Case Study代写：AirAsia Business Case Study: Strategy and Environment

Case Study代写-亚航商业案例研究：战略与环境。本文是一篇留学生案例分析代写参考，主要内容是讲述亚航是马来西亚领先的航空公司之一，在过去的投资和重新启动后从中获得的利润方面表现非常出色。当它负债累累时，私人企业家托尼·费尔南德斯宣布它无罪。当它宣布重新上市七个月来的第一个盈利权时，利润图的突然变化很快浮出水面。在接下来的几年里，战略和投资的创新为公司带来了巨大的利润。它在新的和有效的服务上投入了大量资金，并削减了各种基本上不需要的开支，以降低总体成本。随着其成功的LCC模式的实施，亚航的整个商业模式发生了变化，它成为第一家无成本、无虚饰概念的航空公司，将价格比竞争对手降低了40-60%。该公司于2002年12月宣布其第一笔盈利为600万美元，这一结果非常有益。下面就一起来看一下这篇Case Study案例分析的具体内容。

AirAsia is one of the leading airlines corporation of Malaysia that performed exceedingly well in terms of its past investments and the profits that it made out of it after it’s relaunch. It was acquitted by a private entrepreneur Tony Fernandes when it was highly under debt. The sudden changes in the profit graph came to the surface soon when it announced its first profit right in seven months of its re-launch. The innovations in strategy and investments brought immense amount of profit to the company in the following years. It invested amounts on new and effective services and cut shorted various not essentially required expenditure to reduce the overall cost. With the implementation of its successful LCC model, the whole business model of AirAsia was changed and it became first Airline Corporation to have no-cost, no-frill concept to lower the prices by 40-60% than its rivals. The results were quite beneficial as it announced its first profit as US$6 million in December, 2002.

The corporation kept on expanding its business with the opening of three other hubs within Malaysia to have more share of market size on domestic air flights in Malaysia. It also invested in to have regional flights to its neighboring countries like Thailand and Indonesia with its collaboration with Thailand Shin Corporation and Awair. This made AirAsia to have cheaper airlines to the neighboring countries. AirAsia soon emerged as the largest domestic airlines in Malaysia with the expectancies of over 18 million passengers in the year 2007. With its partnerships with various LCCs, the corporation performed well enough for its long-haul regional services. Its joint ventures with the LCCs like Australia’s virgin blue, the corporation got a big share in the expanding market of Australia. Its market kept on expanding over the years with the commencement of its flights to even the far cities like London and also for close countries like India and China with the net income reaching over US$44 millions in the year 2008.

该公司继续扩大其业务，在马来西亚开设了另外三个枢纽，以在马来西亚国内航空航班上占据更大的市场份额。它还与泰国新公司和Awair合作，投资了飞往泰国和印度尼西亚等邻国的区域航班。这使得亚航拥有了飞往邻国的廉价航空公司。亚航很快成为马来西亚最大的国内航空公司，预计2007年旅客将超过1800万人次。凭借与各LCC的合作关系，该公司在长途区域服务方面表现良好。该公司与澳大利亚维珍蓝等LCC的合资企业在澳大利亚不断扩大的市场中占有很大份额。多年来，随着飞往伦敦等遥远城市以及印度和中国等近邻国家的航班开始，其市场不断扩大，2008年的净收入超过4400万美元。

B] STRATEGIC POSTURE 战略态势

The mission of the corporation is to provide high-quality but low cost flying services to all type of passengers. The corporation being a part of airline industry, it missions to become the leader of the market by implementing its smart strategies and sharp business skills. As quoted by its owner Fernandes, he overtook the corporation during its declining stage as he advocated the correctness of time to enter the market because of charter aircraft price and abundance of skilled aircraft staff. The company has been consistent in following its goals and objectives throughout in its performance in the past decade. The corporate objectives were innovative and highly efficient with its symbolic acquisition of its own by Tony Fernandes, joint venture with Thailand Shin Corporation, Awair, Singapore’s Tiger Airways, etc to provide a broad destination options for its customers at the right times when it was needed. The business model was reconstructed with no-frills, low cost carriers (“LCC”) which brought immense amount of profits to them. The business objectives were to get not only the quality customers but the quantity customers with its seats available in different schemes and at different prices for all type of class of customers. They were constantly consistent with each other to provide exactly what the customers wants and what actually can be managed. The functionality objectives were always to cut down the economic fair of air travel by either performing to get reduced charge from the passengers or providing effective routes for them reducing their net expenditure on travel. It also added various value-added services like online booking, SMS booking, and bookings through call centers, etc. AirAsia soon became the integrated service provider from being a classic LCC product in its functionality to provide maximum attraction to its customers. The objectives were also consistent with the environment of the corporation. Even during the hikes in the prices of oil in mid-2008, the corporation didn’t let the fairs go that high which was quite helpful for the corporation in beating off its competitors.

该公司的使命是为所有类型的乘客提供高质量但低成本的飞行服务。作为航空业的一部分，该公司的使命是通过实施其明智的战略和敏锐的商业技能，成为市场的领导者。正如其所有者费尔南德斯所说，由于包机价格和大量熟练的飞机员工，他在公司衰落时期力压该公司，因为他主张进入市场的时机是正确的。该公司在过去十年的业绩中始终遵循其目标。托尼·费尔南德斯收购了自己的公司，与泰国新航空公司、阿瓦尔航空公司、新加坡老虎航空公司等建立了合资企业，在需要的时候为客户提供了广泛的目的地选择。这一商业模式被重建为没有多余的、低成本的运营商，为他们带来了巨大的利润。商业目标不仅是获得高质量的客户，而且是数量众多的客户，他们的座位可以以不同的方案和不同的价格提供给各类客户。他们始终保持一致，以准确地提供客户想要的以及实际可以管理的内容。功能性目标始终是通过降低乘客的收费或为乘客提供有效的路线来减少他们的旅行净支出，从而降低航空旅行的经济公平性。它还增加了各种增值服务，如在线预订、短信预订和通过呼叫中心预订等。亚航很快就成为了综合服务提供商，从其功能上的经典LCC产品，向客户提供最大的吸引力。这些目标也符合公司的环境。即使在2008年年中油价上涨期间，该公司也没有让交易会涨得那么高，这对该公司击败竞争对手非常有帮助。

The AirAsia opted for various cost-effective, customer-oriented and highly innovative strategies to shape its business model to reach its ultimate missions and objectives. With its innovative low-fare, no-frills concept it highly reduced the cost of air ticket such as by having just a single standard cabin, paid meals instead of pre-paid free meals, etc. The corporation found efficient ways of reducing the expenditure on travel by the customers while expanding its domestic and international business. Like for example, the short-haul flights took less than four hours for travel which provided it opportunity of having the return of the flights on the same day conserving many of the expenses of the corporation. The company also launched its long-hauled air services at the time when many of the LCCs were reluctant for that. All the strategies or mix of strategies were consistently aiming at gradually achieving the goals and the objectives of the corporation and dynamic with the changing internal and external environment.

亚航选择了各种经济高效、以客户为导向和高度创新的战略，以塑造其商业模式，实现其最终使命和目标。凭借其创新的低票价、无虚饰的理念，该公司大幅降低了机票成本，例如仅拥有一间标准客舱、付费餐费而非预付免费餐费等。该公司在扩大国内和国际业务的同时，找到了减少客户旅行支出的有效方法。例如，短途航班的旅行时间不到四小时，这为公司提供了在同一天返回航班的机会，节省了公司的许多开支。该公司还推出了长途航空服务，当时许多LCC都不愿意这样做。所有战略或战略组合始终旨在逐步实现公司的目标和目标，并随着内部和外部环境的变化而动态变化。

The corporation adopted bold and dynamic policies to achieve its objectives. The corporation first concentrated only on the domestic market and modified its business model to LCC. Then, gradually and steadily corporation expanded itself to first neighboring countries and then internationally across the continents. The missions, objectives, policies and the strategies clearly reflect the company’s goals to achieve success not only at domestic level but also the international level (KO, 2009).

该公司采取了大胆而有力的政策来实现其目标。该公司最初只专注于国内市场，并将其业务模式改为LCC。然后，该公司逐渐稳步地扩展到最初的邻国，然后跨越各大洲走向国际。使命、目标、政策和战略清楚地反映了公司在国内和国际层面取得成功的目标。

EXTERNAL ENVIRONMENT:外部环境

A] NATURAL PHYSICAL ENVIRONMENT: SUSTAINABLE ISSUES 自然物理环境：可持续问题

Opportunities: The physical environment around the corporation’s site of business is climatically categorized as equatorial, being hot and humid throughout the year. The climate is favorably well enough to support the flight take-off, landing and flying. The physical location of Malaysia also favors the growth of the organization as it is well connected to the seas and oceans and so for its long-haul regional services, the corporation does not require to manage the permissions to cross the airbase of other countries. In this way the surrounding physical environment of Malaysia provides fair opportunities for AirAsia.

机会：公司经营场所周围的自然环境在气候上属于赤道气候，全年炎热潮湿。气候适宜，足以支持航班起飞、降落和飞行。马来西亚的地理位置也有利于该组织的发展，因为它与海洋有着良好的联系，因此对于其长途区域服务，该公司不需要管理跨越其他国家空军基地的许可。这样，马来西亚周围的自然环境为亚航提供了公平的机会。

Threats: Coming to the threats involved with the natural environment, the well connection of the country to other continents through seas and oceans provides enough opportunities for the journey through ships and Cruzes too which somewhere indirectly can effects the market of AirAsia. The Malaysia, Thailand and Indonesia is also a prone area for tsunamis and earthquakes that could affect any industry. The hot and humid climate also affects the working capabilities of the crew.

威胁：谈到与自然环境有关的威胁，该国通过海洋与其他大陆的良好联系也为通过船只和游轮旅行提供了足够的机会，这在某种程度上会间接影响亚航的市场。马来西亚、泰国和印度尼西亚也是可能影响任何行业的海啸和地震的易发地区。炎热潮湿的气候也影响了机组人员的工作能力。

These types of physical environments are also present in few other parts of the world and the same opportunities and threats exist there too.

这些类型的物理环境也存在于世界上其他地方，同样的机会和威胁也存在于那里。

B] SOCIETAL ENVIRONMENT:社会环境

Economy: The economy of Malaysia is a newly industrialized and state-oriented economy that plays a significant role in the success of AirAsia. The speedily growing economy of the country allows more and more customers to be able afford the airlines travel cost that makes a lot in the growth of a privately owned airlines especially it was relaunched soon after the nation came out of the financial crisis of Asia in 1997.

经济：马来西亚经济是一个新兴的工业化国家经济，对亚航的成功起着重要作用。该国经济的快速增长使越来越多的客户能够负担得起航空公司的旅行费用，这对私营航空公司的发展起到了很大的作用，特别是在1997年该国摆脱亚洲金融危机后不久，该公司重新启动。

Technological: The technological advancements in the fields of Information technology and Communication have led the value-added services of the corporation to work effectively.

技术：信息技术和通信领域的技术进步使公司的增值服务得以有效运作。

Political-legal: The political condition of Malaysia had also been in favor of the corporation as its acquisition was highly welcomed by the Malaysian government and there had been no conflict between the corporation and the governance of the nation till now.

政治法律：马来西亚的政治状况也有利于该公司，因为该公司的收购受到马来西亚政府的高度欢迎，而且迄今为止，该公司与国家治理之间没有任何冲突。

Socio-cultural: The hospitality of the people with their own diversity in food, cloth, etc and scenic beauty has always made Malaysia as a tourist spot for the tourists all over the world that has again proved a benefiting factor for the corporation.

社会文化：人们的热情好客以及他们在食物、布料等方面的多样性和风景优美，一直使马来西亚成为世界各地游客的旅游胜地，这再次证明了马来西亚是该公司的一个有利因素。

C] TASK ENVIRONMENT 任务环境

The forces like natural environment, external investments, location of hubs, rivalry with competitors, financial crisis, government policies, etc are the major forces that drive the industrial competitions. These forces vary from country to country as the economy; political, cultural conditions are not the same for every country. The following forces are listed with their ratings:

自然环境、外部投资、枢纽位置、与竞争对手的竞争、金融危机、政府政策等因素是推动产业竞争的主要因素。这些力量因国家经济而异；每个国家的政治、文化条件并不相同。列出了以下力及其额定值：

Threats for new entrants- Medium 新进入者面临的威胁-中等

Bargaining power of buyers- Low 买家的议价能力-低

Threats of substitute products or services- High 替代产品或服务的威胁-高

Bargaining power of supplier- Low  供应商的议价能力-低

Rivalry among the competing firms- High 竞争公司之间的竞争-高

Relative power of unions, governments and special interest groups, etc.- High 工会、政府和特殊利益集团等的相对权力-高

The key factors in the immediate environment affect a lot to the corporation. The government policies decide the taxes, establishment of hubs, permissions of number flights, etc. The loyalty of the labor unions ensures the smooth functioning of any corporation. The suppliers, providers, creditors always affect the quality of the services provided to the customers.

直接环境中的关键因素对公司影响很大。政府的政策决定了税收、枢纽的建立、航班数量的许可等。工会的忠诚确保了任何公司的顺利运作。供应商、供应商和债权人总是影响向客户提供的服务的质量。

INTERNAL ENVIRONMENT 内部环境

A] CORPORATE STRUCTURE 公司结构

Following is the way as the corporate structure of Air Asia at present (Organizational Structure, 2009):以下是目前亚洲航空公司的公司结构

The structure is as we can see in a horizontal manner which means hierarchy is horizontal in the company. This is obviously something good for the company as interaction with lower level employees becomes easier for the above level of the employee or vice versa.

我们可以看到，公司的结构是横向的，这意味着公司的层级是横向的。这对公司来说显然是好事，因为与下级员工的互动对于上级员工来说变得更容易，反之亦然。

Structure is comparable with most of airline firms as they also have the same horizontal hierarchy.

结构与大多数航空公司相当，因为它们也有相同的水平层次。

B] CORPORATE CULTURE 企业文化

Corporate culture of the company is mainly base upon maximizing the value of shareholders. It also mainly believes in giving safety to the customers.

公司的企业文化主要建立在股东价值最大化的基础上。它还主要相信为客户提供安全。

It believes in giving maximum satisfaction to the customers with leaders in the cost structure

它相信，在成本结构方面，领先者将为客户带来最大的满意

It believes in transparency and development of human capital.

它相信人力资本的透明度和发展。

Company is very much compatible with the employees and their diversities as it is providing employee satisfaction to all of its employees

公司与员工及其多样性非常兼容，因为它为所有员工提供了员工满意度

The company is similar in the cultural values like similar organizations as most of the organizations in the aviation sector have the similar cultural values (Strategy, 2006).

该公司的文化价值观与类似组织相似，因为航空部门的大多数组织都具有相似的文化价值。

C] CORPORATE RESOURCES-公司资源

1. MARKETING:营销

The current marketing objectives of the corporation are to get maximum number of customers of all types by making such schemes in which everyone can be accommodated.

该公司目前的营销目标是通过制定这样的方案，使每个人都能得到满足，从而获得最大数量的各类客户。

Its tagline “Now Everyone can fly” says the basic fundamental concept behind its marketing objectives.

它的口号“现在每个人都可以飞了”是其营销目标背后的基本概念。

The corporation effectively found the ways of getting the most effective routes to suit both its cost and customer’s satisfaction.

该公司有效地找到了获得最有效路线的方法，以满足其成本和客户满意度。

The corporation has kept on adding and modifying its features and value added services to provide maximum offerings to increase its sales. The company has also strongly stuck itself to LCC principles.

该公司一直在增加和修改其功能和增值服务，以提供最大的产品以增加其销售额。该公司还坚持LCC原则。

The corporation has also recently announced the commencements of its flights to even far-off places like London.

该公司最近还宣布开始飞往伦敦等遥远的地方。

The corporation has not only offered cheap tickets but also the services like travel insurance, etc. The free tickets on the basis of its point to the customer are another such offering.

该公司不仅提供廉价机票，还提供旅游保险等服务。根据其对客户的观点提供免费机票是另一种此类服务。

All these have also been dynamic and corresponding with its performance and availability of budgets.

所有这些都是动态的，并与其绩效和预算可用性相一致。

The company has very well performed on the basis of its current market position and the position from which it had started during its relaunch. The company has enough promotion and publicity in media through its publicity strategies. The fares of ticket have always been kept as low as possible despite of all sorts of problems coming up like price hikes of oil, etc. The company is even the sponsor of the famous Manchester United Football Club and AT&T Williams Formula one team to have its world-wide promotion. The market size of the company is expanding with the launch of its several multinational collaboration and establishment of the joint ventures in Indonesia, Thailand, Australia, etc. Besides, its primary product of airline tickets its several other products include internet check-in services, Xpress boarding services, mileage programs, Citibank-Air Asia Credit Card, etc. The company is able to earn for the same product easily from the developed region in comparison to that in developing region. This shows a trend that the basically the marketing strategy of a company should cover every section of the society in order to have maximum profit. This trend had been a fair impact on the success rate of a company and surely will be in the future too. The marketing of its products gives the company massive advantage over its competitors.

根据目前的市场地位和重新启动时的地位，该公司的表现非常出色。该公司通过其宣传策略在媒体上进行了充分的宣传和宣传。尽管出现了各种各样的问题，如油价上涨等，但票价始终保持在尽可能低的水平。该公司甚至是著名的曼联足球俱乐部和AT&T威廉姆斯一级方程式赛车车队的赞助商，以在全球范围内进行推广。该公司的市场规模随着其在印度尼西亚、泰国、澳大利亚等地的多家跨国合作和合资企业的成立而不断扩大。此外，该公司的主要机票产品以及其他一些产品包括互联网值机服务、Xpress登机服务、里程计划、花旗银行亚洲航空信用卡等。与发展中地区相比，该公司能够从发达地区轻松获得相同的产品。这表明了一种趋势，即一个公司的基本营销策略应该覆盖社会的各个阶层，以获得最大的利润。这一趋势对一家公司的成功率产生了相当大的影响，未来也必将如此。其产品的营销使该公司比竞争对手具有巨大优势。

The marketing strategies of the corporation have beaten all its major competitors both in terms of profits and customer’s satisfaction. The marketing managers have accepted these tools and techniques to evaluate the performance of a product. Marketing is highly dependent upon the political and socio-economic conditions prevailing in a country and hence same marketing strategy cannot be applied for adjustments in all the countries. The marketing takes an overall account in every dimension and hence the environmental sustainability has to be a guiding factor in marketing policies.

该公司的营销策略在利润和客户满意度方面都击败了所有主要竞争对手。营销经理已经接受了这些工具和技术来评估产品的性能。营销高度依赖于一个国家的政治和社会经济条件，因此不能在所有国家采用相同的营销策略进行调整。营销在各个方面都考虑到了整体因素，因此环境可持续性必须成为营销政策的指导因素。

2. FINANCE:财务

Corporation’s current financial objectives, strategies, policies and programs have been with high hopes of return.

该公司目前的财务目标、战略、政策和计划一直被寄予厚望。

The corporation had to invest much on the purchase of flights, managing the crew of a debt-ridden firm and maximize its scale in a very less time.

该公司不得不在购买航班上投入大量资金，管理一家债务缠身的公司的机组人员，并在很短的时间内实现规模最大化。

The finance has been clearly mentioned but under the limitations of its past performance.

财务问题已被明确提及，但受到其过去业绩的限制。

They have been exactly consistent with the objectives, policies and strategies of the corporation. The corporation’s finance in the activities of setting up of hubs within and outside Malaysia with the collaboration of other corporations helped them to gain several direct or indirect benefits.

它们完全符合公司的目标、政策和战略。该公司与其他公司合作，在马来西亚国内外建立中心的活动中提供资金，帮助他们获得了一些直接或间接的利益。

Its financial services like holiday products and all, charge for meal as customer desires, online and SMS bookings, medical care, etc did enough cash flow but in return it got enormous level of attachment with the customer who would always like to stick to AirAsia for its services.

它的金融服务，如度假产品等，根据客户的意愿收取餐费，在线和短信预订，医疗保健等，都提供了足够的现金流，但作为回报，它与客户建立了巨大的联系，因为他们总是希望继续使用亚航的服务。

The smart finance policies of finance showed a trend of financing the long-term goals and objectives without compromising with the immediate ones can be an effective way to earn maximum economic profits. The past effects are already shown by the AirAsia and in future it is expected no less. This analysis strongly supports corporation’s past and pending strategic decisions. The financial success in terms of returns provides company with a competitive advantage.

明智的金融政策显示出一种趋势，即为长期目标和目标提供资金，而不损害眼前的目标。这是获得最大经济利润的有效途径。亚航已经显示了过去的影响，预计未来也会如此。这一分析有力地支持了公司过去和未来的战略决策。回报方面的财务成功为公司提供了竞争优势。

The financial performance of the corporation can be very well compared to others with the fact that out of many corporations based on LCC, it became number one in 2008. The profits were always high and when the MAS tried to have a price war it had to suffer huge losses. The finance is quite adjustable to the condition operating in various countries. The coping up of finance with global finance issue was also very well proved by the corporation during the period of global recession.

与其他公司相比，该公司的财务表现很好，事实上，在许多基于LCC的公司中，2008年该公司排名第一。利润总是很高，当MAS试图进行价格战时，它不得不遭受巨大损失。金融可以根据各国的经营状况进行调整。在全球经济衰退时期，公司也很好地证明了金融应对全球金融问题的能力。

Also, the finance managers play a very important role in strategic management as they are the ones who evaluate the effectiveness and acceptability of the strategies made and implemented.

此外，财务经理在战略管理中扮演着非常重要的角色，因为他们是评估制定和实施的战略的有效性和可接受性的人。

3. OPERATIONS AND LOGISTICS 营和物流

The current service objectives, strategies, policies and programs of the corporation are not much different from those meant for the organization as a whole. They are meant for sale but with ensuring of its reputation and sustainability in the market. The services provided by the AirAsia are accurately meant for achieving its mission and objectives. They are clearly stated and structured with the requirement in the market. Also, they have always been revolutionary and innovative in their respective approaches.

公司当前的服务目标、战略、政策和计划与整个组织的服务目标没有太大不同。它们旨在出售，但要确保其在市场上的声誉和可持续性。亚航提供的服务是为了实现其使命和目标。它们是根据市场上的要求明确规定和结构化的。此外，他们在各自的方法上始终具有革命性和创新性。

The cost effective and high quality services have the capabilities of not only bringing the ultimate customer satisfaction but also the favorably high returns of profits. Although the company has now started to focus internationally but still it has not been deviated from its initial aim of becoming the market leader of the domestic market. The purchasing is being handled on the very basis of its requirement. The other points to be highlighted are vulnerable to unexpected natural disasters, local or international strikes, hikes in prices of the materials and the other issues.

具有成本效益和高质量的服务不仅能够带来最终的客户满意度，而且能够带来有利的高利润回报。尽管该公司现在已经开始专注于国际市场，但它仍然没有偏离其成为国内市场领导者的最初目标。正在根据其要求进行采购。需要强调的其他几点是易受意外自然灾害、当地或国际罢工、材料价格上涨和其他问题的影响。

4. HUMAN RESOURCE MANAGEMENT 人力资源管理

The corporation has also effectively managed its human resource to benefit all. Even during its relaunch it didn’t cut short the employees. It even saw the opportunities in hiring the skilled professionals, workers and other employees. Their objectives and strategies were again consistent with the corporation’s missions and objectives achieving the satisfaction for all even its own employees. There was not even a single considerable instance on clashes between employees and the top managing employers. The policies straight away indicate that they are simple, well stated, less dependent on the performance of the corporation and satisfactory for all of its employees. There have been less grievances, strikes and lay-offs which have been a great cause of success that has been achieved by the corporation till now. The commitment and loyalty of the employees as outcomes of proper HRM can be proved by the instance when Fernandes appreciated the staff’s positive work ethic to overcome the financial issue of mid-2008.

该公司还有效地管理了其人力资源，使所有人受益。即使在重新启动期间，它也没有裁员。它甚至看到了雇佣熟练专业人员、工人和其他员工的机会。他们的目标和策略再次符合公司的使命和目标，实现所有员工甚至自己员工的满意。雇员和最高管理层雇主之间的冲突甚至没有一个相当大的例子。这些政策直截了当地表明，这些政策简单、表述明确，对公司业绩的依赖性较小，对所有员工都满意。到目前为止，公司成功的主要原因是抱怨、罢工和裁员减少了。费尔南德斯赞赏员工积极的职业道德，以克服2008年年中的财务问题，这可以证明员工的承诺和忠诚是正确的人力资源管理的结果。

5. INFORMATION TECHNOLOGY 信息技术

The role of Information Technology was another important factor involved with the successful AirAsia. The current objectives and strategies of the corporation regarding IT is to advertise its features and services, add the services and products to the catalog and solve various issues regarding the customer care with direct interaction with them. They are clearly defined with no dependence on budget or performance. They have been implemented for the better accomplishment of corporation’s goals and objectives.

信息技术的作用是亚洲航空成功的另一个重要因素。公司当前关于IT的目标和策略是宣传其功能和服务，将服务和产品添加到目录中，并通过与他们的直接互动来解决与客户服务相关的各种问题。它们被明确定义，不依赖预算或绩效。它们的实施是为了更好地实现公司的目标。

Many of the value added services are handled by IT by providing the travelers with the interface for online booking, internet check-in service, cancellations, etc. The “Real 5 star” rating was another example of this kind. The IT played a very important role in assisting the managers in taking the decisions and decides the immediate strategy. The database of the customer could be easily maintained, the complaints of the customer is speedily managed with the help of Information Technology. This analysis emerges a trend that in this era of boom in IT sector, the appropriate use of IT is a must for any kind of business. This had a positive impact on the business model of AirAsia and surely with the expansion of IT sector the positive impact obviously would be there.

许多增值服务都由IT部门处理，为旅行者提供在线预订、网上值机服务、取消预订等界面。“Real 5星”评级是此类服务的另一个例子。IT在协助管理者做出决策和决定即时战略方面发挥了非常重要的作用。客户的数据库可以很容易地维护，客户的投诉可以在信息技术的帮助下快速管理。这一分析显示出一种趋势，即在这个IT行业蓬勃发展的时代，任何类型的企业都必须正确使用IT。这对亚航的商业模式产生了积极影响，随着IT部门的扩张，肯定会产生积极影响。

STRATEGIC FACTORS 战略因素

Four Important Internal Factors:四个重要的内部因素

The marketing innovations and its implementation.营销创新及其实施

The smart finance policies with the fixed priorities which should also be at the correct time.

具有固定优先级的智能金融政策也应在正确的时间。

The proper use of available manpower, avoiding confrontation among them for maximizing the proper functioning capability of the corporation.

正确使用可用的人力，避免他们之间的对抗，以最大限度地提高公司的正常运作能力。

The efficient use of the resources like Information Technology, etc.信息技术等资源的有效利用。

Four Important external Factors:四个重要的外部因素

The government policies and the relationships with the government.政府政策和与政府的关系。

The natural environment and the calamities that can unexpectedly occur.自然环境和可能意外发生的灾害。

The economic, social and cultural factors of a country.一个国家的经济、社会和文化因素。

Rivalry with other corporations.与其他公司的竞争。

The current mission and objectives can be justified in the light of available resources, problems and the environment and they are achieved and will be achieved at an appreciating rate in the future looking at the present prospectus.

根据现有资源、问题和环境，目前的任务和目标是合理的，并且从目前的招股说明书来看，这些任务和目标已经实现，未来将以不断增长的速度实现。

STRATEGIC ALTERNATIVES:战略备选方案

The corporation can further go ahead with more effective use of IT.公司可以进一步更有效地利用信息技术。

The dual seat system can be implemented in domestic level too.双座系统也可以在国内实施。

The corporation has enough expanded and it can now open its chain to other South-east Asian countries, where such strategies would be highly invited.该公司已经有了足够的扩张，现在可以向其他东南亚国家开放其连锁店，在这些国家，此类战略将受到高度欢迎。

BUSINESS LEVEL STRATEGY ADOPTED BY AIRASIA 亚洲航空采用的业务级战略

The business model of AirAsia is well established and fairly ideal for other industries as well. With the perfectly set goals, mission and listed strategy ensures the well functioning of the corporation. Foundation of the corporation is based upon low cost, efficiency, stimulation of new markets and strong cash flow. Strategies highlight the concepts of simplicity, quality services at low cost, etc. And the vision is to continue to be lowest cost in the market.

亚航的商业模式已经确立，对其他行业也相当理想。凭借完美设定的目标、使命和列出的战略，确保了公司的良好运作。公司的基础是低成本、高效率、刺激新市场和强大的现金流。战略强调了简单、低成本的优质服务等概念，其愿景是继续保持市场最低成本。

The corporation started its business with just three aircraft in 2002 which grew to the number 72 in 2008. The corporation has enough popularity in print and electronic media. With its low cost and high quality services and the customer’s satisfaction with the products of the corporation, the corporation has emerged out as a market leader in the industry.

2002年，该公司仅用三架飞机开始业务，2008年增至72架。该公司在印刷和电子媒体上有足够的知名度。凭借其低成本和高质量的服务以及客户对公司产品的满意，公司已成为行业中的市场领导者。

According to the porter’s five forces model, absolute cost advantage, government policies, fulfillment of capital requirements, its proprietary products, value added services, and the importance given to the supplier clearly indicates that the strategies opted by the corporation are suitable for it. The buyer’s inclination to the substitute, switching costs, and corporate stakes are the obvious risks for the corporation. (Porter’s Five 

根据波特的五种力量模型，绝对成本优势、政府政策、资本要求的实现、其专有产品、增值服务以及对供应商的重要性清楚地表明，公司选择的战略适合于它，公司股份是公司面临的明显风险。本站提供各国各专业留学生Case Study代写或指导服务，如有需要可咨询本平台。