Lt 3010 n 2012 Final

Business Strategy in Transport Module Handbook (LT 3010N) London Metropolitan Business School 1 Module Title: Business Strategy in Transport Module Code: LT 3010N Module Booklet Semester B Year 2012 Contents: Staff Details Module Summary Module Aims Learning Outcomes Learning Time, Teaching and Learning Methods Weekly Programme Reading Assessment Requirements Assessment Completion Deadlines Appendix: Standardization of assignment presentation Module Code: LT 3010N Module Title: Business Strategy in Transport 2 and the implications for consumers. approximately 2500 words (60%) SUMMARY AND DESCRIPTION OF ASSESSMENT ITEMS Assessment type CWK CWK Description of item Two essays Written assignment on case study % Weighti ng 40% 60% Wee k due 9 12 1.ac. Year 2011/12 Level: Undergraduate Honours Prerequisites: none Staff Steve Shaw (Module Leader) Janet Rangeley Room: SH 3. The emphasis is on critical application of principles of business strategy to practice through live examples.uk Office hour: Thursdays (teaching weeks) 17.30 MODULE SUMMARY Code: LT 3010N Business Strategy in Transport BRIEF DESCRIPTION This module enables students to apply theories of business strategy to the management of airlines. approximately 2000 words total (40%) and a further written assignment based on desk research on an original case study.30-18. employees and other stakeholders.shaw@londonmet. the relationships between business and government.20 Email: s.Semester B. SEMESTER: Spring PREREQUISITE: ASSESSMENT: Two Courseworks: Two essays requiring critical application of theory to practice. MODULE AIMS 3 . high speed rail and other modes of transport in the context of increasing global competition. critically assessing alternative positions which may be adopted by transport managers (A3) critically assess the validity of alternative theories and models of business strategy in the specific context of transport undertakings as business organisations (A3) LEARNING TIME. with particular reference to business ethics. TEACHING AND LEARNING METHODS Χ Χ Χ 3. To examine the formulation of business strategy and decision making by transport and travel undertakings. The module consists of 150 student learning hours initially comprising: Staff/student contact: Directed learning: 30 hours 45 hours 4 .• • To provide a through understanding of the principles of strategic management as they apply to transport and travel. To assess the control and influence of the state and other agencies that regulate transport and travel undertakings at national and international level LEARNING OUTCOMES AND ATTRIBUTES • 2 On successful completion of this module students will be able to: Χ Χ identify the key external and internal influences on the strategies of carriers (A2) critically examine the formulation of strategy and performance of transport and travel undertakings in relation to theories and models of competitive behaviour (A2) provide an informed discussion of the control and influence of the state and other agencies which regulate transport undertakings at national and international level understand the ethical dimension of strategic decision making by transport and travel undertakings in a competitive environment. 4. 5. 2 Please bring your essay plan to answer q. WEEKLY PROGRAMME (2010). large and small group seminar discussions and exercises. student presentations. 7 below) Liberalisation of international airline services (15/3) SS Seminar: study Reader (D: generic strategies) and answer q. SEMESTER B. 6. Alternative Styles of Management (1) (22/3) SS Seminar: progress with courseworks 1 and 2 (please bring completed ‘getting started’ sheet. and individual tutorials to discuss progress and provide guidance on the assessment. 7. 1 Please bring your essay plan to answer q.Self managed learning: 75 hours The formal staff/student contact will consist of a series of sessions which will be made up from tutor input/lectures. Alternative Styles of Management (2) (29/3) JR Seminar: study Reader (F: machine organizations) and answer q. analysis of case studies. 2 (p. 1 (p. 2) Public Intervention and collaboration (23/2) SS Seminar: study Reader (B: owners) before the seminar and answer q. page 14) to discuss your chosen route in class 8. 3 Please bring your essay plan to answer q. 7 below) Reading week (01/3): No lecture or seminar this week please work up your essay Generic Strategies for Carriers (08/3) JR Seminar: study Reader (C: public intervention) and answer q. 2. 4 Please bring your essay plan to answer q. The directed learning will be used primarily to prepare for seminar sessions and assessment. 3 (p. 4 (p. WEEKS: 1. 7 below) 3. Introduction to Business Strategy in Transport (09/2) SS Seminar: briefing for assignments 1 and 2 Owners and Entrepreneurs (16/2) SS Seminar: questions from Reader (A: new entrant) Please indentify one or two routes that you could use as your case study (assign. 7 below) 5 . Sage Prideaux.9. Prentice Hall Financial Times Lynch. Scholes. (2006) Corporate Strategy. R. especially chapters 5. Blackwell Background Reading: Barrett. 9. pp. CILT Focus. 11. pp 73-86 Pender. supplier rents and sustainability in the deregulated European aviation market . B. G. S. (2002) Transport: Strategy and Policy. (2006) The Airline Industry in the 21st Century. 16. Journal of Air Transport Management. G. No lecture: Final seminar sessions to discuss coursework (2) (03/5) JR Submit (‘case study’) coursework (2) to Undergraduate office (no lectures/seminars) (10/5) READING a) Reading (please see LT 3010N Module Reader on Weblearn for relevant extracts): Johnson. International Journal of Tourism Research.. (2007) Exploring Corporate Strategy. R. S. 1821 Shaw. Final questions and answers on your two essays assignment (19/4) JR Seminar: please bring your revised essay plans and latest version of the two essays 10 Submit (‘two essays’) coursework (1) to Undergraduate office (26/4) No lectures/seminars 11. (2005) ‘Is it a tram? Is it a bus? No. K. pp 21-30 Doganis.a case study’. Pitman Morgan. product differentiation. (1999) ‘Tracks to Tourism: Queensland Rail Joins the Tourist Industry’. (1999) ‘Peripheral market entry. and Whittington R. Routledge 6 . (1997) Images of Organisation. its ftr’. 1. S. July. 14. 5. b) What are the main disadvantages of being a sole trader with respect to finance. Each essay answer should be 1000 words in lenth (plus or minus no more than 10%). S. Journal of Air Transport Management. for which you will be expected to prepare in advance each week. pp 423-436 Journals: Airline Business. Tourism Management. (2004) Marketing for Tourism. Each answer will require critical application of theory to practice. C. Question 1: a) Compare and contrast the concept of a 'sole trader' with other types of private ownership. J. explain why many sole traders can be found in particular modes and types of transport and not in others. even in a severe economic recession. and Baum. 2. Pearson Page. with a total weighting of 40% of the marks for this module (20% for each question). Pearson Prentice Hall Pender. Question 2: 7 . CILT Focus. drawing from the module literature. especially from the seminar readings and questions. Choosing one or more country as an example. International Journal of Tourism Research. (2009) Transport and Tourism. human resource management and marketing? Choosing ONE mode or type of transport undertaking. L. please choose any TWO essay questions. T (2000) ‘Have the Frills Really Left the European Airline Industry?’ International Journal of Tourism Research. critically discuss a business strategy to overcome these disadvantages and trade successfully. Global Perspectives. Transport Policy ASSESSMENT REQUIREMENTS COURSEWORK 1: Two essays From the following. Modern Railways. Harvard Business Review.Holloway. Local Transport Today. DEADLINE Submit Coursework 1 to Undergraduate Office by Thursday 19th April 2012 8 . Nottingham. and in the twentieth century for airlines? b) With reference to the transport industry in the twenty-first century. Birmingham. in the nineteenth century. To what particular market segments might a light service be marketed in medium to large cities such as Manchester. what are the advantages and disadvantages of further extending their light rail system on routes where passenger demand is strong? Question 4: a) Explain Gareth Morgan’s concept of a 'machine' organisation? Why. explain the concept of 'light rail'. b) Critically assess the concept of cost leadership and its relevance to business strategy with reference to ONE mode or type of transport. Edinburgh and Dublin? b) From the perspective of the city authorities. did this offer an attractive model for organising commercial businesses for transport modes such as shipping. railways. assess the shortcomings of machine organisations from a business strategy perspective. Question 3: a) Illustrating your answer with reference to examples from around the world.a) Explain Michael Porter's principle of 'cost leadership' as a generic business strategy. allowing new players to enter the field. and by adopting many aspects of the ‘cost leadership’ business model. most new entrants had substantially lower operating costs than the more established fullservice airlines. many full-service airlines in Europe suffered further losses due to unexpected climatic and environmental conditions that grounded operations and stranded passengers: ‘ash clouds’ in the spring. In 2010. and snow and ice at many 9 .0 INTRODUCTION The skies of the EU have been fully deregulated for 15 years.ASSESSMENT REQUIREMENTS COURSEWORK 2: written assignment on case study Stormy skies over Europe The second written assignment will be based on desk research and an original case study. many of which were previously operated by national flag carriers to the exclusion of new entrants. Deregulation lowered the barriers to market entry. credit has been squeezed. fuel prices have fluctuated. Initially at least. This should be written as an essay 2500 words in length (plus or minus no more than 10%). with a total weighting of 60% of the marks for this module: 1. but the latter retaliated by cutting their costs too. The deregulated ‘open skies’ over the expanded European Union with 27 Member States has provided business opportunities for new carriers. The full abolition of restrictive Air Service Agreements has encouraged competition on scheduled routes. However. since 2008/9 the economic downturn has created great uncertainty in the airline industry. 0 BRIEF The assignment will take the form of an essay with two main sections. you may identify a route between two cities where no direct flights are currently offered 10 3. BMI.g.g. The conclusion should summarise the market opportunities and potential problems for the new entrant with regard to your chosen route.have produced significant profits for their shareholders. Frankfurt . and assess the significance of barriers that may still inhibit market entry to that particular route. The continuing financial turbulence in many European countries brings little cause for optimism in 2012. Secondly.1 STRUCTURE AND CONTENT The introduction and conclusion are important features of the essay. London Copenhagen) or a domestic route (e. You will research the market and consider the opportunities for the entrepreneur.2 . Alternatively. Olympic). (The introduction/ conclusion is worth 20% of total marks) In the first part of your essay you will select one route between any city pair (pair of cities) within the EU that the new entrant might fly. you will research and critically examine the prospects for an imaginary entrepreneur: an optimist who wants to use his/her own wealth (not borrowed money) set up a new low cost scheduled airline within the EU. This may be a route that crosses national borders (e. taking into account both supply and demand factors on the route you have chosen. Firstly. The introduction should interpret the main questions.airports in northern and central Europe in the winter. 3. some airlines withdrew routes and/or cut schedules (e. Might this situation create opportunities for risk-taking new low-cost operators who are brave enough to enter the market on certain routes? 2. In 2011.g. you will analyse the business environment using Michael Porter’s ‘Five Forces’ model.0 3. Optimists believe that the demand for business as well as leisure travel will improve on some routes where economies are beginning to climb out of the recession. but easyJet and Ryan Air . and explain the context and scope of the essay as a whole. You may choose a route that is already being operated with a direct service by one or more established carriers.Berlin). Some established flag carriers are now in serious financial difficulty.Europe’s largest low-cost airlines . starting with just the one route. such as the imaginary scenario in the first part of your essay Power of suppliers (you must work out who or what these might be) Power of buyers (you must work out who or what these might be) Power of substitutes (you must work out who or what these might be).3 In the second part. Discuss the relative significance (strength) of each ‘force’ on this particular route with regard to the: • • • • • Industry competitors: the intensity of competition between (any) existing or ‘incumbent’ airlines Power of new entrants: prospective ‘start-up’ airlines.e. resorts.g. interpret the following ‘forces’ included in Porter’s Five Forces model. quick and convenient (or not!) it is to get to the airport by road (car. Please identify the two airports (i.e. and fast roads (for shorter routes only)? On this particular route. conference-goers)? What are the prospects for growth on this route. (cultural tourists taking city breaks. what is good or bad about the ‘surface transport’ between the airports and these centres: how easy. as the case may be? Identify all the competitors (if there are any) that the passengers for this route might use: other airlines. or else fairly balanced between the two cities served? (This first part of your essay is worth 30% of total marks) 3. In each case. e.and passengers are obliged to change (if so please identify the airport where they change ‘planes). and apply them to the route you have chosen as the subject of your essay. In your own words.g. you will consider the market opportunities for the new low-cost scheduled airline service. set up by the (imaginary) optimistic entrepreneur. 11 . e. For your chosen route. taxi) and/or rail. From your own experience as a passenger. high speed rail. etc)? Please show this on a map. in the foreseeable future: is this a ‘growth’ market. weekly or daily. the one at either end of the route). bus. i. ‘flat’ and unchanging or in decline? Are there any pronounced peaks and troughs in passenger demand (seasonal. spa and health tourism. what distance is the airport from the main centres of passenger demand (i. you will analyse the business environment influencing the commercial prospects for all airlines on this particular route. cities.e. business meetings returning the same day)? Is most demand generated at one end of the route. what type of passenger demand is there likely to be (identify the market segments that are characteristic of your case study route. which you consider appropriate. Scholes. despite the freedom allowed through deregulation.Now. maps/diagrams). Please use the following framework of potential entry barriers as a checklist with reference to your chosen route. You may decide that some of these will be significant problems for the new low cost airline service. and may be supplemented by appendices and any illustrative material (e. 12 . In each case you must explain what the term means and apply it critically to air transport on your case study route: a) b) c) d) economies of scale capital requirements of entry access to supply or distribution channels differentiation by ‘incumbents’ (airlines already established on the route) that distinguish them from the new entrant.g. and Whittington (2007) and Lynch. Please see details in Appendix 2. all website reference MUST BE REFERENCED IN THE TEXT OF YOUR ESSAY AS WELL AS AT THE END. Full details of the sources that you have cited in the text of the essay should also be given in the List of References at the end of the essay . APPENDICES. As with published sources. especially Johnson. and which mean that customers remain loyal to them e) experience (which incumbents have and which the new entrant hasn’t got) f) expected retaliation from incumbents g) legislation or government action likely to affect the new entrant more than the incumbents Use these headings as a check list. Please make reference to the module literature. Likewise. REFERENCING The essay should be 2500 words in length (plus or minus 10%). and critically assess their relevance to your case study route. from the point of view of the prospective new entrant you discussed in part one of your essay. (This second part is worth 50% of total marks) MORE GUIDANCE ON LENGTH. any data used in tables must also be referenced to indicate the source. R. All sources must be acknowledged in the text using standard international Harvard system of referencing. Others may be less important in the context of the route you have chosen. critically assess the importance of any barriers to entry that remain. key extracts from which are in your Reader. (2006). please bring your outline work to the seminars in weeks 3. Please note that tutors are not able to read draft work for assignments on this module. 5 above). 7. and readings from Weblearn as directed. 6. 8 and 10 as per the weekly programme to receive feedback and advise on a regular basis as your work progresses.REQUIRED READING FOR SEMINARS AND FORMATIVE FEEDBACK It is essential that all students taking this module study the chapters and articles provided on Weblearn in the Reader every week. In most of the seminars you will be discussing questions arising from the lecture that you attended the week before. 5. So. as instructed in the WEEKLY PROGRAMME (p. Please note these dates for seminar discussion on your work in your diary do not leave it all to the last few weeks! Submit Coursework 2 to Undergraduate Office by Thursday 10th May 13 . 4. Style and Structure $ $ $ Were the issues and problems clearly explained? Was the coursework written in an appropriate essay style? Was it logically structured and well set out? GETTING STARTED: Your chosen route for coursework 2 14 . As a guide. Breadth.e the case study) with evidence of critical thinking to produce solutions Clarity. particularly of problems/issues.1 ASSESSMENT CRITERIA Please note the breakdown of marks (20/40/40) for each aspect of the coursework. Ethical Evaluation $ $ $ $ Did the essay the answer questions raised in the brief? Did it demonstrate sufficient breadth and understanding of the relevant management theories and models? Did it demonstrate sufficient depth of understanding.0 5. including the ethical considerations? Was the description accurate within the limits of the available information? Quality of Research and Critical Thinking to Produce Solutions $ $ Was the case study researched thoroughly. Accuracy. Depth. assessment of your coursework will take account of: Relevance. making intelligent use of available source material? Were the principles applied to practice (i.5. what distance is the airport from the main centres of passenger demand (i. what is the general quality of ‘surface transport’ between the airports and these centres: how easy. high speed rail. cities.e. etc)? [NB in your essay you will show this on a map]. From your own experience as a passenger. quick and convenient (or not!) it is to get to the airport by road (car. taxi) and/or rail. seminar week 6 Give or send to tutor before week 5 if you would like feedback: Name/e-mail: Your city pair within the EU (please specify the airports) for the proposed scheduled service: In each case. what type of passenger demand is there likely to be (market segments)? What are the prospects for growth on this route: in the foreseeable future is this a ‘growth’ market. ‘flat’ and unchanging or in decline? Are there any pronounced peaks and troughs in passenger demand (seasonal. weekly or daily)? Is most demand generated at one end of the route. or else fairly balanced between the two cities served? 15 . bus. and fast roads (for shorter routes only)? On this route. resorts.Please have this ready to discuss in class. as the case may be? Identify all the competitors (if there are any) that the passengers for this route might use: other airlines. and may lead not merely to failing the module.uk/academic-regulations/misconduct-1. Penalties for plagiarism are severe.londonmet. For further information and guidance: http://www.ac.uk/services/sas/libraryservices/referencing/what.londonmet. where the work of other people is (consciously or otherwise) presented by the student as his/her own work.PLAGIARISM AND REFERENCING Students are strongly advised to be aware of the University's regulations concerning PLAGIARISM. articles or the internet) you are likely to fail the examination and might fail the entire course.cfm 16 . For further information see http://www. All coursework submitted must be properly referenced according to academic convention and accompanied by a bibliography using the Harvard system.cfm. This means that if you copy from any source (for example. books. but to failing the entire course.ac. essay or report.ac.londonmet. Check with your tutor if you are unsure.Appendix 1: London Metropolitan Business School The standardisation of assignment presentation Subject Group Policy Presentation Description Coursework assignments must be presented in typed format on white A4 paper.5 lines. (It would help if you put your id no. Students MUST use the Harvard Referencing System (HRS). unless the student has a dyslexia diagnosis. students should structure coursework as an academic paper. Depending on the instructions contained within each assessment brief. Coursework must be compiled and submitted with a coursework cover sheet. Single line spacing must not be used. and page no. on each page in case they fall out of order at any point).north. bullet points or long quotes are used. Page layout Format Referencing Further guidance on succeeding in coursework assessment can be gained from: http://learning. Paragraph indentations can only be used if subheadings. Do not indent normal paragraphs. Students may choose to use ARIAL. Line spacing should be 1. Note: The above does not apply to postgraduate and honours level dissertations. Coursework must NOT be presented in a folder of any kind.uk/bssmstudy/ 17 . Document text should be justified across the page. CALLABRI or VERDANA fonts for their course work. The point size should be 11 point. when left justification is acceptable. All papers should be affixed with a SINGLE staple to the LEFT HAND CORNER. There is separate guidance on the binding of dissertations. uk/services/sas/libraryservices/referencing/what. What happens if I don’t? Failure to acknowledge your sources will lead to a suspicion of PLAGIARISM – i. This is done in two ways: 1. at the end of your work. to support the arguments you are making. and to credit the established work of others. By putting a brief entry for each source in the text of your work. The Harvard System is one of several methods available and is the preferred choice of most departments in the University. It can relate to a complete book or just a chapter from it.cfm An Introduction to the Harvard System This help sheet provides basic guidance on how to reference the books and journal articles which you have used in your essays or reports.londonmet.e. or an article from a journal or newspaper. trying to pass off someone else’s work as your own. sources) How to do your Referencing (Referencing printed See also: http://www. Putting References and Quotes into the Text of your Essay/Report 18 . Please see the academic regulations for more detail on the implications and penalties of plagiarism. By listing all your sources in full. What is “Citing” “Citing” a reference is the act of recording it. 2. You should check if your course requires you to use it before you do your first assignment.ac.Appendix 2. Why do I need to do it? It is required academic practice to provide references to guide your reader to the sources you have used for your research. What is a “Reference”? A Reference is a detailed description of any document from which you have taken Information. and where farming can no longer offset those losses alone. The date. It would be remiss to do otherwise” (Sinclair. etc. then both the name and the year must be in brackets at the end of the sentence. according to author(s) surname. from the title page of a book (NOT the front cover). in which you copy a small part of the author’s work word for word and place that quote in quotation marks “”. edition. Only repeat very significant points verbatim. Example: … Hartley (1999) declared that… If you do not use the author’s name in part of the sentence. which is located by the copyright symbol © . 1999. from which many of the core manufacturing industries have departed. The list must be in alphabetical order. you need to provide the surname (family name) of the author(s) and the date it was published. then you must also note this by inserting “2 nd edition”. publisher. if you are not used to 19 . only the date needs to be in brackets. If you use a particularly long quote. If the author’s name is part of the sentence statement. 1999) The page number(s) can be added if a specific part needs to be identified. If the book states that it is a 2nd edition. p.250 ) However. title. The date that you enter next to the author is the date of publication. p. Generally. listed A to Z. and will be confusing to the reader (it may even confuse you!). don’t use quotes too often or their impact is reduced. or (ideally) you are using a direct quote. Example ……although other authors have denied this (Hartley. it will not flow. etc. may be on the back of the title page.575). it is clearer to indent the quote and separate it from the main bulk of your text. after you have listed the title. Do not confuse an edition with a reprint. It is essential to maintain the industry with governmental support and private sector investment wherever possible. be warned. Example: Sinclair describes the role of tourism in the North West as: “so significant to a regional economy in decline. Where do I find the full details that I need? You should always take the details of the author. separated by a comma.For each reference you make in the text of your essay. Listing Your References at the End of your Work Your reference list (to be titled ‘References’) should only contain the details of documents or sources of the quotes you have referred to within the text of your work. An essay or report comprising of too many direct quotes will end up reading as a ‘mish mash’. Example: Jackson (2004) declared that “this is the finest example of postmodernism” (Jackson 2004. especially in academic textbooks. and PHILOGENE. (2003) Attitudes. Example: GASKELL. M et al.): AddisonWesley. London: Sage Publications. (1998) Physical chemistry 6 th ed. (2002) Presentation skills: the essential guide for students. (full stop) A book by a single author: Example ATKINS. 2 nd ed. The Harvard system gives you the option to use italics or underlining to emphasise the title. you need to make this clear by using “ In” (in italics and followed by a colon). Example: EZRA. indicate this by giving the name of the first author only followed by the Latin phrase ‘ et al’ (meaning “and others”). etc. (ed.W. preferably in capital letters. (1998) Global finance. The preferred order of presentation is: · Surname of author(s). and HATCHER. If the book is edited: Use the name of the editor(s) followed by (ed. E.) or (eds. including the edition (if other than the first).) (2004) European Cinema. Consultation Papers. full stop. Representations of the social. full stop.) 20 . Government Publication (Reports. Whatever you decide. Oxford: Blackwell. P. cite their references. you must be consistent throughout. A chapter from an edited book: If you refer to a chapter in a book edited by someone other than the author of the chapter. · Place of publication (city or town) (followed by a colon) · Publisher’s name. If there are three authors or more. social representations and beyond In : DEAUX. NOT the title of the chapter. Reading (Mass.) in place of the author. Oxford: OUP. · Year of publication (in brackets) · Title (underlined). Example: ENG. C. Oxford: OUP If there are two authors: Example: McCARTHY. G. London: BBC. comma.this procedure. G. K. look and see how published authors. Corporate author When something is published by an organization or a company there will probably be no individual author whom you can identify. P. The book title is in italics. Use lower case for all title words after the first unless there is a proper name (as per the library catalogue). Example: BRITISH BROADCASTING CORPORATION (2004) Building public value: renewing the BBC for a digital world. initial(s). Example: SMITH. · Year of publication in brackets · Title of the ARTICLE. 3337 An article from a newspaper: The same rules apply as for a journal reference. You do need to indicate if your reference is from any particular section of the paper. K. full stop. A. Taken and amended from: London South Bank University (2006) Help Sheet 30.ac. 19 (26). comma. · First and last pages of the article separated by a hyphen and indicated by the abbreviation “pp”. http://www. The Guardian (Education Guardian) 20 September 2005: p. but details of volume and issue numbers are not required. comma. Nursing Standard. however. Example: CURTIS. initial(s).uk/helpsheets/hs30. (2005) Reflective practice: a meaningful task for students. P. An article from a journal: · Surname of the author(s) in capital letters. · Volume number (in bold type) · Issue or part number (in brackets). full stop. The publisher is usually the Stationery Office (TSO) (formerly HMSO). and JACK.The relevant government department should be given as the author. comma.pdf. accessed on 25/07/2006 21 . London: The Stationery Office. pp. · Title of the JOURNAL (in italics). Example: DEPARTMENT OF HEALTH (2004) Choosing health: making healthy choices easier.lisa. (2005) Ruth Kelly was here.lsbu.5. How to do your referencing (1) An introduction to the Harvard System.