Strategy
1. Introduction
In this report, i'm selected AirAsia Berhad. The objectives and scope of this report was included conduct an analysis of industry environment and organisation capability. Besides that, there were also included sources of competitive advantage and the ways were used to sustain these competitive advantages.
2. Brief description of the Company
Core business of AirAsia Berhad is broken travel norms around the globe and has risen to become the world best. Route network through more than 21 countries with applied low cost as their core business. In addition, efficient and maintaining a simple aircraft fleet and a route network based on low-cost airports. Besides that, objective of AirAsia Berhad operates scheduled domestic, regional and international flights to over 400 destinations spanning 25 countries (academia.edu, 2013). AirAsia Berhad carries 70 million passengers a year, within six years starting from 2014. In addition, turn the low-cost carrier terminal at the Kuala Lumpur International Airport into the regional hub for budget travel. AirAsia Berhad also plans to introduce more routes, add frequencies and develop their existing routes (scribd.com, 2013).
AirAsia Berhad was established in 1993 and commenced operation on November 18, 1996. It was originally founded by a government-owned conglomerate DRB-Hicom. Then, instead of starting from scratch, Mahathir advised Tony Fernandes, a Malaysian entrepreneur to buy an existing airline instead because of their heavily-indebted. He turing AirAsia, a failing government-linked commercial airline, into a highly successful budget airline public-listed company. He introduced the first budget no frills airline, AirAsia to Malaysians with the tagline which is “Now everyone can fly”. Achievements of AirAsia Berhad are ATW Value Airline of the Year on year 2012, World’s Best Low Cost Airline and Best Asian Low-Cost Carrier by TTG Travel Awards on year 2011 (academia.edu,
In this report, i'm selected AirAsia Berhad. The objectives and scope of this report was included conduct an analysis of industry environment and organisation capability. Besides that, there were also included sources of competitive advantage and the ways were used to sustain these competitive advantages.
2. Brief description of the Company
Core business of AirAsia Berhad is broken travel norms around the globe and has risen to become the world best. Route network through more than 21 countries with applied low cost as their core business. In addition, efficient and maintaining a simple aircraft fleet and a route network based on low-cost airports. Besides that, objective of AirAsia Berhad operates scheduled domestic, regional and international flights to over 400 destinations spanning 25 countries (academia.edu, 2013). AirAsia Berhad carries 70 million passengers a year, within six years starting from 2014. In addition, turn the low-cost carrier terminal at the Kuala Lumpur International Airport into the regional hub for budget travel. AirAsia Berhad also plans to introduce more routes, add frequencies and develop their existing routes (scribd.com, 2013).
AirAsia Berhad was established in 1993 and commenced operation on November 18, 1996. It was originally founded by a government-owned conglomerate DRB-Hicom. Then, instead of starting from scratch, Mahathir advised Tony Fernandes, a Malaysian entrepreneur to buy an existing airline instead because of their heavily-indebted. He turing AirAsia, a failing government-linked commercial airline, into a highly successful budget airline public-listed company. He introduced the first budget no frills airline, AirAsia to Malaysians with the tagline which is “Now everyone can fly”. Achievements of AirAsia Berhad are ATW Value Airline of the Year on year 2012, World’s Best Low Cost Airline and Best Asian Low-Cost Carrier by TTG Travel Awards on year 2011 (academia.edu,