Air Asia.

SWOT Analysis
 You now have all the necessary material for a SWOT (strengths, weaknesses, opportunities and
threats) analysis. You may choose to integrate these elements into a table. Make sure that the
SWOT analysis contains the issues identified and discussed in your external and internal analyses
from the previous steps – there should not be any new material here. The main task here is to
integrate the issues you have discussed before, and explain why they are strengths, weaknesses,
opportunities and threats for the firm.

Analysis of current strategies
 Identify and discuss the firm’s current strategies, explaining why they have been adopted.  Discuss
whether the current strategies address the identified external threats and opportunities, as well as
take advantage of internal strengths and weaknesses.

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