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Case Study: Sky-High Airlines




Question;3000 wordsCase Study: Sky-High AirlinesBackgroundSky-High Airlines (SHA) owns a number of small airline companies, based in differentcountries across the globe. Sky-High Airlines was once the industry leader and hasenjoyed a significant market share for several decades, but recently pressures from arival conglomerate of airlines, focused on low-cost strategy, has forced SHA torethink its corporate strategy of providing luxury travel at a premium price.At a recent board meeting it was announced by the CEO that Sky-High Airlines mustlower its operating costs to avoid falling further behind its new competition. It hasbeen left to the executives to figure out how costs are going to be lowered, whilstmaintaining a premium quality of service to its customers.Amelia Earhart, the Chief Information Officer (CIO) of Sky-High Airlines, has for along time been trying to unify the global approach to processes and disparatebooking systems across the group. She has been given the job of reviewing thetechnology available and providing a cost effective solution to regain its market share.Sky-High AirlinesRecently, Sky-High Airlines acquired Fresh Air (FA) to expand into a new market,South Africa. Besides expansion, one of the main reasons for attaining Fresh Air wasan industry-leading booking system, based on open source technologies which many,including the CEO of SHA, believe is a source of competitive advantage.At present the booking systems of the airlines within the group are disparate as aresult of historical acquisitions, which left each airline more or less as it wasoperationally. Aside from Fresh Air, all other airlines within the group have differentbespoke booking systems.Amelia has been thinking how she can capitalise on the acquisition of Fresh Air tobuild a universal booking system. The biggest challenge facing Amelia is to puttogether a persuasive argument in order to gain the necessary support and backingrequired.However, Amelia is already experiencing some resistance to her fact finding fromsome of the global business locations within the group, with some of the IT managerswho have responsibility for the current booking systems voicing concern about themove to a single booking system. Furthermore, she is aware that the board does nothave a good understanding of technology and have been reluctant to invest in thisarea in the past.Amelia is a key sponsor for this project and feels as if she had lost the confidence ofthe board with regard to the implementation of new technology. She faces one finalchallenge: the CEO has identified IT as one of the areas in which Sky-High Airlinesmust cut back. As one of the founders of the company in 1978, the CEO sees IT asan unnecessary expense which is costing the business too much money and would Dr Maria Kutar Sept 2014 3Operations and Information Managementrather focus on redundancies and other traditional efficiency techniques, rather thaninvesting in technology.Your TaskYou are a consultant employed by Amelia Earhart of Sky-High Airlines. Yourobjective is to write a report with your analysis and recommendations regarding theintroduction of an integrated booking system, based on that of Fresh Air (the SouthAfrican airline), into Sky-High Airlines by discussing the following:? Outlining the ways in which the new IT strategy can benefit Sky High Airlines? Identifying key challenges of Sky High Airlines transitioning to an integratedsystem? Providing detailed recommendations for how the strategy could be effectivelyimplemented.You should use appropriate theories, frameworks, models, that we have covered inthe module, to inform and justify your recommendations. You may include inappendices any analysis that you have conducted (e.g. BPM, SWOT etc) to supportyour arguments.Please structure your assignment as a report ? include:Title Page, Contents, Introduction, Main Section, Conclusions, Recommendations,and References


Paper#53249 | Written in 18-Jul-2015

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