Final report – Domestic Airline – Comparing Top and Bottom Performing firms

Based on 5 firms performances :

  1. Delta Airline (Top)
  2. American Airline
  3. United Airline
  4. Southwest Airline
  5. Spirit Airline (Bottom)

Analyze the factors driving the performance of the top firm you identified (Delta Airline)

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Your final report should include specific recommendations directed to the CEO of the bottom-performing (Spirit Airline) within the industry:

Based on your analysis of the industry and factors driving performance within the industry, what actions can the firm take to gain (or regain) sustainable competitive advantage within the industry? High quality recommendations are insightful (e.g., based on insights about the nature of competition and determinants of success within the industry or predictions about where the industry is headed), consistent with prior analysis contained in the report as well as fundamental concepts and principles of strategy (i.e., ones we cover in the course), and likely to be feasible given the competitive, financial and organizational context in which the firm is operating.

The final report should include the following:

• An executive summary that, in addition to the information requested in the executive summary for your interim report, summarizes key insights derived from analyzing the performance of the top and bottom performers within the industry, and your recommendations for the CEO of the bottom-performing firm; (1 page)

• Interim report:
– An analysis of the factors driving overall profitability within the industry, with your conclusions about the overall attractiveness of the industry to incumbent firms (use a five forces analysis for this) (4 pages);

• Industry key success factors (usually derived through a value chain analysis of the industry’s

top firm and its strengths; also helps to spot likely items for recommendations) (1 page)

• Recommendations to the CEO of the bottom-performing firm , including a section that identifies options available to the bottom-performing firm on how to “turn things around” and an evaluation of the trade-offs and cost/benefit analysis of each; (should be the largest portion of you report- 6 pages)

• A complete source list and exhibits (these do not count towards the total page limit).

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