Project Report on Alaska Airlines - Navigating Change (Case Study)

The culmination of this project is the final written report, which should be 8 10 pages (2000 2500 words). This limit does NOT include the Executive Summary, References, and any Appendices (tables, charts, figures, etc.). The report should be double-spaced, Times New Roman font, with 1 margins. You should structure your report according to the following outline.

SECTION 1: EXECUTIVE SUMMARY

Summarize the core insights of your project in about 250 words. Assume that some board members will not have the time to read your report and will only read this Executive Summary. What is most important for them to know about your analysis and recommendations?

SECTION 2: BACKGROUND AND CONTEXT

For this section, do not simply provide responses to the following bullet points, but develop an engaging narrative that incorporates these points to describe the background and context of this case.

Description of the Organization

What does the organization do? Identify the core products/services/activities.

What types of employees work here? Who are its customers, clients, or constituencies?

How large is it? How old is it? Where does it operate? How would you describe the leadership of the organization?

What other background information is critical for understanding this case?

Description of the Competitive Challenges

What are the competitive challenges the company is facing in its environment that have created the need for a change effort? What are the sources of these external challenges?

Description of Recent Organizational Change Efforts

What has the organization done so far (if anything) to try to address the competitive challenges it has been facing?

If the case discusses change efforts, describe the rationale, design, and implementation of these efforts. Have these efforts been effective so far? What is your evidence for or against?