Arline competitiveness: the case of Malaysia's AirAsia Airlines 1 Arline competitiveness: the case of Malaysia's AirAsia Airlines 2 Executive Summary The report discusses AirAsia's purpose, issues,...

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Arline competitiveness: the case of Malaysia's AirAsia Airlines 1 Arline competitiveness: the case of Malaysia's AirAsia Airlines 2 Executive Summary The report discusses AirAsia's purpose, issues, strategic analysis along with strategic methods for the business to gain a sustainable competitive advantage in Malaysia. The research method used is solely secondary resources from AirAsia's websites and academic papers. In detail, AirAsia's vision is to be the biggest budget carrier in Asia to offer quality services with the lowest operating cost. However, the main challenge to obtain that goal is the high level of competitiveness in the airline industry. Besides, the report examines the strategic analysis by interpreting the AirAsia's external and internal background. Moreover, the external analysis shows the growing opportunity towards AirAsia but demonstrates a threat during an economic recession. Next, the internal analysis applies the value chain and VIRO framework to illustrate the strengths and weaknesses of the company, where the core capabilities are Outbound Logistics, Marketing, Technology, and HR Management. Thus, the weaknesses are Inbound Logistics, Operations, Services, Firm Infrastructure, and Procurement. Consequently, the report recommends AirAsia to follow the Product Development method of the Ansoff Matrix to innovate their products as inflight meals. Likewise, the firm should outsource the catering service to PapaRich (famous Malaysian eatery) to gain competitive advantages of cost and differentiation yet fulfill its vision and mission. 3 Table of Contents Executive Summary ............................................................................................................... 2 Table of Contents .................................................................................................................. 3 1. Introduction ................................................................................................................... 4 1.1 Vision and Mission .............................................................................................................5 1.2 Strategic Management Issue ..............................................................................................5 2. Strategic Analysis ........................................................................................................... 6 2.1 Competitor Analysis ...........................................................................................................6 2.1.1 Rivalry among Competitors ................................................................................................................... 7 2.2 External Analysis ................................................................................................................7 2.2.1 PEST Analysis ......................................................................................................................................... 7 2.3 Internal Analysis .............................................................................................................. 11 2.3.1 AirAsia Value Chain .............................................................................................................................. 11 2.3.2 VRIO Analysis ....................................................................................................................................... 12 3. Recommendations: Strategic Direction ......................................................................... 14 3.1 Ansoff Growth Matrix – Product Development ..............................................
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Answered 6 days AfterMar 26, 2021HOS801ICMS (International College of Management Sydney)

Answer To: Arline competitiveness: the case of Malaysia's AirAsia Airlines 1 Arline competitiveness: the case...

Abhishek answered on Apr 01 2021
142 Votes
RUNNING HEAD: STRATEGEIC MANAGEMENT    1
STUDENT NAME:    IDENTIFIER NUMBER:
STRATEGIC MANAGEMENT IN TOURISM AND HOSPITALITY
HOS801
ASSESSMENT 2 – INDIVIDUAL REPORT
Executive Summary
Emirates Airlines have been trying to infuse continuous improvement strategic management within the organisation. The continuous improvement focuses on rendering better services to the customers within an affordable price. The case shows that the company has been facing certain threats from its existing rivals. The competitors of the Emirates have been providing the customers with innovative services within affordable range. These innovative services are related within the time span of the current demands of the customers. Therefore, Emirates Airlines has been trying to imbibe the continuous improvement policies so that the company do not have to lag behind in the market.
Table of Contents
Executive Summary    2
Introduction    4
Strategic Management Issues    4
Feedback    4
Motivation    4
External Factors    4
Quality Services    4
Communication with External Stakeholders    4
Internal Analysis    5
Quality Management    5
Brainstorming    5
Benchmarking    5
External Analysis    6
Harrison Model of Culture    6
Hofstede’s Model    6
Power Distance    7
Individualism/Collectivism    7
Masculinity/Femininity    7
Uncertainty Avoidance    7
Long-term Orientation    7
Conclusion    8
References    9
Introduction
    Strategic Management refers to the never-ending process of efficiency and innovation. Strategic management helps in retaining the efficiency among the organisation as per with the market changes and customer preferences. Using the external and internal factors, it has been analysed that Emirates Airlines have been striving hard to ensure that there is a continuous improvement within the performances so that the employees can render quality services to the customers.
Strategic Management Issues
Feedback
Continuous feedback on the employee’s performance can retain the effectiveness of the workforce. The company must adopt a 360-degree feedback system so that the overall performances of the team members can be analysed. Effective feedback will not only analyse the performances of the employees but will also help in motivating the employees by providing them with a scope of better improvement (Amankwah-Amoah, 2018).
Motivation
Motivation is another key parameter for continuous improvement. The employees are the pillars of the organisation. Employees ensure that they provide beneficiary factors to the customers through their quality services. Therefore, motivating factors play an important role in bringing the workforce active. If the team members are being provided with appraisals and other beneficiary factors, the team members can render their best services to the customers (Park, 2019). Therefore, motivating factors like appraisals and helpful leadership will increase the continuous improvements.
External Factors
Quality Services
The customers of Emirates Airlines need to be provided with quality services with the help of updated technology. In this manner, the company is able to ensure that there is a continuous improvement in the services to the customers (Farah et al. 2018).
Communication with External Stakeholders
The external stakeholders, such as the suppliers, should be communicated on a daily basis. The communication with the suppliers would help Emirates know about the frequent changes in the market. The strong communication would help the company get hands on the fresh and updated raw materials that would encourage the company in ensuring continuous improvement (Holloway, 2018).
Internal Analysis
Emirates have been striving hard to ensure that the company has been successful in providing effective quality to the customers (Al Saed et al., 2020). However, this quality service can be managed with various techniques. Using the Deming Cycle or PDCA cycle, the organisation can target for continuous improvement. This cycle provides repetitive steps to ensure that the company goes through a continuous check on the progress of the organisation.
Firstly, Emirates Airlines needs to plan the areas of changes for the...
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