Marketing Mix of Air Asia

2119 Words9 Pages
33-35 Bangunan Systematic,

Jln Hang Lekiu, 50100 KL

SEGi College Kuala Lumpur (SCKL)

PRINCIPLE OF MARKETING

EXECUTIVE SUMMARY

There are 4 marketing mix for Air Asia such as product, price, place and promotion. Air Asia should improve their service to satisfy their customer.

ASSIGNMENT ALLOCATION OF MARKS

NO.

DESCRIPTION OF CRITERIA ADOPTED THAT WILL BE USED FOR THE ASSESSMENT OF THE ASSIGNMENT

WEIGHTINGS

MARKS ALLOTTED BY LECTURER

1.

Relevance of content to assignment-Executive Summary

10%

2.

Clear explanation of issues, which are relevant for the assignment:

Relevance of information and material;

Depth and quality of analysis;

Identification and framing of issues and assumptions made.

20%

3.
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Lastly, AirAsia also target most foreign workers from Indonesia, Singapore, Thailand, China, Macau who may not afford the expensive flight home and offer them the cheap fare which attracted most of them as would go home very often without paying much.



Q2

Marketing mix is a combination of marketing tools that are used to satisfy customers

and company objectives. Consumers often call the marketing mix "the offering." There are four marketing mix for AirAsia such as product, price, place and promotion.

PRODUCT /SERVICES

The term "product" refers to tangible, physical products that can been touch and seen or services. It also means defining the characteristics of your product or service to meet the customers' needs.

a) Guest Convenience

AirAsia believes in providing convenient service to make traveling easier and more affordable for its guests. Guests can make bookings through many ways such as online booking. In August 2003, AirAsia became the first airline in the world to introduce SMS booking where guests can now book their seats, check flight schedules and also to obtain the latest updates on AirAsia promotions from the convenience of their mobile phones in anywhere.

b) Frequent flights

AirAsia's high frequency service ensures guest convenience is met. The airline practices a quick turnaround of 25 minutes, which is the fastest in the region, resulting in high aircraft
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