" AIRASIAName[COMPANY NAME][Company address] Executive Summary This paper provides in-depth analysis of the key management, operational issues & financialissues of AirAsia. AirAsia was founded in 1993 and started functioning in 1996. It was aturbulent start for the AirAsia which had heavy financial losses as it branding itself as Asialowest cost carrier. It rebranded & launched itself in 2005. SWOT analysis, PESTLE, PORTER,BCG has been done to understand the internal & external factors which are affecting thecompany. Finally, conclusion is drawn, in discovering the branding & imaging of the company.1 Table of ContentsExecutive Summary ...................................................................................................................................... 2Background ............................................................................................................................................... 3CompanyOverview.................................................................................................................................... 4Discussion .................................................................................................................................................. 4The Competitors ................................................................................................................................... 7Analysis of AirAsia Factors.......................................................................................................................... 8SWOT .................................................................................................................................................... 8Porter Five Forces ................................................................................................................................. 9Porter Value Chain .............................................................................................................................. 10BCG Matrix .......................................................................................................................................... 11PESTLE ................................................................................................................................................. 12Marketing Plan.......................................................................................................................................... 13Proposed Strategy..................................................................................................................................... 14Conclusion .................................................................................................................................................. 15References................................................................................................................................................. 162 BackgroundStarted in 2001 but began its operation in 2005 & Tune Air Sdn Bhd (Tune Air) acquiredAirAsia. Ever since it’s most successful airlines with low-cost carrier & changes its image from aloss making to a successful profit Venture centre. It has tagged its brand image of the low-costcarrier.Now Air Asia is among the top air carriers & has branded its image as a low-cost carrier. It’s ona growth spree since 2005. Expanded globally with the 108 routes & having a fleet globally ThaiAirAsia , Indonesia Air Asia, Malaysia etc. Keeping the costs at a bare minimum & makingcustomers happy along with satisfied journey is the basic aim of Air Asia. Its tagline of 'NowEveryone Can Fly', operating in high efficiency which is passed on as a low cost to customersinstead of focusing just on profits. Every customer is treated differently & provided a bestcustomized service experience. The aim of the investigationThe Aim of doing an in-depth research by analyzing SWOT, PESTLE, BCG & PORTER isunderstood AirAsia strengths, a study in depth competitive analysis, understanding of internal &external factors contributing to the success of AirAsia. The weakness or the threat can always beconquered by strategizing opportunities, resources & situation in a positive outlined manner.Through this we would be able to provide a concrete planning for the AirAsia to identify itspotential opportunities to expand, region wise, grow customer database, satisfy clients &stakeholders etc. By integrating & partnering with the low cost technology it will be able toexpand on larger scale globally & would be able to reap efficient economies of scale. The key isto develop a cost effective strategy to get better visibility expand on a larger scale & couldpenetrate in the new domain easily. Hence planning, execution, management blending with the3 "