in an essay format please answer as follow
The TMA must be done with strict compliance to the guidelines and instructions stated, otherwise there
will be penalties in form of marks deduction as per the universityâ€™s policy. You are encouraged to
collaborate with others in studying, but submitted work copied from or written jointly with others is not
acceptable. Submitting work that has been done by someone else and persistent borrowing of other
peopleâ€™s work without citation are obvious instances of plagiarism and are regarded as cheating. If a
case of plagiarism is proven, this is a serious offence and the disciplinary procedures will be followed,
as described under the Examination Policy of the AOU. Cases of plagiarism will receive a mark of
â€œZeroâ€ on the assignment. Please refer to AOU plagiarism policy.
1. TMA must be written in ESSAY (discussion) format, BULLETS and NUMBERING to be avoided.
Avoid writing TMA in first person tense. E.g. â€œI suggest that â€¦â€ or â€œ I am going to discussâ€¦â€etc.
2. Word count should be exact with 10% (More/less) tolerance.
3. You must acknowledge all sources of information using full Harvard Style Referencing (In-text
referencing plus list of references at the end) Minimum of 5 references are required. MUST include
E-library and course materials.
4. Wikipedia is not recommended as a reference.
5. Copy and paste-plagiarized work will be detected by TURNITIN and heavily penalized
6. TMAs to tutors through emails and late submission not permitted.
7. Strictly use the PT3 form accompanying this TMA.
Please Note that this particular TMA is meant to respond to recommendations given by EE to
encourage and develop greater critical analytical skills especially at level 6, by encouraging the
students to read more widely; the greater use of comparative case studies; and encouraging part-time
students to reflect on the application of the theories discussed to their own workplace
-This TMA variedly draws from chapters 2, 3, 5 and 11. It consists of FOUR (4) questions and
accounts for 20% of the total grade assigned to the course. This assignment will be graded out of 100
N.B: Your grade will be subject to grade deductions if you did not comply with the following criteria:
ï‚· Proper referencing (Harvard referencing) – Deductions could be up to 5 grades.
ï‚· In-text referencing- Deductions could be up to 5 grades.
ï‚· Adherence to specified word count â€“ Deductions could be up to 5 grades.
ï‚· Use of the E-library/External resources â€“ Deductions could be up to 5 grades.
– In this TMA, you need to demonstrate your knowledge and understanding of the importance of the
internal business workings. In short, The Ford case provides an opportunity for an investigation of the
entire arc of strategic management, with special attention to how strategies are formulated under
uncertain and evolving conditions and how can a company like Ford create competitive advantages in
the marketplace that are not only unique and valuable but also difficult for competitors to copy or
-In your answer, you should show critical, analytical and justification skills of the subject matter, rather
than mere description.
– You should present a well-structured and organized piece of work that is of your own creation.
-In an essay format answer the following four questions: –
Q1. Critically discuss the key forces in the general and industry environments that affect
Emiratesâ€™ choice of strategy. (30 marks-700 words)
Q2. How does Emirates compete? What internal resources and assets does Emirates have that
may give it a competitive advantage? (30 marks-700 words)
Q3. Critically discuss Emirates Business â€“Level strategies. What are the challenges Emirates
might face to continue delivering its promise and stay ahead of competitors? (20marks- 300
Q4. Assess the effectiveness of Emiratesâ€™ leadership. Discuss how Sheikh Mohammed bin Rashid
al Maktoum and then Sir Tim Clark illustrated the activities of strategic leadership. (20marks-
EMIRATES AIRLINE IN 2017
Within three decades, Emirates Airline went from a small start-up to one of the worldâ€™s biggest carriers
measured by international passenger mileage. Started in 1985, the airline deviated from the strategy of
most other airlines to use its position between the U.S., Europe, Africa, and Asia to connect flights
between distant pairs of cities such as New York and Shanghai or London and Nairobi. Tim Clark, the
firmâ€™s president, referred to these as â€œstrange city pairs.â€ No airline has grown like Emirates , whose
expansion qualifies it to claim the crown of the freewheeling sultan of the skies.
Its strategy of flying large number of passengers all around the world would have been difficult without
the introduction of Boeing 777 long-range planes and Airbus 380 super jumbos. In particular, Emirates
has managed over the years to radically redraw the map of the world, transferring the hub of
international travel from Europe to the Middle East. Dubai, the hub of Emirates, which currently
handles over 80 million passengers each year, has become the worldâ€™s busiest airport for international
passengers. A new terminal, the largest in the world, was recently built at a cost of $4.5 billion just to
accommodate the almost 240 Emirates aircraft that fly out to 145 destinations around the world
(see Exhibit 1).
EXHIBIT 1 Top Global Airlines
There are several rankings of the worldâ€™s airlines, but a few have consistently been rated highest in
service over the last five years. These are listed below in no particular order.
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