AirAsia - Southeast Asia's Most Successful Low-cost Airline
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR157 |
Electronic Format: Rs.
500;
Courier (within India):Rs. 25 Extra
ThemesGrowth Strategy |
Cost Leadership |
| Case Length |
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17 Pages |
| Period |
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2001 - 2005 |
| Organization |
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Air Asia Airlines |
| Pub Date |
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2005 |
| Teaching Note |
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Available |
| Countries
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Malaysia |
| Industry |
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Aviation
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Abstract:
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AirAsia was the first successful low cost airline in the Southeast Asian region.
This case study discusses the factors that contributed to AirAsia's success. It
studies the influence of culture and leadership at AirAsia, the factors
contributing to its operational efficiency and the strategic orientation of the
airline.
It also discusses the threats to the long-term success of the airline
with reference to increasing competition in the region and the need to overcome
certain service shortcomings. The case concludes with an assessment of AirAsia's
future plans.
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Issues:
» To study the growth of the pioneer of low cost airlines in the Southeast Asian
region
» To analyze the reasons for the success of a low cost airline in Southeast
Asia, a region where analysts felt there was no market for low cost services
» To understand the operational model followed by the airline and how it
contributed to its success
» To examine the relationship between leadership and culture and the need for a
strong and dynamic leader in a startup organization
» To understand the threats to the airline's long-term success and how these may
be overcome
» To analyze the growing low cost trend in the Southeast Asian region and the
market potential for the same
Contents:
Keywords:
AirAsia Sdn Berhad, Airline industry, Low cost airline, Singapore International Airlines, Malaysian Airlines, easyJet, Tune Air Sdn Bhd (Tune Air), Airbus Industrie, Cebu Pacific Air, Leadership, JetBlue Airways, Ryanair, AirAsia's values, Fun culture, Richard Branson, Long-Term Success Airline, Asian Airlines, South Asia, Free Seats, Time Warner Music, Aviation Industry, Major Airlines
Free Seats on Airasia!
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