Tutor Marked Assignment: Emirates Competitive Strategies, Business-Level Strategies, and Leadership

This tutor marked-assignment is meant to assess the student’s ability in understanding, and application of the course materials provided in the class room and ideas from external sources, as well as to test his/her reflection and critical thinking. Among other ILOs, it is also intended to test the student’s ability to argue relevantly and to justify a point of view besides, constructing, defending and evaluating an argument, using relevant evidence and giving reasons for conclusions. It consists of four questions and accounts for 20% of the total grade assigned to the course.

The TMA must be done with strict compliance to the guidelines and instructions stated, otherwise there will be penalties in form of marks deduction as per the university’s policy. You are encouraged to collaborate with others in studying, but submitted work copied from or written jointly with others is not acceptable.  Submitting work that has been done by someone else and persistent borrowing of other people’s work without citation are obvious instances of plagiarism and are regarded as cheating. If a case of plagiarism is proven, this is a serious offence and the disciplinary procedures will be followed, as described under the Examination Policy of the AOU. Cases of plagiarism will receive a mark of “Zero” on the assignment. Please refer to AOU plagiarism policy.

1. TMAmust bewritten in ESSAY (discussion) format, BULLETS and NUMBERING to be avoided. Avoid writing TMA in first person tense. E.g. “I suggest that …” or “ I am going to discuss…”etc.
2. Word count should be exact with 10% (More/less) tolerance.
3. You must acknowledge all sources of information using full Harvard Style Referencing (In-text referencing plus list of references at the end) Minimum of 5 references are required. MUST include E-library and course materials.
4. Wikipedia is not recommended as areference.
5. Copy and paste-plagiarized work willbe detected by TURNITIN and heavily penalized
6. TMAs to tutors through emails and late submission not permitted.
7. Strictly use the PT3 form accompanying this TMA.

Please Note that this particular TMA is meant to respond to recommendations given by EE to encourage and develop greater critical analytical skills especially at level 6, by encouraging the students to read more widely; the greater use of comparative case studies; and encouraging part-time students to reflect  on the application of the theories discussed to their own workplace

-This TMA variedly draws from chapters 2, 3, 5 and 11. It consists of FOUR (4) questions and accounts for 20% of the total grade assigned to the course. This assignment will be graded out of 100 marks.

N.B: Your grade will be subject to grade deductions if you did not comply with the following criteria:

• Proper referencing (Harvard referencing) - Deductions could be up to 5 grades.
• In-text referencing- Deductions could be up to 5 grades.
• Adherence to specified word count – Deductions could be up to 5 grades.
• Use of the E-library/External resources – Deductions could be up to 5 grades.

-  In this TMA, you need to demonstrate your knowledge and understanding of the importance of the internal business workings. In short, The case provides an opportunity for an investigation of the entire arc of strategic management, with special attention to how strategies are formulated under uncertain and evolving conditions and how can a company create competitive advantages in the marketplace that are not only unique and valuable but also difficult for competitors to copy or substitute.

-In your answer, you should show critical, analytical and justification skills of the subject matter, rather than mere description.

• You should present a well-structured and organized piece of work that is of your own creation.

Q2. How does Emirates compete? What internal resources and assets does Emirates have that may give it a competitive advantage?  (30 marks-700 words) (Hint use chapter 4 )

Q3.  Critically discuss Emirates Business –Level strategies. What are the challenges Emirates might face to continue delivering its promise and stay ahead of competitors? (20marks- 300 words)  (hint refer to chapter 5 )

Q4. Assess the effectiveness of Emirates’ leadership. Discuss how Sheikh Mohammed bin Rashid al Maktoum and then Sir Tim Clark illustrated the activities of strategic leadership. (20marks-300words)