AirAsia in the Malaysian domestic airline market: empirical analysis of strategy

Kim Man, M. M. and Jainurin, B. J. (2005) AirAsia in the Malaysian domestic airline market: empirical analysis of strategy. International Business & Economics Research Journal, 4 (12). pp. 53-64. ISSN 2157-9393 doi: 10.19030/iber.v4i12.3643

Abstract/Summary

This paper will examine the results of the strategic actions of AirAsia in the Malaysian domestic airline market. Firstly, the paper will provide a general background of the airline industry, in particular the Malaysian domestic airline market and a summary of an analysis of the industry using Michael Porters Five Forces Analysis. Secondly, the paper will provide a brief background of AirAsia and Malaysia Airlines. Thirdly, the paper will analyse the results of AirAsias strategy vis-vis operating and financial performance. Finally, the paper will conclude a summary of AirAsias achievement of the past and present and prospect for the future.