Porter's Competitive Forces Model Reebok

Topics: AirAsia, Kuala Lumpur, Low-cost carrier Pages: 101 (14117 words) Published: December 18, 2012
Our Founders
“For me, it’s truly an emotional journey. Who would
believe it? Tony, Din, Pahamin and I, four friends, with no
aviation background and all the odds stacked against
us, to be where we are now. Thank you God, the Board
of Directors, the management, AirAsia Allstars, the
shareholders and our beloved guests.

“The success of AirAsia is down to the amazing “can
do” culture of our Allstars. Thanks to their creativity,
passion and hard work, we’ve overcome all the
challenges that have come our way in our first
decade. So, take a bow, each and every one of you!”

Continue your support and the belief in us. And we will
continue to make sure that everyone can fly.”

Dato’ Abdel Aziz @ Abdul Aziz Bin Abu Bakar

Tan Sri Dr. Tony Fernandes

“We are where we are today thanks to our Allstars.
Our track record over the past ten years clearly
demonstrates that we have a stress-tested team
ready and capable to take on whatever challenges
we face in our next decade of growth.”

“Ten years on, what can I say that hasn’t already been

Non-Independent Non-Executive Chairman

Group Chief Executive Officer

I remember the first time we met with the team that
ran the then two-aircraft operation of AirAsia. The
marketing manager wanted to cancel their four flights
a week Kuala Lumpur – Langkawi service because they
couldn’t fill it. Now we have nine flights a day on the
route with aircraft 50% larger! The airline was severely
cash strapped; the staff numbered a mere 250.
But every day brought us forward in pretty major steps
towards our newfound low-cost carrier model. And
it’s been one heck of a roller coaster ride as we added
people, planes and places to our route map faster than
any other airline has ever done.
And here we are now. You couldn’t have written it
because nobody would have believed it.”

Dato’ Kamarudin Bin Meranun

Deputy Group Chief Executive Officer &
President of Group Finance, Treasury, Corporate Finance and Legal

Conor Mc Carthy

Non-Independent Non-Executive Director

In 2001, AirAsia promised the people of Asean that with our low-cost model “Now everyone can fly”. Ten years on, more than 135 million guests are testament to the fact that we have redeemed that pledge.

With our routes – or sky bridges – to 70 (80 including AirAsia X) destinations across the vast and diverse Asia-Pacific region, we have allowed people to see new places, meet new faces, taste new foods, experience new grooves. New and lasting friendships have been forged. Families have been united.

From just one base in the old Subang International Airport, we have 14 hubs in Malaysia, Thailand, Indonesia and the Philippines. From just one airline – AirAsia – we now represent a group of airlines that includes Thai AirAsia, Indonesia AirAsia, Philippines’ AirAsia and, soon, AirAsia Japan. We have achieved our goal of being the largest low-cost carrier in Asia in terms of fleet size and the number of passengers carried.

In 10 years, we have achieved so much by staying true to our mission, which includes:
Beingthebestcompanytoworkfor,treatingeachAllstarasamember of our extended AirAsia family;
Maintaining the highest quality product, embracing technology to reduce costs and enhance service levels.
Yes,we’vecomealongway.Butourjourneyhasonlyjustbegun.We continue to dream. So buckle up, for the next 10 years is about to get even more exciting. And that’s a promise!

And Still
Having Fun!


1 March
AirAsia goes ticketless, in line with
its Easy to Call, Easy to Pay and
Easy to Fly approach, which allows
guests to pay for their bookings by
credit card over the telephone.
13 July
AirAsia launches a
new destination to
Miri, Sarawak.



8 December
Tune Air Sdn Bhd
officially takes over

15 January
AirAsia is re-branded and relaunched as...
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