"external, internal factors is the key to strategies & expand on the larger scale with the givenresources. Discussion on Company OverviewCompany OverviewAirAsia branded itself as low cost airlines & is expanding its wings globally. It has operations inSouth East Asia which has expanded rapidly and it's still the second largest air carrier inMalaysia. It serves from low class to high class & customizes itself to every customer. Thesenior management is quite strategic in approach & it has great leadership style which hasdisplayed immense visibility (Kamisan, 2013).AirAsia's VisionTo serve customer with highly innovative & customized experience & expand more globally.AirAsia's MissionIntegrating satisfying customers along with treating employees equally at class par, making theirjourney a memorable experience.Globally low cost ASEAN brandHigh efficiency integrated to low cost experience of the customer.Maintain the highest quality blended with best services served to customers globally.4 AirAsia's ValuesWith a low-cost fare, making AirAsia a lucrative brand by focusing on below strategies:SafetyFirstHigh-class partners which are adhering to compliance standards & at the same time providing anefficient world airline operations.High Aircraft Utilization:Aiming to reduce travel time to shortest routes, assuring high efficiency operating at low cost.Low FareProviding customer innovative customized services.Streamline Operations:Keeping operations simple & flexibleLean Distribution System:Making an experience to remember.Point to Point Network:Keeping cost low by low operationsProducts and Services offered By Air Asia5 In-flight services:Inbound flight food & drinks provided. Customer requested customized merchandise for e.g. mugs, caps etc.Online services:Tickets can be booked online.Any delays or time lags is updated on the system & notified via SMS services.Chatter -flight: As per every group it provides services to provide meeting to serve individualcustomers.Channels of distributionA number of alternate 'channels' of distribution may be available:Selling directly:Outbound sales forceVia mail order, the InternetTelephone salesSelling indirectly:Agents selling on behalf of the producer.6 Distributor (wholesaler), who sells to retailersRetailer (dealer or reseller), who sells to end customersSales and MarketingAirAsia is operating globally providing A-class international services at a low cost. Domesticallyor be it internationally AirAsia has many competitors to face. Getting into an international model& at the same level, they can face much more tough competitions at every level. Due to local orinternational policies, some airlines can benefit due to the low operational cost & some get easypenetration in the market (Musa,2011).Their strategy to provide low-cost services to the customized customers has helped to marketthemselves on the larger level.BrandingAirAsia through strong advertisement has made a strong presence & good visibility status. Itstagline " Now everyone can fly" . They are always in touch with regular, loyal customers &hence it always has an enhanced customer database.Group Discounts and OffersPromotional strategies, discounts, promotions, aggressive group coupons have helped AirAsia topenetrate deeply into the market (Ng, H.S, 2011). AirAsia provides ticket at discounted prices tobe booked online. If purchased at bulk or group it helps in providing more discounts.2.2Corecompetencies:7 "