This thesis presents a comprehensive business development plan for AirAsia Berhad, a Malaysian low-cost airline. The study begins with an introduction to the industry and company background, highlighting the business issue of increasing competition and the impact of the COVID-19 pandemic. It outlines the purpose and rationale for the research, including research questions and objectives. The business review section covers the increasing use of data science, the complex distribution landscape, and airport protection. The research design details the research and collection methods, along with ethical considerations. Data analysis includes CASE analysis, exploring the COVID-19 impact, structuring in the airline, hybrid concepts, and mergers and acquisitions. The study then discusses the business implications. The conclusion and recommendations provide vision, mission, objectives, functional plans, implementation schedule, critical success factors, and risk mitigation strategies, supported by SWOT, PESTLE, and McKinsey 7S analyses. The thesis aims to enhance AirAsia's business performance through strategic development.