How would you describe the business-level strategy of AirAsia? Is it cost leadership, differentiation, focused cost leadership, focused differentiation, or integration? What evidence do you have in support of your conclusion?

AirAsia

Focus Questions:
1. Did Mr. Fernandes enter an attractive industry? What changes affected the attractiveness of the global airline industry?
2. How would you describe the business-level strategy of AirAsia? Is it cost leadership, differentiation, focused cost leadership, focused differentiation, or integration? What evidence do you have in support of your conclusion?
3. What resources or capabilities allowed AirAsia to achieve its competitive advantage?
4. What’s the biggest threat to AirAisa’s competitive advantage? How sustainable is this competitive advantage?

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