Assignment Tasks:
Your task is to complete an investigation of AirAsia and how it has manage its competitive advantage to become a top budget airline in Asia in a business recommendation report format by specifically addressing the following issues:
i) Undertake research from publicly available hardcopy or online sources to enable you to complete this assignment.
ii) Conduct an internal analysis of Air Asia. You should highlight the strengths and weaknesses of this firm.
iii) Conduct a PESTEL analysis of the budget airline industry in Asia.
iv) Conduct an industry analysis using Porter’s 5 forces model in Asia.
v) Identify the major competitors and highlights their key characteristics (in a comparative table)
vi) Summarize the results of the internal and external analyses using the SWOT framework and, then, discuss how Air Asia manages its strategic fit of its internal core competences with its external opportunities and threats.
vii) Position AirAsia’s competitive strategy on the strategy clock framework and justify your choice.
viii) Make recommendations to overcome any areas of weaknesses.
Assignment Presentation:
The word count is 4,000 words (+/- 10%) with indexed headings & subheadings in the following format. The word count does not include the Executive Summary, Table of Contents, any graphs, tables, charts or figures, any appendices and the reference list. The presentation of the assignment should follow the format below.
• A cover page
• Table of contents
• Introduction
• Body
• Conclusion
• Appendices
• Reference section
The APA referencing style must be adopted with in-text citations. For a comprehensive understanding of the APA referencing style, please visit the following website:
http://www.apastyle.org/
