Theory Management

Theory Management 1. General Assessment Guidance ?? Your summative assessment for Theory of Management is a Coursework submission. ?? The deadline for submission is 04:00 PM on 18th December 2015 ?? You are required to submit your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted. ?? For coursework, the submission word limit is 2,000 words. You must comply with the word count guidelines. You may submit LESS than 2000 words but not more. Tables, diagrams, bibliography, appendices, annex and headings are NOT included within word count calculations. You must specify total word count on the front page of your report. ?? For coursework, please use font size 12 for body text and the typeface (font) should be Arial or Times New Roman with minimum 1.5 spacing. ?? For headers and titles, please use font size 14. Your submission must have standard margins and page numbers. ?? Please use English (UK) as your language in the submission. ?? Do not put your name or contact details anywhere on your submission. You should only put your student identification number (SRN) which will ensure your submission is recognised in the marking process. ?? A total of 100 marks are available for this module assessment and you are required to achieve minimum 40% to pass this module. ?? You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism. You can find further information on Harvard Referencing in the online library on the VLE. You can use the following link to access this information: http://my.bpp.com/vle/mod/data/view.php?d=223&rid=596 ?? BPP University has a strict policy regarding plagiarism and in proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GAR and MOPP which are available on VLE in the Academic registry section. BPP University Business School: September 2015 ?? You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet will be considered invalid and not marked. 2. Assessment Brief 2.1. Case Study British Airways British Airways is a full service global airline company. The company provides worldwide air cargo services, largely in conjunction with its scheduled passenger services. The company serves more than 400 destinations worldwide and is a part of IAG, formed with the merger between British Airways and Iberia. The company operates through a single business segment: airline business. The company's airline business segment includes both network passenger and cargo operations. Its principal place of business is London, with significant presence at Heathrow, Gatwick and London city airports. At the end of FY2014, the company had 279 aircraft in service and during FY2014 the company carried approximately 41.5 million passengers and 706,000 tons of cargo. The company has two subsidiaries, including BA CityFlyer and OpenSkies. BA CityFlyer operates a network of UK domestic and European services from London City airport. OpenSkies operates non-stop services between New York Newark and JFK to Paris Orly. In addition, the company has franchise partners, including Comair and SUN-AIR. These partners are independent airlines which use British Airways branding and flight codes. Comair, based in Johannesburg, South Africa serves a wide variety of destinations across Southern Africa. SUN-AIR operates flights across Europe from a base in Billund, Denmark. The company is also a member of the Oneworld alliance and has partnered with American Airlines, Finnair, Iberia and OpenSkies for flights between Europe and the US. It also has a partnership with Japan Airlines and Finnair for flights between Europe and Japan. Furthermore, the company has codeshare agreements with Aer Lingus, airBaltic, Bangkok Airways, Flybe, Loganair, Meridiana fly, Vueling Airlines and WestJet. The company also operates two loyalty programmes, which include Executive Club and Avios. Company Profile BA made an operating profit of £975 million in 2014 (2013: £708 million), which is a significant achievement, building upon the solid foundations set in 2013. Following the arrival of its first Airbus A380s and Boeing 787s in 2013, this year BA introduced further aircraft and now has eight A380s and eight 787s. They have focused on investing in product where it matters most to customers, on making journeys more comfortable and enhancing the network they offer, including providing the opportunity to book flights with Vueling and US Airways, which has opened up more than 200 new destinations. BA has continued to use technology to innovate and enhance customer loyalty, including introducing digital membership cards for British Airways Executive Club members, and updating the BA app, BPP University Business School: September 2015 allowing customers using Heathrow Terminal 5 and Terminal 3 to receive ‘push notifications’ on smartphones informing them of its gate number, when it is open and when its aircraft is boarding. Looking ahead, they are introducing new routes to destinations in Spain, Greece, Egypt, Malaysia and elsewhere. To be the most admired airline In 2014 its fleet was bolstered by 25 new aircraft. Customers reacted positively to them, with feedback showing an appreciation for the technological advancements and comfort offered by the new aircraft. Following a poll of more than 3,000 voters, BA was named Consumer Superbrand of 2014 by Superbrands UK, securing the top position over 1,500 other brands vying for the prestigious title. It was the first time an airline or travel company of any kind topped the poll. In June 2014, BA featured in a three-part BBC Two documentary series ‘A Very British Airline’. Watched by nine million viewers, it gave a unique behind the scenes look at the airline and staff. Invest in the product where it matters most The A380 now operates between London and Los Angeles, Hong Kong, Johannesburg, Singapore and Washington DC. Their one millionth customer flew on one of its A380s in November 2014, and BA announced the start of its A380 service to San Francisco in April 2015 and double-daily flights to Miami in October 2015. During 2014, its eight 787-8s operated between London and Toronto, Newark, Austin, Hyderabad, Chengdu, Philadelphia, Calgary and Chennai. These new aircraft offer customers a more pleasant flying experience, with larger windows, more moisture in the air, and a lower cabin altitude, which helps to reduce jetlag. BA is looking forward to welcoming its first 787-9 in late 2015, featuring its new First cabin. Inspired by the style of its new wide-bodied aircraft, BA unveiled newly-designed seats and cabin interiors on 95 of its aircraft which fly across Europe and the UK from Heathrow and Gatwick. This will help it to compete with its low-cost rivals and improve profitability on its shorthaul operation. Eighteen of BA’s Boeing 747s began to receive a cabin refresh including new state-of-the-art in-flight entertainment systems. Its lounges remain an important part of its business travel proposition and in 2014 BA opened newly refurbished lounges in Glasgow, Belfast, Cape Town, Amsterdam and Washington DC. They plan to improve more lounges in 2015. At London City they introduced a ‘Carousel Collection’ service for Executive Club customers arriving from Edinburgh or Glasgow. AirPortr, a new premium luggage concierge service, will collect luggage from baggage reclaim and deliver it to its customers’ chosen London destination within hours. BA hopes to roll the service out to other destinations they serve from London City in the future. Deliver its brand As well as being voted Consumer Superbrand, BA picked up a number of awards in 2014. Premium travel publication Conde Nast named BA as best short-haul airline of the year, The Times and Business Traveller both voted it the best airline, while The Daily Telegraph awarded them the best long-haul business class service. BPP University Business School: September 2015 BA began offering Hand Baggage Only fares for those customers who do not want to check luggage into the hold, and Semi-Flex fares for business travellers who want the option to change its flight on the day they fly. To ensure its customers travelling in premium cabins receive its first choice of meal during its flight, BA began trialling a service to allow those travelling in BA's First, Club World (business class) and World Traveller Plus (premium economy) cabins to pre-order its main courses from the a-la-carte menu offered on board up to 30 days before its flight departs. Employability During 2014 BA welcomed 175 apprentices across 12 schemes and was named one of London’s best apprenticeship employers in the National Apprenticeship Awards 2014. Seventy-two graduates joined BA across nine schemes and its Future Pilot Programme saw cadets start its training to become BA pilots. BA’s Community Learning Centre has welcomed more than 90,000 people since opening in 1999 with students attending aviation themed educational activities that are interactive and link with the school curriculum. Programmes are offered to students in the boroughs surrounding Heathrow. Adapted from a MarketLine report published in July 2015, available through Business Source Complete BPP University Business School: September 2015 Task British Airways is the UK's largest international scheduled airline. It is also one of the world's leading global premium airlines but, in order to remain so in a highly competitive marketplace and in the face of changing consumer trends, it must continue to adapt and change. You are a management consultant, specialising in management theory and practice. In this context of a changing environment for British Airways you have been hired by the Senior Management Team of British Airways in the UK, to advise them on how they might focus the business on adapting to consumer needs. You are required to provide a report that should cover the following points: 1. Describe one tool that can be used to analyse the organisational environment and evaluate the effectiveness of using such a tool in the context of British Airways, using academic references to support your argument. Note: you are NOT required to undertake an analysis for this task. (10 marks) (approx. 220 words) 2. Complete an analysis of British Airways’ competitive environment using Porter’s Five Forces model, examining how each of the elements of the competitive environment might impact upon the organisation (25 marks) (approx. 550 words) 3. Using appropriate references to support your answer, evaluate the advantages and disadvantages for British Airways of using a Balanced Scorecard approach to organizational performance (10 marks) (approx. 220 words) 4. Using the Balanced Scorecard framework, provide recommendations to the Senior Management Team on appropriate measures in each category to measure the performance of British Airways. Justify your recommendations (20 marks) (approx. 440 words) 5. Using an appropriate change management framework, develop a clear plan for how the organisation could ensure the successful implementation of an organisational change project (25 marks) (approx. 550 words) 6. Suitable report format, presentation, structure, referencing and use of English (10 marks) Total: 100 marks BPP University Business School: September 2015 Student Marking Guidance You are expected to use models and theories to support your argument and analysis. To pass you will need to demonstrate understanding and knowledge of the subject and evidence of some critical awareness. For a higher grade you will need to demonstrate a deep knowledge of the subject and critical argument and analysis. Question Marks Approach 1 Describe one tool that can be used to analyse the organisational environment and evaluate the effectiveness of using such a tool in the context of British Airways, using academic references to support your argument. Note; you are NOT required to undertake an analysis for this task 10 marks For an excellent mark students will describe one appropriate tool for analysing the organisational environment. They will also evaluate the effectiveness of using such a tool in the context of the case study, contrasting strengths and weaknesses. They will demonstrate in-depth knowledge of the tool in terms of its advantages and disadvantages, supported by appropriate references. There is NO requirement to undertake an analysis using the chosen model. 2 Complete an analysis of British Airways’ competitive environment using Porter’s Five Forces model, examining how each of the elements within the competitive environment might impact upon the organisation 25 marks For an excellent mark students will provide an in-depth analysis of the competitive environment examining how each of the five competitive forces might impact on the organisation. The factors selected will be relevant and appropriate to British Airways in the case study context. Opinions will be well argued and supported by a range of academic sources. 3 Using appropriate references to support your answer, evaluate the advantages and disadvantages for British Airways of using a Balanced Scorecard approach to organizational performance. 10 marks For an excellent mark students will contrast a range of advantages and disadvantages of using the Balanced Scorecard approach to organizational performance and relate them to British Airways. 4 Using the Balanced Scorecard framework, provide recommendations to the Senior Management Team on appropriate KPIs in each category to measure the performance of British Airways. Justify your recommendations. 20 marks For an excellent mark, students will present a range of KPIs of organisational performance that are appropriate for British Airways in the context of the case study. Suggestions will be appropriately justified. 5 Using an appropriate change management framework, develop a clear plan for how British 25 marks For an excellent mark students will present a coherent critical change plan demonstrating how British Airways could successfully implement a change programme. They should BPP University Business School: September 2015 Airways could ensure the successful implementation of a major organisational change project demonstrate the ability to synthesise concepts, theories and practice and provide clear recommendations that apply to the case study and are practical and easy to implement. Students may choose any appropriate change management model or framework but are expected to be able to apply its chosen model to produce a realistic change plan. 6 Use of relevant language, structure and Harvard referencing 10 marks For an excellent mark students’ reports will demonstrate excellent structure and presentation. The Harvard referencing system will be used correctly. Students will demonstrate precise use of language expressing complex thought with clarity, accuracy and precision. End of brief