Tony Fernandes was recognised as for his outstanding work in AirAsia, and he was awarded by the International Herald Tribute Award and he also became the Malaysian CEO of the year in 2003 (Roy, 2014). Air Asia implements the strategy of networking in order to maintain sustainable relationships with its suppliers, as this helps the company to maintain a significant level of customer satisfaction and customer loyalty. AirAsia X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, on 10-Jul-2013. AirAsias marketing strategy has worked wonders for the company in communicating exactly what they wanted to the customers. Before we get started, lets get to know the company a little more. Specific analysis has been conducted in order to analyse the market environment for AirAsia. Find useful insights on AirAsias company details, tech stack, news alerts, competitors and more. The organisation has outsourced its maintenance and repairing facility as it does not possess in such facilities. The company is constantly using innovative solutions to provide low-cost transportation. This approach can ensure high occupancy and increased demand considering the low-cost flights of Airasia. In the AirAsia case study, we shall decode AirAsias marketing strategy, marketing mix, SWOT analysis, social media presence, and also analyze its competitors. The marketing mixs 7 Ps model is a marketing strategy tool that is used in a business in order to gain the feedback from the market in relation to marketing objectives. Rising Fuel Costs 2. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. The organisational image is consistent and successful concerning the competition in the market. Required fields are marked *. The Essay Writing ExpertsUK Essay Experts. AirAsia was bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-Hicom on 2nd December, 2001 (Soon, 2017). Malindo will compete against AirAsia on all three routes. In addition to this, various political factors can be highlighted by influencing the operations and management of AirAsia which have been mentioned below. Although the two major suppliers of aeroplane structures are Airbus and Boeing, the suppliers of other facilities required in an aeroplane, for hospitality services including food and merchandise, are available in adequate amount in the market. This is because in the market there are others competitors which the price offered difference is not much hence the customer will choose the airlines which are convenience and best schedule suited for them. In addition to this, the IT management of AirAsia adopts precise and effective approaches to ensuring the convenience of its customers (AIRASIA.COM, 2017). Luggage handling is the major factor that is considered by the customer as well as the airlines industries and in context to this fact, Malaysia Airlines provides average 15 kg of luggage, and it does not include any additional charges in case there is few more luggage than the normal capacity provided by the airlines. Malaysia Airlinesis a member of the oneworld airline alliance and it is also considered as the flag carrier of Malaysia which is head-quartered in Kuala Lumpur International Airport. Air India, Emirates, and many other Asian airlines have also started following the low-cost carrier strategy to attract market share. Some of the threats include: If you liked this article, we bet that you will love the Marketing91 Academy, which provides you free access to 10+ marketing courses and 100s of Case studies. It would be a strong competitive edge to AirAsia after the pandemic ofcovid-19because the purchasing power of the people has dropped significantly. 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. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. It has been reviewed & published by the MBA Skool Team. Moreover, it also provides numerous opportunities to travel and explore overseas, developing skills for new cultures. The increasing traffic from India and Indians prefer budget airlines as they are cost conscious 2. Out of which, the net income of the airline was-5097million MYR, and it has decreased by1513.76%. Discover AirAsia alternatives or similar companies to benchmark and competitors' market analysis. The competition will be fiercer if there is high number of competitor, this is a normal phenomenon. 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. AirAsia is known for its low fares and no-frills policy. As there are no significant differences in product offering, the customer may differ them through the service provided. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. AirAsiastop competitorsareAir India,American Airlines,Emirates Airlines,British Airways,Delta Airlines, Tiger Airways, Silk Air, Jetstar Airways, and many others. Lets take a look at AirAsias marketing mix. AirAsia managed to become one of the most popular and profitable airline companies in the world by implementing visionary leadership and innovative business approach. Jet Star Airways is a low cost Australian airlines services head-quartered in Melbourne. The headquarter of the company is in Kuala Lumpur International Airport, Sepang, Selangor,Malaysia. In anchor pricing strategy, the company prices its services along with the tickets at a low price. Start-up Cost is high. There are several brands in the market which are competing for the same set of customers. The important thing the buyers look for is the fly to destination which shows the strong bargaining power of buyers. Furthermore, competitive analysis has also been conducted for AirAsia in this report along with marketing mix 7 Ps and SWOT analysis. The operational region of AirAsia comprises different countries which introduce diversity in religion, language, culture and approaches. Airasia are now facing competition with approximately 59 low fares airline such as JAL Express, Tiger Airways, Air Arabia, JetStar Airways, and etc. This is act as a barrier of entry for the competitor as there are high in capital requirement such as set up of headquarters, purchasing or hiring aircraft, appointment pilots and other staffs like air supervisor. Features, such as improved WIFI and other entertainment facilities, can be improved with the help of latest trends and technologies in the IT industry. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Step 4 - Determine overall industry structure and test analysis of consistency. AirAsia launched AirAsia Berhad in 2001, which provides air transportation services, particularly in Malaysia. The organisation can be witnessed to confront critical competition from the competitors who are facilitating similar costs and additional services and privileges which act as a drawback for the organisation (Man and Justine, 2005). There is no product differentiation while the only different is the airlines packages offered. In Kuala Lumpur. Home Samples Marketing Environment Analysis of Air Asia. The new handles will reflect AirAsia's brand identity and values, and make it easier for customers to connect with the airline and the super app on social media. The large fleet size and the high number of destinations help the company to diversify its resources and amplify its target market. This paper will examine the results of the strategic actions of AirAsia in the Malaysian domestic airline market. The price will be cheaper if you book earlier. The airline has four subsidiaries including Air Asia X, Indonesia Air Asia X, Indonesia Air Asia and Thai Air Asia. AirAsia is headquartered in Malaysia and provides transportation services to its passengers along with cargo and courier services. The article below lists the Air Asia SWOT, competitors and includes its target market, segmentation, positioning & USP. The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. Apart from that, AirAsia engages in popular promotions such as social media advertising, print advertisements, and simple but efficient billboard advertising. For example, they had a #responsibletraveller campaign on Instagram. Air Asia started with only 2 Boeing 737 300 series and started their first point-to-point flights. The competitions are depending on the services provided and the suitability of the flight time for the customer. The first main hub of AirAsia was launched in Kuala Lumpur and Malaysia, and it was known as Low-Cost Carrier Terminal (LCCT). A recipient of numerous awards Air Asia has been consecutively designated as the leading low-cost carrier in the Asian region. The airline offers400destinations both local and international in25countries across the world. WebThe Competitors analysis of AirAsia Flying Low Cost with High Hopes looks at the direct and indirect competitors within the industry that it operates in. The company AirAsia, demographic segmentation is preferred. Step 3- Assess the Porter Five Forces in relation to the industry and assess which forces are strong and which forces are weak. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. The goal of AirAsia is always looking to cut costs across the value chain from competitors to gain the greatest cost advantage. WebAirAsia is largest player in June, with 35% capacity market share Indonesia: Easing restrictions as the country step into transition period. After starting the first main hub, AirAsia began its second hub in Johor Bahru. Air Asia is a low-cost airline headquartered in Malaysia. As per the results of the survey, AirAsia has. The competitions advantage is the centre of a companys performance to face a direct competition. The market has confronted critical competition in the form of new competitors who have also introduced low-cost flights. AirAsia is an experienced brand in the airline industry. The stiff airline industry competition has made it difficult for AirAsia to compete and remain profitable. Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. According to an estimate, theannual revenueof AirAsia in 2020 was2844million MYR, and it has declined by76.02%. Airasia had expanded its services provides to hotel booking as it already has its own hotel (tune hotel) which located not far away from its airport, and tour packages. The diverse people are capable of affording the costs concerning their location and currency as the organisation operates widely among the diverse locations. The microenvironmental analysis for any company or organisation is performed using Porters Five force model. Secondly, microanalysis has also been conducted for AirAsia with the help of PORTERs five forces model. Air Asia is known for its low pricing, as well as a no frill policy. Do you have a 2:1 degree or higher? 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 major competitors for Air Asia as per the market analysis are Jet Star Airways, Tiger Airways, JAL Express, and Air Arabia. Porters Five-Forces Model of competitive analysis is widely implemented by most of the company to progress their strategies in many industries. The company was observed to initiate low-cost tickets during the recession which assisted in establishing a prioritised reputation for the organisation. Furthermore, the company wants to serve the 3 billion people who are currently out of connectivity and cannot afford high fares. Since AirAsia is a low-cost airline and the Indian market is price-conscious, it would be a win-win situation for both. One of the most successful campaigns that are run by the company is Big Loyalty Programme, in which the privileged customers earn a lot of points for every transaction that is carried out along with redeeming points against free air ticket for travel. Today, it connects domestic and international flights to more than 165 destinations within 25 countries. AirAsia has also expanded its social media presence across other platforms including YouTube (@airasia), Twitter (@airasia), Weibo and WeChat. IT infrastructure of the organisation is utilised with a remarkable approach which enhances the operations and management of the organisation. Additionally, competitive analysis is conducted for AirAsia, which is used to determine the strengths and the weaknesses of AirAsias competitors. Relative Price. AirAsia is a Malaysian low cost and no-frills airline company, which has a unique slogan stated as Now Everyone Can Fly. AirAsia adopted the Computer Reservation System (CRS), which enabled it to introduce the first-ever ticket-less travel facility and also provides features such as advanced boarding passes and online ticket booking. AirAsia X has amplified its profit-making routes to multiple countries such as Australia, France, Iran, South Korea and New Zealand. Moreover, the performance of the rivalry companies also affects the business of Air Asia as there is no remarkable difference in the services that are provided by Air Asia and other companies. This strategy encourages the customers to choose Air Asia over any other airline company. 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. As compared to the services of the AirAsia,Malaysia Airlinesprovides better services and gain efficient customer satisfaction. Another important strategy that Air Asia will consider enhancing is improving Information Technology (IT) services in the company, as well as in the aeroplanes. 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. Do check out our Free Digital Marketing Masterclass by Karan Shah. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. 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. They may compete in term of their route offering that Airasia does not fly. UNICEF collaborated with AirAsia to raise $ 128 million for the people who were affected by the earthquake in Haiti. Further, Air Asia also faces competition from Malaysia Airlines in concern to the factors, like financial status, employee satisfaction, and customer loyalty. AirAsia Berhad also facilitates in operating businesses, related financial services and airline operation services. DRB-HICOM, a government conglomerate laid the foundation of AirAsia in 1993 and it became operational on Nov 18, 1996. Physical evidence encompasses the ways in which the company can maintain their position in the industry. Air Asia Competitor analysis In order to compete with AirAsia,. Airlines allowed to increase ight operations, with strict Maximising revenue in a reduced capacity/ competition 2020 environment 14 74,642 mil 45-60% of 2019 85% of 2019 The focus of AirAsia was on maintaining its low-cost policy and in context to that AirAsia X was launched in 2007. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. WebAnalysis for Cost Leadership Strategy and Core. Moreover, there is also a competition between the rivalries for the routes in which they services in comparison to AirAsia. AirAsias mission is to be the best company, which ensures good relations between its management and employees, to make everyone fly with AirAsia by attaining the lowest cost, employ new technology to maintain highest quality products and enhance service levels. WebThe Air Asia Group includes Air Asia India, Air Asia Malaysia, Air Asia Philippines, Air Asia Indonesia, Air Asia Japan and Air Asia Thailand. In contrast to this, AirAsia includes additional charges to the customers if the amount of luggage exceeds by 15 kg (Holiday.My, 2018). Furthermore, Jet Star Airways has comparatively more number of payment options that are available for the convenience of the customers (Finder, 2018). It constantly delivers on this promise of affordability, It is extremely difficult to keep costs as low as possible due to fluctuations in fuel prices and increases in service costs, AirAsia does not have its own MRO facility, Cut-throat competition in its sector. It has operations in over 25 countries and over 400 international and national destinations, 4. Customers have access to market information. The approach towards providing the lowest costs results into a low opportunity for gaining significant profits as the company abides by its approach of maintaining lowest flight costs. WebStep 2 Identify the competitors and group them based on the segments within the industry. Itoffers a broad and innovative variety of distribution channels to ease the travelling and booking process. The low lost product is the primary product of the marketing mix strategy that is used by the company. Technology is a major component of organisational structure which is completely analysed on the basis of IT framework of Airasia in particular region. 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, 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. Like Manchester United, Queens Park Ranger, Jamshedpur FC, Singapore national football team, Malaysia national football team, and others. The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Strong Promoter 2. We're here to answer any questions you have about our services. As AirAsia expanded its services, the company expanded its facilities, including travel A Marketing mix mainly focuses on the 4ps of an organization, which are Product, Place, Price, and Promotion. Hence the airlines companies have more sales on individuals tickets rather than the groups of customers. If you did, be sure to share, comment, and let us know! We hope you found what you were looking for. 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. 2.1.2 Pest Analysis PEST analysis is a useful tool for scanning the general environment. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. AirAsia Airline As the best low-cost passenger. Continue reading more about the brand/company. Build a competitive intelligence sales and marketing strategy based on the data Exit Cost is high. Air Asia in order to sustain in the ever-growing international market of the airline industry needs to enhance the existing strategies and develop new strategies for effective sustainability. The airline offers 0.023 dollars per seat kilometer fare to its customers, and it is the worlds lowest airline fare. (vitag.Init = window.vitag.Init || []).push(function () { viAPItag.display("vi_23289101301") }). In addition, rates are determined by the class of flight, airline load factors, travel dates and days, and competitor pricing in the airline industry. The other supplier such as fuel supplier, merchandise supplier, or food supplier may be depend on market condition. Revenue performance has greatly improved with sales across the group up 57% this week versus the preceding week, supported by the latest AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines 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. The branding of the logo of Air Asia is essential for them. Step 3- Assess the Porter Five Forces in relation to the Airline industry and assess which forces are strong in Airline and which forces are weak. It allows its customers to choose the services they want without compromising on quality. Furthermore. 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. Lets see how they compare amongst a few key indicators. Similarity in product offering. Fixed Cost is high. They have been a major player in the low-fare airline industry and have connected over 88 countries together. Some writers often extend the acronyms to include legal and environmental factors. 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. gained a smart rating of 54 whereas Malaysia Airlines has gained the rating of 85 which, signifies the contrast of both the airlines in terms of acceptance of the services and feedback by the customers (Holiday.My, 2018). This pricing strategy helps the company to create a base for pricing all the operations that are carried by them. Air Asia Competitors There are several brands in the market which are competing for the same set of customers. 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 content on MBA Skool has been created for educational & academic purpose only. Premium airlines, such as Singapore Airlines and Cathay Pacific, taking advantage of the healthy macro-economic variables in The cheap flight tickets are given to the customers on the basis of the demand in the form of promotional schemes. 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 has 5 employees at their 1 location and RM1.84 b in annual revenue in FY 2021. AirAsia has been facing the competition with the varied existing low fare airlines that include Jet Star Airways, Tiger Airways, JAL Express and Air Arabia. The dynamic oil prices and service costs result into criticality for maintaining the low-cost flights as the organisation focuses on facilitating the most affordable costs to its customers (Daft, Murphy and Willmott, 2010). There are several companies associated with AirAsia including AirAsia X, Tun Hotel, Tune Monkey, AirAsia Berhad, Thai AirAsia Co. Ltd., AirAsia Japan Co., Ltd., PT Indonesia AirAsia (India) Limited. The check-in services in Malaysia Airlines are very convenient and comfortable as compared to AirAsia. The verdict overturned the Malaysian Competition Commission (MyCC) ruling that AirAsia and Malaysia Airlines (MAS) had colluded to share the market. Aircraft supplier could be the one who gaining most bargaining power as there are only two in operation, Boeing or Airbus. 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