CHINDWIN COLLEGE

BTEC HND IN BUSINESS (MANAGEMENT)

ASSIGNMENT COVER SHEET
NAME OF STUDENT
REGISTRATION NO.
UNIT TITLE
ASSIGNMENT TITLE
ASSIGNMENT NO
NAME OF ASSESSOR
SUBMISSION DEADLINE

Unit 7 Business Strategy

AirAsia Strategic Evaluation and Implementation
2 of 2

I, __________________________ hereby confirm that this assignment is my own work and not
copied or plagiarized from any source. I have referenced the sources from which information is
obtained by me for this assignment.

________________________________

_________________________

Signature

Date

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FOR OFFICIAL USE

Assignment Received By:

BS A2 QCF March 2014 CDC

Date:

Unit Outcomes
Outcome

Evidence for the

criteria

Feedback

Assessors decision
First
attempt

Understand
approaches
to strategy
evaluation
and
Selection
LO3

Understand
how to
implement a
chosen
strategy

Analyse possible
alternative strategies
relating to
substantive growth,
limited growth or
retrenchment

3.1

Select an
appropriate future
strategy for a given
organisation

3.2

Compare the roles

and responsibilities
for strategy
implementation

4.1

Evaluate resource
requirements to
implement a new
strategy for a given
organisation

4.2

Discuss targets and

timescales for
achievement in a
given organisation to
monitor a given
strategy.

4.3

Internal
Verification

Rework

LO4

Merit grades awarded

M1

M2

M3

Distinction grades awarded

D1

D2

D3

BS A2 QCF March 2014 CDC

Assignment
( ) Well-structured; Reference is done properly / should be done (if any)

Overall, youve

Areas for improvement:

ASSESSOR SIGNATURE

DATE

DATE

NAME:.........................................................................................

(Oral feedback was also provided)

STUDENT SIGNATURE
NAME :..............................................................................
FOR INTERNAL USE ONLY
VERIFIED
YES
NO
DATE

: ...........................................................................

VERIFIED BY : ...........................................................................
NAME

: ...........................................................................

BS A2 QCF March 2014 CDC

SCENARIO AIRASIA
The following information about the case (see assignment 1 AirAsia) is for
individual purpose and individual use. Its sole purpose is for the individual students
assignment reference only.
COMPANY AirAsia
This case is based on a real life organisation, but details have been changed for assessment
purposes and do not reflect the current management practices. Students are encouraged to
search the internet (especially AirAsia and competitors websites) for cross references in
answering this assignment.

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 its 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 nocost, 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 Australias 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.
AirAsia, still in its expansion phase, has seen its revenue, profits, passengers and
value increase spectacularly in the past 22 months of operations as a low cost
airline.
One of the key success factors is the people behind the transformation. The Chief
Executive Officer, Tony Fernandes, has created a positive environment in the airline.
He was ably advised by the Connor McCarthy, the former Chief Operating Officer of
BS A2 QCF March 2014 CDC

Ryanair, another low cost airline. Cost management is an important element in the
airline management. Tony Fernandez has often said that cost, not other airlines, is
AirAsias enemy.
It will be interesting to follow AirAsias future as it plans to go regional in South East
Asia. Even before leaving Malaysia, AirAsia is already greeted by the major airlines
in the region by these airlines plans to start their own low cost units. In addition to
other smaller airlines, this will be an interesting development to follow. We shall see
if AirAsia can keep everyone flying around the region as it did in Malaysia under the
companys tagline of Now Everyone Can Fly.
Role
You are an assistant research analyst working in a team for a research firm in
Vietnam. You are to provide to your team leaders on the following for the coming
discussion with the client:
Tasks
Your team leader has asked you to compile and submit in a report about
Understanding strategic evaluation, selection and implementation of AirAsia against
other budget airlines for the coming discussion:

Analyse possible alternative strategies relating to substantive growth, limited

growth or retrenchment
3.1

Select an appropriate future strategy for AirAsia

Compare the roles and responsibilities for strategy implementation in two

different organisations (AirAsia against Tiger Airways (or others)
4.1

Evaluate resource requirements to implement a new strategy for AirAsia

3.2

4.2

Discuss targets and timescales for achievement in AirAsia to monitor a given

strategy
4.3

BS A2 QCF March 2014 CDC

GRADING
Pass

is achieved by meeting all the requirements defined in the assessment

criteria.

Merit

Identify and apply strategies to find appropriate solutions

(M1)

Characteristics / Possible Evidence using of relevant theories and

techniques identified future strategy of AirAsia and effective
approaches are used to strategy implementation.
Select and apply appropriate techniques.

(M2)

Characteristics / Possible Evidence Indication of relevant approaches

to strategy evaluation and implementation as well as effective
judgements being made for strategy selection.
Present and communicate appropriate findings

(M3)

Characteristics / Possible Evidence The used of appropriate structure

with logical and coherent arguments have been presented. There are
clear evidences of appropriateness, feasibility and desirability in the
selection of the strategies concerned.
Distinction Use critical reflection to evaluate own work and justify valid conclusions
(D1)
Characteristics / Possible Evidence Evaluation has taken place using
defined criteria such as benchmarking techniques and differing levels
of the organisation
Take responsibility for managing and organizing activities

(D2)

Characteristics / Possible Evidence The importance of

interdependence between functions and resource allocation
recognised. There is also clear evidence of optimising resource
allocation of finance, human resource, material, etc.
Demonstrate convergent, lateral and creative thinking

(D3)

Characteristics / Possible Evidence the generation of ideas with

systematic approach and decisions taken in review and evaluation.
There are indication of self evaluation though the benchmark outcomes
and given time scale for corporate, operational, groups and specific
individuals.

BS A2 QCF March 2014 CDC

PRESENTATION
1. The assignment should have a cover page that includes the assignment title,
assignment number, course title, module title, Lecturer/tutor name and
students name. Attach all the pages of assignment brief/cover sheet with your
report and leave them blank for official use.
2. Ensure that authenticity declaration has been signed.
3. This is an individual assignment.
4. Content sheet with a list of all headings and page numbers.
5. A fully typed up professionally presented report document. Use 12 point Arial
or Times New Roman script.
6. Your assignment should be word-processed and should not exceed 2,500
words in length. A CD should be included with references and
accompanying notes.
7. Use the Harvard referencing system.
8. Exhibits/appendices are outside this limit.
9. The assignment should contain a list of any references used in the report.
NOTES TO STUDENTS FOR SUMMISSION

Check carefully the submission date and the instructions given with the
assignment. Late assignments will not be accepted.

Ensure that you give yourself enough time to complete the assignment by the
due date.

Do not leave things such as printing to the last minute excuses of this nature
will not be accepted for failure to hand-in the work on time.

You must take responsibility for managing your own time effectively.

If you are unable to hand in your assignment on time and have valid reasons
such as illness, you may apply (in writing) for an extension.

Failure to achieve a PASS grade will results in a REFERRAL grade being

given.

Take great care that if you use other peoples work or ideas in your
assignment, you properly reference them in your text and any bibliography.

NOTE: If you are caught plagiarizing, the College policies and

procedures will apply.

BS A2 QCF March 2014 CDC