sing appropriate models, analyse the business environment that existed prior to the formation of IAG, particularly
emphasising the key factors that persuaded British Airways and Iberia that merger was an appropriate strategic decision. (35%
of the written assignment marks)
b) In the context of the highly competitive markets in which IAG operates, evaluate the success of the strategies that it has
deployed since 2010, including the initial merger . Your answer should be supported by tools of analysis. (30% of the written
assignment marks)
c) Based upon the existing business environment, and supporting your answer with appropriate models, analyse and evaluate
potential future strategies that could be pursued by IAG. Which of these strategies would you recommend
