AirAsia In The Malaysian Domestic Airline Market: Empirical Analysis Of Strategy

Mok Kim Man, Jainurin Bin Justine

Abstract


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 Porter’s Five Forces Analysis. Secondly, the paper will provide a brief background of AirAsia and Malaysia Airlines. Thirdly, the paper will analyse the results of AirAsia’s strategy vis-à-vis operating and financial performance. Finally, the paper will conclude a summary of AirAsia’s achievement of the past and present and prospect for the future.


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