3112IBA - Workshop Case Analysis Preparation Form - Semester 1

This document provides a case analysis preparation for a 3112IBA workshop, focusing on two case studies: the success of AirAsia and the Renault-Nissan merger. The analysis explores the importance of strong partnerships, cultural understanding, and adapting to market influences. It identifies management issues related to cultural diversity and individual interests within business partnerships, highlighting how partners in both cases prioritized common goals over personal interests. The analysis connects these cases to Porter's Five Forces theory, demonstrating how businesses utilize portfolio theory, restructuring, and sharing activities to achieve growth and global expansion. The document includes a bibliography of cited sources.

3112IBA-WORKSHOP CASE ANALYSIS PREPARATION FORM
Please be aware that this aspect of the assessment task is about PREPARATION for the workshop discussions, late submissions will
NOT be accepted for the workshop submissions.
Your submissions should total and not exceed 300 words per case analysis preparation. You will answer the specific questions outlined
for each case. The case analysis preparation must be submitted via the course site. No emailed submissions will be marked.
Name:……………………………Student No:……………………Workshop No:……………..… Case Study:……………………………....
Briefly explain what is the case
about?
(you can use bullet points for this
question)
The case study is related to how two partners Tony Fernandez and Dato
Kamarudin Meranum purchase a failing government Malaysian Airlines
(AirAsia) and convert the ailing business to a successful short distance
budget airline. Gradually the duo expands their long distance flight and
reinvests profits into diversifying across different industries through the
Tune Group. The Tune Group is made ups of several businesses including
air travel, a mobile phone network, Tune Hotels, Tune Money and a formula
1 Sports Team and Studio which promotes local and international talent
(Group, 2017).
To further Expand the businesses reach the brand entered into negotiations
with the Caterham and Renault which has recently merged with Nissan and
targeting to enter the India market. The tune groups would play an
important role towards the negotiations which would be Caterham, Renault,
Nissan expand their operations to Asia and also see The Tune Group set
up a new domestic airline for India (Irene, 2014).
Both Case studies demonstrate the importance of having strong partnership
ties and understanding the consumer markets as well as be able to adapt to
cultural influences. This has been the secret behind both case studies
ventures success where the partners have in both cases considered the
benefit of the brand and not how to over power or be more superior over
the other partner.
Briefly explain the management The main management issue which has been observed in the two case

3112IBA-WORKSHOP CASE ANALYSIS PREPARATION FORM
issue(s)?
(you can use bullet points for this
question)
studies is related to managing cultural diversity and individual’s interest with
regard to maintaining positive business relations and long lasting business
partnerships (Gleich, Hasselbach, & Kierans, 2012). In both situations, the
partners have sacrificed their own interest to pursue a common goal.
Tune Group - Tony Fernandes and Dato Kamarudin Meranum come
together to start a partnership with a business which is facing certain failure
and heavy in-debt. This required for the partners to look beyond their
personal interest to a common goal of rebuilding the business before
considering profits and growth. This requires full dedications towards brand
success which overcomes personal interest.
Renault-Nissan Merger – with both companies facing intense competitions
and the risk of failure, they manage to put their differences apart and merge
with the intention to grow together and expand to emerging markets. Again
the both companies look beyond their differences and limitations and retain
focus towards future growth and expansion together as successful partners.
Today the Nissan-Renault merger and expansion to Asia and most
emerging markets have reoriented the brand's name globally and projected
to rise to be the leading economic vehicle brands globally.
Link the management issue to the
model/theory of the week and briefly
explain the connection.
The two case studies are best described by analysing the Porter theory
also known as porter 5 forces. The theory addresses Modern portfolio
theory and Growth–share matrix which focuses on exploring the Portfolio
theory, business restructuring, transformation skills and Sharing activities
all with the focus of attaining growth (Porter, 2008).
Each of the Case studies clearly demonstrated certain characteristics of
each of the four elements utilized by the business partners and in the
mergers. They share the same goal related to growth and global expansion

3112IBA-WORKSHOP CASE ANALYSIS PREPARATION FORM
and consider themselves as a single entity as opposed to being different
businesses.
This relationship is also observed in the case studies where Tune Group
and Nissan-Renault come to some business negotiation on how to enter
the Asian market whereby the brands approach and negotiate with TATA
sons regarding approaches and terms on which both Tune Group and
Nissan-Renault can enter the Indian market.
Using porter theory the businesses have been able to identify important
factors which are likely to influence their entry to the Indian market. This
has helped educate the brands on the difficulties and approaches which
can be considered to overcome the concerns.
Bibliography
Gleich, R., Hasselbach, T., & Kierans, G. (2012). Value in Due Diligence: Contemporary Strategies for
Merger and Acquisition Success. Surray: Gower Publishing, Ltd.
Group, T. (2017, August 27). About Us. Retrieved August 27, 2017, from Tune Group:
http://www.tunegroup.com/about.html
Irene, S. (2014). Strategic Marketing in Fragile Economic Conditions. Hershey: IGI Global.
Porter, M. E. (2008). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New
York: Simon and Schuster.