/span><\/span><\/p>\n

 <\/span><\/p>\n

You will need to consider internal and external influences (including industry dynamics such as<\/span> <\/span>competition,<\/span> <\/span>regulatory<\/span> <\/span>environment,<\/span> <\/span>fuel<\/span> <\/span>crisis,<\/span> <\/span>staffing)<\/span> <\/span>and<\/span> <\/span>use<\/span> <\/span>facts<\/span> <\/span>and<\/span> <\/span>figures,<\/span> <\/span>where<\/span> <\/span>appropriate,<\/span> <\/span>to<\/span> <\/span>provide<\/span> <\/span>evidence<\/span> <\/span>to<\/span> <\/span>support<\/span> <\/span>your analysis.<\/span><\/span><\/p>\n

 <\/span><\/p>\n

The<\/span> <\/span>analysis<\/span> <\/span>should<\/span> <\/span>be<\/span> <\/span>based<\/span> <\/span>on<\/span> <\/span>current<\/span> <\/span>market<\/span> <\/span>data<\/span> <\/span>use<\/span> <\/span>audit<\/span> <\/span>tools<\/span> <\/span>such<\/span> <\/span>as<\/span> <\/span>Porter\u2019s<\/span> <\/span>Five<\/span> <\/span>Forces.<\/span> <\/span>This<\/span> <\/span>needs<\/span> <\/span>to<\/span> <\/span>be<\/span> <\/span>kept<\/span> <\/span>as<\/span> <\/span>brief<\/span> <\/span>as<\/span> <\/span>possible<\/span> <\/span>for<\/span> <\/span>ComfortAir\u2019s<\/span> <\/span>Leadership<\/span> <\/span>team.<\/span> <\/span>Up<\/span><\/b> <\/span><\/b>to<\/span><\/b> <\/span><\/b>10<\/span><\/b> <\/span><\/b>slides<\/span><\/b> <\/span><\/b>and<\/span><\/b> <\/span><\/b>500<\/span><\/b> <\/span><\/b>words<\/span><\/b> <\/span><\/b>(excluding<\/span> <\/span>one slide<\/span> <\/span>with<\/span> <\/span>Executive<\/span> <\/span>Summary -not<\/span> <\/span>an<\/span> <\/span>introduction<\/span> <\/span>-and<\/span> <\/span>one for Bibliography)<\/span><\/span><\/p>\n

 <\/span><\/p>\n

Key<\/span><\/b> <\/span><\/b>issues<\/span><\/b> <\/span><\/b>the company<\/span> <\/span>faces:<\/span> <\/span>Based on<\/span> <\/span>your<\/span> <\/span>analysis,<\/span> <\/span>you<\/span> <\/span>should<\/span> <\/span>identify<\/span> <\/span>what<\/span> <\/span>are the main<\/span> <\/span>challenges<\/span> <\/span>and<\/span> <\/span>barriers<\/span> <\/span>and<\/span> <\/span>what<\/span> <\/span>are<\/span> <\/span>the<\/span> <\/span>key<\/span> <\/span>drivers<\/span> <\/span>for<\/span> <\/span>ComfortAir<\/span> <\/span>to<\/span> <\/span>succeed.<\/span> <\/span>The<\/span> <\/span>key<\/span> <\/span>issues<\/span> <\/span>should<\/span> <\/span>be<\/span> <\/span>relevant<\/span> <\/span>to<\/span> <\/span>marketing<\/span> <\/span>and<\/span> <\/span>be<\/span> <\/span>supported<\/span> <\/span>by the reliably<\/span> <\/span>sourced<\/span> <\/span>facts<\/span> <\/span>from<\/span> <\/span>your<\/span> <\/span>business<\/span> <\/span>analysis.<\/span><\/span><\/p>\n

 <\/span><\/p>\n

 <\/span><\/p>\n

Assessment<\/span><\/b> <\/span><\/b>Submission<\/span><\/b> <\/span><\/b>Structure<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Assessment<\/span><\/b> <\/span><\/b>1:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Submit PowerPoint slides for group presentation to clearly address the findings required by the brief above<\/span> <\/span>(Maximum<\/span> <\/span>of<\/span> <\/span>10 slides<\/span> <\/span>and<\/span> <\/span>500<\/span> <\/span>words,<\/span> <\/span>excluding<\/span> <\/span>Executive Summary,<\/span> <\/span>bibliography\/references).<\/span><\/span><\/p>\n

 <\/span><\/p>\n

 <\/span><\/p>\n

Note : This is a practical assignment and marks are awarded for addressing the consulting brief,<\/span><\/b> <\/span><\/b>providing evidence of market research, and<\/span><\/b> <\/span><\/b>market sizes specifically. <\/span><\/b>ComfortAir needs a<\/span><\/u><\/b> <\/span><\/b>recommended<\/span><\/u><\/b> <\/span><\/u><\/b>solution from<\/span><\/u><\/b> <\/span><\/u><\/b>you,<\/span><\/u><\/b> <\/span><\/u><\/b>not an<\/span><\/u><\/b> <\/span><\/u><\/b>outline<\/span><\/u><\/b> <\/span><\/u><\/b>of<\/span><\/u><\/b> <\/span><\/u><\/b>the<\/span><\/u><\/b> <\/span><\/u><\/b>theories<\/span><\/u><\/b>\u2026<\/span><\/u><\/span><\/p>\n


<\/span><\/span><\/p>\n

Structure of the assignment<\/span><\/b>:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Maximum<\/span><\/b> <\/span><\/b>of<\/span><\/b> <\/span><\/b>10 slides<\/span><\/b> <\/span><\/b>and<\/span><\/b> <\/span><\/b>500<\/span><\/b> <\/span><\/b>words,<\/span><\/b> <\/span><\/b>excluding<\/span><\/b> <\/span><\/b>Executive Summary,<\/span><\/b> <\/span><\/b>bibliography\/references<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Here are the requirements for <\/span><\/b>the <\/span><\/b>10-page slide<\/span><\/b>s:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

page 1-4:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Market<\/span><\/b> <\/span><\/b>Analysis<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

1. <\/span><\/span><\/span>Executive Summary <\/span>(5 marks)<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

2. <\/span><\/span><\/span>Analysis of the business environment using <\/span>actual and<\/span><\/u> <\/span>current<\/span><\/u> information sources to support your analysis using analytical tools such as PESTLE etc. <\/span>(10 marks)<\/span><\/b><\/span><\/p>\n

 <\/span><\/p>\n

3. <\/span><\/span><\/span>Briefly outline industry dynamics such as competition, regulatory environment, fuel crisis, staffing using analytical tools such as Porter 5 Forces etc to analyse current facts \/ figures and provide evidence to support your analysis. <\/span>(10 marks)<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

page 5-7:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Segmentation, Targeting and Positioning<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Research to identify the STP strategy to be deployed by the company. Quantify key segments, targeting and positioning<\/span><\/span><\/p>\n

(20 marks)<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Page 8-9:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Critical<\/span><\/b> <\/span><\/b>evaluation<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/p>\n

Compare and contrast the company\u2019s STP strategy with at least 2 main competitors  <\/span><\/span><\/p>\n

(20 marks)<\/span><\/b><\/span><\/p>\n

 <\/span><\/p>\n

Page 10:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Challenges<\/span><\/b> <\/span><\/b>and<\/span><\/b> <\/span><\/b>Barriers<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Main challenges   and   barriers   facing ComfortAir Plc.<\/span><\/span><\/p>\n

(15 marks)<\/span><\/b><\/span><\/p>\n

 <\/span><\/p>\n

Page 11:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Drivers<\/span><\/b> <\/span><\/b>to<\/span><\/b> <\/span><\/b>success<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Key drivers for ComfortAir Plc. to succeed. Ensure relevance to marketing, supported by the reliably sourced current data and facts <\/span><\/span><\/p>\n

(10 marks)<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

Page12:<\/span><\/b><\/span><\/b><\/p>\n

 <\/span><\/b><\/p>\n

References<\/span>:<\/span><\/span><\/p>\n

 <\/span><\/p>\n

10 references<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Description of Assessment     Assessment 1: Weighting 40%. Group Report   Students will be required to analyse the given case, ComfortAir plc. and critically assess its current digital marketing activities and using appropriate theories suggest justified and measurable improvements.   Appendix 1   Assessment 1, Case Study   ComfortAir plc.   Case Study Briefing   Few […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","template":"","meta":[],"disciplines":[9],"paper_types":[],"tagged":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions\/17276"}],"collection":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions"}],"about":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/types\/questions"}],"author":[{"embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/comments?post=17276"}],"version-history":[{"count":0,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/questions\/17276\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/media?parent=17276"}],"wp:term":[{"taxonomy":"disciplines","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/disciplines?post=17276"},{"taxonomy":"paper_types","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/paper_types?post=17276"},{"taxonomy":"tagged","embeddable":true,"href":"https:\/\/www.writemyessays.app\/blog\/wp-json\/wp\/v2\/tagged?post=17276"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}