Open AccessAirAsia In The Malaysian Domestic Airline Market: Empirical Analysis Of Strategy
Author(s) -
Mok Kim Man,
Jainurin Justine
Publication year - 2011
Publication title -
the international business and economic research journal/the international business and economics research journal
Language(s) - English
Resource type - Journals
eISSN - 2157-9393
pISSN - 1535-0754
DOI - 10.19030/iber.v4i12.3643
Subject(s) - business , domestic market , marketing , industrial organization , market analysis , international trade
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.