Bachelor of Business Management

INTRODUCTION TO STRATEGIC MANAGEMENT

Executive Summary

AirAsia will be the top airline company with low-priced tickets and allowing everyone to fly around the world. AirAsia was suggested to offer more selections of foods and drinks to increase the satisfaction of passengers and to improve the company. Moreover, AirAsia should consider giving extra luggage allowance of 25 kg to the passengers. An upright leadership style might affect the whole company and workers to develop motivate and innovate. With the motivation and innovation, consumers have confidence in that AirAsia can be the successful airline company.

Content Page
Content Page
Pages
1.0 Introduction
4
2.0 Strategic Analysis
5
3.0 Strategy Formulation
6-8
4.0 Strategy Implementation
9-10
5.0 Conclusion
11
6.0 References
12-13

1.0 INTRODUCTION
Strategic management examines the main enterprises take by a company 's top management which involved resources and performance in internal and external environments on behalf of owner (Nag, R.; Hambrick, D. C.; Chen, M.-J, 2007). Chandler explains strategy as, “the strength of character of the basic long-term goals and objectives of an enterprise, assumption of courses of action and the allocation of resources necessary for carrying out these goals.” Alfred D Chandler (1962).
However, justifiable competitive improvement would not be attained through operational effectiveness alone argued by Michael Porter. Most of the common management innovations are about operational effectiveness. Operational effectiveness is carrying out similar activities which better than competitors. “Strategy is all about being different” (Porter 1996). Companies such as Wal-Mart, Southwest Airlines, and IKEA have established unique, internally reliable, and hard to imitate activity systems. These had made them continued with competitive advantage. A company must make clear choices

References: However, resource-based strategy argues that organizations should differentiate their major strategic strengths and seek for ways to develop. Thus, use them repeatedly to leads the competitive environment (John Thompson., Frank Martin, 2010). 2. Anthony Henry. (2008). Understanding Strategic Management. Oxford University Press Inc: New York. 3. Dr. William R. Boulton. (2001). Understanding the Strategic Analysis Model. Retrieved November 11, 2013 from http://www.auburn.edu/~boultwr/html/strategic_analysis_model.htm 4 5. Dess, Gregory G., G.T. Lumpkin and et al,. (2005). Strategic Management. 2 ed. New York: McGraw-Hill Irwin. 6. Andreas Birkholz. (2004). Business Analysis of Web.de AG. Druck und Bindung: Books on Demand GmbH, Norderstedt Germany. 9. R. Iwan Budhiarta. (2009). Air Asia Strategic Analysis. Scribd Inc. Retrieved November 11, 2013 from http://www.scribd.com/doc/14214973/Air-Asia Strategic-Analysis 10 11. Strategy Formulation: Meaning and Process. (2009). managementstudyguide.com. Retrieved November 12, 2013 from http://managementstudyguide.com/strategy formulation.htm 12 13. Wendel Clark. (n.d.). The Difference Between Corporate Strategy & Business Strategy. ehow.com. Retrieved November 12, 2013 from http://www.ehow.com/info_7904252_difference-corporate-strategy business strategy.html 14 15. Industry resources. (n.d). Retrived November 12, 2013 from http://www.airasia.com/my/en/about-us/ir-industrial-resources.page 16 17. Business Dictionary: Industry lifecycle. (n.d). Retrieved November 12, 2013 from lifecycle.html#ixzz2kFlmrTFp 18 19. Business Dictionary: Organization Culture. Retrived November 12, 2013 from http://www.businessdictionary.com/definition/organizational-culture.html 20