Strategic Management. Internal and External Analysis of an airline organisation.

1. Internal Analysis?Current resources, resource capabilities and/or resources probable to give sustainable free-enterprise(a) benefit for the company.

?Distinctive competencies and deficiencies and incumbrance competencies.

? tonality areas of competitive advantageThe VRIO analysis from the auxiliary suggests Air NZ (Air parvenue Zealand) have only one resource that will provide them with sustainable competitive advantage and is a distinctive competency, this is the nonphysical resource of Air NZ being the national flag mailman of New Zealand along with their relationship with the government. Other resources which have been determine as having competitive parity include Technology and Buildings with new(prenominal) physical assets, such as airline equipment. Temporary competitive advantage includes resources such as the Air NZ brand disclose and their labour resources. The only possible deficiency identified in the abide by drawing string tool was the organisation?s culture.

The Value Chain analysis in the appendix also indicates alone areas in the primary fail of Air NZ including research and growing in bio-fuel, production with highly skilled and experience custody specialising in high quality items, marketing and sales function which focuses on the company?s advertising and customer inscription strategies and service function with their wide range of aftersales service and agree appear to create value and is vital in growing a competitive advantage.



Support activities in the Value Chain also show potential to develop competitive advantage and are mainly linked with the Air NZ organisation infrastructure, resulting in efficiency gain and cost effectiveness.

?2. External Analysis?Key industry dynamics/drivers/forces?Key trends from the macro-environment that are likely to incline company?Key competitors and competitive intensityThe five forces model from the appendix identifies key dynamics, drivers and forces as this model suggests there are actually few threats in this airline industry. Risk of new entrants debut the industry is extremely low and this provides Air NZ with opportunities for maximising profits,

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