Evaluate the strength of the competitive forces in the airline industry using the 5-forces
framework. What is the competitive position of Emirates in the industry and how does this
position influence the competitive forces it faces? How is the airline industry likely to be
impacted by broader changes in the external environment?
Case analyses should be written in standard essay format, that is, Times New Roman, 12pt font, doublespaced,
1-inch margins, and should not exceed three pages of material. These assignments should be
submitted through designated links provided on BB before the start of the class on the day the case is
assigned for discussion, according to the schedule below. Cases will be graded by your peers based upon
the criteria outlined in Appendix 1 under “Guidelines for Grading Written Assignments”.
Guidelines for Grading Written Assignments
Outstanding writer (A). Written analysis reflects exceptional organization, thoughtfulness and
insight. The work shows that the student can use the substantive material covered in class to
produce optimal business outcomes. Explanations are well supported, persuasively presented,
and reveal that this person is an excellent communicator. All writing is fully edited and is
stylistically and grammatically correct.
Good writer (B). Written analysis reflects organization, thoughtfulness and insight. The work
shows that the student can use the substantive material covered in class to produce good business
outcomes. Explanations are supported, somewhat persuasively presented, and reveal that this
person is a good communicator. Writing shows signs of having been edited, and is, for the most
part, stylistically and grammatically correct.
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Adequate writer (C). Written analysis reflects only basic organization, thoughtfulness and insight.
The work shows that the student understands the substantive material covered in class.
Explanations are minimally supported, mildly persuasive and reveal that this person can
communicate. Writing is barely edited and is stylistically and grammatically passable.
Unsatisfactory writer (D). Written analysis is disorganized, unthoughtful and reflects inadequate
or a complete lack of preparation. Little or no understanding is reflected. Explanations are
unsupported or non-existent. Writing is unedited or is stylistically or grammatically defective.
Non-writer (F). Written analysis is not submitted and does not make any effort to address the
assigned tasks.
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