- Factors on airline business
PESTE Analysis Have students identified the main political, economic, social, technological and environmental issues related to the selected Airline?
/10%
Analysis of possible future trends Has Students identified what plans or actions the selected airline can adopt to overcome the turbulent times and those influencing factors such as Fuel Hedging and competitive operating costs.
/6%
Conclusions /Recommendation Are conclusions valid?
/5%
Examples used Has students presented relevant info on chosen airline?
/4% - Airline Product and Marketing Strategy
Assessment of product and marketing strategy Students should have identified as many of following; - Product/brand Equity
- Marketing channels – Advertising, internet, newspapers.
- Competitors
- Frequent flyer program /10%
Assessment of success of marketing strategy 1. Has students identified why PAX chose this airline? - What is unique selling point of this airline?
- What stage of product life cycle is airline’s product at?
- Has students critically reviewed how successful airline is at marketing their product (i.e. did it affect PAX loads positive/negative and were they satisfied?) /5%
Conclusions Are conclusions valid? /5% - Financial Assessment
Assessment of business model Low cost, No frills Vs Full service? Threat of competition?
Has students related to business models taught in class, i.e. differentiation?
/10%
Interpretation of financial results Students should have researched finance status of airline - Has airline made profit over last two years?
- Has airline’s operating expenses increased over last few years?
- Has students analyzed yield management, operating margin, aircraft utilization, load factors, Profitability and Liquidity Ratios?
- Did the students used examples of other airlines?
- Has students discussed airline’s fleet newness factor and maintenance costs trends as discussed in class?
- Has students discussed other revenue streams for airline? /15%
Conclusion
Are conclusions valid? /5% - Conclusion/Recommendations/presentation/referencing/layout
Recommendations and conclusions Has students presented an overall conclusions section that sums up the findings of their report?
Has students made valid recommendations on what airlines need to do over the next 20 years to stay in business?
Has the student demonstrate that they have understood the principles of airline ops and related them to their chosen airline?
/5%
Table of Contents • Has the students presented a comprehensive Table of contents? /5%
Introduction • Did the students reflect a proper introduction highlighting the purpose of assignment and useful info on airline /5%
References • Proper referencing style used (Harvard Style as discussed in class). In text citation and last page indication. /5%
Presentation/ Layout • Professional style
o Margins, Fully justified, 1 ½ spacing, clear sections and sub sections that follow questions, common font size throughout
o grammar and English
o Page numbers, word count and general layout /5%
Assessors Name: Hisham Salah Signature Date
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