Strategic And Operational Decision Assignment
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Strategic And Operational Decision Assignment
Decision Making
Write a 12 font, APA format, 4–5-page paper answering the following questions based on the discussion below and the references mentioned.
- Is the decision whether or not to sell Qantas’ frequent flyer program a strategic or operational decision? Is it a programmed or non-programmed decision? Explain your answer using references to Moshal (2009) or Kourdi (2003).
- Suppose Alan Joyce decides to take a rational approach to the decision whether or not to sell the frequent flyer program. List a step-by-step approach you would recommend, and include specifics regarding what kind of information or choices should be considered at each step. Do not just list the steps, give detail at each step and use material both from your research on Qantas and from Moshal (2009) or Kourdi (2003) to come up with these steps.
- Joyce has been the CEO of Qantas for six years and is an experienced airline executive. Given his experience, do you recommend Joyce use a rational or intuitive approach to this decision? If there is a new CEO who comes from another industry and does not have this airline experience, would you recommend they use a rational or intuitive approach? Explain your reasoning, and make references to Moshal (2009) or Kourdi (2003) as appropriate.
Joyce has been the CEO of Qantas for six years and is an experienced airline executive. Given his experience, do you recommend Joyce use a rational or intuitive approach to this decision? If there is a new CEO who comes from another industry and does not have this airline experience, would you recommend they use a rational or intuitive approach? Explain your reasoning, and make references to Moshal (2009) or Kourdi (2003) as appropriate. Like many airlines around the world, leading Australian airline Qantas is facing very difficult times in spite of having a 65% market share in its home market of Australia. Due to rising fuel costs and a slow world economy, Qantas has recently been losing money and their CEO Alan Joyce has some tough choices to make.
One difficult decision for Joyce is whether or not to sell Qantas’ frequent flyer program. It may seem odd for an airline to sell its frequent flyer program, but Qantas’ program is much more than just an airline reward program. Members of this program can gain points not only by flying on Qantas but also through other means such as shopping at one of Qantas’ corporate partners or using one of their credit cards. Points can be redeemed not only with free flights, but also with products from numerous retailers. Over 10 million Australians belong to this rewards program, almost half of the population.
The frequent flyer program is Qantas’ most valuable asset and a sale of this program would help Qantas get out of its current financial troubles. However, selling the program would also mean allowing another company to have access to Qantas most loyal customers including their business class and first-class customers. In the long-run, there is potential the sale could backfire and would not be wise.
Do some research on CEO Joyce’s current choice of whether or not to sell their frequent flyer program, and also thoroughly review the background materials on intuitive versus rational decision-making including Moshal (2009) and Kourdi (2003).
Pay attention to concepts such as 1) programmed versus non-programmed decisions, 2) strategic versus operational decisions, and 3) rational versus intuitive decision-making:
Moshal, B. S. (2009). Chapter 7: Decision making in an organization. Principles of Management. New Delhi: Global Professional Publishing Ltd.
Kourdi, J. (2011). Chapter 2: Assessing your decision-making style. Effective Decision Making : 10 Steps to Better Decision Making and Problem Solving. London: Marshall Cavendish International [Asia] Pte Ltd.
Ross, K. (2014, Aug 27). Qantas CEO faces tough choices. Wall Street Journal
Ironside, R. (2014, Aug 15). Qantas warned to ground plans to sell frequent flyer program. The Gold Coast Bulletin
Gilder, P. (2014, Mar 29). Loyalty future cloudy. The Gold Coast Bulletin
Strategic And Operational Decision Assignment
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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Strategic And Operational Decision Assignment