Assignment Paper

Individual Essay Assessment – Sustainability of easyJet

Formulating, Analysing & Researching Policy

The issues facing the aviation industry are complex and require sophisticated policy and strategy responses. However, developing an understanding of them is a rewarding experience for any aviation student seeking a career in strategic management. Taking into account key factors in the political, economic, social and technological environment which influence policy-making the relationship between research and policy-making has to be considered as well.

As part of this assignment, you will choose a piece of aviation policy or strategy. This could, for example, be taken from any level on the policy hierarchy – from corporate strategy to any wider policy. Following this, you will explain how the strategies outlined in this policy will make that airport, airline, or aviation organisation more attractive and competitive. (these words are the most important, should come up in an essay a lot)

Here you are suggested to use a range of models such as Ansoff Matrix (1957), PESTEL (1967), Boston Matrix (1968), Porter’s Five Forces (1979), Mintzberg (1987), Bowman’s Strategic Clock (1997), Core Competencies (1990) Blue Ocean Strategy (2005), as your framework for analysis. (at least three models to be used in an essay!!! Do not use SWOT)

You need to write up a 2,000-word essay (excluding your bibliography and appendices). Important, a copy of your chosen policy or strategy document must be included in the appendices. Please include a cover sheet with the name or title of your essay.

Your answer is expected to be in prose. Please do not present your findings as a series of bullet points or notes. You may use diagrams or non-text elements wherever appropriate to clarify your explanations. You should include a word count at the end of your report.

The most important in this essay is critical thinking (use PEE strategy – Point Evidence Explain, or PEEL Point Evidence Explain Link), express your thoughts by using “in authors opinion” form.

http://corporate.easyjet.com/~/media/Files/E/Easyjet/pdf/investors/results-centre/2019/eas040-annual-report-2019-web.pdf

Sustainability : pages 45-68

 

You will be awarded marks according to following breakdown:

A full breakdown of marking criteria will be made available and explained during seminars and posted on Blackboard for reference.

Mark awarded Marking criteria
70% +
Excellent to Outstanding
NB: A mark above 80% indicates an exceptional piece of work that excels in respect of these criteria
Presentation
• Clearly and legibly written
• Within agreed word limit
Skills
• Well-structured, coherent argument(s)
• Very good use of relevant evidence (primary and secondary sources and materials) to support and illustrate the argument(s) made
• Where appropriate, evidence of independent research
• Comprehensive examination of the subject of the assignment
• Exclusion of irrelevant material
• Correct and comprehensive citation of all sources in a recognised format
Knowledge
• Clear and strong evidence of current knowledge and debates relevant to the assignment
• Clear and strong evidence of current knowledge of core / central concepts relevant to the assignment
• Clear and strong evidence of critical appreciation of sources used
Understanding
• Demonstrates ability to think independently, originally and critically
60-69%
Very Good Presentation
• Clearly and legibly written
• Within agreed word limit
Skills
• Well-structured, clear argument(s)
• Good use of relevant material to support the argument(s) made
• Comprehensive examination of the subject of the assignment
• Correct and comprehensive citation of all sources in a recognised format
Knowledge
• Clear and strong evidence of current knowledge and debates relevant to the assignment
Understanding
• Evidence of ability to reflect critically on the subject of the assignment
50-59%
Satisfactory to Good Presentation
• Clearly and legibly written
• Within agreed word limit
Skills
• Evidence of attempt to construct argument(s), which may have gaps or lack clarity
• Evidence of reading and awareness of relevant issues / debates
• Appropriate sources adequately cited
Knowledge
• Evidence of knowledge relevant to the assignment
Understanding
• Some evidence of engagement with, and analysis of, material covered in the module
40-49%
Bare Pass to Adequate Presentation
• Legibly written
• Within agreed word limit
• Generally weak and / or careless
Skills
• Some evidence of attempt to address the question
• Evidence of some reading relevant to the topic
• Barely adequate use / referencing of sources
Knowledge
• Limited knowledge of subject area
• Over-reliance of material covered in class
Understanding
• Limited understanding of concepts and ideas relevant to the assignment
30-39%
FAIL Presentation
• Poorly presented and / or illegible
• Beyond or substantially below agreed word limit
Skills
• Little of no evidence of attempt to address the question
• Overly repetitious and / or descriptive
• Inclusion of irrelevant material
• Little or no evidence of reading relevant to the topic
• Sources adequately cited or not cited
Knowledge
• Very little or no evidence of knowledge of, or reading in, subject area
• Opinions expressed without any supporting evidence
Understanding
• Little of no evidence of understanding of the concepts / ideas relevant to the assignment and / or misunderstanding of these
0-29%
FAIL Presentation
• Very poorly presented and / or illegible
• Beyond or substantially below agreed word limit
Skills
• No evidence of attempt to answer the question
• No evidence of planning answer
• Overly repetitious and / or descriptive
• Substantial inclusion of irrelevant material
• No attempt to cite material adequately or to provide references
Knowledge
• No evidence of knowledge of, or reading in, subject area
• Opinions expressed without supporting evidence
Understanding
• No evidence of understanding of the concepts / ideas relevant to the assignment and / or complete misunderstandings of these