8/8/2019 Report Of The Merits Of The Competitive Position For AirAsia

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REPORT OF THE MERITS OF THE COMPETITIVE POSITION FOR AIRASIA

ACKNOWLEDGMENTS

This group assignment, under its new title academic report of the

merit of the competitive position of a AirAsia, would have been

impossible to research, update, and bring to its present form if itwerent for the contributions of a number of individuals. First, the

authors would like to express their sincere gratitude to Mr Yeoh

Khar Kheng, lecture for his guidance, patience, understanding,and encouragement throughout this process. The authors would

also like to thank Mr. N.M. Thangaraj, module tutor for hisoverall assistance and direction during this revision. Last but not

least, I would like to thank Ms. Irene Khor, Program Manager of

Paramount College for useful comments and suggestions.

Thank you all.

Unity College International, Malaysia (2010) Page I

8/8/2019 Report Of The Merits Of The Competitive Position For AirAsia

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REPORT OF THE MERITS OF THE COMPETITIVE POSITION FOR AIRASIA

EXECUTIVE SUMMARY

This report provides significant input for the competitive position to conduct anenvironmental analysis in the context of AirAsia's international and external business

operations, describing the major variables involved and the impact of the internal andexternal factor confronted by AirAsia. Besides that, this report also helps to identifyAirAsia's competitive strategy and analysis how the strategy is implemented to gaincompetitive advantage. The increasing importance of strategic management may be aresult of several trends. Increasing competition in most industries has made it difficultfor some companies to compete. Modern and cheaper transportation andcommunication have led to increasing global trade and awareness, (Cathy, A. Enz2009). Gary Hamel and C. K. Prahalad(1989) declared that strategy needs to be moreactive and interactive; less arm-chair planning was needed. They introduced termslike strategic intent and strategic architecture. Their most well known advance was theidea ofcore competency. They showed how important it was to know the one or two key

things that your company does better than the competition.

Nowadays, the competition among airplane industries is very tough. According to DanielChan (2000), with just about two years to go to the turn millennium, air wars over Asiaare hitting up, with some of the worlds biggest airlines engaged in intense over Asianskies. This report provides significant input for AirAsias internal and externalenvironment which influenced the competitive position. It is scientifically based anduseful at an empirical level of action. It is scientifically sound in that the authorsdemonstrate their knowledge of the literature on the subject and the analysis isconducted rigorously. This report also contributes to a better understanding of theinternal and external environment which influenced the competitive position of an airline

industry in Malaysian. The remainder of this paper is structured as follows.

In Section 1 provides brief introduction of AirAsia including the importance of vision,mission and the strategic levels. In Section 2 & 3, the Authors address the external andinternal environment of the organization, introducing concepts such as Porters fiveforces model and Companys Macro-Environment, SWOT analysis and PEST analysis.In Section 4 & 5, the writers provide significant resources and capabilities shaping thecompetitive position. In Section 6 & 7, the writers discuss the Competitive Advantageand Internal organizational. Finally, a conclusion is provided in the last section.

Unity College International, Malaysia (2010) Page II

http://www.google.com.my/search?tbs=bks:1&tbo=p&q=+inauthor:%22Cathy+A.+Enz%22http://en.wikipedia.org/wiki/Gary_Hamelhttp://en.wikipedia.org/wiki/C._K._Prahaladhttp://en.wikipedia.org/wiki/C._K._Prahaladhttp://en.wikipedia.org/wiki/Core_competencyhttp://en.wikipedia.org/wiki/Gary_Hamelhttp://en.wikipedia.org/wiki/C._K._Prahaladhttp://en.wikipedia.org/wiki/Core_competencyhttp://www.google.com.my/search?tbs=bks:1&tbo=p&q=+inauthor:%22Cathy+A.+Enz%22