On December 28th, 2014, contact was lost with Indonesia AirAsia flight QZ8501, taking 162 folks, after it left Surabaya, Indonesia bound for Singapore. All passengers were considered dead.
Until this horrible incident, AirAsia and its various allied airlines, which contained AirAsia X and Indonesia AirAsia, together with several other airlines organized in joint ventures throughout Southeast Asia, had recorded increasing profits, rapid expansion and, until this episode, a sound safety record.
The business was buoyed by a knowledgeable marketing strategy as well as the direction of its own founder that was flamboyant. He was concerned now about how the business of AirAsia would be affected in the short and long term. Should he postpone or even stop some of his competitive growth initiatives?
PUBLICATION DATE: February 26, 2015 PRODUCT #: W15037-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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