Each part no more than 100 words.
Part 1 :
Topic : Pretend you are consulting for a company mentioned in one of the application articles
(choose one article and one company in the article). How would you advise the company to
respond to the changing external environment described in the article?
Article:
Looking at the different airlines mentioned in “Airlines Dial Up Pampering for Business Class,” I’d
advise American Airlines that while upgrading seating is certainly a worthy pursuit in trying to
pursue premium passengers, it may not be the most cost-efficient way to provide a better
product. I would suggest that they need to be looking at a holistic approach that addresses each
part of the experience. Spending a little less on the seating and investing that into better staff
training for improved service and better meal and amenity offerings may improve the customer
experience over several fields. While customers may have more comfortable seats, it may not
mean as much if customers view the in–flight service, meals, and amenities as being average or
sub-par. Creating a well-rounded experience may also lower the risk of customer dissatisfaction.
Having one aspect go awry while the others maintain their quality spreads the risk over several
factors instead of primarily whether the customer enjoyed the seat or not. The seat is only part of
the flying experience so I would advise them to look at things holistically.
Part 2:
Topic: Which trends in the external environment are most likely to impact (positively or negatively)
Best Buy’s performance going forward?