AirAsia Strategic Analysis & Implementation Report - MBA Module

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Added on 2023/06/04

AI Summary

This report presents a strategic analysis of AirAsia, a Malaysian multinational low-cost airline founded in 2001. It covers the company's past strategic directions, focusing on low fares and expansion within Asia and beyond. The analysis includes an industry assessment using Porter's Five Forces, a competitive advantage evaluation, and an examination of AirAsia's vision and mission statement in relation to current trends like brand creation, premium economy, and the growth of low-cost airlines. The report also identifies AirAsia's strategic capabilities, core business principles, and resource implications, distinguishing between tangible and intangible assets. It concludes by mentioning return on investment (ROI).

STRATEGIC
MANAGEMENT

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INTRODUCTION
ABOUT THE COMPANY
•Malaysian Multinational organisation that was established in
2001 by Tony Fernandes
•135 destinations in 25 markets and flies in 321 routes out of
which 97 are unique routes
• Air Asia has 22 hubs in major countries of Asia (Malaysia 5,
Thailand 6, Indonesia 4, India 3, Philippines 3, Japan 1)
•The company has earned RM9.71billion revenue in the
financial year 2017

TASK 1: STRATEGIC
DIRECTIONS IN THE PAST
•Providing every people with an opportunity to fly
• Focusing on low fare rate
• Expansion in the major countries in Asia as well as outside
Asia
•launched new routes from the Kuala Lampur hub, and this
was in the year 2002
•In 2011 the company had opened a hub in Philippines and
Air Asia X opened up the routes to United Kingdom, France,
Japan, Korea and Australia as well (Airasia.com 2018)