Abstract this study examines the extensive strategic analysis of airasia berhad that has enabled it to. Analysis of the implementation of business strategy and financial. The airasia opted for various costeffective, customeroriented and highly innovative strategies to shape its business model to reach its ultimate missions and objectives. Airasia strategic management report case study template. However, their strategy is to show that the group is a leader in their product category in asia by making in emphasis that they are the best lowcost airline. Its operations are through scheduled international and domestic flights and it is without any doubts the largest low fare airline in asia and operates.
Strategic analysis of a leading low cost carrier in the asian region yasmin yashodha taylors university lakeside campus, no. What policies airlines in malaysia adopt do to achieve. The strategic analysis is imperative for a business since it is vital in the identification of critical success factors which airasia should leverage on to achieve competitive advantage in the. Case study on growth, diversification and low cost. From the analysis with easyjet, we also understand that the brand positioning is not at a mature point even if airasia is wellknown on their market. Based on the research analysis of the success of airasia, the total respondents are. In the final analysis, we can conclude t hat airasia has successfully implemented its new strategy within it s own rights, without affecting the incumbent, mala ysia airlines. To show you the future of air asia by swot analysis. Pdf the objective of this report is about analysing the airasia company and its information technology strategy. Tesco analyses its each factor of operations management in a very strategic way. Marketing strategy of pt indonesia airasia increase sales volume to hub routes. It involves the manner a company obtains raw materials from its supplier.
It was established initially by drbhicom, a government owned conglomerate. Pdf airasia in the malaysian domestic airline market. It was established initially by drbhicom, a government owned. With its innovative lowfare, nofrills concept it highly reduced the cost of air ticket such as by having just a single standard cabin, paid meals instead of prepaid free. Airasia, low cost carrier, web design, business model, strategy. This is partly contributed by the diverse background of the executive management teams which consists of industry experts and extop government officials. The fifth part of the work contains the real use of competitor strategies, with an in depth look at lufthansa and vueling. Air asia which operates globally entered the aviation industry as a low cost airline and it is headquartered in kuala lumpur, malaysia. Pricing management has improved active fare management. Air asia strategic management 1582 words 123 help me. Airasia strategic management content step 1 identify the firms existing vision, mission, objectives, and strategies. Airasia was found in 1993 and it started its operations from 18 nov 1996. According to internal and external analysis of airasia, they got a good score. And than what is airasia swot analysis and how airasia solves the current.
Case study on business strategy of air asia swot analysis. We invest deep in order to bring you insightful research which can add tangible value to your business or academic goals, at such affordable pricing. Captain rajesh gill, chief pilot, technical and efficiency at group flight operations, airasia said, we constantly innovate and do our best to contribute more to the country and elevate the. Firstly this will contain detailed information on lufthansa, which represents the traditional airlines. Apr 01, 2021 yasmin yashodha, 2012, airasia berhad. This is clearly known as it has very strong links with the governements and airline industry leaders. The study demonstrates the diverse businesslevel, corporate level and competitive strategies of airasia berhad, played crucial roles in the lcc to successfully penetrate the underserved market segment of the airline. Abstract this study examines the extensive strategic analysis of airasia.
This analysis was about the airasia company and its information technology strategy. Air asia has been consecutively designated as the leading lowcost carrier in the asian region. The competitive advantage of airasia strategic operations. Airasia have taken over many unprofitable routes vacated by the full service airlines and made this route highly profitable. Airasia x emerges as australias fourth largest foreign airline, overtaking rival malaysia airlines. This study examines the extensive strategic analysis of airasia berhad that has enabled it to sustain its competitive advantage as asias leading low cost carrier lcc. Air asia case study solution and analysis of harvard case.
Business strategy analysis company backgroundairasia is one of the. Marketing mix of airasia airasia marketing mix explain. Finance, strategic management, fleet planning and general. A case study on critical success factors of airasia international. Airasia india strategy analysis report paper my best writer. Eliminatethe company have eliminate over the counter booking system. To be established as the leading lowcost carrier in the asian region. Besides that, airasias management has a very good strategy by educating their. In this model, five forces have been identified which play an important part in shaping the market and industry. In the business globalization environment, airasia should focused on the strategic management to sustain the operation and ecommerce would be the key elements for the company nowadays. Internal and external environment analysis including value chain analysis, pestl analysis, porters five forces, etc. Porters five forces strategic analysis of the air asia case study. How a young airline made it possible for everyone to fly and became a runaway success practically overnight, revised. To know the business strategies and operations of airasia by using different strategy models.
Marketing environment analysis of air asia student life saviour. The airasia strategic management needs to effectively and efficiently prepare and. Airasia is an international air travel carrier, which started its operations in malaysia, and has moved onto expanding its services in other countries in the asian continent like india and thailand. This is due to the everchanging nature of a global. Ansoff analysis has analysed their development in terms of product and market. Analysis of the implementation of business strategy and financial performance in open aviation. Airasia has developed a specific set of resources and core competencies that it has exploited in order to become the leading shorthaul lcc in south east asia. A low cost airline carrier that offers fivestar service with 95% of ontime performance. To show you some of the future planning with reference tofuture growth. Airline industry give big contributes to the economic growth of a country. Resourcescapabilities pricing strategy value yes 1. The largest airline in malaysia the business is known to be highly employee centric.
Apr 19, 2020 the product strategy and mix in airasia marketing strategy can be explained as follows. Next, the analysis of swot come out with critical strategies that must be applied by airasia in order to perform better in future. Load factor fell marginally to 82% due to change in pricing strategy average fare strengthen by 11% to rm190, leading to a 9% improvement in rask cask declined 4% as fuel price declined 9% airasia malaysia saw improved overall performance in 4q revenue grew 5%. Nov 09, 2012 objectives to show the profile of our company i. This report provides with an extensive strategic analysis of the leading low cost airline in the asian region, which is air asia berhad. The pest analysis varies from country to country depending on the political, economic, social and technological factors. Airasia has been expanding rapidly ever since and become the leader of low cost airline in. I will show which strategies this airline is following. Strategic analysis on airasia free download as word doc. Airasia has become one of the most successful companies in the airline industry.
Pest and swot analysis of airasias international business. Airasia marketing strategy 2635 words internet public. The analysis of the main specifics of its strategy, its methods for achieving cost leadership and differentiation, and techniques used to sustain its compatibility reveals the secrets of the success of airasia. Marketing mix 7 ps and swot analysis can improve the brand value of airasia and identify the strengths and weaknesses of airasia along with determining the future opportunities. Strategy our irvision to continue to be the lowest cost shorthaul airline in every market we serve, delivering strong organic growth through offering the lowest airfares at a profit. Sep 08, 2017 the purpose of this analysis is to carry on a pest and swot analysis in the context of airasia s international concern operations, placing the major variables involved and the impact of the specific menaces and chances confronted by airasia. The strategic fit between the companys strategies as well as mission has been quite great, after a change of strategy when the founder resigned from the company.
Swot analysis of airasia strengths firstly, air asia has indeed a strong management team. As a result, the strategic analysis will involve the pestle analysis, porters five forces, value chain analysis and the swot analysis porter, 2012. Reduceluxury facilities provided by airport lounge. Airasia marketing strategy 2635 words internet public library. The objective is to analyse its strategy and determine the effectiveness of its business analytics. Airasia has a fleet of 72 aircraft, flying to 83 destinations in malaysia. Company analysis and background of airasia company. The analysis here shows that airasia is at the forefront of using business analytics and it has utilised this to. Weaknesses in the swot analysis of air asia weaknesses are used to refer to areas where the business or the brand needs improvement. To have a strategy to achieve the company long term objective would help the company to compete with other competitor and to be successful for doing their business. Air asia case study solution and analysis of harvard case studies.
The value chain analysis is a strategic tool that examines the valuable activities of an organization. Porter translates the analysis into a competitive strategy based on 5 five. Airasia strategy by referring to the strategies picture we can summarize as below. Airasia is one of the most popular low cost airlines in asia. Strategic management of airasia pdf to realise our aseanwide strategy, 2009 saw airasia successfully integrate.
Performing strategic analysis dr frankie oconnell istanbul technical university air transportation management, msc. Airasia also eliminate free foodbeverage on the plane. This study examines the extensive strategic analysis of airasia berhad that has enabled it to sustain its competitive advantage as asias leading low cost carrier. A case study on biman bangladesh airlines khadiza rahman1, sumi azad2, and sabnam mostari3. Airasia x strives to widen the gap with longhaul lcc competitors as ipo enables accelerated growth. Sep 25, 2014 airasia x multihub strategy to shake up thailand market from early 2014.
Strategic analysis of a leading low cost carrier in the. Airasia low cost carrier airlines free 30day trial. One strategy that has been followed by the airline is to transfer the onus of service to the customer making most of the work as selfservice. Pdf air asia strategic it initiative submitted by apple tee. Pdf this paper will examine the results of the strategic actions of airasia in. Bcg matrix evaluations shows that airasia has to apply few strategies which linked with their companys operations. Besides that, the intent of this study is to place its stakeholders and nucleus competences, carry out. Air asia is a low fare airline of malaysia, it had one of the largest number of airplanes and flying destinations. Finance tp 0235 uc1f1007bmp af utari asmelia introduction of management 08 fall airasia company analysis background of airasia company dato tony fernandez was the entrepreneur that brought up airasia to be the one of the award wining the largest low fare airlines that is currently well known for now in asia. Assuming either 2001 or 2002 as the commencement year of airasia, the analysis of the strategic development and initiatives of the company over the preceding. Strategic analysis on airasia low cost carrier airlines. Air asia is a lowcost airline headquartered in malaysia. Company background and analysis of airasia this report conducts an analysis of airasia, the worlds lowest cost airline.
Marketing strategies target markets airasia will continue. Airasia has been expanding rapidly ever since and become the leader of low cost airline in asia and the pioneer of low cost. The macroenvironment analysis indicates that airasias business model and marketing strategy. To analyze the structure of a company and its corporate strategy, porters five forces model is used. Page 5 step 3 identify the organizations external opportunities and threats. Introduction achieving flexibility in operations has been discussed for quite sometime but remains the most interesting one. Strategic analysis of a leading low cost carrier in the asian region, elixir international journal of management arts, vol. To be able to provide affordable airfares, at the same time promoting malaysian. Marketing environment analysis of air asia student life. Page1 step 2 develop vision and mission statements for the organization. From the value chain analysis of air asia and qatar airways it can be examined that. Airasia s strategy employs cost and efficiency optimization by utilizing its key resources. Applying the rigid flexibility model in a service setting. At last, strategic priorities are identified and analysed to provide the values that help airasia in fulfilling its aim.
930 661 114 1189 1497 439 1694 543 1645 481 428 961 168 1737 283 370 1001 1676 491 540 987 1644 1700 39 418 328 1640 1506 696 490 940 5 1656 1813 887 914 234 57 703