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0%  excess  no penalty
11-20% excess  10% reduction in the mark
21-30%  excess  20% reduction in the mark
31%+     excess   the work will be capped at a pass i.e. 40% or grade point 4.
NB. None of the above penalties will be used to change a student mark which is above the pass mark, to one that is below the pass mark.  Therefore the maximum penalty for exceeding the word limit will be a reduction to a pass grade.

 

 
ASSIGNMENT BRIEF

In answering the questions below refer to the following case material:

1. Case “Ryan Air”  by E O’Higgins Collier (in Johnson et al, 2008.p694)

2. Ryan Air Competitors and Comparators (Pearson Education 2008)

Note:

You are not required to undertake further case research, but should you wish to do so then references to secondary sources should be made using the Harvard system

Part A:  Compulsory Question

1. Briefly assess the key external and internal situation facing Ryan Air at the time of the 2008 case.   From this analysis and by drawing upon appropriate theory on business strategy, what is the basis of competitive positioning being pursued by Ryan Air.  In your opinion is this strategic approach sustainable in the longer term?        
 (40 marks)
 
2. Briefly state why is it important to have 本Assignment由代写Assignment网www.51lunwen.org提供 a strong organisational culture?  Undertake an outline cultural web analysis on Ryan Air and state this organisations overall cultural paradigm.  Giving reasons, state which elements of the cultural web would you recommend changing?

(25 Marks)

  
Part B:  Answer only one question from the following:

 

1. By relating to appropriate theory on corporate level strategy and assuming that Ryanair were successful in acquiring Aer Lingus, what style of corporate parenting would you advocate Ryan Air adopt? Explain your analysis

(35marks)
Or

2. If the bid to acquire Aer Lingus fails, systematically develop three new strategic options for Ryan Air.   WHICH one of these three strategic options you would recommend that the Executive Board at Ryan Air implement.  You are required to apply strategic models and theories in your analysis including those used in for strategy evaluation.

(35marks)

Note: in the above marks an overall maximum weighting of 10% is given for communications skills
 
Assessed Learning Outcomes

The following learning outcomes will be assessed:

1. Demonstrate a systematic understanding and critical evaluation of the key aspects of the strategic management process (knowledge and understanding)
2. Demonstrate the ability to compare different theories and perspectives of strategic management and use and appraise them appropriately (learning)
3.  Critically evaluate theories and concepts of strategic management. Analyse and apply appropriate problem solving techniques plus knowledge learned to solving complex business problems. (analysis, application, problem solving and reflection)
4. Demonstrate the ability to communicate complex issues.

 

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