Beruflich Dokumente
Kultur Dokumente
(SCD3763)
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B. Learning Objective
1. To give an overview of the airline industry, especially in Asia.
2. To examine the business-level strategy adopted by AirAsia (ie, integrated costleadership/differentiation strategy).
3. To determine the suitability of the strategy adopted by AirAsia by analysing the
five competitive forces of the industry.
4. To identify the risks associated with the integrated strategy.
5. To explore ways to sustain competitiveness through AirAsias strategy by
studying the primary and secondary activities, and cost structure of an airline
company.
C. Questions
1. Briefly describe the trends in the global airline industry.
2. Comment on the business-level strategy adopted by AirAsia. How has AirAsia
achieved cost leadership or differentiation?
3. Referring to Porters model of the five forces of competition, is the above strategy
suitable for AirAsia to achieve a better position in the industry? What are the risks
of using the strategy?
4. Identify the ways AirAsia can sustain its competitiveness through the businesslevel strategy it has adopted.
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Md Hafiz, Hairuddin, Halina, Haslina
Semester II (2012/13)