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IBUS 1000 Managing International Business Risk Report

IBUS 1000 Managing International Business Risk Report

Assessment 2: Individual Report (40%)

Applying Crisis and Crisis Management Concepts and Framework to the recent, Boeing 737 Max Crisis (addresses course-learning objectives 1, 3&4).

Choose ONE crisis management framework you have learnt, describe it and apply it to the recent Boeing 737 Max global crisis. Comment on how the crisis might have affected Boeing.

Weighting 40%
Length 3000 words (+/-10%)
Due Date: As scheduled in the course outline in
Week 11 (27th November), Sunday, 11:59pm SGT to Turnitin.

You must follow the recommended guidelines and structure below:
• Using a report format, discuss the importance and role of crisis management in international

business firms.

• Describe and compare any two (2) of the three Crisis Management Frameworks/Cycles you have learnt and discussed in class (in Week 6).

• Choose any ONE of the two frameworks you described above and apply it to the recent Boeing 737 Max Crisis global safety crisis in the medium range passenger aviation market. The medium range market is approximately 140 to 160 seats sector (3000 to 5000km).

• Focus your report only on Boeing, and its main medium range sector rivals (1) Airbus A320 and (2) the C919 jet made by Commercial Aircraft Corp. of China Ltd (COMAC).

• Discuss/comment on how the crisis might have affected Boeing and the medium range passenger aviation sector/market. Focus your discussion here on finances, corporate and brand reputation, sales, safety, regulations/compliance, penalties etc., and other relevant implications of the Boeing 737 Max Crisis global safety crisis.

Each student needs to submit a report written individually (3000 words max + or - 10%). This assignment has two main purposes. It requires you to:

1. Discuss the importance and role of crisis as well as crisis management in international business firms.

2. Describe and compare any two of the three Crisis Management Frameworks/Cycles you have learnt and discussed in class in Week 6.

3. Choose any ONE framework, describe it and apply it to the 2018 ‘Boeing 737 Max crisis. Analyse:

1

(A) Pre-crisis background context: i.e. the product (the 737 max aeroplane) its features & benefits, its export markets and customers (airlines), the international airliner industry in general, the structure and competitive situation in the airline industry domestically (in USA & Australia), and internationally/globally with specific reference focus on the medium range 140 to 160 seat plane market (a range of 3000 to 5000 km) in particular;

(B) The crisis and crisis point (or risk event) (i.e. major triggers, media reactions, regulatory intervention, market, regulatory reactions domestically in the USA and internationally;

(C) Crisis response and management (crisis management strategies deployed by Boeing, other passenger liner aircraft producers/rivals, safety regulators, airlines, passengers, and other relevant stakeholders, and the impact of the crisis management strategies deployed (i.e. technically, strategically, financially, reputational, competitively); and

(D) Potential impacts or future impacts and complications/implications arising from the Boeing 737 Max crisis and general lessons learnt by Boeing, the airliner industry, the air safety / air regulator sector, and other stakeholders.

4. Prepare a formal written report.


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