Air Asia Marketing Plan

17846 Words72 Pages
AirAsia BERHAD MARKETING PLAN No. CONTENTS PAGE 1.0 Executive Summary 1-2 2.0 Introduction 3 2.1 Background and History of AirAsia 3-4 2.2 Vision Statement 5 2.3 Mission Statement 5 2.4 Objectives 5 3.0 Environmental Analysis 6 3.1 PESTEL Analysis 6 3.1.1 Political Factors 7-8 3.1.2 Economic Factors 8-9 3.1.3 Social Factors 9-11 3.1.4 Technological Factors 11 3.1.5 Environmental Factors 11-12 3.2 PORTER's 5 Forces Model Analysis 12 3.2.1 Threats of New Entrants 12-13 3.2.2 Threats of Substitute 13-14 3.2.3 Bargaining Power of Buyers 14-15 3.2.4 Bargaining Power of Supplier 15 3.2.5 Competitive Rivalry 16 4.0 SWOT Analysis 17-18 4.1…show more content…
It covers over 61 domestic and international destinations with 108 routes, with over 400 flights on daily bases within their subsidiary companies located in Thailand and Indonesia. AirAsia has hub in Suvarnabhumi Airport and at Soekarno-Hatta International Airport in Indonesia. (Cary Wong Pui Man, 2009) AirAsia’s philosophy “Now Everyone Can Fly” is related to their vision of becoming the largest low fare airliner in Asia and serving 3 billion customers who are underserved with poor connectivity and high fares. Their mission is to become the best company to work for; thus employees are being treated as part of a big family, to create a globally recognized ASEAN brand, to offer the lowest fare so that everyone can fly with AirAsia, to maintain the highest quality product, and innovative technology as a measure to reduce cost and enhance service. AirAsia have won various awards and recognitions. Some of the awards include the recent Airline of the Year by Centre Asia Pacific Aviation (CAPA), Best Asia Low-Cost Carrier by TTG Travel Awards 2009, and World’s Best Low-Cost Airline by Skytrax in 2009 and 2010. It also won The Budgie World Low Cost Airlines Asia Pacific’s Best Marketing Campaign of the Year 2010. (Benneth, Kueh, Teng, 2011) 2.1 VISION To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. 2.2 MISSIONS To be the best
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