NOTE 1: you should not use Amazon or Apple as examples to answer RQ1 since these are examples frequently discussed in class. The selection of example companies for scenarios 1 and 2 will be discussed with the instructor in class.

Introduction

This is an individual assignment. Hence, you should NOT work with another student, copy any portion of another students work, or share your work with another student.

Instructions

Read the Air Canada: Flying High with Information Technology case study. In this assignment, you will prepare a short paper that introduces a Case Study analysis and answers research questions (RQs). Specifically, based on your understanding of the case and an independent research, write a short research paper according to the following guidelines:

The paper should include the following sections: Cover page, which should include the title "An Analysis of Air Canada's Use of IT", your name, and a short Abstract. The short Abstract should be 60-150 words long; Introduction. This should be a short introduction stating that the purpose of the paper is to examine the Air Canada's case, identify issues facing the company, and answer relevant research questions, etc. (about half a page long, more about this below); Air Canada Case Summary. This section should present a short summary of the Case Study. This should discuss key elements of the case in your own words (i.e., do not copy large passages of text from the case study article); Case Study Analysis. This is the heart of the paper. In this section, you will answer two research questions. Your answer to each research question should be 250-500 words long.

RQ1: In the 2010s, Air Canadas vision was to build loyalty through passion and innovation (p. 2). To achieve this vision, the company followed a differentiation strategy that involved engaging with customers, with a focus on premium passengers and premium products (p. 2). At the same time, Air Canada sought to reduce costs and streamline operations by initiating a Cost Transformation Program (CTP). Consider the insights learned from the Air Canada case. Specifically, pursuing a differentiation strategy, while at the same time being aggressive in reducing costs, is a difficult balancing act and not all firms are able to achieve this goal. For companies seeking to achieve this balance, two different scenarios are possible:

SCENARIO 1: The company is successful in pursuing a differentiation strategy, while at the same time being aggressive in reducing costs.

SCENARIO 2: The company pursues a differentiation strategy, but is unable to significantly reduce costs, typically resulting in shrinking product portfolios to focus on key markets, repeated layoffs, etc.

Identify and discuss (A) a company that was able to achieve the goal in SCENARIO 1, and (B) a company that was NOT able to achieve the goal as described in SCENARIO 2. The discussion should include a justification, with examples and evidence to explain how the company as able or why it was unable to achieve the goal. Insights from the Air Canada case can be used to emphasize key points. You should use at least two references here (other than the case study) to support your arguments. Make sure you cite all references in the references section. Your answer should be 250-500 words long.

RQ2: Can an aggressive cost cutting program undermine a companys differentiation strategy? Why? In your justification, include a real example and at least one reference to support arguments. Make sure you cite any reference in the references section. Your answer should be 250-500 words long. Conclusion. This should be a short conclusion mentioning the key takeaways of the paper; In-text Citations and References List: Use at least 3 internal citations (in the body of the paper) with at least 3 corresponding references in the references list, using APA citation and reference style.