Problem: Examine the sustainability of AirAsia's Blue Ocean Strategy in the long term. What measures did the airline take to ensure continuous innovation and market leadership? 1) Market Positioning and Differentiation -carve out a unique market space by identifying and targeting underserved segments. -focusing on offering affordable yet value-added services, -different itself from traditional carriers and emerging low-cost airlines. 2) Customer-Centric Approach -understanding and meeting customer needs beyond just low-cost fares -strives to provide a holistic travel experience -enhancing its value proposition and fostering customer loyalty