Air Asia Marketing Plan

* Set goals for 2016 to be 1 out of 5 most successful airlines in the world

AirAsia had played the game very well and had ambitious growth plans to keep ahead of the pack. Time would tell if Fernandes and his team could maintain the company 's position as Asia 's -or perhaps the globe 's -most successful budget airline.

Air Asia’s success has been widely recognized. For instance, in 2003, it was named the “Developing Airline of the Year” (by Air finance Journal) and the “Asia Pacific Airline of the Year” (by Centre for Asia Pacific Aviation, CAPA). In

Focusing on the low-cost, long-haul segment - AirAsia X was established in 2007 to provide high-frequency and point-to-point networks to the long-haul business. AirAsia X’s cost

and beyond. They cover all parts of the world, as well as operating international air hubs in Miami, Hamilton, Cologne, Taipei, and the Philippines.

àAs a result, the number of user-oriented travel tools on airlines’ direct Web sites increased dramatically in just a few short years. Aggregator Web sites : —  Such as Expedia.com, Orbitz.com, and Priceline.com —  A pseudo-competitive position relative to the airlines' own direct Web sites but also offered services beyond flight purchase, including hotel and vacation packages. —  The airline paid a fee to the

BA’s product in essence relates to the flights offered. However, the product can be drilled down into specific areas ranging from the airport lounges around the world, the ‘extras’ that you can buy on board such as model BA aeroplanes or even package holidays. Each of these has been specifically tailored to meet customer expectations (which are highlighted in the section of the report titled ‘target market’). This part of the marketing mix focuses on how BA’s products are managed and in the Guardian case study article titled ‘BA, Iberia and American Airlines tie-up heralds new era of transatlantic travel’ dated 06/10/2010 it shows how BA have made an executive decision to link their websites with other companies to have the possibility to offer a higher number of routes (products) to their potential customers.

In 2015, American Airlines (AA) posted a record profit of $7.6 billion, which also included special items. A large portion of this gain came from the forth Quarter, which netted a $3.3 billion profit. AA credits a large portion of their success in 2015 to the plummeting oil prices, which was warmly welcomed across the airline industry. Fuel, which is a third of AA’s operating cost, declined 40.8% in consolidated cost.

Since the late of last century, the business model of low cost airline represented by Southwest Airlines has been spreading all over the world, has influence and changed the framework and development of the world airline industry.

Table of ContentExecutive Summary1I. Introduction2II. Main Body1. History of British Airways22. Current strategic situation….42.1 Internal analysis42.2 External Analysis52.3 SWOT82.4. Current strategy93. Potential Strategic options124. Recommended strategic direction with rationale164.2 Strategy Evaluation175. Identification of critical success factors186. Performance measurement criteria197. Conclusion218. Bilbliography249. References24Executive SummaryThe main aim of this report is to undertake a review and analysis of British Airways. It is UK's leading airlines both at international and domestic level, with its operations spread over 300 destinations across the world. The report starts with a brief description of the company. Then the

In the year 2001, Dato’Sri Tony Fernandes and Dota Kamarudin Meranun had bought over Air asia for RM 1.00 with a RM 40 million debt. Airasia has been expanding rapidly ever since and become the leader of low cost airline in Asia and the pioneer of low cost. Airasia continues to expand worldwide through the innovation, efficient, passionate and right strategy.

Nowadays, Air Asia Berhad could be a leader within the world’s low price carrier in airline business however it's still a growing company. several of the complete service airlines ar attending to produce an occasional price operation to vie on to Air Asia Berhad. for instance, most Malayan knew that Firefly could be a subsidiary of Malaysia Airline that has the flexibility to vie with Air Asia for his or her edges as these 2 airlines additionally thought of as low price airlines.

AirAsia believes in the hassle free, no frills, low fare business concept and feels that keeping costs low needs high efficiency in every part of the business. Efficiency creates savings which are then passed to the customers so that they will able to purchase on the affordable price but still with a high quality of air travel. AirAsia targets people who want to travel around Asia for leisure or business purposes. The fares of Air Asia are relatively known as a lower fares than the other airlines. Selected strategy used by Air Asia targeting to passengers who are willing to travel without frills of meals, airport lounges or frequent flyer miles in exchange for fares which is

* To operate and remain as one of the most profitable airline in the airline industry.

| Gender * Male > 70% * Female < 30%Age * Below 30: 28% * 31 – 50: 60%Annual Income Level (in RMB) *