EXECUTIVE SUMMARY AirAsia is well known company for airlines industry especially in all over Asia and being one of the market leaders in that industry. In order to maintain its brand which is famous with low cost carrier and to be consumers’ preference to choose using its services offered, AirAsia must be able to complete with competitors and new entrance by doing some sort of strategies. AirAsia has very clear vision and mission of the company and this enable each members of the company work hard to fulfill the vision and mission which has been declare and must achieve in future for both sort term and long term. But, AirAsia never escape from the problems in term of its operation and this must be solved by come out with new strategies and proper planning to cope with that problems. According to internal and external evaluation of the AirAsia show that the company is getting above 2.5 score for both of evaluation. This explained that AirAsia does not affect by any external and internal factors which mean it is good sign for the company. By look into external and internal factors the company would be also able to identify what kind of strategies and planning that the company should take in future. Then after identification and evaluation of external and internal factors, the company can go further steps with doing matrix evaluation. There are five matrix which are TOWS, space, Boston Consulting Group (BCG), Grand, Internal-External and competitive profile matrix. Most of the matrix evaluation shows that the company is in aggressive strategy level and further analysis shows that the AirAsia must do several strategies which connected with the company’s operation. The analysis of SWOT and strategic planning come out with the two important strategies that must be taken by the AirAsia in order to develop its performance of company in future. The two important strategies are market penetration and market development. These two strategies classified under aggressive strategies and commonly used to boost or increase sales of company’s services and automatically increase revenue too. Although both of these strategy have their own advantages and disadvantages, it is believed that both is the best strategy for the company to take in future based on analysis done towards the company itself. 1. BACKGROUND 1
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
EXECUTIVE SUMMARY
AirAsia is well known company for airlines industry especially in all over Asia and being
one of the market leaders in that industry. In order to maintain its brand which is famous with low
cost carrier and to be consumers’ preference to choose using its services offered, AirAsia must be
able to complete with competitors and new entrance by doing some sort of strategies.
AirAsia has very clear vision and mission of the company and this enable each members of
the company work hard to fulfill the vision and mission which has been declare and must achieve
in future for both sort term and long term. But, AirAsia never escape from the problems in term of
its operation and this must be solved by come out with new strategies and proper planning to cope
with that problems.
According to internal and external evaluation of the AirAsia show that the company is
getting above 2.5 score for both of evaluation. This explained that AirAsia does not affect by any
external and internal factors which mean it is good sign for the company. By look into external and
internal factors the company would be also able to identify what kind of strategies and planning
that the company should take in future.
Then after identification and evaluation of external and internal factors, the company can
go further steps with doing matrix evaluation. There are five matrix which are TOWS, space,
Boston Consulting Group (BCG), Grand, Internal-External and competitive profile matrix. Most of
the matrix evaluation shows that the company is in aggressive strategy level and further analysis
shows that the AirAsia must do several strategies which connected with the company’s operation.
The analysis of SWOT and strategic planning come out with the two important strategies
that must be taken by the AirAsia in order to develop its performance of company in future. The
two important strategies are market penetration and market development. These two strategies
classified under aggressive strategies and commonly used to boost or increase sales of company’s
services and automatically increase revenue too. Although both of these strategy have their own
advantages and disadvantages, it is believed that both is the best strategy for the company to take
in future based on analysis done towards the company itself.
1. BACKGROUND
1
Airasia as the second Malaysian National Airline, provides a totally different type
of service in line with the nation’s aspirations to benefit all citizens and worldwide
travelers. Such service takes the form of a no frills – low airfares flight offering, 40%-60%
lower than what is currently offered in this part of Asia. Their vision is “Now Everyone
Can Fly” and their mission is to provide ‘Affordable Airfares’ without any compromise to
Flight Safety Standards.
The story of emergence of AirAsia is similar to Ryanair, since both carriers
underwent a remarkable transformation from a money-losing regional operator to a
profitable, low cost airline.
AirAsia was initially launched in 1996 as a full-service regional airline offering
slightly cheaper fares than its main competitor, Malaysia Airlines. Before 2001, Airasia fail
to either sufficiently stimulate the market or attract enough passengers from Malaysia
Airlines to establish its own niche market. The turnaround point of AirAsia is in 2001,
while it was up to sale and bought by Tony Fernandes. Tony Fernandes then enrolled some
of the lending low-cost airline experts to restructure AirAsia’s business model. He invited
Connor McCarthy, the former director of group operation of Ryanair, to join the executive
team.
What is mean by low cost airlines? A low cost airline generally has many features
that differentiate it from the traditional carriers. These features include ticketless travel,
online ticket sales, no international offices, no frequent flyer points, no free food and
beverages, no in flight magazines, no club lounges, use of secondary city airports. Not all
low cost airlines have these features, and not all airlines that have some these features are
low cost airlines. For example, Virgin Express is low cost airline, but still offers
complimentary coffee and in flight magazine, and they are based a Brussels primary
airport. In late 2001, AirAsia was re-launched in Malaysia as a trendy, no-frills operation
with three B737 aircraft as a low-fare, low-cost domestic airline.
Asia’s leading airline was established with the dream of making flying possible for
everyone. Since 2001, AirAsia has swiftly broken travel norms around the globe and has
2
risen to become the world’s best. With a route network that spans through more than 20
countries, AirAsia continues to pave the way for low-cost aviation through our innovative
solutions, efficient processes and a passionate approach to business. Together with our
associate companies, AirAsia X, Thai AirAsia and Indonesia AirAsia, AirAsia is set to take
low-cost flying to an all new destinations.
AirAsia X
Focusing on the low-cost, long-haul segment – AirAsia X was established in 2007
to provide high-frequency and point-to-point networks to the long-houl business. AirAsia
X’s cost efficiencies are derived from maintaining a simple aircraft fleet and a route
network based on low-cost airports, without complex code-sharing and other legacy
overheads that weigh down traditional airlines without compromising on safety. Guests
continue to enjoy low fares, through cost saving that we pass on to our guests.
AirAsia X’s efficient and reliable operations are fully licensed and monitored by
Malaysian and international regulators, and adhere to full international standards. AirAsia
X is committed in offering X-citing low fares, X-emplary levels of safety and care, and an
X-traordinary in-flight and service experience to all our guests – spreading the amazing
AirAsia experience to X-citing destinations in Australia, New Zealand, China, Taiwan,
Japan, Korea, India, Middle East and Europe.
Vision of the company
Vision of the company is “Now Everyone Can Fly” in term to be the largest low cost
airline in Asia and serving the 3 billion people who are currently underserved with poor
connectivity and high fares.
Mission of the company
3
1. To be the best company to work for whereby employees are treated as part of a big
family
2. Create a globally recognized ASEAN brand
3. To attain the lowest cost so that everyone can fl y with AirAsia
4. Maintain the highest quality product, embracing technology to reduce cost and
enhance service level
Values
We make the low fare model possible through the implementation of the following key
strategies:
1. Safety First:
Partnering with the world’s most renowned maintenance providers and complying
with the with world airline operations.
2. High Aircraft Utilization:
Implementing the regions fastest turnaround time at only 25 minutes, assuring
lower costs and higher productivity.
3. Low Fare, No Frills:
Providing guests with the choice of customizing services without compromising on
quality and services.
4. Streamline Operations:
Making sure that processes are as simple as possible.
5. Lean Distribution System:
Offering a wide and innovative range of distribution channels to make booking and
travelling easier.
6. Point to Point Network:
Applying the point-to-point network keeps operations simple and costs low.
Opportunities faced by AirAsia in light of external development
a. Low fare of Indonesia-Malaysia trip
4
The fare for Jakarta-Johor Bahru trip cost Rp 100,000 (RM 88.88 one way). And
charge Rp 150,000 for a Bandung-Kuala Lumpur flight, and Rp300,000 for a Surabaya-
Kuala Lumpur trip, whereas a Jakarta-Kuala Lumpur air ticket from Malaysia Airlines
available at travel agents cost Rp 1.4 million. Meanwhile, LionAir on the same route,
charged Rp 1.05 million. The cost fare provided by AirAsia help it open the Indonesia
market.
b. Low fare of Singapore-Bangkok service
AirAsia will increase its services between Singapore and Bangkok by introducing a
second daily flight to its existing schedule. This recent development came barely a
month after Thai AirAsia operations started its first international flight to Singapore in
early February this year. AirAsia is offering its guests promotional fares to/from
Singapore-Bangkok from SGD$23.99 (THB 499) one way from the 28th March to 30th
October 2004. It is much lower than the lowest fare SGD$56 offered by full-services
carrier. This helps it open the Singapore market.
c. Political connection
AirAsia hold 49% of the Thai AirAsia with 1% being held by a Thai individual. The
remaining 50% is held by Shin Corp. which is owned by the family of Thailand’s
Prime Minister, Thaksin Shinawatra. Shin Corp. has financial strength, synergy in
information technology and telecommunications, which support AirAsia internet and
mobile phone bookings. Shin corp. allows subscribers of the Shin mobile phone
flagship, advance information service, being able to reserve tickets through its short-
messaging services (SMS). AirAsiA with its politically powerful backer may well grow
up to bite. This helps it open the Thailand market.
d. Malaysian government support
The Malaysian government supported the establishment of AirAsia in 2001 to help
boost the under-used Kuala Lumpur International Airport. AirAsia’s flights from Senai
are meant to develop Johor into a transport hub to rival Singapore. AirAsia, therefore
5
can provide an alternative route to travel to Bangkok, by using Senal Airport in Johor
Bahru, in southern Malaysia.
Opportunities faced by AirAsia in light of Internal Development
a. Issue of IPO
Kamarudin Meranun, AirAsia’s Executive Director announced the appointment of
Credit Suisse First Boston (CSFB) and RHB Sakura Merchant Bankers (RHB) as the
book runners for the company’s upcoming Initial Public Offering (IPO). The IPO
strengthens AirAsia balance sheet, further cuts its existing low costs at 2.5 US cents per
ASK and accelerates our growth plans throughout Asia. The IPO also allows AirAsia to
expand its fleets of 18 Boeing 737-300s.
b. Political connections
Thai AirAsia is a join venture established by AirAsia with Shin Corp. is owned by the
family of Thailand’s Prime Minister, Thaksin Shinawatra, and about 900 million Baht
will be invested in Thai AirAsia over a five-year period. Shin Corp. oversees the
finance and administration of Thai AirAsia while AirAsia shoulders the responsibility
for marketing and operations. Shin Corp. has financial strength and support AirAsia to
grow. AirAsia with its politically powerful backer may well grow up to bite.
Challenges faced by AirAsia in light of external development
a. Indonesia habit
6
Preferences of Indonesian passengers are quite different from the concept of cheap air
travel without extra service for the passengers (free snacks and drinks), and also their
reluctance to bring light baggage. AirAsia prefers passengers with very light and
minimum baggage. If this is the case, it may not last long. But Indonesian domestic
airline companies are able to provide value-added extras like food and beverages as
part of their service to the passengers, although at a relatively higher cost. The
comparative edge of Indonesian domestic airline companies compared to AirAsia
concern habit (culture). Furthermore, Indonesian domestic airlines were already trained
with the low-cost air travel concept, known as tariff war. They have proved themselves
as immune, and managed to survive. Last but not least, the Indonesian government or
domestic airline companies had never announced the availability of a low-cost airline
company of the country. All these affect AirAsia growth in Indonesian.
b. Singapore government rejection
Initially, AirAsia wanted to start flight from the southern state of Johor, near Singapore,
it hoped to attract passengers by running a convenient bus service to the city-state.
However, Singapore quickly quashed that idea. The Singapore government said it
would not approve a bus link for AirAsia because it was not ‘in her nation interest’,
reflecting fears that Singapore’s Changi airport would lose business to Johor’s new
Senai airport. This makes AirAsia cannot abandon the use of Changi airport, and
therefore suffer from a higher cost.
This is because AirAsia flying to Singapore needs to suffer from flight congestion of
Changi. Changi ha drawbacks of flightcongestion that could prevent the quick
turnaround essential to keeping down costs. AirAsia find it stuck between big planes
and circling to wait for a slot to open up, which means extra fuel costs. Moreover, the
SGD$21 departure and security tah of Changi is too high for AirAsia low-cost
operation. AirAsia had asked the Singapore government to waive the fees, however, a
request that was not only rejected but also criticized.
7
Beside Singapore – Bangkok, AirAsia now provides an alternative route to travel to
Bangkok, by using Senai airport in Johor Bahru, in southern Malaysia. Seeking to cater
to the different markets, fares for Johor Bahru – Bangkok are generally 20% lower in
comparison to Singapore – Bangkok. AirAsia currently operate daily flight to Bangkok
from Johor Bahru. However, the choice proved unpopular, as the route failed to attract
Singaporeans because of the additional cost and inconvenience of having to travel in
and out of Malaysia by road. All these affect AirAsia external growth.
c. Minimum air-fare rates
AirAsia faces challenges finding open takeoff and landing slots at opportune times, and
Thailand’s regulation that sets minimum air- fare rates. Although Transport Minister
Suriya Jungrungreangkit said the current minimum air-fare regulations will be scrapped
to open up the market, he couldn’t name a date when this will be done. This seems to
be favoritism toward Thai Airways International’s domestic operations, and affects
Thai AirAsia to compete in the Thailand market.
External changes which have impact on AirAsia
a. Asia’s middle class growth
Low-cost airlines are anticipated to have greater potential in Asia as there are many
Asian cities with a population above one million people each as well as a rising middle
class population. This growth of middle class in Asia provides a huge market potential
for AirAsia to grow. However, as the market is becoming larger, more airlines or new
comers would like to get a piece of the action. For example, Budget airlines, it is
estimated, will capture at least 25% of Asia’s air travel market within next 10 years and
a lot of the will be new, not diverted, traffic. Therefore, AirAsia will face more
competitions at the same time. Besides the low-cost airlines, AirAsia still needs to
compete with the conventional carriers. Although extra passengers of the low cost
8
airlines will be coming from the new demand to be created by the low fares, the growth
may not be entirely ‘stolen’ from big flag carriers.
b. Actions of Changi and nearby airports
The growth of low-cost airlines in south-east Asia has a significant effect on which
airport will dominate the regional aviation market. Low cost airlines are seen as helping
funnel more passengers to airport hubs. Therefore, there is a realization among regional
governments that they need smashing airports and feisty carriers or they are going to
miss out big time. Therefore, these governments are more willing to support low cost
airlines. For example, the Malaysian government supported the establishment of
AirAsia in 2001 to help boost the under-used Kuala Lumpur International Airport, and
Thai premier’s Shin Corp. form a join venture with AirAsia that would benefit
Bangkok’s new airport and create a new hub at Chiang Mai. Therefore, under this
situation, it helps AirAsia grow in Asia.
Moreover, as there is a growth of several south-east Asian airports, this poses a
challenge to the status of Singapore’s Changi airport as a regional aviation hub. These
airport include Johor’s new Senai airport in southern Malaysia, Bangkok new
Suvarnabhumi airport which will be able to handle 45 million passengers when it opens
in 2005, Bangkok Don Muang which recently overtook Changi in passenger number,
etc. to maintain Changi’s position as the air hub in the region. Singapore is proposing a
budget airline terminal at Changi by 2005 and lower passenger taxes to attract low cost
airlines. This helps AirAsia grow and lower the cost.
c. Action of existing airlines
The existing airlines in south-east Asia have several actions to compete with AirAsia,
for example, some have launched a low cost airline to flight with AirAsia. Singapore
Airlines launched a low cost airline subsidiary, Tiger Airways, in the second half of
2003, only months after the scheduled launch of ValuAir set up by one of its former
executives. Thai Airways have frequency and capacity to offer to their 13 domesttic
destinations. They also have during the past two years, worked to improve operational
9
efficiency, slashing unprofitable domestic routes, increasing flights on busy routes,
strengthening yield management and controlling costs. All these make AirAsia face a
huge competition.
Marketing
AirAsia, Asia’s leading low cost carrier, recently partnered with Yahoo! Mobile for its very
first mobile campaign. The goal was to encourage interaction with users and increase the
overall awareness of AirAsia and its promotions throughout Asia. Aimed at generating and
maintaining top-of-mind awareness with their reach, Yahoo’s mobile marketing and
advertising solutions provided a key advantage for AirAsia. The campaign saw tremendous
success across seven target markets including Malaysia, Singapore, Thailand, Indonesia,
Philippines, Taiwan, and Hong Kong, AirAsia became the first company on Yahoo Mobile
in Malaysia and the success of the campaign showed how mobile marketing could help
brands successfully communicate with the rapidly growing mobile consumer base.
1.1 IDENTIFY THE FIRM’S EXISTING MISSION
Item Criteria Criteria Stated Criteria Not Stated1 Customers 2 Product/Services 3 Markets 4 Technology 5 Concern for survival, growth and
profitability
6 Philosophy 7 Self-concept 8 Concern for public image 9 Concern for employees
10
Existing mission statement of AirAsia:
• To be the best company to work for whereby employees are treated as part
of a big family. (9)
• Create a globally recognized ASEAN brand. (3)
• To attain the lowest cost so that everyone can fl y with AirAsia. (1,8)
• Maintain the highest quality product, embracing technology to reduce cost
and enhance service level. (2,4,5)
11
1.2 IDENTIFY THE FIRM’S EXISTING OBJECTIVES
1.2.1 Provide full fledge training and development to AirAsia pilot, aircraft engineers,
cabin crew and guest service staffs
1.2.2 Develop the academy as an aviation training ground towards fulfilling AirAsia’s
aspiration in becoming a regional aviation training hub
1.2.3 Serves as a platform to keep AirAsia on track with the latest industry development
and to incorporate best practice into their operations
1.3 IDENTIFY THE FIRM EXISTING STRATEGIES
1.3.1 Safety First: Partnering with the world’s most renowned maintenance provider and
complying with the world airlines operation
1.3.2 High Aircraft Utilization: Implementing the region fastest turnaround time at only
25 minutes, assuring lower cost and higher productivity
1.3.3 Low fare, no frills: Providing guest with the choice of customizing services without
compromising on quality and services
1.3.4 Streamline Operation: Making sure the process are as simple as possible
1.3.5 Lean Distribution System: Offering a wide and innovation range of distribution
channels to make booking and travelling easier
12
1.3.6 Point to point Network: Applying the point to point network to keep operation
Air Asia CO. falls under Quadrant II because AirAsia have done many market development in
industry such as launch its first routes to India to Tiruchirapali (Trichy) in the Southern India state
of Tamil Nadu means Air Asia make market development with open new destination for attract
passengers. In quadrant I also explained that Air Asia has strength in market penetration to take
advantage on growth in new global markets because of high demand for lowest possible fare. Air
Asia has now has Route network of Asia within more than 20 countries for example United
Kingdom, Iran, China, New Zealand, and France. In addition, this company has the strength to
launch related diversified products into more promising growth areas. So this quadrant is suitable
for Air Asia because they already diversified many services. Furthermore, Air Asia also high cash-
flow levels and limited internal growth needs.
5.5 IE MATRIX
46
Division Revenues % Profit % EFE IFE (Million) Revenue (Million) Profit PT Indonesia Air Asia 1,083,788,000 28.06% 239,957,000 22.61% 3.10 2.80Air Asia Hong Kong
LTD 487,952,000 12.63% 98,735,000 9.30% 2.30 2.00AA International LTD 453,206,000 11.73% 68,571,000 6.46% 2.00 1.55Thai Air Asia Co.
LTD 1,119,739,000 28.98% 488,443,000 46.01% 3.30 3.20Air Asia Go Holiday