Based on the calculation of EFAS and IFAS tables, in G.E. 9-Cell Matrix,AirAsia is in the upper lever with the strategy in concentrating growth throughintergration horizontal. It means strategy of AirAsia shall involves expanding theAirAsia 's existing products into other locations and/or market segments, orincreasing the range of products/services offered to current markets, or acombination of both. It amounts to expanding sideways at the point(s) in the valuechain that the company is currently engaged in. With this horizontal intergration,AirAsia is able to choose from a fairly continuous range of choices, from modestextensions of present products/markets to major expansions -- each withcorresponding amounts of cost and risk.