AirAsia Final

8/8/2019 AirAsia Final

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History of AirAsia:

established by DRB-Hicom Berhad in late1996

The death of Tan Sri Yahaya Ahmad

management and financial crisis8th December 2001, Tony Fernandes hadtaken over AirAsia with RM 1 (40mil)

7 month in operation, gained RM 113 million

Going public on 2004 and got its ownairport on 2006

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For analyzing the companys web design, we willobserve Air Asias website by

Using the 7C factors :y Context,

y Content,

y Community,

y Communication,

y Customization,y Connection,

y Commerce


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Customer Segmentation


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AirAsi SWOT ANALYSIS

SWOT analysis to analyze the

internal factors(strengths andweaknesses) and external factors(opportunities and threats) of

AirAsia company.


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Port rs fiv -f orc s lysis on

AirAsi

Rivalry a existi

c etit rs

Threat Of

New e

tra

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ar ai i

wer

f

yers

Threat Ofs bst te

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ar ai i

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1. Rivalryamongexisting competitors:y As Porters generic strategies (1985), Airline operation can

divide into two kindsy of styles: differentiation and cost leadership. Some airlines will

try to provide ay well-done service to reach differentiation and the others will

attempt to reduce

y the price and AirAsia is position as them. So industry rivalry ismoderately highy due to the price competition is really popular in the airline

industry.2. Threatofnewentrants:

y Threat of new entry is moderate. Because it requires highcapital to support andy government barrier is high such as the air service agreement

can build barriers toy those new entrants.


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3. Bargainingofsuppliers:

y

The power of supplier is high due to the airplanemanufacturers only Boeing and

yAirbus. The switching cost for the Boeing and Airbus ispretty low because it can

ysell same standards to another airline. And makingairplane needs high technique

y and specialist so it is rarely possible for AirAsia to extendand integrate their

y operation into supplier part.yAnalyzing Air Asia in Business Competition Era

y 12 FCU e-Paper (2009-2010)


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4. Bargainingpowerofbuyers:

y The power of buyer is moderately high due to almost noswitching cost for

y customers. Customers can compare each airline by theInternet so the

y information about the price and service is quite clearly.

5. Threatofsubstituteproductsorservice:

y Threat of substitutes is moderately low. Due to thearchipelago geographical

y structure of Asia customers must have to transport byairplane or cruise. And air

y travel is faster and more convenient than cruise.


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Capabiliti sAn

alysisAnalyzeprocessesand infrastructure

yAirAsia build up their competitive advantage formproviding customer lowest price and omit the

unnecessary service.

Evaluatepeopleandpartners

AirAsia chose many kinds of field partners as theircomplementors. Their partnership can divide into twomain kinds: direct partners and indirect partners.

y Direct partners have strong relationship with theairline, for example, hotels, travel agencies and so on

y

Indirect partner included Facebook, Twitter,etc.


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leadershi

p

and

gov

ernanc

ey The mission of AirAsia is To be the best company to

work for whereby employees are treated as part of a bigfamily.

y

In AirAsia, all staff is regarded as contributors so thereis no rank and the organization structure is far fromhierarchy.


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AirAsia Final

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