Strategic Management - Air Asia

Added on - Dec 2020

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Business Strategy & StrategicManagement
Table of Contents1.0 Executive Summary...................................................................................................................32.0 Introduction to the Organisation................................................................................................33.0 Challenges and issues facing the organisation...........................................................................54.0 Strategy Formulation.................................................................................................................65.0 Strategy formulation & Implementation....................................................................................96.0 Strategy Evaluation & Control Process...................................................................................117.0 CONCLUSION........................................................................................................................138.0 REFERENCES........................................................................................................................14
1.0 Executive SummaryThis assessment has cover the various aspects of strategic management along with designthe business strategic actions. This report has undertaken on Air Asia which is the leading lowcost carrier operating in different regions of entire Asia along with Australia and other countries.The main purpose of this report is to know the strategic capabilities and potential of the Air-Asiato expand their business into the another horizon and also action planning to overcome thechallenges, which they have faced in the past. Apart from this, an entire report is based onidentifying the organisational structure along with its functioning level in this low cost carrier.This report has discussion over challenges & issues which has been resulted in the customer lossand what strategic formulation they had taken to gain back their customer into the business.Lastly, the report has also cover the strategic evaluation and control process done by Air Asia tograde the strategic decision making.2.0 Introduction to the OrganisationBusiness strategic management is one of the formal practices which aims at bringing thesuccess and growth to any organisation. For this, an effective planning is required to undertakenand decide the strategic vision and goals of the business entities (Lambert, 2013). The selectedorganisation is named as Air Asia, which is a Malaysian low-cost air transport carrier which isheadquartered in Kuala Lumpur. This leading airliner has highest fleet size along with multipledestination. Air Asia operates on both domestic and international flights to more that 165destination including India, Singapore, Malaysia, Thailand etc.This leading low cost carrier was founded in Dec, 1993 by Raid As-mat and TonyFernandez. Air Asia's parent company is Tune Group. The main hub for the Air Asia is Low-costcarrier terminal with air transport facilities at the cheapest costs with required amenities and foodfacility. This airliner is currently provided different type of services in line with inspired byRyanair(Ireland) to benefits all their citizen along with global travellers. There focus is onproviding air transport facility 40 percent minimum lower than other airlines of Asia. Theirsubsidiaries are Air-Asia India, Air-Asia Thailand, Air-Asia Tokyo etc.According to Air Asia, low cost airline has several features that is differentiate from othertraditional carriers. These main features includes ticket-less travel, online ticket sales, no global
office, ease & convenient searching for flights, no free food etc. In other words, cheap meanscustomer needs to buy the entire food & beverages, but Air-Asia offer basic snacks and welcomedrinks to their customers.Vision, mission and valuesAir Asia's vision is to be established as the leading low-cost carrier in an entire Asia withhigher customer experience of their journey. Mission is to be best company to work and engagethe employee's and resources for safe and comfortable journey of the travellers. Along with theirmajor focus is on being recognized as ASEAN brand. Also, they are focused towards highestquality product, perfect technology to cut down the cost.Their values says that“Give customer till the last breath”, which means response to thecustomer until unless they won't satisfied (Spalanzani, 2012). Such values involves sustainablean loyal business practices with customer as major priority.The organisational structure of the Air Asia is consists of Adrain Jenkins which is thehead person of board of directors, Tony Fernandez, who is co-founder & CEO along with RiadAsmat, who is the Managing director and head of operation of an entire Air Asia. Cham yum,who worked as the general manager. Along with this, hierarchy structure of the Air Asiacomprises of the following charts given above:
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