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Strategic Management on Aviation

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Submitted By ericadj87
Words 3640
Pages 15
ERICA DIANA JEREMIAH (01130102), STRATEGY MANAGEMENT MGT 6303, ASSIGNMENT 2

EXECUTIVE SUMMARY

Aviation industry is a highly competitive market, airlines needs to develop or possess good resources and capabilities to set a threshold among the industry. The airline that sets a new wave will gain the limitless opportunity as the game setter and industry’s leader. AirAsia is a Low Cost Carrier that has won many awards and global reputation. They had learned the importance to innovate good employee relations as employees are the heart and soul of the company. This assignment elaborates how AirAsia was analysed under Ansoff Matrix and many of their marketing alliances through vertical or horizontal links. AirAsia has coordinated well in IT systems that enable them to conduct many marketing strategy through partnerships with travel agencies, hotels, telecommunications and other airlines. AirAsia has looked into the traditional interline to code sharing and now into cross-border mergers.
AirAsia is a very successful airline that has stayed true to its initial slogan of “Now Everyone
Can Fly”. With just less than 15 years, AirAsia has gone from a heavily indebted company to becoming a World’s Best Low Cost Airline.

1

ERICA DIANA JEREMIAH (01130102), STRATEGY MANAGEMENT MGT 6303, ASSIGNMENT 2

TABLE OF CONTENTS
Page
Executive Summary

1

Table of Contents

2

Ansoff Matrix Analysis

3-5

Internal Development

6-7

Merger & Acquisitions

8

Joint Development/ strategic alliances

9

List of References

10 - 12

2

ERICA DIANA JEREMIAH (01130102), STRATEGY MANAGEMENT MGT 6303, ASSIGNMENT 2

(a) Igor Ansoff invented a model that helps organizations make decisions about risks and opportunity (Shaw, 2011). Ansoff Matrix assist organizations to assess the growth of their company along the dimensions of their products or

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