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AirAsia Balanced Scorecard Analysis

Financial Perspective

Objective Performance Measures Targets Initiatives


Improve cost structure Plane Lease Cost 5% per year Reduce cash expenses.
Eliminate defects.
Increase asset utilisation Improve yields.
Manage capacity from existing assets.
Make incremental investments to eliminate bottlenecks.
Expand revenue opportunities Market value 50% per year New sources of revenue streams (new products, market
Seat Revenue 45% per year and partners)
Enhance customer value Improve profitability of existing customers.

Customer Perspective

Objective Performance Measures Targets Initiatives


Customer Retention and Number of repeat 75% annual Implement Customer Relationship Management (CRM)
Increasing Market Share: customers. target. system.
Attract and retain more Number of new Increase 10% Provide sustainable promotions to attract new customers.
customers customers annually. Enhance the branding image of AirAsia by leveraging on
regional media and foreign partnership.
Customer satisfaction and Flights are on time. (On- On-time Implementation of customer loyalty program and quality
customer profitability time performance) arrival management.
Lowest prices. rating: #1 Monitor the changes in consumer trends to increase the
Customer ancillary income.
ranking:
#1
Internal Business Process

Objective Performance Measures Targets Initiatives


Operations management On-ground time 30 minutes Cycle-time optimisation.
processes: On-time departure 90% Achieve HR process excellence.
Day-to-day processes by which Maintain a reliable IT infrastructure.
companies produce their Achieve financial process excellence.
existing products and services Develop Innovative Marketing
and deliver them to customers. Communication Program.
Customer Management Reduction in customer On-time arrival To provide rapid responses to dissatisfied
processes: complaints and grievances rating: #1 customers and ensure the operations are
This process expands and Customer ranking: handled effectively.
deepens relationships with #1 Build strategic employee competencies.
targeted customers. Develop effective decision support system.
Develop effective CRM.
Innovation processes: Growth of ancillary Growth rate of ancillary Drive organizational performance.
Developing new products, products and services products and service Propose and deliver transformational
processes and services to should increase 20% applications.
enable the company to annually. Develop Financial Information for
penetrate new markets and improved decision making.
customer segments. Develop Marketing Business
Intelligence
Regulatory and social To ensure the safety Zero aircraft accidents. Ensure Compliance with regulatory
processes: standards of all aircrafts are Creating clean requirements.
These processes help maintained. development mechanism Accelerate new product development ideas.
organization continually earn To reduce carbon emissions projects, with the Implement good environmental policies.
the right to operate in the by purchasing aircraft potential of selling
respective countries. similar to easyJet, that has emission rights in the
proven to minimise its market.
carbon emission drastically.
Learning and Growth

Objective Performance Targets Initiatives


Measures
Human Capital: Strategic job Year 1: 65% Ground crew training
The availability of skills, talent readiness Year 3: 85% Develop strategic and functional finance, marketing,
and know-how required to Year 5: 100% human resource and information technology competence.
support the strategy
Organisation Capital: Strategic brand 100% within the Communications Program
The ability of the organisation to awareness next 5 years. Employee stock ownership.
mobilise and sustain the process Percentage of 40% within the Building the learning culture.
of change required to execute this ground crew next 5 years. Continue to promote the customer focused culture.
strategy. stockholders Foster creative thinking and innovative solutions.
Information Capital: Availability of 100% within the Crew scheduling system rollout.
The availability of information information next 5 years. Expand capabilities with technology
systems, networks and system. Use technology to improve financial information delivery.
infrastructure required to support Enhance IT tools for marketing and IT functions.
the strategy.