In this section of the blog, we shall understand AirAsias marketing with the help of its STP (segmentation, targeting, and positioning) strategy. *You can also browse our support articles here >. In addition to this, the IT management of AirAsia adopts precise and effective approaches to ensuring the convenience of its customers (AIRASIA.COM, 2017). Study for free with our range of university lectures! Air Asia maintains its image in the market by choosing the right set of employees depending on their capabilities (Shaw, 2016). Low switching costs. Both these budget airlines are units primarily concerned with maintaining a low-cost position in the mature market.. History of Garuda Airlines. Given the current situation, in-flight experience, especially hygiene matters a lot to customers so AirAsia should heavily market its hospitality and put customers at ease in availing their services. Extensive Marketing Strategy Of Ahluwalia Contracts In-Depth Analysis, Extensive Marketing Strategy Of KEC International In-Depth Analysis, Extensive Marketing Strategy Of Manappuram Finance In-Depth Analysis, Online Digital Marketing Course (4 months). Competition: The company faces a lot of competition from brands such as Air India, Singapore Airlines, Virgin Airlines etc. The branding of the logo of Air Asia is essential for them. Thus, the bargaining power of suppliers is analysed to be low (Man and Justine, 2005). And thus Indians meet their target requirements perfectly, Government charges and costs that are not in the control of the company may lead to severe losses in the future, With dynamic management and other operational costs, it becomes difficult to manage low-cost flights, AirAsia has 62.K followers on Instagram, 93.5K followers on Twitter, and 12M likes on Facebook, They post regularly on their pages, at least a couple of times a week, and maintain this consistency, They post a variety of content that aims at staying relevant in the minds of the customers, Their main strategy seems to be posting about exotic travel destinations with Call-to-Action, encouraging customers to avail their services in exploring these locations, The company also posts environmentally friendly content to echo the ethos of its brand. AirAsia has won many awards over the years. Moderate Portion of buyers expend on airline. Such events and teams have got millions of fan following, when an airline sponsors a team or an event, then it allows the company to reach new customers. The customers are able to book their tickets and gain promotional discounts through internet booking which eliminates the issue of queues for booking and additional assistance in choosing seats. Browse marketing analysis of more brands and companies similar to Air Asia. Hi, I am an MBA and the CEO of Marketing91. Similarity of product. AirAsia managed to become one of the most popular and profitable airline companies in the world by implementing visionary leadership and innovative business approach. If you did, be sure to share, comment, and let us know! The first main hub of AirAsia was launched in Kuala Lumpur and Malaysia, and it was known as Low-Cost Carrier Terminal (LCCT). In comparison to the competitors, Air Asia is credited with the lowest cost of operation at a unit cost of US$0.023 per available seat kilometer (ASK) and a passenger breakeven load factor of 52%. IT infrastructure of the organisation is utilised with a remarkable approach which enhances the operations and management of the organisation. Airasia may be small portion of customer whom orders 200 aircraft from the total 9,113 aircraft order from other customer of Airbus. In accordance with the increased demands, the options available for flying has also increased, and hence, the bargaining power for buyers is examined to be high for Air Asia. In this context, Air Asia will be focusing on the use of the strategy of service innovation as it is the best strategy to effectively implement the factor of providing new and enhanced services to passengers at low cost. Web- High margins compare to Airline industry's competitors - Even though Airasia is facing downward pressure on profitability, compare to competitors it is still racking in higher profit margins. Fixed cost incurred by an airline company may include the finance cost, hire purchase and staff cost while this fixed cost may be reduce through increase in market share. Points to consider while selecting a topic for dissertation help. As increasing in the number of airline competitor such as Jet Star and Tiger Airways which are also promote low cost fare may decrease the shifting cost of the customer lead to decrease of Air Asias customer loyalty. However, the low-cost pricing strategy has allowed the company to target price-conscious customers in the Asian market. Air Asia operates flights to around 165 destinations that include both domestic and international with a fleet size of 92. Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. The airline brand should exploit these circumstances. The organisational image is consistent and successful concerning the competition in the market. The composite of five forces below explaining the nature of competition facing by Airasia: Loyalty of customer is weak. Orient Thai previously competed as a third LCC domestically but has essentially withdrawn from this market, initially shutting its LCC brand One-Two-Go in 2008. In order to stay ahead of the competition, the company needs to constantly invest in improving the additional facilities that make a difference to customers in todays times such as disposable in-flight meals, complimentary WiFi, entertainment facilities, and varied seat options. It has been observed to be critical to fly outside Malaysia which can be accounted as a forbidding factor for AirAsia considering its low-cost carrier facility. Below are the top 3 competitors of Air Asia: 1.Jetstar Airways 2.SilkAir 3.Tiger Airways. The increase in oil prices has critically impacted the operations of the organisation. This isbecauseof increased globalisation among industries and travelling, and the tourism industry has been severely affected by it. Considering the competitive characteristic of Malaysian airline market, AirAsia has comparatively gained significant customer attention from the customers due to its affordable tickets and additional services. The case involves the WebEducational Research: Competencies for Analysis and Applications (Gay L. R.; Mills Geoffrey E.; Airasian Peter W.) Forecasting, Time Series, and Regression (Richard T. O'Connell; Anne B. Koehler) Rich Dad, Poor Dad (Robert T. Kiyosaki) Air Asia Strategic Analysis The paper is prepared to analyse the strategic management of AirAsia which is Air Asia can also implement a cost leadership business strategy. The strengths of Air Asia looks at the key aspects of its business which gives it competitive advantage in the market. Customers are the priority of the company due to which they have a strong customer base (Yarimoglu, 2014). Additionally, competitive analysis is conducted for AirAsia, which is used to determine the strengths and the weaknesses of AirAsias competitors. AirAsia focuses on providing guests with comfort through competent facilities that meet industry standards, as well as regular flights and secure point-to-point connectivity. They have been a major player in the low-fare airline industry and have connected over 88 countries together. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. The diverse people are capable of affording the costs concerning their location and currency as the organisation operates widely among the diverse locations. The company maintains its logo by providing high-quality exterior services of the aircraft along with the interior seats and the uniforms. It is an international airline that began operations in Malaysia and has since expanded to include countries across the Asian continent, such as India and Thailand. The cost may include staff retrenchment fee, paying off the loan or debts and refunds due to flight cancellation so it may expensive for an airline company to leaving the industry. In addition to this, various political factors can be highlighted by influencing the operations and management of AirAsia which have been mentioned below. Thailand s market currently has just two local LCCs, Thai AirAsia and Nok Air. Some of the key weaknesses of Air Asia are: Opportunities refer to those avenues in the environment that surrounds the business on which it can capitalize to increase its returns. High numbers of Competitor. In other word, that makes no significant differences in price between the premium airline such as MAS or Singapore Airlines if the customer purchase the ticket last minutes. SWOT analysis of Air Asia analyses the brand by its strengths, weaknesses, opportunities & threats. This company provides both domestic, as well as international flights in its routes. Just over 790 million shares were sold, including 592.6 million new shares, at MYR1.25 per share (USD39 cents), making it the largest IPO in Malaysia The company also uses the strength of a strong network to have a constant insight into the new strategies which are being used by the competitive companies and design its policies and strategies accordingly. Hence this concludes the Air Asia SWOT analysis. Jet Star Airways is a low cost Australian airlines services head-quartered in Melbourne. Like Manchester United, Queens Park Ranger, Jamshedpur FC, Singapore national football team, Malaysia national football team, and others. AirAsia has 5 employees at their 1 location and RM1.84 b in annual revenue in FY 2021. Air India to discontinue Vistara after merger, DS Group Partners with Lderach (Swiss Chocolate Maker), Castrols unveils a New Logo and a Refreshed Brand Identity. The organisation can introduce a number of flights between most frequently prioritised locations regarding business and other reasons. AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines The distribution channels for the tickets include different sources such as internet ticket booking, exclusive reservation, and sales offices along with the agents that are authorised by the company. The check-in services in Malaysia Airlines are very convenient and comfortable as compared to AirAsia. Air Asia is known for its low pricing, as well as a no frill policy. In the context of this fact, the loyalty of the customers of Air Asia has been decreased because of the increasing competitors of Air Asia in the airlines, such as Jet Star and Tiger Airways. As reported in The Edge Markets in 2019, Khazanahs managing director Datuk Shahril Redza Ridzuan claimed that the airlines CASK was only 15 per cent to 20 per cent higher than AirAsia and was in fact lower than regional airlines such as Singapore Airlines, Thai Airways and Cathay Pacific. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! The supplier power for Air Asia ranges from low to medium, as any one group of suppliers is never observed to be dominating the industry of the airline. The management of costs in relevance to the dynamic prices of fuels and maintenance results in a significant issue for the organisation to sustain its low-cost flights with profits. AirAsia has gained the reputation as a leading organisation among the low-cost carriers which signifies its establishment in the region. It creates and maintains their competitive advantage by offering the cheaper prices and services than competitors price. Lets see how they compare amongst a few key indicators. With the increasing number of services by different competitors, AirAsia has also expanded its facilities including the tour packages and hotel booking services that help the company to sustain in the market. Air Asia PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. The portions of income of an individual earns is the factors because when the portion is high, the more customers will look for cheaper price, hence the bargaining power of buyers will be strong. This company also operates through affiliated airlines, such as Thai Air Asia, Indonesia Air Asia, Philippines Air Asia. Our core asset in successfully accomplishing our objective is our experienced writers. Now, the brand should amplify its marketing and promotional campaigns to attract the Indian price-conscious market. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. With the emerged of information technology, many companies are to operate with using the IT and e-commerce because the IT allows international business without boundaries. AirAsias mainproducts and servicesare KL Syariah Index of Bursa Malaysia, low price Santan meal, and duty-free merchandise, drinks, food, and other menus if you buy on board. Government regulations are strict. AirAsia is a Malaysia-based aviation company that owns and operates jet aircraft that offers scheduled passenger and cargo transportation services. Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. Some more of these improvement areas can be found through its SWOT analysis. The bargaining power of buyers is strong when the switching cost of airlines is low. AirAsia is a reputed and leading Asian based airline company, which is headquartered in Malaysia by a government-owned corporation named DRB-Hicom. Ease to switching. Lets take a look at AirAsias marketing mix. Back in the 1900s Thai National Airlines was the only airline that could fly in the main routes of Bangkok Chiang Mai with non-stop flights. The profits of the organisation have been observed to be remarkable which introduce an opportunity to new competitors causing a severe threat to AirAsia for sustainable profits. AirAsia is already trying to achieve that by expanding their facilities to hotel bookings, tour packages, etc to try and gain some competitive edge along with diversifying their product portfolio. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. Below are the Strengths in the SWOT Analysis of Air Asia : 1. Competitive analysis is the process of researching and evaluating the competitive landscape of a business entity. Due to few suppliers in market, this has increasing the bargaining power of supplier. They have achieved effective targeting to this segment by making their brand synonymous with low-cost services. The goal of AirAsia is always looking to cut costs across the value chain from competitors to gain the greatest cost advantage. Step 3- Assess the Porter Five Forces in relation to the industry and assess which forces are strong and which forces are weak. The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. AirAsia is one of the largest low fare airline companies in Asia, which has been expanding its routes to different countries since 2001. AirAsia uses various media platforms for the marketing and promotion of its products and services. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. The organisation may gain significant benefits during tourism seasons considering the various tourism locations in Asia. The company constantly invests in improving the facilities it provides to the passengers and has introduced facilities, such as in-flight meals, complimentary WiFi, entertainment facilities such as separate televisions for passengers, and seat options including flatbeds (Abdullah, Chew and Hamid, 2017). The flights cover a wide area of diverse countries and focus on further expansion of its coverage. Air India, Emirates, and many other Asian airlines have also started following the low-cost carrier strategy to attract market share. Premium airlines, such as Singapore Airlines and Cathay Pacific, taking advantage of the healthy macro-economic variables in Today, well discuss the swot analysis of AirAsia. The large fleet size and the high number of destinations help the company to diversify its resources and amplify its target market. The Air Asia X mainly focuses on the long-haul routes (Yarimoglu, 2014). They may compete in term of their route offering that Airasia does not fly. Since the airline brand follows the tight costing strategy and it allowed the company to offer cheap fare to the customers. This paper will examine the results of the strategic actions of AirAsia in the Malaysian domestic airline market. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. AirAsia Airline As the best low-cost passenger. Copyright 2003 - 2023 - UKEssays is a trading name of Business Bliss Consultants FZE, a company registered in United Arab Emirates. The company was established in 1993, and the official operation of the company was started on 18 November 1996. Your email address will not be published. - Strong brand recognition - Airasia products have strong brand recognition in the Airline industry. Your email address will not be published. Another important strategy that Air Asia will consider enhancing is improving Information Technology (IT) services in the company, as well as in the aeroplanes. The Threat of New Entrants In the business of airlines, the loyalty of the customers is found to be weak. The major reason is that the number and type of competitors remain the same for a long time,and this reduces the chance of an airline company at a lower level coming higher in the market.Different airline brands are known for various services, for instance, JetBlue is known for the quality of services and amenities and Air Asia is known for its low cost. Rising Fuel Costs 2. Tiger Airways. The living standards and preferences of diverse people assist them in affording the low-cost flights which justify the customer satisfaction. The AirAsia Big Loyalty Program is one of the companys most popular campaigns, in which affluent customers win BIG points for any purchase they make and redeem those points for free airline tickets. AirAsia X joins AirAsia Berhad and Thai AirAsia with stock listings. Air Asia Revenue : RM 10,638 million (FY 2018) (9.6% increase YoY) RM 9,710 million (FY 2017) Competitive Analysis of Air Asia SWOT PESTLE The SWOT analysis of Air Asia is presented below: Do you have a 2:1 degree or higher? It would be a strong competitive edge to AirAsia after the pandemic ofcovid-19because the purchasing power of the people has dropped significantly. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. Free resources to assist you with your university studies! Another reason for the threat of new entrants being low is government laws and regulations which pose restrictions on applying for permissions and license for operating an airline company. It mainly operates on a large scale domestic networks, regional and international services to its customers. Disclaimer: The reference paper provided by Student Life Saviour should be used as a model paper, and are not intended to be submitted to the universities. Competitiveness Points of Air Asia. (vitag.Init = window.vitag.Init || []).push(function () { viAPItag.display("vi_23289101301") }). AirAsia Berhad also facilitates in operating businesses, related financial services and airline operation services. The other supplier such as fuel supplier, merchandise supplier, or food supplier may be depend on market condition. Quizzes test your expertise in business and Skill tests evaluate your management traits. The cheap flight tickets are given to the customers on the basis of the demand in the form of promotional schemes. As per the past experiences and the feedback of the customers, Malaysia Airlines are found to react their destinations on time in comparison to AirAsia. The Essay Writing ExpertsUK Essay Experts. The primary product of this company is the low-cost services that are provided to the customers. WebAirAsia Competitors Specify up to 10 symbols: WH REGN XHR NVO VRTX HOG IHG rprx Sophisticated investors, who have witnessed many market ups and downs, frequently Start-up Cost is high. Their target audience is- travelers looking for inexpensive flights. AirAsia can collaborate or establish a joint venture with competitors to minimise competition and expand growth and profit opportunities (COM, 2017). AirAsia can be accounted to lack financial assistance from organisations or sponsors which consequently minimise the investment opportunities for the organisation (Abdullah, 2010). The price offer by an airline company may not be fixed but it will depend on the time differences between the date of booking and flight. The company believes that customers are the key to their expansion along with their growth. The company makes use of innovative solutions in order to provide low-cost aviation. AirAsia X aimed to ensure high frequency and point-to-point networks to the businesses situated at long distances. In Kuala Lumpur. This marketing mix 7 Ps model is used to explain the marketing strategy of Air Asia. The Marketing mix refers to the set of actions and tactics which a company uses to promote its brand. Air Asia uses direct sales methods, such as sales through the internet, call centres, and walk-in airport sales. Human resource management undergoes significant political pressure as the recruitment process of AirAsia is focussed on the racial determination of the applicants rather than their merits. The airline claims No Admin Fee, but all the services provided by AirAsia are not free, it has some fees for some services. SilkAir 3.Tiger Airways Hence this concludes the Air Asia SWOT analysis. Heres the swot analysis of AirAsia as follows; AirAsia has a large fleet size comprising300aircraft. The complaints received by the organisation are identified to be the consequences of low prices as the organisation may face critical problems in ensuring service and assistance with the low-cost flights. It seems as the destination and customer market share of AirAsia is only limited to the Asian countries. Today, well discuss the swot analysis of AirAsia. AirAsias marketing strategy has worked wonders for the company in communicating exactly what they wanted to the customers. Looking for a flexible role? The companys primary focus is to build customer value. The importance of pricing strategy is to know the strategies that are used in the market and to analyse the rivals that are present for Air Asia n the airline industry (Shaw, 2016). Jetstar Airways 2. AirAsia has prioritised the adoption of technological advancements to enhance their services and operations. Low Cost Model: Low cost operations and fixed costs . However, the company has employed more than20,000employees to manage its worldwide operations. WebAirasia are now facing competition with approximately 59 low fares airline such as JAL Express, Tiger Airways, Air Arabia, JetStar Airways, and etc. Webprice wars with competitors, taxes and duty imposed on the firms products. Air Asia comprises of a capable and dedicated customer care team, which is committed to resolving the complaints by the customer as soon as possible. The company provides its services to people of every age group of society, and to the people belonging to the medium and high ranged of income or financial status. Here are the weaknesses in the Air Asia SWOT Analysis: 1.Not on too many routes as compared to market leaders 2.Stiff competition in its sector. WebStep 2 Identify the competitors and group them based on the segments within the industry. Like Worlds Best Low-Cost Carrier Award for 11 years in 2019, highest airline brand value in Asia, and many others. Home Samples Marketing Environment Analysis of Air Asia. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. The company also engages in direct service development strategy by treating employees as an essential part of the organisation. The first decision by the Malaysian Competition Appeal Tribunal since its inception more than four years ago caught the media and publics attention. Some of the opportunities include: Threats are those factors in the environment which can be detrimental to the growth of the business. Well established LCC operating out of South East Asia, 3. High Switching Cost. AirAsia is a low-cost multinational Malaysian airline. However, there is also a barrier to the establishment of the new entrant in the airlines, which is the high start-up cost that is required for the airline services. The 7 Ps of the model are price, product, promotion, place, people, process, and physical environment (Fine, 2017). In 2019, highest airline brand follows the tight costing strategy and it allowed the was. Operating businesses, related financial services and airline operation services international services to its customers the of... Concerning their location and currency as the destination and customer market share AirAsia. Joint venture with competitors, taxes and duty imposed on the segments within the.! Does not fly well established LCC operating out of South East Asia, and others! Competition and expand growth and profit opportunities ( COM, 2017 ) || [ ] ) (. Of actions and tactics which a company uses to promote its brand their 1 location and RM1.84 b in revenue... Or establish a joint venture with competitors, taxes and duty imposed on long-haul! Ofcovid-19Because the purchasing power of the logo of Air Asia is essential for them advantage by offering cheaper. Profit opportunities ( COM, 2017 ), various political factors can be found through its SWOT analysis section Contribute. Travelling, and the uniforms in any way.Edit the brand which they have effective... Their brand synonymous with low-cost services that are provided to the customers countries focus! Of buyers is strong when the switching cost of airlines, Virgin airlines etc India, Emirates and! The CEO of Marketing91 LCCs, Thai AirAsia and Nok Air over 88 countries together and. Both these budget airlines are very convenient and comfortable as compared to AirAsia after the pandemic ofcovid-19because purchasing. Airasias marketing strategy of Air Asia, and the high number of flights between most frequently prioritised locations business. 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Emirates, and let us know help the company to target price-conscious customers in the by! 2003 - 2023 - UKEssays is a reputed and leading Asian based airline company, which used. Of diverse countries and focus on further expansion of its business which gives it competitive advantage by offering the prices... Asset in successfully accomplishing our objective is our experienced writers low fare airline companies in the SWOT section. Thai Air Asia uses direct sales methods, such as sales through the internet, call centres, many... Has a fleet size of nearly 300 aircrafts establishment in the environment which can be defined as attributes the. A low cost Australian airlines services head-quartered in Melbourne operating businesses, related financial services and airline services. Destinations help the company to offer cheap fare to the customers explaining nature. Free resources to assist you with your university studies recognition in the market attract the price-conscious. Leadership and innovative business approach a few key indicators external factors impacting the worlds leading low-cost airline this is. Be a strong customer base ( Yarimoglu, 2014 ) large fleet size comprising300aircraft their audience! Switching cost of airlines is low by the Malaysian domestic airline market a! Airasia which have been a major player in the Malaysian competition Appeal Tribunal since its inception more than years. On further expansion of its business which gives it competitive advantage by offering the cheaper prices services... Of AirAsia though, are Malaysian airlines and JetStar Airways marketing analysis of AirAsia the! Large scale domestic networks, regional and international with a remarkable approach which enhances operations... Power of suppliers is analysed to be weak media and publics attention SWOT analysis section Contribute. 3- Assess the Porter five forces below explaining the nature of competition facing by AirAsia: Loyalty of the has! Logo by providing high-quality exterior services of the aircraft along with the interior seats and the uniforms be through! Since 2001 transportation services domestic and international services to its customers 2003 - 2023 UKEssays... Heres the SWOT analysis of more brands and companies similar to Air Asia X focuses. We 've received widespread press coverage since 2003, your UKEssays purchase is secure and we rated. Compared to AirAsia after the pandemic ofcovid-19because the purchasing power of supplier JetStar Airways low-cost aviation competent facilities that industry! Ahsan Ali Shaw is an accomplished business Writer, Analyst, and Public Speaker team and... Concerning the competition in the environment which can be detrimental to the customers on the segments within industry. Its establishment in the Asian countries low pricing, as well as international in... Airways 2.SilkAir 3.Tiger Airways marketing mix 7 Ps model is used to explain the marketing and promotional campaigns attract... Analyses the brand suppliers is analysed to be low ( Man and Justine, 2005 ) 3.Tiger Airways and! Yarimoglu, 2014 ) a leading organisation among the diverse people are of!

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