BMGT2299 MINI-Case Three Guidelines - 1 MINI CASE #3 PESTEL ANALYSIS BMGT2299 Cases in Strategic Management Assignment Overview: For this assignment investigate the airline industry. Complete an environmental analysis based on article research, & categorize points under each external force for the PESTEL Analysis chart (Political, Economic, Socio-Cultural, Technological, Environmental, & Legal). The key is to be sure you have at least 2 items for each PESTEL category & 24 in total. EXECUTIVE SUMMARY FORMAT: Upon completion of the PESTEL Chart, write an Executive Summary overviewing your analysis with the following paragraphs: Introduction Overview the purpose and goal of the analysis. Highlight which factors will be covered as important. Be sure to reference the PESTEL Chart. Paragraph 1 Overview 1st Category. Discuss any key factor(s) and how it impacts a companys competitiveness. Be sure to reference the PESTEL Chart. Paragraph 2 Overview 2nd Category. Discuss any key factor(s) and how it impacts a companys competitiveness. Be sure to reference the PESTEL Chart. Paragraph 3 Overview 3rd Category. Discuss any key factor(s) and how it impacts a companys competitiveness. Be sure to reference the PESTEL Chart. Closing Provide specific recommendations for an airline company. Answer the question: How might a company use the force(s) to create a competitive advantage? Or how might a company mitigate the impact of the negative force(s) on their success? (Note: You may focus your recommendations toward a specific company if you like.) Steps to complete this assignment: Research articles for each category. Capture notes on key points that belong under categories of the PESTEL Analysis Chart. Complete the PESTEL Analysis chart categorizing the factors under the correctareas. o Use short phrases with action words. (See example PESTELChart on Blackboard.) o Be thorough and detailed. o Stay succinct with each factor, keeping it meaningful to the reader. A total of 24 factors are required with at least two for eachcategory. Factors should include: Quantities percentages, dollars, numbers where possible Qualifying adjectives (See example PESTEL Charts) When reading the PESTEL chart, some factors should make it apparent this is for the Airline Industry. (In other words, dont be too general in your points!) EXAMPLES FOR EACH CATEGORY: POLITICAL ECONOMIC SOCIO-CULTURAL Current issues that could lead to more legal issues for the industry such as passenger rights, cancellations, lawsuits, safety issues, etc. Value of industry revenues, ticket prices, & any economic factors such as unemployment, wage trends, etc, that impact the industry. Demographics for types of travelers, growth of types of travelers such as Hispanic, expectation of travelers, etc. TECHNOLOGICAL ENVIRONMENTAL LEGAL Changes in technology, new types of aircraft, entertainment & wifi, etc. Examples of industry impact & concerns on the environment such as emissions, waste, etc. Name specific laws enacted that regulate the industry & regulating agencies. BMGT2299 MINI-Case Three Guidelines - 2 Using the PESTEL Analysis, write an Executive Summary. Be sure to: Follow the guidelines above for the structure of the Executive Summary, Focus on 3 categories & specific points from the PESTEL only. (Do not reiterate every point focus on factors critical to build your argument. (YOU decide which factors are most important to the industry.) Length 1 1.5 pages Format Guidelines Submit to Bb in one professionally prepared Microsoft Word document (2-3pages including chart) Business Writing format Do NOT use I statements! 11 point font Times New Roman or Calibri Spell check and grammatically correct Citations of resources in APA format. Grading RUBRIC Graded Content Area POINTS PERCENT PESTEL Chart (1.5 points per factor with 24 factors required) Thorough coverage of external forces on the industry (Minimum 2 per PESTEL area & 24 total) Succinctly written with action words or descriptors Includes some quantitative factors No complete sentences 36 36% Executive Summary Opening paragraph catches readers attention and overviews key external issues (4 points) Sub paragraphs analyze 3 PESTEL categories & specific force(s). Refers to PESTEL Chart Analysis (10 points each = 30 points) Closing paragraph summarizes and provides overall strategic action recommendations (10 points) 44 44% Professionalism of Assignment Well organized Limited spelling grammatical errors Strong use of business writing style Consistent capitalization in writing & within PESTEL Chart References PESTEL Chart in writing 10 10% Citations Includes all sources listed in APA format 10 10% TOTAL POINTS POSSIBLE 100 100%