Being the pioneer airline to introduce the “LCC (low-cost carriers)” concept in Asia, AirAsia showed a great ability in perceiving the market environment and turn it into opportunities.
Considering micro environmental forces, it analysed carefully its potential customers which, after the 9.11 terrorist attacks in New York, were afraid of long-distance flights and created new demands by offering them affordable tickets and short trips to neighbouring countries. To succeed in carrying this strategy on, the CEO Tony Fernandes made out another essential factor: the company itself. According to Tony, every sector should be committed to work as a unified team with a collaborative attitude; he believed that encouraging a good relationship among his staff would effectively be translated in better results.