Air Asia Analysis

Topics: AirAsia, Low-cost carrier, Airline Pages: 28 (5434 words) Published: December 2, 2013
AirAsia Berhad: The Rise and
Rise of Asian Aviation

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Contents
AirAsia Berhad: Sustaining a Competitive Advantage .................................................................. 2 AirAsia: A brief historical perspective ......................................................................................... 2 Company Growth Forecasts ....................................................................................................... 4 Growth of ASEAN Budget Airlines ............................................................................................ 5 Five Forces Analysis of ASEAN Budget Airline Industry .............................................................. 6 AirAsia and the Strategy Paradox ............................................................................................... 8 Looking into the future: Strategy Options and implications .........................................................10 Increase in the number of regional hubs ......................................................................................11 Capital Raising:....................................................................................................................11 Mergers & Acquisitions ........................................................................................................12 Joint Ventures ......................................................................................................................13 Introduction of long distance flights ...........................................................................................14 Capital Raising.....................................................................................................................14 Mergers and Acquisitions ......................................................................................................15 Joint Ventures and alliances ...................................................................................................15 Vertical integration in the travel and tourism industry...................................................................16 Horizontal expansion into other customer segments .....................................................................17 Horizontal expansion into Cargo ................................................................................................18 Resource based view ................................................................................................................20 Aircrafts ..............................................................................................................................20 Fuel ....................................................................................................................................20 People .................................................................................................................................21 Infrastructure .......................................................................................................................21 Conclusion.................................................................................................................................22 Appendix: List of References ......................................................................................................23

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AirAsia Berhad: Sustaining a Competitive Advantage
The aviation industry is a critical part of the global economy in the 21st century and has seen some spectacular stories, both good and bad. One such story has been the rise of AirAsia as the leading Low Cost Carrier (LCC) in South-East Asia (SEA). To study this in depth, in this project we will explore how and why AirAsia has managed to attain this success over the past 20 years, analyzing the ASEAN aviation market, the industry characteristics and potential future growth strategies and options...
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