Challenges Faced by Managers in Practicing Organisational Behaviour

Topics: Management, AirAsia, Low-cost carrier Pages: 23 (6563 words) Published: November 13, 2012

MEI / 2012



MATRICULATION NO: 800201085406001
IDENTITY CARD NO.: 800201085406
TELEPHONE NO.: 0127252294

Content Page

1. Introduction and Description of the Selected Organisation2

2. Description of Roles of Managers Based on Mintzberg’s (1973) Model5

3. Challenges Faced By Managers in Practicing Organisational Behaviour12

4. Recommendations On How Managers Can Better Handle The Identified Challenges.16

5. Summary24

6. Reference 27

7. Bibliography30

Introduction and Description of the Selected Organisation

Manager, a term that is so ubiquitous that its definition is commonly assumed. But the need to seek a definition rises proportionally to the drive to increase the productivity and efficiency of business in an ever changing marketplace. Armed with the tools yielded by the science of organizational behaviour, a working definition of this common term can be rendered as well as an answer to, “What do managers do?”

This paper will distinguish the managerial roles practice base on the work of Henry Mintzberg and analyses managerial challenges faced by managers. As a sample of case study I have chosen AirAsia Berhad as, one of the most leading airline companies in Malaysia. The company corporate data are as follows:

Corporate Data
Company Name:AirAsia Berhad
Year Founded:1993
Year Incorporated:2001
Registered Office:AirAsia Berhad (Company No. 284669-W)
25-5, Block H, Jalan PJU 1/37
Dataran Prima, 47301 Petaling Jaya,
Selangor Darul Ehsan, Malaysia
Contact: (603) – 78809318 (T) / (603) – 78806318(F)
Head office:LCC Terminal, Jalan KLIA S3
Southern Support Zone, KLIA
64000 Sepang, Selangor Darul Ehsan, Malaysia
Contact: (603) – 86604333 (T) / (603) – 87751100 (F) Website :
Stock Exchange Listing:Main Market of Bursa Malaysia Securities Berhad (Listed since 22 November 2004) (Stock code: 5099)
Type of business:Transportation > Airline/Aviation
(Provision of air transportation services).

Company Overview

AirAsia needs no introduction in ASEAN, where it is the leading Malaysian-based low-cost airline. AirAsia is Asia's largest low-fare, no-frills airline and a pioneer of low-cost travel in Asia, connecting people and places across 132 routes, 40 of which are offered by no other airline. Its main hub is the Low-Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). In 2010, the Group, which includes affiliates AirAsia Thailand and AirAsia Indonesia, reinforced its leadership position with two remarkable milestones: flying its 100 millionth guest and breaking the RM1 billion profit barriers.

Voted by over 18.8 million airline passengers from 100 different nationalities, the World Airline Awards™ are the most prestigious quality recognition of front-line product and service standards for the world airline industry. With 200 airlines featured, the awards measure customer satisfaction levels across 38 different items of airline front-line product and service, AirAsia won the Skytrax World's best low-cost airline award in 2007, 2009, 2010 and 2011. It has the world's lowest operating costs at USD 0.035/seat-kilometre in 2010. It is also the first airline in the region to implement fully ticketless air travel.

Company Vision
To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares.

Company Mission
* To be the best company to work for whereby employees are treated as part of a big family * Create a globally recognized ASEAN brand
* To attain the lowest cost so that everyone can fly with AirAsia * Maintain the highest quality product, embracing...
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