Air Asia Marketing
Contents
Table of Content
Background Information........................................................................................................... 2
Company Analysis.................................................................................................................. 2
I. Segmentation………………………………………………………………………………2
II. TOWS…………………………………………………………………………………….3
Marketing Challenge…………………………………………………………………………7
Recommendation……………………………………………………………………………..7
I. Tap into the growing Asian Market………………………………………………………..7
II. Capitalize on the corporate business………………………………………………………13
Conclusion……………………………………………………………………………………15
AirAsia
Background Information
AirAsia is Malaysian low-cost airline that provides both domestic and international flights. AirAsia started operating on 18 November 1996, it pioneered low cost travelling in Asia. In 2001, the airline which was heavily indebted was purchased by Tony Fernandes's company Tune Air Sdn Bhd. Under his charge, AirAsia has become one of the biggest low cost airlines operating in Asia today. Its main hub is based in the Low Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). As such, AirAsia consumers tend to be from the lower to middle income population. Thai AirAsia and Indonesia AirAsia are subsidiaries of AirAsia and are based in Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively.
Company Analysis
I. Segmentation
AirAsia target market segment consist of three different but overlapping segments that were segmented according to Geographic Segmentation, Demographic Segmentation and Psychographic Segmentation.
AirAsia is targets mainly the Asian market, hence the name AirAsia. As such, they do geographic segmentation by focusing their services primarily in Asia. Being a low cost airline, they are targeting the low to middle income group (demographic) and the cost-conscious travellers (psychographic).
II.
Table of Content
Background Information........................................................................................................... 2
Company Analysis.................................................................................................................. 2
I. Segmentation………………………………………………………………………………2
II. TOWS…………………………………………………………………………………….3
Marketing Challenge…………………………………………………………………………7
Recommendation……………………………………………………………………………..7
I. Tap into the growing Asian Market………………………………………………………..7
II. Capitalize on the corporate business………………………………………………………13
Conclusion……………………………………………………………………………………15
AirAsia
Background Information
AirAsia is Malaysian low-cost airline that provides both domestic and international flights. AirAsia started operating on 18 November 1996, it pioneered low cost travelling in Asia. In 2001, the airline which was heavily indebted was purchased by Tony Fernandes's company Tune Air Sdn Bhd. Under his charge, AirAsia has become one of the biggest low cost airlines operating in Asia today. Its main hub is based in the Low Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). As such, AirAsia consumers tend to be from the lower to middle income population. Thai AirAsia and Indonesia AirAsia are subsidiaries of AirAsia and are based in Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively.
Company Analysis
I. Segmentation
AirAsia target market segment consist of three different but overlapping segments that were segmented according to Geographic Segmentation, Demographic Segmentation and Psychographic Segmentation.
AirAsia is targets mainly the Asian market, hence the name AirAsia. As such, they do geographic segmentation by focusing their services primarily in Asia. Being a low cost airline, they are targeting the low to middle income group (demographic) and the cost-conscious travellers (psychographic).
II.