able of Content…………………………………………………………………2
1. Abstract……………………………………………………………………...3
1.1 Conclusions……………………………………………………………...3
1.2 Recommendations……………………………………………………….4
2. Introduction……………………………………………………………….…5
3. Background to AirAsia……………………………………………………..6
3.1. Organization Definition………………………………………………..6
3.2. Looking at the Organization……………………………………………
4. Industry Framework Analysis………………………………………………..
4.1. Porter’s 5-Forces Model…………………………………………………
4.2. External factors using a PEST analysis…………………………………
4.3. Internal factors using a SWOT analysis…………………………………
5. Conclusion and Recommendations…………………………………………..
5.1. PEST
5.2. Task 2: Technological Change………………………………..
5.2.1 Analyze Policies and Decision Making
5.2.2 Evaluate Effectiveness and Response
5.2.3 Demonstrate Areas of Improvement
5.3. SWOT…………………………………………………………………
6. References………………………………………………………………….
7. Appendices…………………………………………………………………
Appendix 1 Porter’s 5 Forces Model…………………………………………..

1. Abstract
This report consists of an internal and external analysis of AirAsia using various methods including a PEST, Organization analysis, SWOT analysis and Porter’s 5 forces model. The main outcomes of the report are:
1.1 Conclusions reached:
1.2 Recommendations reached:
2. Introduction
The company chosen for this report was AirAsia. The assignment required that:
• A management report of 3,500 to 4,000 words is written on an organization. The report should describe, analyze and assess the impact of external and internal factors on the organization and evaluate the organization’s responses
• In relation to technological change, analyze how it influences policies and decision making, critically evaluate the effectiveness of the organization and recommend areas for improvement in response for the organization.
The company has been analyzed using the aforementioned procedures