Air Asia Project Report
Entry strategy for Airasia
Marketing Management
Table of Contents
Objectives………………………………………………………………………………………………………………….3
SWOT Analysis 4
PESTEL analysis 5
Market Segmentation and Target Market 6
Positioning 7
Pricing Strategy 8
Placement Strategy: 9
Promotion Strategy: 9
Conclusion……………………………………………………………………………………………………………………………………… 11
Appendices 12
References……………………………………………………………………………………………………………………………………..14
AirAsia is a Malaysian low-cost airline headquartered near Kuala Lumpur, Malaysia. AirAsia group operates scheduled domestic and international flights to 100 destinations spanning 22 countries. Its main hub is the klia2 (LCCT) at Kuala Lumpur International Airport (KLIA). The affiliate airlines are Thai AirAsia, Indonesia AirAsia, Philippines AirAsia, AirAsia Zest and AirAsia India .AirAsia X only focuses on long-haul routes. AirAsia 's registered office is in Petaling Jaya, Selangor while its head office is at Kuala Lumpur International Airport.
10 years on after taking a bold chance to start a low cost airline, AirAsia’s CEO Tony Fernandes has built AirAsia from two planes to 115 aircraft today, flying to more than 400 destinations spanning 25 countries, making the slogan “Now Everyone Can Fly” come true. It operates with the world 's lowest unit cost. It has hedged 100% of its fuel requirements for the next three years and achieves an aircraft turnaround time of 25 minutes whereas for others it is 45 minutes to 1.5 hours. AirAsia has a crew productivity level that is triple that of Malaysia Airlines, and achieves an average aircraft utilization rate of 13 hours a day which is 1.5 hours more than the industry average.
Corporate Objective: In the next five years we aim to be the market leader in LCC segment of Indian Aviation industry.
Marketing Objective: 1.In two years duration we aim at converting 30% of our Facebook fans at our AirAsiaIndia page into delighted customers and simultaneously add to our fan base at 10%
Marketing Management
Table of Contents
Objectives………………………………………………………………………………………………………………….3
SWOT Analysis 4
PESTEL analysis 5
Market Segmentation and Target Market 6
Positioning 7
Pricing Strategy 8
Placement Strategy: 9
Promotion Strategy: 9
Conclusion……………………………………………………………………………………………………………………………………… 11
Appendices 12
References……………………………………………………………………………………………………………………………………..14
AirAsia is a Malaysian low-cost airline headquartered near Kuala Lumpur, Malaysia. AirAsia group operates scheduled domestic and international flights to 100 destinations spanning 22 countries. Its main hub is the klia2 (LCCT) at Kuala Lumpur International Airport (KLIA). The affiliate airlines are Thai AirAsia, Indonesia AirAsia, Philippines AirAsia, AirAsia Zest and AirAsia India .AirAsia X only focuses on long-haul routes. AirAsia 's registered office is in Petaling Jaya, Selangor while its head office is at Kuala Lumpur International Airport.
10 years on after taking a bold chance to start a low cost airline, AirAsia’s CEO Tony Fernandes has built AirAsia from two planes to 115 aircraft today, flying to more than 400 destinations spanning 25 countries, making the slogan “Now Everyone Can Fly” come true. It operates with the world 's lowest unit cost. It has hedged 100% of its fuel requirements for the next three years and achieves an aircraft turnaround time of 25 minutes whereas for others it is 45 minutes to 1.5 hours. AirAsia has a crew productivity level that is triple that of Malaysia Airlines, and achieves an average aircraft utilization rate of 13 hours a day which is 1.5 hours more than the industry average.
Corporate Objective: In the next five years we aim to be the market leader in LCC segment of Indian Aviation industry.
Marketing Objective: 1.In two years duration we aim at converting 30% of our Facebook fans at our AirAsiaIndia page into delighted customers and simultaneously add to our fan base at 10%
References: Reinventing the booking cycle to drive revenue (2011). Simplifying.com Retrieved from http://simpliflying.com/2011/top-10-travel-distribution-initiatives-by-airlines-how-airlines-are-reinventing-the-booking-cycle-to-drive/ Book AirAsia by SMS (2003). Travel Weekly Web. Retrieved from http://www.travelweeklyweb.com/book-airasia-by-sms/2469 CII KPMG Indian Aviation Report (2012). KPMG Aviation Report. http://www.kpmg.com/IN/en/Press%20Release/Press-Release-Indian-Aviation-Report.pdf Air Asia India (2014). Wikipedia. http://en.wikipedia.org/wiki/AirAsia_India Air Asia announces two new routes (September 11, 2014). Business Standard. http://www.business-standard.com/article/companies/airasia-india-announces-two-new-routes-plans-to-add-5-more-aircrafts-before-november-114072401124_1.html