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 university’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

people’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

“Zero” 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. “I suggest that …” or “ I am going to discuss…”etc.

2. Word count should be exact with 10% (More/less) tolerance.

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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

marks.

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.

 Adherence to specified word count – Deductions could be up to 5 grades.

 Use of the E-library/External resources – 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

substitute.

-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.

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-In an essay format answer the following four questions: –

Q1. Critically discuss the key forces in the general and industry environments that affect

Emirates’ 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 –Level strategies. What are the challenges Emirates

might face to continue delivering its promise and stay ahead of competitors? (20marks- 300

words)

Q4. Assess the effectiveness of Emirates’ leadership. Discuss how Sheikh Mohammed bin Rashid

al Maktoum and then Sir Tim Clark illustrated the activities of strategic leadership. (20marks-

300words)

EMIRATES AIRLINE IN 2017

Within three decades, Emirates Airline went from a small start-up to one of the world’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

firm’s president, referred to these as “strange city pairs.” 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 world’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 world’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.