Module Title

Module Title

Leadership
and Change Management

Level

6

Assignment Title

Cathay
Pacific

https://www.bbc.com/news/business-56343091  (Hong Kong’s Cathay Pacific Airways has reported a record annual loss of $2.8bn (£2bn) for 2020.)

Present a critical business review of the
current position of Cathay Pacific based on the application of appropriate analytical
models. Summarise your findings on a SWOT model.

(1)       
 Select and apply two internal analysis models to identify the strengths and
weaknesses of Cathay Pacific.

(2)       
Select
and apply two external models to
identify the opportunities and threats that currently Cathay Pacific faces.

(3)       
Using
the Stakeholder Mapping theoretical model, identify the stakeholders,
individual or groups who will direct the future of Cathay Pacific.

(4)      An SAF model (suitability, acceptability and
feasibility) for at least one
existing and one potential future
strategy.

(5)      With the use of either Porter’s Generic or
Ansoff’s Growth strategies, identify and review the potential future strategy.

        Models
that have been used to support implementation should be included in the slides for
example – Drift model, Force field analysis.

Assignment – Generic Checklist CATHAY PACIFIC

Do I have an introduction about the company?

Do I have two internal models?

Have I used those internal models in relation to Cathay Pacific ?

Have I clearly applied theory and
have I demonstrated understanding of the theory?

Have I identified several strengths based on the internal
analysis?

Have I identified several weaknesses based on the internal
analysis?

TIP: try not to repeat from the internal model analysis but to interpret
the information and what does that mean?

Have I used two external models in relation to Cathay Pacific?

Have I analysed all the areas of the PESTLE (if used as an
external model)?

If I have used Porter’s Five Forces analysis, have I analysed the
intensity of each force (High, Moderate, Low)? Have I explained why?

Have I identified several opportunities (more than two) based on
the external analysis?

Have I identified several threats (more than two) based on the
external analysis?

Same principle applies like with the internal analysis: do not
just repeat the information. Analyse it as to why it might be a strength or a
weakness.

Is my SWOT linked with
my internal and external analysis?

Have I clearly applied theory and have I demonstrated
understanding of the theory?

Have I done a full stakeholder mapping and have I explained
the key stakeholders for the airline?

Have I used the power / interest grid for the stakeholder analysis
and is my analysis explained?

Have I identified an existing strategy? Have I used references
from the company’s website / is it justified?

Have I identified a future strategy? Have I justified my future
strategy using one of the theoretical models (Porter’s Generic Strategies or
Ansoff’s Matrix?

Is my future strategy linked with the analysis provided earlier on
(internal/external)? Do not present something which is disconnected.

Have I used the SAF model to demonstrate theoretical understanding
and links to the above strategies?

Do I have in-text references?

Have I used the drift model to place the company in the correct stage?
Have I explained why?

Have I done a force-field analysis?

Do I have a reference list?

TIP: Depending on how you will structure your presentation and how you
will allocate the information, you can consider adding on things
like financial performance of the company, industry overview, life cycle etc.

IMPORTANT
NOTE: The above is not an exhaustive list
of what we are looking for when we will be grading your work. It is a checklist
to ensure that you are on track with the areas you need to cover also in the
correct order. You will be assessed though on the depth of the information, how
well you interpret this information and how well you can apply the theory.

It is a very comprehensive list to make
sure that you are in the right direction. Link the above with the level 6
grading criteria to strengthen your submission. This is a level 6 work and it
needs to reflect a level of critical analysis, evaluation and synthesis.