You have been appointed as a Lead Digital Consultant to Etihad Airways to help them become a Digital Master in digital-rich and competitive world.
1) (10%) Sketch Etihad Airways Business Model as discussed in class. You must identify all the actors, resources, infrastructures, and at least four transactions informational flows. You may select transactions such as make a reservation, modify a reservation, signup for a vacation package, shop on-line by redeeming your air miles, etc.
2) (10%) Now, sketch Etihad Airways Unification Business Operating Model, which similar to Delta Airlines.
3) (10%) Using the diagram below, place Etihad on one of the below quadrants. You must choose one and only one quadrant. Your answer must assess Etihads Digital Capabilities and Leadership Capabilities as detailed in each quadrant.
4) (10%) Depending on how you rated Etihads Leadership/Digital Capabilities on the chart above, outline the major components of a Playbook for the senior management to become a Digital Master. If you rated Etihad as a Digital Master, then you need to describe a Playbook to maintain this position