亚航案例.doc
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亚航案例.doc
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StrategicManagement:
AirasiaStrategicManagement
Content
Step1Identifythefirm’sexistingvision,mission,objectives,andstrategies.-------------------Page1
Step2Developvisionandmissionstatementsfortheorganization.-----------------------------Page5
Step3Identifytheorganization’sexternalopportunitiesandthreats.------------------------Page5
Step4ConstructaConstructaCompetitiveProfileMatrix(CPM).---------------------------Page6
Step5ConstructanExternalFactorEvaluation(EFE)Matrix.-----------------------------------Page8
Step6Identifytheorganization’sinternalstrengthsweaknesses.----------------------------Page9
Step7ConstructanInternalFactorEvaluation(IFE)Matrix.------------------------------------Page11
Step8PrepareaStrengths-Weaknesses-Opportunities-Threats(SWOT)Matrix,StrategicPositionandActionEvaluation(SPACE)Matrix,QuantitativeStrategicPlanningMatrix(QSPM)------------------------------------------------------------------------------------------------------------------Page12
Step9Company'scompetitiveadvantage-------------------------------------------------------------Page20
Step10Howtomaintaintheadvantage---------------------------------------------------------------Page21
Step11Recommendspecificstrategies-----------------------------------------------------------------Page25
Step12Conclusion----------------------------------------------------------------------------------------Page26
Airasia
Step1
CompanyBackground
AirAsiawasestablishedin1993andbeganoperationson18November1996.AirAsiaBerhadisaMalaysian-basedlow-costairline.AirAsiaisAsia'slargestlow-fare,no-frillsairlineandapioneeroflow-costtravelinAsia.AirAsiagroupoperatesscheduleddomesticandinternationalflightstoover400destinationsspanning25countries.ItsmainhubistheLow-CostCarrierTerminal(LCCT)atKualaLumpurInternationalAirport(KLIA).ItsaffiliateairlinesThaiAirAsia,IndonesiaAirAsia,AirAsiaPhilippinesandAirAsiaJapanhavehubsinSuvarnabhumiAirport,Soekarno–HattaInternationalAirport,ClarkInternationalAirportandNaritaInternationalAirportrespectively.
AirasiaasthesecondMalaysianNationalAirline,providesatotallydifferenttypeofserviceinlinewiththenation’saspirationstobenefitallcitizensandworldwidetravelers.Suchservicetakestheformofanofrills–lowairfaresflightoffering,40%-60%lowerthanwhatiscurrentlyofferedinthispartofAsia.Theirvisionis“NowEveryoneCanFly”andtheirmissionistoprovide‘AffordableAirfares’withoutanycompromisetoFlightSafetyStandards.
ThestoryofemergenceofAirAsiaissimilartoRyanair,sincebothcarriersunderwentaremarkabletransformationfromamoney-losingregionaloperatortoaprofitable,lowcostairline.
AirAsiawasinitiallylaunchedin1996asafull-serviceregionalairlineofferingslightlycheaperfaresthanitsmaincompetitor,MalaysiaAirlines.Before2001,AirasiafailtoeithersufficientlystimulatethemarketorattractenoughpassengersfromMalaysiaAirlinestoestablishitsownnichemarket.TheturnaroundpointofAirAsiaisin2001,whileitwasuptosaleandboughtbyTonyFernandes.TonyFernandesthenenrolledsomeofthelendinglow-costairlineexpertstorestructureAirAsia’sbusinessmodel.HeinvitedConnorMcCarthy,theformerdirectorofgroupoperationofRyanair,tojointheexecutiveteam.
Whatismeanbylowcostairlines?
Alowcostairlinegenerallyhasmanyfeaturesthatdifferentiateitfromthetraditionalcarriers.Thesefeaturesincludeticketlesstravel,onlineticketsales,nointernationaloffices,nofrequentflyerpoints,nofreefoodandbeverages,noinflightmagazines,noclublounges,useofsecondarycityairports.Notalllowcostairlineshavethesefeatures,andnotallairlinesthathavesomethesefeaturesarelowcostairlines.Forexample,VirginExpressislowcostairline,butstillofferscomplimentarycoffeeandinflightmagazine,andtheyarebasedaBrusselsprimaryairport.Inlate2001,AirAsiawasre-launchedinMalaysiaasatrendy,no-frillsoperationwiththreeB737aircraftasalow-fare,low-costdomesticairline.
Asia’sleadingairlinewasestablishedwiththedreamofmakingflyingpossibleforeveryone.Since2001,AirAsiahasswiftlybrokentravelnormsaroundtheglobeandhasrisentobecometheworld’sbest.Witharoutenetworkthatspansthroughmorethan20countries,AirAsiacontinuestopavethewayforlow-costaviationthroughourinnovativesolutions,efficientprocessesandapassionateapproachtobusiness.Togetherwithourassociatecompanies,AirAsiaX,ThaiAirAsiaandIndonesiaAirAsia,AirAsiaissettotakelow-costflyingtoanallnewdestinations.
AirAsia’sVision:
Tobeestablishedastheleadinglow-costca
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