This report provides a comprehensive strategic analysis of AirAsia, a Malaysia-based air transportation company. It examines the company's vision, mission, and values, assessing both the micro and macro environments using PESTLE and Porter's Five Forces analyses to identify opportunities and threats. The report includes a capability analysis, value chain analysis, and SWOT analysis to evaluate AirAsia's strengths and weaknesses. Key Performance Indicators (KPIs) are benchmarked, and financial, customer, people, and process metrics are discussed. The report proposes strategic changes using the TOWS matrix and evaluates their suitability, acceptability, and feasibility, concluding with recommendations for maintaining a competitive advantage. Desklib offers a wealth of study resources, including past papers and solved assignments, to support students in their academic endeavors.
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