Cardiff Airport Case Study

Please note: points 3-9 are delivered via the presentation slides you have created over the weeks in response to the seminar tasks. Points 1, 2, 10 and 11 are additional content you will need to provide in your portfolio to complete the strategy. These can be created as additional PowerPoint slides or as Word documents – it’s up to you. 1. Exec Summary: should succinctly and clearly summarise the results of your analysis 2. Vision/Mission Analysis: should clearly state where the business is now and how you envision the future. 3. Ethical Policies. You should clearly state and rationalize your ethical trading policies for Cardiff Airport that will underpin your strategy development. 4. External Environment: your analysis of the Cardiff Airport’s external environment should demonstrate an awareness of those factors both domestic and international that may impact upon the business and its ability to achieve a sustainable competitive position. It should be clear that you not only appreciate that those factors exist, but what the likely impact of those factors might be to the business and the industry within which it is set. 5. Industry Environment: it’s vital that you understand Cardiff Airport’s competitive position. Porter’s 5 Forces model will help you develop this understanding. You must demonstrate a clear understanding of the airport’s position in the industry relative to the other competitors, suppliers, customers etc. You should also show that you have applied the results of your environmental analysis to the 5 forces analysis where appropriate. 6. Internal analysis: should use all the available resources to identify the intangible and tangible resources the airport can deploy in support of its strategy. There is information that I have given you to help you provide a detailed assessment of the physical resources, however, information relating to the less tangible resources will be harder to come by, so less detail will be