Additional Guidance On Assignments
This is a short section of about 450 words. The introduction should describe the background (i.e. the situation at a particular time) and academic context (the context is the set of circumstances in which the report was written including the report’s function and purpose).Include a brief literature review (a literature review shows what is currently known about the topic and forms the foundation for the new views that you will present in the report) and an explanation of the method used to collect and analyze data.
An academic report is a research report written by a scholar(e.g.,students, researchers and professors) on a particular topic. Its main purpose is to present answers (i.e., new knowledge) to a research question to another scholar who wants information on that topic which is based on facts (things that are observable or measurable) and is objective (i.e., without bias). This new knowledge is built on the foundation of what is currently known about the given topic. This is called a literature review.
|Topic||Business strategy of People Express (Airline)|
Many scholars have defined strategy as an organization’s the long-term plan which helps it to achieve competitive advantage over its rivals by means of the proper use of resources and competences (Mitzberg, 1987; Barney, 1991; Johnson, Scholes and Whittington, 2009; Dess, Lumpkin, Eisner and Peridis, 2012). As the definition shows, gaining competitive advantage by using its resources and competences is therefore the crucial to strategy. Many have thus tried to explaincompetitive advantage in strategy development (Porter, 1980, 1985; Barney, 1991; Teece, Pisano and Shuen 1997; Peteraf and Barney). According to Porter (1997), competitive advantage is to be achieved by manipulating the five forces in the relevant industry. This means (1) minimizing the bargaining power of customers, (2) minimizing the bargaining power of suppliers, (3) minimizing the threat of new entrants, (4) minimizing the threat of substitutes, and (5) minimizing rivalry among the competitors.
Assuming Porter’s theory is correct, why and how did People Express airline become bankrupt when it was hugely successful and growing rapidly? Could we devise a new strategy using Porter’s forces and other techniques?
This report will examine these issues by collecting data and information available in published articles, books and on the internet to find flaws in People Express’ strategy and develop a new strategy that will help it to survive and thrive.
(Ask questions such as: Is it really like this? How or why did it become like this? Is it always like this? Does ‘everyone’ see it this way? Do newer sources agree with older ones on this topic?)
Main sections of report
This is the body of your report. It may contain up to 2,500 words depending on your assignment. In these sections you should present your data, analysis, findings and discussions. You can divide the main sections of your repo0rt into relevant headings and subheadings.
Conclusion and recommendations
This is a short section of about 150 words. Write your conclusions and recommendations clearly and with clear reasons or supporting evidence.
Write your references in the Harvard style. Follow the guidance given below. Use the books and journal articles in the library. Do not use Wikipedia and blogs. Do not cite your teacher. Use company websites when your research involves those companies.
Examples of citation and list of references
The following examples will show you how to cite sources in text and write a full reference in the list of references.
1. Referencing a book
(a) In-text citation examples
1. Indirect citation
If a business wants loyal customers, it must start with employees who will deliver great customer service (Bell and Zemke, 2013).
2. Direct citation
According to Bell and Zemke (2013), a business that wants loyal customers must have employees who deliver great customer service.
According to Bell and Zemke (2013, p.1), quality employers are those “who get as big a kick out of delivering great service as customers do receiving it.”
(b) References list
1. Printed book
Format: Family name, INITIAL(S). Year. Title. Edition (if not first edition). Place of publication: Publisher.
Bell, C.R. and Ron Zemke, R. 2013. Managing knock your socks off service. 3rd ed. New York: AMACOM.
2. Books available online (e-books):
Format: Family name, INITIAL(S). Year. Title. [Online]. Edition (if not first edition). Place of publication: Publisher. Available through: <website address> [Accessed: date when you read this sources].
Bell, C.R. and Ron Zemke, R. 2013. Managing knock your socks off service. [Online]. 3rd ed. New York: AMACOM. Available through: <http://www.questiaschool.com/library/120078331/managing-knock-your-socks-off-service> [Accessed: 10 May 2014].
2. Referencing a journal article
(a) In-text citation example
A recent study (Mohr, 2007) concluded that buzz marketing is a complete solution for marketing sporting events.
(b) Reference list
1. Article in a print journal
Format: Family name, INITIAL(S). Year. Title of article. Title of Journal. Volume(issue number), page numbers.
Mohr, I. 2007. Super Bowl: a case study of buzz marketing. International Journal of Sports Marketing & Sponsorship. 9(1), pp.33+.
2. Article in an online database
Format: Family name, INITIAL(S). Year. Title of article. Title of Journal. [Online]. Volume(issue number), page numbers. Available through: <website address> [Accessed: date when you read this sources].
Mohr, I. 2007. Super Bowl: a case study of buzz marketing. International Journal of Sports Marketing & Sponsorship. [Online]. 9(1), pp.33+. Available through: <http://www.questiaschool.com/read/1G1-172135141/super-bowl-a-case-study-of-buzz-marketing> [Accessed: 10 June 2014].
3. Referencing a book which is edited
Reference list example
Format: Family name, INITIAL(S) (of editors). ed(s). Year. Title. [Online]. Volume(issue number), page numbers. Available through: <website address> [Accessed: date when you read this sources].
Stone, P.G. and Planel, P.G., eds., 1999. The constructed past: experimental archaeology, education, and the public. London: Routledge.
4. Referencing an article on a website
Family name, INITIAL(S). Year. Title of blog entry. Date blog entry written. Title of blog. [Online]. Available from: <website> [Date accessed].
Denning, S. 2012. What killed Michael Porter’s Monitor Group? The one force that really matters. 20 November. Forbes. [Online]. Available from: <http://www.forbes.com/sites/stevedenning/2012/11/20/what-killed-michael-porters-monitor-group-the-one-force-that-really-matters/> [Accessed: 28 March 2013].
5. Referencing a PDF document
Format: Same as for an e-book.
Maldives Monetary Authority. 2013. Annual economic review 2013. [Online]. Maldives Monetary Authority. Available at: <http://mma.gov.mv/ar/AR_2013.pdf> [Accessed: 16 May 2014].
6. Referencing an online image
Family name, INITIAL(S) (of the originator). Year. Title of image. [Online]. Available from: <website> [Date accessed].
Bowry, J. 2013. Telephone boxes in the snow. [Online]. Available from: <http://www.flickr.com/> [Accessed 10 June 2013].
7. Referencing an interview
Family name, INITIAL(S) (of interviewee). Year. Interview with (name of interviewer). Date, location.
Thompson, D. 2008. Interview with J. Smith. 4 August, Leeds.
8. Referencing a newspaper article online
Family name, INITIAL(S). Year. Title of article. Newspaper title. [Online]. Date. Available from: <website>. [Date accessed].
Pope, F. 2009. Losing Nemo: is there time to save the seas? The Times. [Online]. 3 December. [Accessed 4 March 2010]. Available from: <http://www.thetimes.co.uk/tto/environment/article1844332.ece>