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Case Study Abi Sanni , Aly Remtulla, Kelsey Gamble, Kendra Jocksch , Nancy Moke. Presentation Overview. Company Overview Problem Company Analysis Recommendation Conclusion. Company Overview. Company Vision.

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case study abi sanni aly remtulla kelsey gamble kendra jocksch nancy moke
Case Study

AbiSanni, Aly Remtulla, Kelsey Gamble, Kendra Jocksch, Nancy Moke

presentation overview
Presentation Overview

Company Overview

Problem

Company Analysis

Recommendation

Conclusion

company overview
Company Overview

Company Vision

“To be an airline that flies long-hauls with low fares with a corporate culture that is flexible and functional.”

company overview1
Company Overview

Prior to 2002

Tony Fernandes had a vision.

2004

Introduction of international service

2007

Long-haul flights under AirAsia X brand

2009

AirAsia recognized as a successful LCC

2002

AirAsiawas re-launched with just 3 planes

2005

Adopted an ERP system

2008

4% ROA during recession

Future

Possibility exists to expand into other areas

company overview2
Company Overview

Key Success Factors

Single aircraft and single class

Outsourcing

Wireless delivery system

Human resource policies

Deregulation

Tourism

problem
Problem

Should AirAsia expand its long haul business and to what extent should AirAsia and AirAsiaX be integrated operationally?

problem1
Problem
  • Advantages
  • Disadvantages
  • New markets and growth opportunities
  • Moves away from successful LCC strategy
  • Expansion of trunk routes
  • Difficulties with external factors
  • Increases market share
  • Loss of competitive advantage
company analysis
Company Analysis

Structure of Operating Costs

Direct

Indirect

company analysis1
Company Analysis

Source:AirAsia Presentation, CLSA Forum, Hong Kong, September 2007.

www5.airasia.com/.../CLSA%20Investor%20Forum%20KL%2007.pdf – Malaysia

company analysis2
Company Analysis

Source: Grant, Robert M.Contemporary Strategy Analysis. 7th ed. Wiley's Higher Education, 2010. P.632

company analysis3
Company Analysis

Source: Grant, Robert M.Contemporary Strategy Analysis. 7th ed. Wiley's Higher Education, 2010. P.633

company analysis4
Company Analysis

Capacity Utilization

Product Design

Economies of Scale and Learning

Input Goods

Production Technologies

Residual Efficiency

company analysis5
Company Analysis

Capacity Utilization

Quick turnaround time

Single class seating system

Ticket fares on time value

company analysis6
Company Analysis

Product Design

Food and beverage sales

Ticketless airline

No refund policy

company analysis7
Company Analysis

Economies of Scale and Learning

Single type of aircraft

Employee specialization

company analysis8
Company Analysis

Input Costs

Outsourcing

Secondary airports

Non-union labor

company analysis9
Company Analysis

Production Techniques

Distribution methods

Point to point network

company analysis10
Company Analysis

Residual Efficiency

Team-oriented

Employee bonuses

Open management style

recommendation
Recommendation

Remain one of the cost leaders

Go long-haul strategically

A blending of brands