Air Asia Operational Information Management in Strategy and Operations

2785 Words Jan 27th, 2009 12 Pages
Operational Information Management in Strategy and Operations: A Case of Air Asia to venture into Regional and International Markets 1.0 Introduction This study was intended to analyze the electronic marketing strategy on a selected budget airline based in Malaysia, Air Asia which aims to identify its potential future market segments. The study also explore on how current information systems strategy adopted by the Air Asia, in which could help the company to strengthen its position as a leading low cost airline and effective new market segment help their mission practically. Therefore, this consulting study would provide a microscopic analysis on the impact of current electronic marketing strategy development process as desired in the …show more content…
E-Commerce makes use of Information and Communication Technology to transfer information through digital or multi-media networks. The aimed of Air Asia to adopt E-Commerce strategy was to make transactions electronically as to enhance relationship with both existing and potential customers. The Internet combined the networks of information, finance, and logistics to enable Air Asia have a faster flow (Tedeschi, B., 1999a). In a recent report by Tedeschi, B., (1999b), who described that, 'An increase in users increases markets, as markets expand, more businesses are attracted, which in turn drives the development of better, more stable and secure technology to facilitate E-Commerce. A stable, secure environment for exchanging mission-critical and monetary information only draws more businesses and consumers to the Internet and ensures the growth pattern continues.' If what Tedeschi B. said was reasonable, then E-Commerce was the exchange of goods and services for value on the Internet was evolving into a more cost-effective, productive and simple way to do business. The preliminary E-Commerce strategies of Air Asia was found that a modest investment in a simple Web site could develop into a commitment to E-Commerce as a major component of the business plan (Buyck, Cathy, 2002). At the stage of development, E-Commerce defined by Air Asia was much more complicated than any other business model could apply, it was evidenced by the combination of information technology
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