Strategic audit, financial and marketing management : case study : Sudan airways company LTD

Dissertant

Abd al-Rahman, Hisham Yusuf

Thesis advisor

Hasan, Hasan Abbas

University

Omdurman Islamic University

Faculty

Faculty of Administrative Sciences

Department

Department of Business Administration

University Country

Sudan

Degree

Ph.D.

Degree Date

2008

English Abstract

This dissertation explored three processes important to Sudan Airways Company : the fleet planning, the capital budgeting, and the business planning process.

This dissertation explored the importance of these processes and their crucial role in the airline business development, how these processes were practiced and what kind of role was given to them in Sudan Airways Company.

In this study, the intact relation between strategic audit, fleet planning as an airline essential element, capital budgeting and marketing management are ascertained.

The study built on data collected from Sudan airways published annual reports, the international airtransport publications, and the researcher observation.

The data collection was carried out during years 2003-2007.

The case material was used to describe the processes of the management practices in the airline, the exploitation of capital budgeting, fleet planning and the strategic business planning process.

The case material analysis proceeded from industry macroenvironment analysis to Sudan Airways case analysis exploring its critical problems, similarities and differences across the industry best practices.

A theoretical framework for strategic audit and business planning was developed based on the Porter Five Forces Model.

A comprehensive and sophisticated Financial Model was developed as a Capital Budgeting Simulator to reflect cashflow scenarios that best suit the airline based on a professional Top- Down Fleet Planning Model that is developed to optimize Sudan Airways fleet structure Earlier researches and studies concentrated on the operational and economic side of the airline business besides the overall general management practices; whilst this study contributed to the literature on airline business by exploring the process of capital budgeting, fleet planning creation and utilization at firm ongoing operations and during subsequent time.

Macroenvironment imperatives and the management practices were explored too from contemporary viewpoint.

Secondly and so far, most applications of strategic management have focused on international context; whereas in this study, management best practices were extended to the domestic context.

This dissertation made a contribution to the airline industry and to business development literature.

This dissertation extended the contemporary world-class strategic management literature by investigating one of the necessary conditions required for best performing firms in terms of fleet commonality and networks optimization, namely fleet planning, through professional fleet planning practices.

The implications of the findings for fleet planning and capital budgeting theories and practices are discussed.

Overall, the findings reflect the importance of strategic audit and marketing management to any airline success, guiding those who struggle to be considered as one of the best industry performers.

Finally, this dissertation provided contribution to Sudan Airways Company by suggesting strategic options and recommends a roadmap for a better future of the airline.

Main Subjects

Business Administration

Topics

• Management
• Financing
• Sudan
• Airlines

No. of Pages

357

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-393692