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AirAsia X SWOT: challenging times but first mover advantage and fleet flexibility are huge strengths

Analysis

AirAsia X has had a challenging year. Ambitious capacity expansion has come just as market conditions deteriorated, impacting yields and profitability.

AirAsia X's operating margin slipped to a negative 19% in 2Q2014. It has incurred this year some of the largest losses among Southeast Asian airlines, a sector which has generally underperformed.

But the last year also has been about exploiting opportunities and pursuing strategic growth that improves AirAsia X's long-term position. The lack of profitability has been a major weakness but the group has an impressive list of strengths and opportunities.

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