Definition of Strategic management: it is the continuous of planning, monitoring, analysis and assessment of all that is necessary for an organization to meet its goals and objectives. (Online resources)
1.1 Company Profile
AirAsia airline was established with the dream of making flying possible for everyone. Since 2001, AirAsia has swiftly broken travel norms around the globe and has risen to become the world's best. Air Asia was named the World’s Best Low Cost Airline in the annual World Airline Survey by Styrax for five consecutive years in 2009, 2010, 2011, 2012 and 2013 and has been ranked Top 5 among the most recognized and admired airlines in the Asia Pacific Top 1000 Brands 2008. With a route network that spans through to over 20 countries, Acrasia continues to pave the way for low-cost aviation through our innovative solutions, efficient processes. AirAsia is set to take low-cost flying to an all new high with our belief, "Now Everyone Can Fly".( Airasia's official website)
AirAsia vision is 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.
AirAsia mission is
To be the best company to work for whereby employees are treated as part of a big family; To create a globally recognized ASEAN brand;
To attain the lowest cost so that everyone can fly with AirAsia; Maintain the highest quality product, embracing technology to reduce cost and enhance service levels. ( Airasia's official website)
“Now Everyone Can Fly”
2.0 Strategic Analysis
2.1 PESTEL Analysis
Malaysia overseas flight is difficult. Both sides of the negotiation is the airline company is one of the obstacles on the road in the future. Because both sides of the negotiation, so it's been in the development of southeast Asia, by strict regulation.
Airasia to three foreign investors sold at $26 million for 26% of the shares, to meet the fierce competition in the southeast Asia. Now there are more and more people enjoy the AirAsia low fares.
Now the society more and more people need to take a plane, all the passengers want to fly the price is reasonable, so the airline ticket price has become all the ordinary people to buy, and the airline is committed to "safety first", comply with all the regulatory agencies, set up and maintain uniform standards, ensure the safety of the passengers and staff.
AirAsia provides online service that combines air ticketing with hotel bookings, car hire and travel insurance. AirAsia can purchase tickets online. In August 2003, it became the world's first airlines launched SMS reservation, passengers can make a reservation for you like and can query the flight time.
Airasia can in order to better service and better environment, have to airasia airport moved to new places.
Airasia to comply with all laws and rules, in order to ensure the safety of the passengers and the air service personnel.
2.2 SWOT analysis
(1) Low Cost Model: Low cost operations and fixed costs
Focusing on providing air travel without frills at substantially lower prices, AirAsia has managed to achieve lower prices to attain high passenger loads, market share, and profitability by eliminating provision of costly in-flight services, flying a standard fleet, selling tickets to passengers directly, and minimizing labor, facilities and overhead costs (i.e. passengers are not allocated seats, and do not receive meals, entertainment, amenities, or access to airport lounges).
(2)Low Distribution Costs: Utilization of Information Technology (IT) Being the first airline in Southeast Asia to utilize e-ticketing and bypass traditional travel agents, AirAsia saved on the cost of issuing physical ticket (i.e. estimated at US$10 per ticket), eliminating the need for large and expensive...
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