Managing Change

Topics: Airline, Low-cost carrier, Strategic management Pages: 4 (955 words) Published: June 26, 2013
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Case Study: Air Asia Strategy IT Initiative
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Managing Strategy Assignment
Choi Yoke Teng (TP026161)

Harvard Reference:
Kho, C., Aruan, H.S, Tjitrahardja, C. & Narayanaswamy, R. (2005), ‘Air Asia – Strategy IT Initiative’ http://sandygarink.tripod.com/papers/AA_SITA.pdf 11th June 2013.

Introduction
According to Oxford dictionaries definition for “Strategy” is a plan and it is a means of action that designed to achieve a major or overall aims. In corporate organisation, strategy defines as a set of managerial decision and action that determines the long run performance of a corporation (Hunger & Wheelen, 2009).

In today’s business world, how would a corporation view and define strategy? And what is the importance of having strategy? According to Fred (2011) and Wells (Unknown), the modern times corporation view strategies as an effectuation to achieve goals and objectives. Aside it also serves as a sense of direction towards the organisation because of recent technological and social changes and competitions from rival firm.

Aviation is one of the high stake competition industries especially in the global scale. With the demand on low cost carrier (LCC) it is expected to expand rapidly and attract more players to join the market thus increase the rivalry within the Industry. In the South East Asia region, competitions are at stake. Example of the Top 5 LCC in South East Asia (from source travel project): - * ‘Tiger Airway from Singapore’,

* ‘Jet Star from Vietnam’,
* ‘Air Asia from Malaysia’,
* ‘FireFly from Malaysia’ and
* ‘Lion Air from Indonesia.
Air Asia being one of member in low cost carrier (LCC) within the region...
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