MNG93210 Strategy and Case Analysis (Online) Assessment 2 – Report Due Date: 9 May 2017 Value: 50% Instructions You have been asked to read the short account of the US airlines industry (available on MySCU) and prepare a 2,500-word report that addresses the following: • Conduct a competitive forces analysis of the U.S. airline industry. What does this analysis tell you about the causes of low profitability in this industry? • The economic performance of the airline industry seems to be very cyclical. Why do you think this is the case? • Given your analysis, what strategies do you think an airline should adopt in order to improve its chances of being persistently profitable? Your report must be structured as follows: • Introduction (3 marks) • The US airline industry: An overview (5 marks) • A competitive forces analysis of the industry (10 marks) • Economic performance (5 marks) • Identifying strategies for airline profitability (5 marks) • Discussion (5 marks) • Conclusion (2 marks) Five (5) additional marks will be allocated to English expression and grammar.