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ANALYSIS
LAGUITA
LEGUA
N
AIR
ASIA
SDN BHD
Summary
WEAKNESSES :
D 1. Implementation of latest technologies that
C requires huge amount of investment
2.Offers no-frill flights which do not include meals B
and lounge facility, online reservation system. A
3. Delayed flights due to high aircraft utilization
III. AREAS OF CONSIDERATION
D OPPORTUNITIES :
C 1.AirAsia was the first successful low cost airline
in the Southeast Asian region. B
2. The corporation has enough popularity in print A
and electronic media
3. Ticket-less travel
4. Wide network of routes and destinations
especially places not covered by regular airlines
D III. AREAS OF CONSIDERATION
C THREATS :
1. There are many LCCs in the region B
that also offer low fare.
A
2. Management of cost of fuel
III. AREAS OF CONSIDERATION
THREATS :
5. Local ground coffee is patronized more in the
D country.
C 6.Some local ground coffee are sold in
significantly lower prices. B
7.Nescafe products were distributed not only by A
Nescafe but also private importers who brought
completely genuine Nescafe products with
identical brand names and denominations but
priced significantly lower.
8.Large marketing and distribution network of
Nescafe brand.
D
C IV. ASSUMPTION B
This study did not provide for any assumptions. A
V. ALTERNATIVE COURSES OF ACTION
D DISADVANTAGES
1. Delayed flight schedules due to high utilization C
of aircrafts B
2. People may questioned the safety of the plane A
since its in a low cost
3. Non-refundable fare
4. Baggage restrictions
VI. ANALYSIS
ACA 2:
ADVANTAGES
1. It increases brand image and publicity.
D ADVANTAGES
C
1. People from different regions and countries
B
will get information and be familiarized about
the brand AirAsia
A
2. Elevate AirAsia credibility and status
3. An association with a successful team reflects
favourably
4. Increase in sales
VI. ANALYSIS
ACA 3:
D
DISADVANTAGES C
1. Additional cost to the company B
2. Team may have losing season or lose A
popularity
DECISION MATRIX
* Legend
1 – Good
2 – Better
D 3 – Best
C
Definition of terms: B
·Effectiveness – the capability of an action in producing a desired
result.
A
·Efficiency – signifies a level of performance that describes using the
least amount of input to achieve the highest amount of output.
·Ease o - considers the perceived duration of the implementation
period of the respective ACAs.
·Budgetary requirement - considers the perceived cost or budgetary
requirement of the respective ACAs.
Decision Criteria ACA 1 ACA 2 ACA 3
Effectiveness
2 3 1
D Efficiency
1 2 2
C
Ease of Implementation
2 3 1 B
Budgetary Requirements
3 1 2
A
Total
8 10 6
VII. CONCLUSION
Evaluation of the brand strategies Top management and Annually Survey and
implemented through conduct of Marketing Department Feedback
surveys and client feedback Report
mechanisms
THANK YOU!