Big Data SAP HANA

Topics: Case study, Tony Fernandes Pages: 10 (263 words) Published: October 4, 2013
Case Study – AirAsia

Formula(on
 

Valida(on
 

In
 2001,
 Time
 Warner
 Execu(ve
 Tony
 Fernandes
 purchased
 
the
 ailing,
 debt-­‐riddled,
 government-­‐owned
 AirAsia.
 
 In
 a
 
remarkable
 feat
 (using
 blue
 ocean
 strategy
 principles)
 
Fernandes
 engineered
 a
 remarkable
 turnaround,
 turning
 a
 
profit
 in
 2002
 and
 swiJly
 opening
 mul(ple
 new
 routes
 
whilst
 undercuKng
 Malaysia
 Airlines
 and
 demolishing
 its
 
monopoly.
 

 
 
AirAsia
 pursued
 the
 value
 innova(on
 model
 to
 establish
 its
 
low
 cost
 airline,
 which
 allowed
 it
 to
 reconstruct
 market
 
boundaries,
 reach
 beyond
 exis(ng
 demand
 and
 render
 the
 
bloody
 red
 oceans
 of
 industry
 compe((on
 irrelevant.
 

 
 
They
 established
 a
 compelling
 service
 offering
 that
 created
 
a
 leap
 in
 value
 in
 passenger
 and
 company
 value
 by
 breaking
 
the
 value/low
 cost
 trade
 off
 and
 pursuing
 value
 innova(on.
 
 

 
AirAsia
 has
 con(nued
 to
 enjoy
 steady
 growth
 and
 won
 the
 
Skytrax
 World's
 best
 low-­‐cost
 airline
 award
 in
 2009,
 2010
 
and
 2011.
 

 
 

 

 
Execu(on
 
0
 

 
 

Case Study – AirAsia

 Air
 Asia’s
 leap
 of
 value
 is
 demonstrated
 when
 looking
 from
 the
 perspec(ve
 of
 the
 four
 ac(ons
 framework
 and
 
the
 strategy
 canvas.
 
 

 
Their
 strategic
 move
 included
 the
 following:
 
 
Eliminate:
 
The
 strategy
 canvas
 (below)
 is
 a
 key
 
tool
 that
 helps
 plan
 and
 communicate
 
•  Over
 the
 counter
 booking
 system
 
blue
 ocean
 strategies
 
•  Complimentary
 food/beverage
 on
 the
 plane
 
•  Sea(ng
 class
 booking
 system
 
Reduce
 :
 
•  ‘luxury’
 facili(es
 provided
 by
 Airport
 Lounge
 
•  Inflight
 aZendance
 service
 
•  Seat
 quality
 
Raise:
 
•  Focus
 on
 several
 key
 des(na(on
 
•  Increase
 frequency
 of
 flight
 
Create
 :
 
•  Online
 booking
 system
 
•  Point
 to
 point
 travel
 system
 

 

 (Ar%cle
 Source:
 h.p://EzineAr%cles.com/1031603)
 

 
 

 

Formula(on
 

Valida(on
 

Execu(on
 

1
 


Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • SAP HANA SPS 07: Security Essay
  • The four V's of Big Data Essay
  • Essay on big data
  • Big Data Essay
  • big data Essay
  • Big Data Essay
  • Big Data Essay
  • Big Data Essay

Become a StudyMode Member

Sign Up - It's Free