Air Asia: what has made it Asia's largest budget airline?

The success of Asia’s largest budget airline, Air Asia is analysed in this paper with a view to gain an insight into the factors that have contributed towards it. Air Asia’s management has concentrated on costs efficiencies, attention to controllable variables that reduce total risk and replication of the multi-hub model that generates operational efficiencies along with the creation of a regional identity that has gone a long way in making this airline what it is.