亚航案例Word文档格式.doc

亚航案例Word文档格式.doc

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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