Air Asia Strategic Management

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Air Asia Strategic Management

1. a) AirAsia’s vision:

• To be established as the leading low-cost carrier in the Asian region.

AirAsia’s mission:

• A low cost airline carrier that offers five-star service with 95% of on-time performance.

• To be able to provide affordable airfares, at the same time promoting Malaysian hospitality and the local food.

• To focus on customer’s needs by stimulating demand and offers the lowest fares, comprehensive distribution channel and developing various products and services.

AirAsia’s objective:

• Aims to carry 70 million passengers a year, within six years starting from 2014.

• Turn the low-cost carrier terminal at the KL International Airport into the regional hub for budget travel.

• Plans to introduce more routes, add frequencies and develop the existing ones.

b) AirAsia’s competence:

• A low-cost no frills airline, with an extensive regional network in Asia that caters people of all income levels.

AirAsia’s core competence:

• Offers low-cost and affordable airfares

• Offers in-flight services that promote Malaysian hospitality and a huge variety of the local food.

• Offers internet and mobile services as mediums for check-in and booking.

AirAsia’s distinctive competence:

• A low cost carrier which offers five-star service where everybody can fly.

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