You are required to provide an analysis of the case entitled “AirAsia and the Tune Group: diversifying across industries” in response to the two questions below.

You are required to provide an analysis of the case
entitled “AirAsia and the Tune Group: diversifying across industries” in
response to the two questions below.

Questions:

1.     Using
Ansoff’s matrix, analyse AirAsia and the Tune Group’s strategy. Use the
case study to extract information and use figures whenever possible to support
your analysis. (40%)    

Using Porter’s generic strategy, analyse AirAsia
and the Tune Group’s business model. Use the case study to extract information
and use figures whenever possible to support your analysis. (40%)               

Additional Guidance:

·      
Use tables and diagrams as much as
possible, but only where appropriate. Tables and diagrams are not included in
the word count.

·      
Do not use appendices.

·      
Submit your work on Moodle via
Turnitin.

·      
The word count is 2,000 words (+/-
10%).