4782 Words20 Pages
1.0 Table of Content

Topic Page
1.1 Brief History on AirAsia 2 – 3
2.0 Macro-Environmental PESTEL Analysis 4 - 12
2.1 Undertake a Macro-Environmental Analysis using the PESTEL Framework
2.2 AirAsia Inflation Rate in Malaysia
2.3 Brief Definition on Unemployment Rate
3.0 Porter’s Five Forces 13 - 16
3.1 Analyze the competitive forces within the industry using the Porter’s Five Forces Framework
4.0 Carry out a Customer Analysis 17
5.0 Analyze the competitor’s by conducting competitor profiling 18 - 20
5.1 Recommendations with regards to competing with competitors
6.0 References 21 6.1 Internet References

1.1 Brief History on AirAsia

Prior to its
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What goods and services does a government want to provide? To what extent does it believe in subsidizing firms? What are its priorities in terms of business support? Political decisions can impact on many vital areas for business such as the education of the workforce, the health of the nation and the quality of the infrastructure of the economy such as the road and rail system. * Economic Factors
These include interest rates, taxation changes, economic growth, inflation and exchange rates. As it can be seen throughout the "Foundations of Economics" book economic change can have a major impact on a firm's behavior. For examples, * higher interest rates may deter investment because it costs more to borrow * a strong currency may make exporting more difficult because it may raise the price in terms of foreign currency * inflation may provoke higher wage demands from employees and raise cost * national income growth may boost demand for a firm's products

* Social Factors
Changes in social trends can impact on the demand for a firm's products and the availability and willingness of individuals to work. In the UK, for example, the population has been ageing. This has increased the costs for firms who are committed to pension payments for their employees because their staff is living longer.
It also means some firms such as Asda have started to recruit older employees to tap into this growing labor pool. The

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