Management‚ International Islamic University‚ Malaysia MGT 6263 – Management Policy and Corporate Strategy AirAsia AirAsia Can Sustain Its Low Cost Strategy in the Long Run? Can Sustain Its Low Cost Strategy in the Long Run? Table of Contents Table of Contents 1 Introduction 3 History 3 Vision 3 Mission 4 Values 4 The Management Team 4 Achievements 5 Main Challenges 6 Strategy Study 7 PEST Analysis 7 SWOT Analysis 8 Marketing mix 11 Competitive Analysis 13
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Part 2 1.0 Introduction AirAsia‚ a famous low cost airline in Asia‚ as Malaysia second National Airline‚ provides a different type of service to benefit all citizens and worldwide travelers. Low cost airlines generally have several differentiate to the traditional carriers. For example‚ low cost airline implement ticketless travel‚ online ticket‚ no free food and beverages and etc. AirAsia provides low airfares flight to the travelers‚ offering 40%-60% lower than other airline. This low airfares
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- Who is Tony Fernandes? Malaysian entrepreneur and the founder of Tune Air Sdn.Bhd. Introduced the first budget no frills airline‚ AirAsia‚ to Malaysians with the tagline “Now everyone can fly” Why we chose him? Flying to over 65 destinations in more than 20 different countries. Their revenues have tripled since 2007 taking in 3‚948 million Malaysian Ringgit in 2010. Built a work force and corporate structure that would reflect his own personality Leadership
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Business Strategy Air AsiaCompany BackgroundAir Asia is one of the companies that very successful in adopting the cost leadership strategy as one of their competitive advantages. Air Asia had been established on 12 december 2001 with Dato Sri TonyFernandez as the CEO. As what the slogan says now everyone can fly which actually attract thecustomers to buy the ticket and also they offer a lot of promotions to many destinations around asia andcustomers are chasing around in getting their promotions
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Strategy implementation According to MacLennan (2011)‚ strategy implementation is also known as strategy execution and it a process that the organisation used to implement it planning and take the strategy into action in order for the organisation to achieve or realise the strategic objectives‚ goals‚ visions and missions. Furthermore according to Draft and Marcic (2009)‚ there are some challenges and difficulties when a business environment faces some difficulties at the time of executing the strategy
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Organizations successful at strategy implementation effectively manage six key supporting factors : 1. Action Planning 2. Organization Structure 3. Human Resources 4. The Annual Business Plan 5. Monitoring and Control 6. Linkage. | | | | Action PlanningFirst‚ organizations successful at implementing strategy develop detailed action plans... chronological lists of action steps
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STRATEGY IMPLEMENTATION I. What is strategy? * Defined from atleast 2 perspectives: 1. From the perspective of what an organization intends to do * The broad program for defining and achieving an organization’s objectives and implementing its missions 2. Pattern of the organization’s responses to the environment over time * Every organization has a relationship with its environment that can be examined and described * This view includes managers who are reactive—who respond
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Strategy and Implementation Operation The main operation of Hayai is drive-thru services. Customers will purchase goods without having to leave their vehicle. The store will be operating 24 hours per day all-year-long. Employees will be working with shifts. Number of working employees on normal work hours will be eight; four to five employees will work on night shifts. Hayai will accommodate two types of transactions: 1. Drive-Thru Counter Purchase - Customers will drive through the drive-thru
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AIR ASIA E-COMMERCE STRATEGIES Low cost per average seat kilometer AirAsia focused on ensuring a competitive cost structure as its main business strategy. It has been able to achieve a cost per average seat kilometer (ASK) of 2.5 cents‚ half that of Malaysia Airlines and Ryanair and a third that of EasyJet. AirAsia can lease the B737-300s aircraft at a very competitive market rates due to the harsh global market conditions for the second-hand aircrafts because of the September 11th event in 2001
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Business-Level Strategy of Air Asia Introduction: Aviation‚ an industry where it is full of fluctuations‚ has always been affected by various factors. It is not uncommon to see aviation-related companies keep changing their own strategies to make ends meet. Overall the air industry in Asia has continuously growth recently and maintains a high level of ranking. Among the explosive growth in budget airlines market‚ Air Asia is obviously the typical example for further study with the most fleet sizes
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