As for recommendation, AirAsia should use E-Commerce to enhance their organization IT capabilities They should hire someone or team who is more expert in IT to oversee the electronic commerce system, improve web design and include more payment methods as deemed fit. As for organization who is operating in fast moving service industry, the IT expert team will meet up regularly to review the electronic commerce system, gather the problem that surface and provide solutions and recommendation to each problem. The IT expert team also could collaborate with Revenue Management System in financial and marketing team and together they can determine the most effective way to management inventory and revenue. Undoubtedly, there will be a risk when implanting this method such as it increases the possibility of making wrong decisions and can caused huge impact for Air Asia. There is also possibility where the collaboration of the teams to be unsuccessful due to the barrier of culture.
In conclusion, Air Asia needs to aware and consider with the strategic management. The reason of the airline industry is a unique and complex industry is not just how to reduce cost and make the operational activities running effectively but AirAsia needs to come out with the strategy that can make competitive position that the company performs different activities from rivals or performing similar activities in different ways to achieve their business successfully and the last one is because the effect of globalization and E-commerce becoming an effective tool in a company nowadays.