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Group Project Guidelines

Compare and contrast American Airlines and United Airlines, in the following categories.

1. Organizational culture and core values

2. Social responsibility

3. Marketing: SWOT IF FOUND ONLINE. 4 P’s. Products being the itinerary.

4. Service quality and service management

Structure of the Written Report

1. Title page

2. Table of contents

3. Executive summary of both companies

4. Comparisons of American Airlines & United Airlines

Required Sections

Guidelines

I. Executive Summary

· One to two paragraphs in length

· Next to cover page of the report

· Briefly identify the major areas of these two enterprises

· State the key issue and solution to it

II. Comparisons

· Perspective by perspective

· Provide detailed strategies for each comparison

· Provide the results or impact for each area

Grading Rubric for Case Study Report

Criteria

Level of Performance

5

Organization

Highly coherent and logically organized including reasoning of points. Unity is clearly present.

Content

Content indicates synthesis of ideas, in-depth analysis, and evidences.

Details and Examples

Large amounts of specific examples and detailed descriptions.

Supporting material

Sources are exceptionally well-integrated and they support claims very effectively.

Format

Meets all formal and assignment requirement. Neatly and correctly assembled with a professional look

 

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