Strategic Analysis of Airasia
Strategic Analysis of AirAsia
20442396
MGMT8700: Strategic Management
1
Strategic Analysis of AirAsia
20442396
MGMT8700: Strategic Management
2
Strategic Analysis of AirAsia
20442396
Contents
Executive Summary 1. Introduction
1.1 Purpose 1.2 Scope 1.3 Method 1.4 Background
4 5
5 5 5 5
2. Findings
2.1 Stakeholder Analysis 2.2 Strategic Transformation 2.3 Core Foundation
2.3.1 Mission 2.3.2 Values
6
6 8 9
9 10
2.4 Strategic Intent
2.4.1 Vision 2.4.2 Strategic Objectives
11
11 11
2.5 External Analysis 2.6 Internal Analysis 2.7 Competitive Advantage Analysis
12 15 19
3. Conclusion Reference List Appendix
Air Asia Financial Report 2009
21 22 24
24
MGMT8700: Strategic Management
3
Strategic Analysis of AirAsia
20442396
Executive Summary
This report outlines the strategic analysis of AirAsia Berhad, a leading low fare airline in Asia that adopts a no-frills, hassle-free, low fare business concept. AirAsia continually ensures the satisfaction of the needs of its various stakeholders, aggressively gains market share by undertaking various measures in line with its innovative and low cost strategy and seeks to add value by embracing technology, emphasizing on service and placing importance on employee satisfaction. The cost advantages created through high aircraft utilization, streamlining operations, maintaining a lean distribution system and applying a point-to-point network are then passed on to the customers. AirAsia’s mission and vision clearly articulate the company’s strategic intent and it is headquartered in Malaysia, which is a country that is stable and posting good economic growth. Malaysia, like the rest of the region, also has an increasingly affluent society that is technologically savvy and possesses a growing appetite for travel. The attractiveness and profitability of the low-fare airline industry has attracted many competitors, including traditional airlines launching
20442396
MGMT8700: Strategic Management
1
Strategic Analysis of AirAsia
20442396
MGMT8700: Strategic Management
2
Strategic Analysis of AirAsia
20442396
Contents
Executive Summary 1. Introduction
1.1 Purpose 1.2 Scope 1.3 Method 1.4 Background
4 5
5 5 5 5
2. Findings
2.1 Stakeholder Analysis 2.2 Strategic Transformation 2.3 Core Foundation
2.3.1 Mission 2.3.2 Values
6
6 8 9
9 10
2.4 Strategic Intent
2.4.1 Vision 2.4.2 Strategic Objectives
11
11 11
2.5 External Analysis 2.6 Internal Analysis 2.7 Competitive Advantage Analysis
12 15 19
3. Conclusion Reference List Appendix
Air Asia Financial Report 2009
21 22 24
24
MGMT8700: Strategic Management
3
Strategic Analysis of AirAsia
20442396
Executive Summary
This report outlines the strategic analysis of AirAsia Berhad, a leading low fare airline in Asia that adopts a no-frills, hassle-free, low fare business concept. AirAsia continually ensures the satisfaction of the needs of its various stakeholders, aggressively gains market share by undertaking various measures in line with its innovative and low cost strategy and seeks to add value by embracing technology, emphasizing on service and placing importance on employee satisfaction. The cost advantages created through high aircraft utilization, streamlining operations, maintaining a lean distribution system and applying a point-to-point network are then passed on to the customers. AirAsia’s mission and vision clearly articulate the company’s strategic intent and it is headquartered in Malaysia, which is a country that is stable and posting good economic growth. Malaysia, like the rest of the region, also has an increasingly affluent society that is technologically savvy and possesses a growing appetite for travel. The attractiveness and profitability of the low-fare airline industry has attracted many competitors, including traditional airlines launching