2.

Corporate Objective
To produce a strategic, timely creative campaign targeting TIMEs readership of
international travelers for Malaysian Airlines. (Refer to Appendix II)

3. Corporate Mission
To provide air travel and transport service that rank among the best in terms of
safety, comfort and punctuality. (Refer to Appendix II)

4. Corporate Vision
An airline uniquely renowned for its personal touch, warmth and efficiency. (Refer
to Appendix II)

AirAsia
Asia's leading airline was established with the dream of making flying possible for
everyone. Since 2001, AirAsia has swiftly broken travel norms around the globe and has
risen to become the world's best. Air Asia was named the Worlds Best Low Cost Airline
in the annual World Airline Survey by Skytrax for five consecutive years in 2009, 2010,
2011, 2012 and 2013 and has been ranked Top 5 among the most recognized and
admired airlines in the Asia Pacific Top 1000 Brands 2008. With a route network that
spans through to over 20 countries, AirAsia continues to pave the way for low-cost
aviation through our innovative solutions, efficient processes and a passionate approach
to business. Together with our associate companies,AirAsia X, Thai AirAsia, Indonesia
AirAsia, Philippines' AirAsia Inc, AirAsia Zest, AirAsia India and Thai AirAsia X, AirAsia is
set to take low-cost flying to an all new high with our belief, "Now Everyone Can Fly".

Click here to view awards & recognition.
AirAsia X
Focusing on the low-cost, long-haul segment - AirAsia X was established in 2007 to
provide high-frequency and point-to-point networks to the long-haul business. AirAsia X's
cost efficiencies are derived from maintaining a simple aircraft fleet and a route network
based on low-cost airports, without complex code-sharing and other legacy overheads
that weigh down traditional airlines without compromising on safety. Guests continue to
enjoy low fares, through cost savings that we pass on to our guests.

AirAsia X's efficient and reliable operations are fully licensed and monitored by Malaysian
and international regulators, and adhere to full international standards. AirAsia X is
committed in offering X-citing low fares, X-emplary levels of safety and care, and an X-
traordinary in-flight and service experience to all our guests - spreading the amazing
AirAsia experience to X-citing destinations in Australia and Greater Asia.
Our vision
To be the largest low cost airline in Asia and serving the 3 billion people who are
currently underserved with poor connectivity and high fares.
Our mission
To be the best company to work for whereby employees are treated as part of a
big family
Create a globally recognized ASEAN brand
To attain the lowest cost so that everyone can fly with AirAsia
Maintain the highest quality product, embracing technology to reduce cost and
enhance service levels
Our values
Safety: Adopting a zero tolerance to unsafe practices and strive for zero
accidents through proper training, work practices, risk management and
adherence to safety regulations at all times.
Valuing our People: Committing to our peoples development and well-being
and treating them with respect, dignity and fairness.
Customer Focused: We care and treat everyone in the same manner that we
want to be treated.
Integrity: Practicing highest standards of ethical behaviour and demonstrate
honesty in all our lines of work in order to command trust and mutual respect.
Excellence in Performance: Setting goals beyond the best and reinforcing high
quality performance standards and achieving excellence through implementing
best practices.
The key to delivering low fares is to consistently keeping cost low. Attaining low cost
requires high efficiency in every part of the business and maintaining simplicity.
Therefore every system process must incorporate the best industry practices.

The key components of the LCC business model are the following;
+ High aircraft utilisation
AirAsias high frequency flights have made it more convenient for guests to travel as the
airline implements a quick turnaround of 25 minutes for short haul flights and 60 minutes
for long haul flights, which is the fastest in the region. This has resulted in high aircraft
utilisation, lower costs and greater airline and staff productivity.
+ No frills
AirAsias fares are significantly lower than those of other operators. This service targets
guests who will do without the frills of meals, frequent flyer miles or airport lounges in
exchange for fares up to 80% lower than those currently offered with equivalent
convenience. No complimentary drinks or meals are offered. Instead, AirAsia introduced
Hot Meals, a range of delicious snacks and drinks available on board at very affordable
prices and prepared exclusively for AirAsias guests. Guests now have the choice of
purchasing food and drinks on board as well as pre-book over the internet which will save
them up to 20% when purchasing their seats.
No free food & beverages. Why give away something that you don't appreciate?
Guests are most welcome to purchase food & drinks at an affordable price from
the cabin crew.
Self-selected or auto-selected seat. Guests may either select their preferable
seats by paying RM30 extra for seat selecting or the online booking system will
auto select seats for guests.
Ticketless airlines. Less hassle for the customer, who doesn't have to worry
about collecting tickets before travelling, and cost-effective for the airlines (paper,
printing, distributing).
No refund. Airlines waste a lot of money when guests do not show up for a flight
due to refunds and rescheduling. Whether a guest shows up or not, the cost of
flight to the airline is the same. LCC are unforgiving to no show guests and do not
offer refunds for missed flights.
BIG Loyalty Program. Members of the AirAsia BIG Loyalty Program will be able
to collect points when flying with AirAsia to redeem FREE AirAsia Flights.
+ Streamline Operations
Making the process as simple as possible is the key of a successful LCC.
Single type of aircraft. Pilots, flight attendants, mechanics and operations
personnel are specialised in a single type of aircraft, which means, among others,
that there is no need for costly re-training of staff, for maintaining a stock with
parts for different types of aircraft, for knowledge and skills in order to operate
and maintain different types of aircraft with their own characteristics, or for new
work requirements.
Single class seating. There is only one class seating, i.e first class, and guests
are free to sit where they choose. Should you want to have the privilege to
choose your seats, you can by purchasing Xpress boarding.
Standard Operating Procedures. SOPs are important to ensure same level of
competence among all the staff. This way we can ensure the homogeneity of
service throughout the company.
+ Cost Optimization Operations
AirAsia strives to maximize profits and offer low fares for high quality service. The
airline has optimized costs by operating a faster turnaround time (25 minutes),
improving aircraft utilization and crew efficiency, providing a no frills service,
using one type of aircraft to save training costs, all of which result in savings
which are passed back to consumers in the form of low fares.
+ Basic Amenities
Secondary airports. Low cost carriers mostly fly to and from airports that are not
necessarily the busiest, for example, London - Stanstead rather than London -
Heathrow. These are often referred to as secondary airports. Operating from so
called secondary airports is cheaper than from the bigger major airports and they
are also a lot less congested and "turnaround times" for aircraft are a lot shorter.
For instance, to minimise fees AirAsia fly into Clark Airbase which is 70km away
from Manila as appose to flying into Manila Ninoy Aquino airport.
Business Lounges. Forget about it.
+ Point to point network
Point to point network. LCC shuns the hub-and-spoke system and embraces the simple
point-to-point network. Almost all AirAsia flights are short-haul (3 hour flight or less). No
arrangements have been made with other airline companies on connecting flights, on
possibilities of flight transfers, nor on having the luggage labeled and passed through
from one flight to another.
+ Lean Distribution System
Distribution costs are something that FSC most often ignore. Very often, FSC relies on
travel agents and from their posh sales office. Furthermore, FSC always blows the
budget by complicating their distribution channels by integrating their systems with
multiple Global Distribution Systems. LCC will keep their distribution channel as simple
as possible and will cover the whole spectrum of the clientele profile. For example,
AirAsia can cater to the most sophisticated European traveler via internet and credit card
sales. And at the same time, AirAsia has an established system to sell our tickets to the
most remote and technology deprived locations, such as in Myanmar.

http://www.airasia.com/my/en/about-us/corporate-profile.page

http://airasia-businessplan.blogspot.com/

http://www.ukessays.com/essays/management/airasia-vision-and-mission-
management-essay.php

http://malaysian-billionaire.blogspot.com/2008/03/air-asia-future-and-
goals.html

http://www.essay.uk.com/free-business-essays/malaysia-airlines.php