BBA Airline Management

AVN1010 Introduction to Air Transport Industry

Learning Outcomes addressed:

A1.1: Ability to recognize the numerous economical concepts of the aviation industry.
B1.1: Understand the different key players in the aviation industry and the respective role in the
aviation landscape.
Assignment Task 1.1 written report due midnight, 2 November 2017

This is a pairs task worth 10% of your course score. You will choose two different airlines (ideally a full
service carrier and an LCC) which operate from the same city/region/country and will conduct research to
create a short report containing the following information and analysis comparing and contrasting the
operations and structure of the two airlines
o Key background information about the Airlines
o Route and fleet characteristics of the Airlines
o The economic impact of the Airlines in their home country and region
o Key economic indicators

Write an academic report in English 101 format (including cover page) with full Harvard referencing,
which addresses the following specific points
1. Information about your airlines (5% for each airline, total 10%):
Home bases and country
Type of business strategy: point-to-point/hubbing, full service/budget/LCC, major airports/hubs
etc
Route structure and fleet (destinations, aircraft types and numbers of aircraft)
Economic impact of the airline in its home country/region (e.g. contribution to the economy,
employment, facilitation of business, leisure/VFR opportunities
Key economic indicators (e.g. Profit in the last financial year, load or seat factor, average yield in
$/RPK or equivalent, three most significant costs etc.)

Deadline: Written report to be submitted through Turnitin on or before midnight 05 November 2017.
Report word count: 800 - 1000 words +/- 100 words (excluding cover page and references)

1
Assignment Task 1.2 - report due midnight, 19 November 2017

Again, working as a pair, you will extend your report for Task 1.1 in view of the additional insight you have
gained from the lectures and coursework so far and ensure you address the following specific points for
one of the airlines from Task 1.1

2.1 Perform a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for your airline
comprising
The strengths of your airline (strengths your airline has but your competitors do not have)
The weaknesses of your airline (strengths your competitors have but your airline does not have)
The opportunities facing your airline in the environment you operate in (the
markets/countries/business environment you operate in)
The threats facing your airline from the environment you operate in (economic factors, Government
regulation, changes in travel patterns and preferences, security issues, etc.)
2.2 Formulate a recommendation for developing a new product or service, market, destination based
on your airlines SWOT analysis (this could be something that builds on a strength, addresses a
weakness, takes advantage of an opportunity or defends against a threat)

Deadline: Written report to be submitted through Turnitin on or before midnight, 19 November 2017.
Report word count: 500 - 800 words +/- 100 words (excluding cover page and references)

Assignment Task 1.3 PowerPoint Presentation weeks 13 & 14, starting 26 November 2017
Brief the group on your airline - who you are, where you fly to, what business strategy you use as
outlined in your report. (1-2 slides)
Brief the group on your competitor and why you consider it to be a competitor (1 slide)
Identify the unique selling points/attractions of your airline (products, services, etc. your competitor
does not have) (1 slide)
Present your SWOT analysis (1-2 slides)
Present your recommendation (1 slide); be prepared to defend your thesis under questioning from
the group

Grading: Task 1: 10% of course mark

Task 2: 10% of course mark
Presentation: 10% of course mark
End