Using Michael Porter’s Five Forces model as a framework, analyze the airline industry inIndia based on the information in the Kingfisher Airlines case.

Industry Analysis                                           

  1. Using Michael Porter’s Five Forces model as a framework, analyze the airline industry inIndia based on the information in the Kingfisher Airlines case. Remember, Porter’s FiveForces model is used to analyze an industry, not individual companies. Make sure yourfocus is on the broader Airline industry in India, not Kingfisher Airlines specifically.

Your analysis should include the following sections for each of the Five Forces:

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  1. What are the critical elements of the force in question? This should include a

definition, in your own words, of the components of the force in question that apply
to the real-world situation in the case. The focus here is on the Five Forces model as
it relates to the Indian Airline Industry.

  1. How does the force impact the dynamics in the Indian Airline Industry? This

should include a direct relationship drawn between the components discussed above
and the facts in the case. The focus here is on the Indian Airline Industry dynamics.

  1. An impact rating of LOW, MODERATE or HIGH for the force in question.

 
The impact ratings should follow the following guidelines:

  • LOW – Force has little to no impact or poses minimal threat to the industry.
  • MODERATE – Force has modest / average impact or poses a controllable /

moderate threat to the industry.

  • HIGH – Force has a significant impact or poses a significant challenge to the

industry.
 

  1. Discuss whether you believe Kingfisher Airlines has upheld a balanced stakeholder strategyas outlined in the course lecture materials, readings and the textbook. Answer the followingquestion areas at a minimum in your discussion of Kingfisher Airline’s stakeholder situation.Make sure the discussion is clearly and correctly supported by concepts from the course textbook.
  • Have they effectively considered all stakeholders in their strategic decision

making thereby balancing the value provided to and demands put on each of the
stakeholders?

  • Were some stakeholders taken advantage of in an effort to provide for other

stakeholders?

  • What could Kingfisher Airlines do to resolve any potential conflicts between

stakeholders and keep the company alive?
 
 
 
 
Assignment Grading
Grading Area Points
Case Paper Follows Writing Papers Guidelines

  • Name, date, course name & paper title (1)
  • Line spacing, font and margins (1)
  • Appropriate use of headings (1)
  • References & citations (1)
  • APA formatting for references & citations (1)

5
Paper follows assignment instructions

  • All areas answered completely (1 – somewhat, 2 – fully)
  • All answers address case questions (1 – somewhat, 2 – fully)

4
Industry Rivalry

  • Appropriate impact attribution of LOW, MODERATE or HIGH (1)
  • Outline and definition of force specifics (1 – somewhat, 2 – clear & complete)
  • Discussion of case details specific to force (1 – somewhat, 2 – clear & complete)
  • Linking course material to case (1 – somewhat, 2 – fully)

7
Power of Suppliers

  • Grading same as Industry Rivalry 7

Power of Buyers

  • Grading same as Industry Rivalry 7

Threat of Substitutes

  • Grading same as Industry Rivalry 7

Threat of Competitive Entry

  • Grading same as Industry Rivalry 7

Kingfisher’s Strategic Positioning Relative to the Stakeholder Model

  • Discussion of how Kingfisher’s strategic decisions balance

stakeholders (1 – somewhat, 2 – clear & complete)

  • Linking course material to case (1 – somewhat, 2 – fully)
  • Discussion on strategic positioning to keep Kingfisher alive (1 –

somewhat, 2 – clear & complete)
6
Writing Proficiency

  • High = 5 points
  • Moderate = 2.5 points
  • Minimal = 0 points

5
Total 55

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