Strategic Analysis of Airasia

4533 words 19 pages
Strategic Analysis of AirAsia

20442396

MGMT8700: Strategic Management

1

Strategic Analysis of AirAsia

20442396

MGMT8700: Strategic Management

2

Strategic Analysis of AirAsia

20442396

Contents
Executive Summary 1. Introduction
1.1 Purpose 1.2 Scope 1.3 Method 1.4 Background

4 5
5 5 5 5

2. Findings
2.1 Stakeholder Analysis 2.2 Strategic Transformation 2.3 Core Foundation
2.3.1 Mission 2.3.2 Values

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6 8 9
9 10

2.4 Strategic Intent
2.4.1 Vision 2.4.2 Strategic Objectives

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11 11

2.5 External Analysis 2.6 Internal Analysis 2.7 Competitive Advantage Analysis

12 15 19

3. Conclusion Reference List Appendix
Air Asia Financial Report 2009

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MGMT8700: Strategic Management

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Strategic Analysis of AirAsia

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For example, shareholders’ contributions include capital while expectations comprise of an appropriate return on their investments. The expectations of the various stakeholders are depicted in Figure 2 below.

Figure 2: Expectations of Stakeholders Internal Stakeholders
Shareholders Appropriate return on investments Profits Income Job Satisfaction Job Security Innovative & Supportive Environment Prestige & Growth Building the Brand Profits Safe & Comfortable Journey Reliable Service With No Delays or Cancellations Long-term Business Relationship On-Time Payment Taxes Job Creation Increased Tourism Fair Competition Corporate Responsibility Improvements in Quality of Life Improvements in National Quality of Life Improvements in National Infrastructure Dividends Stability Growth Good & Safe Working Conditions Career Development Career Development Authority Recognition Stability Value Creation Affordable Pricing on Regional Travel Affordable Pricing on Global Travel Good Customer Service Dependable Buyers Fair Price Corporate Governance Compliance with Rules & Regulations Improvements in Local Infrastructure Job Creation Improved Travel Opportunities

Employees Managers Board Members

External Stakeholders

Customers

Suppliers

Government

Local Communities

General Public

MGMT8700:

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