Order Description

You have recently graduated with a Bachelor’s Degree in Aviation Management and Anderson Associates, a company with a well-diversified portfolio has hired you as a junior executive assistant to the Business Development Manager. Your line manager wants to assess your knowledge on the management concepts you have studied before he delegates official assignments. For this purpose he first requests you to prepare a report of 1000 words and answer a case study focussing on the business environment.

Task 1- Report writing and case study analysis (25 marks)

LO1: Assess the internal and external business environment

1a. Choose a GCC airline and write a report on how the internal and external environment is affecting the operations of the airline. (10 marks)
Breakdown of marks and guidelines for 1a:
Discuss how the internal environment derives competitive advantage for the airline. (2 marks)
Conduct a PESTEL analysis and examine its impact on the airline.
(4 marks)
Discuss the current internal and external environmental issues especially the Euro crisis influencing the airline. (2 marks)

Discuss the two strategies adopted by the airline to tap thriving yet unexplored markets (2 marks)
1b. Read the case study below and answer the questions appending it.
Keith Anderson became an entrepreneur on his wife Kathy Anderson’s inspiration. She was firm in believing about the rare idea of converting recycled paper into a firm surface for skateboard ramps. For months he had tried without success to find a manufacturer willing to work with him in developing a durable composite ramp surface made from recycled and eco-friendly materials. However the couple was confident that there was a viable market for this kind of sustainable product and they went ahead to form Andertech in 2000.
For the next few years Anderson tried hard in developing and fine tuning his business plans as he had manufacturing experts test various materials and production process for transforming his invention from an idea to reality. However he found financing options difficult but managed with the challenges. Anderson introduced his new skateboard ramp surface product in 2001. Later that same year, he pioneered yet another green product by introducing kitchen and bathroom countertops made from a composite of recycled materials.
Despite ever higher sales of these products Anderson faced the challenge of enhancing the aesthetic appearance of his paper based composite countertops for home use. At that time such composite products were produced only in dark colors because of the resins used in the manufacturing process. Andertech recognized that a broader range of colors would make the countertops more appealing to consumers. Working with a partner he created an innovative countertop composite made with both recycled paper and bamboo and capable of being dyed in either light or dark colors. This new type of countertop attracted the attention of mainstream buyers, not just green minded buyers, and gave Andertech the edge it needed to compete more effectively with some of the biggest names in the industry.
Andertech continues to build revenues and profits by introducing new products made from recycled paper. More recently it launched ECOFRA a line of composites used for exterior siding on commercial buildings and residences. Not only is ECOFRA attractive and durable, it also helps buildings qualify as green under the US Green Building Councils Standards, confirming its environmentally sound qualities.
Today Andertech is a profitable business with multiple product lines a global customer base two manufacturing plants in the US and a reputation for dedication to sustainability. The company also has plans to expand in foreign countries and step its foot into Asia , Middle East and UK.
Over the years Anderson learnt that one needs to be confident, patient, practical and demonstrate perseverance to be a successful entrepreneur capable of translating his dreams into reality, thus meeting customer expectations. Secondly he learnt that the product offered must be unique and outperform competitors’ products. When Andertech introduced the first skateboards ramp surface and kitchen counter surface, no one else was making it from recycled paper. Third he learnt that a nimble startup has an important advantage over large competitors. The great part of being a small business is you are like a speed boat on the water, he explains. This means Andertech can respond quickly “on the fly,” to emerging trends in the business environment. “Innovation is the key to the future and we will be working day after day to bring this to our current and future customers “says Anderson. In contrast big rivals need more time to make and implement decisions about adapting to the same changes in the business environment.

Anderson also advises entrepreneurs to do their homework early on legal issues and financing possibilities, so they have experts and resources in place before problems arise. From experience he knows that small business owners must understand finance and plan to pay vendors and employees before paying themselves. He is always thinking about how to improve one of his products or listening to customers talk about a new product they would like to see.
Succeeding in this turbulent and complex global economy is difficult but Anderson remains enthusiastic about the opportunities he faces everyday as the co-founder of his successful business.
Questions.
1. Define the term “Entrepreneur” and discuss the essential qualities of a successful entrepreneur. Give an example of a successful entrepreneur and examine the main reason for his/her accomplishments. (5 marks)
2. How has the external and internal business environment helped Andertech to become a successful enterprise? (5 marks)
3. Over the next 3 years, explain how the business environment can impact Andertech Discuss a minimum of two challenges for each environment) for Andertech. Give a solution for each challenge mentioned. (5marks)