4781 words 20 pages
1.0 Table of Content

Topic Page
1.1 Brief History on AirAsia 2 – 3
2.0 Macro-Environmental PESTEL Analysis 4 - 12
2.1 Undertake a Macro-Environmental Analysis using the PESTEL Framework
2.2 AirAsia Inflation Rate in Malaysia
2.3 Brief Definition on Unemployment Rate
3.0 Porter’s Five Forces 13 - 16
3.1 Analyze the competitive forces within the industry using the Porter’s Five Forces Framework
4.0 Carry out a Customer Analysis 17
5.0 Analyze the competitor’s by conducting competitor profiling 18 - 20
5.1 Recommendations with regards to competing with competitors
6.0 References 21 6.1 Internet References

1.1 Brief History on AirAsia

Prior to its take-over by Tune Air
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* Technological Factors
New technologies create new products and new processes. MP3 players, computer games, online gambling and high definition TVs are all new markets created by technological advances. Online shopping, bar coding and computer aided design are all improvements to the way we do business as a result of better technology.
Technology can reduce costs, improve quality and lead to innovation. These developments can benefit consumers as well as the organizations providing the products. * Environmental Factors
Environmental factors include the weather and climate change. Changes in temperature can impact on many industries including farming, tourism and insurance. With major climate changes occurring due to global warming and with greater environmental awareness this external factor is becoming a significant issue for firms to consider.
The growing desire to protect the environment is having an impact on many industries such as the travel and transportation industries (for example, more taxes being placed on air travel and the success of hybrid cars) and the general move towards more environmentally friendly products and processes is affecting demand patterns and creating business opportunities.
Legal Factors
These are related to the legal environment in which firms operate. In recent years in the UK there have been many significant legal changes that have affected firms' behavior. The introduction of age discrimination and disability


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