1. International Strategic Management BM026-3-3INTSM 1 of 7
Introduction
This is a 2,500 word individual assignment which covers the following learning
outcomes:
1. Demonstrate knowledge and understanding of a variety of external and internal
environmental influences on international strategic management thinking and
planning.
2. Apply concepts developed in the module to some aspect of international business
and critically evaluate outcomes.
3. Critically analyse and evaluate appropriate approaches to solving international
strategic management problems.
Content Page
Introduction 1
Instructions for the Assignment 2-4
Assignment Guidelines 5
Assignment Structure 6
Performance Criteria 7
Level 3 Asia Pacific University of Technology and Innovation.
201104

2. International Strategic Management BM026-3-3INTSM 2 of 7
Instructions for the assignment
Tony Fernandes and Kamarudin Meranun started AirAsia a decade ago with two aircrafts
but grew rapidly to have operations in Malaysia, Thailand, Indonesia, the Philippines and
Japan. It also has a medium-haul sister airline in AirAsia X.
As part of its strategic expansion plan, AirAsia is now eyeing five more joint ventures in
markets like China, South Korea, Vietnam and India.
The airline may have grown by leaps and bounds into a regional low cost carrier and
competition is a given for AirAsia but its biggest challenge is really about staying
focused and in implementation.
Source : Star June 2012
Question:
The above scenario is related to AirAsia strategic expansion plan in entering join
ventures in China, South Korea, Vietnam and India. AirAsia has had exploratory
discussions with several parties with regards to the mentioned markets.
In this assignment, you have been appointed as AirAsia strategy consultant to conduct
analysis of the company and the possible joint venture with new partners in
abovementioned market. Based on the analysis, you are required to chose any one of the
target country mentioned and recommend possible strategy (or strategies) for AirAsia.:
1. Entry Strategy
2. Service Strategy
Detail instructions for the assignment
This is an individual assignment whereby your task is to prepare a report based on your
analysis from reliable sources such as journals, magazines, reports or other printed
material. The tasks for the assignment are as below:
Introduction (10%)
You are required to introduce AirAsia, its services, vision ,mission statement and the
attractiveness in any one of the market (China, South Korea, Vietnam or India).
Level 3 Asia Pacific University of Technology and Innovation.
201104

3. International Strategic Management BM026-3-3INTSM 3 of 7
Analysis of External Environment (15%)
Analyse the external environment in one of the chosen target market: highlight key
external trends in the country such as PEST or other factors. Identify the opportunities
and threats for AirAsia..
Analysis of Internal Environment (15%)
Conduct internal organizational analysis. Identify AirAsia’s internal strengths and
weaknesses.
Strategy Alternatives and Recommendation
Generating Alternative Strategies (20%)
Use TOWS Matrix to generate alternative strategies for AirAsia..
Recommended Strategies (20%)
Based on situational analysis and the alternative strategies generated from TOWS Matrix,
recommend possible strategy (or strategies) for AirAsia.:
1. Entry Strategy: Which entry mode shall be used by AirAsia to enter a joint
venture effort in any one of the target market (China, South Korea, Vietnam or
India) What are the advantages and the associated risks?
2. Product/Service Strategy: Which target market segment? Positioning? Which
model? What adaptation needed to suite the market taste? Branding? After sales
service?
Conclusion: (10%)
Highlight the main recommended strategy (or strategies) and how this strategy (or
strategies) will help AirAsia to be successful in the target market.
Presentation: 10%
Submit work that follows a proper referencing and citation, clear logical structure is
written in correct English that is easy for reader to follow and is professionally laid out,
with page numbers and numbered sections. Appropriate use of tables and figures will
enhance your work. Persistent spelling, grammatical mistakes will be penalized.
Attention will be paid to:
• Critical evaluation and discussion. Issues will be dealt with deeper and on an analytical
plane, based on good research - with industry examples, data projections and
commentaries.
Level 3 Asia Pacific University of Technology and Innovation.
201104

4. International Strategic Management BM026-3-3INTSM 4 of 7
• Balanced researched materials. Appropriate and different sources which must include
sufficient academic research, not just secondary research from URLs or Wikipedia.
• Proper referencing and citation. Harvard Referencing is a must. Citation must include,
apart from the normal details, the page number of the where issue for discussion has been
taken from.
Level 3 Asia Pacific University of Technology and Innovation.
201104

5. International Strategic Management BM026-3-3INTSM 5 of 7
Assignment guidelines
For words in excess of 2,500 words the penalties are as follows:
The penalties will be as follows:
Up to 10% excess words: no penalty
11-20% excess words: - 5% penalty
21-30% excess words: -10% penalties
31% plus excess words: cannot achieve more than a pass grade (50%).
Guidelines:
A written essay must be compiled in a suitable format that must incorporate the
following:
• A clear and concise outline of the practical international strategic management
issues;
• Generation of conclusions that draw upon both theoretical and practical
aspects;
• Use of appropriate terminology that will indicate a thorough understanding of
international strategic management concepts;
• Suitable referencing of the materials used to support arguments put forward that
will indicate competence in the academic issues discussed;
• Evidence to suggest a more in-depth understanding of the international strategic
management concepts being reviewed and their practical applications;
• Written content and structure that will demonstrate practical benefits being
derived from the module, reading lists and research required for the assignment;
• A wide range of contemporary sources used and cited (a minimum of 5 and not
before 1999 onwards).
Level 3 Asia Pacific University of Technology and Innovation.
201104

6. International Strategic Management BM026-3-3INTSM 6 of 7
Assignment Structure
When completing the assignment it should have the following general structure:
• Title page.
• Executive summary.
• Contents page(s).
• Analysis – may be a number of sections.
• Conclusions.
• Reference/Bibliography.
• Appendix.
Please pay particular attention to the following:
• The executive summary should be no more than one page, but it should excite interest
for a reader, other than the assessor, to read the whole.
• Ensure that the contents page precisely reflects the whole content of the report
including the executive summary and appendices.
• Page numbering: Ensure that the contents page accurately reflects the position of the
contents. Page numbers prior to the ‘introduction’ should be roman numerals. From
the introduction onwards page numbering should be Arabic.
• Bibliography/references should be listed according to the Harvard convention with
the authors listed in alphabetical order. Each reference should have the following
format:
Author’s last name, initials, [year of publication], title of publication,
publication details.
e.g. Porter, M.E. [2001] ‘Strategy and the Internet’
Harvard Business Review,
March-April pp. 63-78
• Authors should be accurately referenced within the report according to the Harvard
convention.
Other information:
• The word count should be entered on the title page.
• Do not incorporate ‘clip art’ or any computer generated art/icons in the report.
• Do not use ‘fancy’ covers or bindings.
Level 3 Asia Pacific University of Technology and Innovation.
201104

7. International Strategic Management BM026-3-3INTSM 7 of 7
• Font: Use Times New Roman or something similar with a font size of 12 except for
section headings.
Performance Criteria
The criteria below detail the areas which will be taken into account when the assignment
is marked.
1. To address the subject satisfactorily the assignment length should be 2,500 words
[excluding diagrams and appendices]. A typed format is mandatory. Note: the
word count is a guide: only students who grossly exceed the word count because
of ‘padding’ will be penalized.
2. Pass assignments are expected to be legible, tidy, well organised and written in
clear understandable English. The report should include an executive summary at
the beginning and end with recommendations and clear conclusions.
3. High grades [70%, 75%, +80%] need to demonstrate sustained coherent analytical
ability. A systematic approach to analysis and evaluation is required for grades
60% to 70% - for grades at the higher end of the scale, integration and synthesis is
a requirement. The quality of the arguments used to develop and support
prescriptions/recommendations are, the essential test of integration.
4. Evidence of reading and some understanding of models and concepts are needed
to achieve a pass grade [40%]. Integration of theory and practice is expected for
any grade above 50%.
5. You are expected to clearly state any assumptions you make, and support
statements and theories by referencing to appropriate sources. [This is essential
for higher grades but does not necessarily prejudice a pass mark [40%] if it is
missing].
Level 3 Asia Pacific University of Technology and Innovation.
201104