MANAGING COMPETITIVE ADVANTAGES OF THAI AIR ASIA
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Abstract
The research entitled “Managing Competitive Advantages of Thai Air Asia” aims to 1) to study the characteristics of competitiveness management of Thai Air Asia, 2) to identify competitive advantages of Thai Air Asia in low cost airline industry, 3) to study and analyze how Thai Air Asia maintains its top position in Thailand’s low cost airline industry. This study is qualitative research of depth interviews which key informants including 9 personnel in Thai Air Asia such as CEOs, management team, and operational officers, and 10 other informants who are actively involved in airline business and others.
The results of study indicated that Thai Air Asia are being selective in its competitive strategic management, diversifying it into the dimension of Management Innovation and Innovation Management dimension, Total Quality Management dimension, Leadership Dimension, Organizational Culture dimension, and Employee Engagement dimension. Thai Air Asia’s “Core Competency” lies mostly in its cost efficient management, the factor differentiating Thai Air Asia’s competitiveness with those of others in the low cost airline industry. These include an innovation management of the holding company and always maintain its low-cost structure. Moreover, there are efficient procedures of selecting appropriate type of staff members, cultivating an attitude, and creating strongly organization culture. Also use the dynamic pricing strategy which made Thai Air Asia become the leader of low cost airline efficiently and sustainably.
Keywords: Competitive Management, Low Cost Airline, Thai Air Asia
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References
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