When everyone has similar business model, what makes them standout are the little details, such as better service, more products and other activities. These are advisable for the business to do, in order to continue staying competitive. The business already has a strong corporate and human culture in the workplace setting, therefore, they just need to continue with this, and ensure that the human and worker participation is always there to improve and constantly develop their workforce. This is the only significant advantage that AirAsia has in terms of internal capabilities and resources that others cannot imitate. Another important thing to also focus on is on AirAsia itself and they should disinvestment from Air Asia X, as studies have suggested that the international routes are less profitable than domestic and nearby routes, where AirAsia can continue to make significant profits (Flight Global, 2010; Case Study, 2015)
In conclusion, AirAsia in general is a sustainable business model, due to the competitive parity strategy, that is, they are competing with its rivals on bits and pieces, rather than a whole new resource or capability that is significantly different from its competitors. It is important to note that the service standards are going to only go higher as they engage in travelling into larger and broader international markets, therefore, they should continue to work on worker mentality and service orientation to continue supporting them in their expansion strategy.