Air Asia Marketing Plan - 17833 Words

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 PORTERs 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†¦show more content†¦As a result, today, the Group boasts the largest and newest A320 fleet in the region. Innovative use of technology has played a key role in AirAsia’s success story, beginning with online booking. It was the first airline in Asia to go ticketless -in March 2002 - allowing guests to pay for their bookings by credit card over the phone. Over the years, it has built on its IT platform to increase the ease of customer transactions as well as provide greater savings to the Group. In 2010, AirAsia unveiled its latest IT booking innovation in the form of New S kies, which allows customers to better manage their online bookings. With the advent of the social media, tools such as Facebook, Twitter and blogs have become integral to the Group’s customer relationship initiatives. AirAsia is, in fact, recognised as the most popular airline in the region on Facebook in terms of fan base. AirAsia is ultimately a people’s airline. This is mirrored in numerous acts of generosity that show the management truly cares. In January 2010, the Group joined hands with UNICEF to raise RM438 million (US$128million) for relief efforts targeted at Haitians affected by the earthquake. The airline also runs an on-going Donate Your Loose Change campaign to help needy heart patients receive treatment at the National Heart Institute in Kuala Lumpur. The Group’s adherence to best practices has been recognised via numerous awards over the years. Perhaps most notablyShow MoreRelatedAir Asia Marketing Plan17846 Words   |  72 PagesAirAsia 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 PORTERs 5 Forces Model Analysis 12Read MoreAir Asia-Marketing Plan770 Words   |  4 Pages  AIR ASIA Executive Summary   Strategic management has played a key role in the success of many business organizations in the world including airlines and Air Asia is no exception. Commencing in 1996, within fifteen years, Air Asia managed to expand its operations into another ten countries. In addition, through its associate company AsiaX, it launched long-haul low-cost air services from Malaysia to Australia and the United Kingdom. This paper will look at the award winning Malaysian low cost carrier-Read MoreGlobal Brand Face-Off1209 Words   |  5 Pageslaunch for Espoir is the mixed reactions to a global campaign. Mazur head of Eastern Europe marketing wasn’t thrilled by the idea at all, while Dubois head of Europe marketing supportive about a global launch surround the upcoming Diana’s she Devils sequel movie seeing as thought rival competitor Revlon used the same strategy in the James Bond film, Die Another Day. Lastly Narayan head of South Asia marketing was willing to give it a shot due to the growth in India that was mentioned with sightingsRead MoreAirbus Marketing Plan1019 Words   |  5 Pages1 Marketing Plan Sample Fà ©lina FLAM Maxime FONTAINE Anne ULRICH 2 Company profile - AIRBUS †¢ Founded in 1970 †¢ Headquarter in Toulouse †¢ One of the world‘s leading manufacturer of aircrafts †¢ Subsidiary of EADS, a European airspace company 1 Marketing Plan - Agenda 1. Strategic analysis 2. Achievable Marketing Objectives for 2010 3. Yearly Action Plan Marketing Budget 4. Control Procedures Criteria of Success 2 Marketing Plan - Agenda 1. Strategic analysis 2Read MoreLow-Cost Carriers vs Full-Service Airlines905 Words   |  4 Pagesthat will be used in the research are Aer Lingus and Ryanair running in a fully developed European market, and Malaysia Airlines and Air Asia currently functioning on a recent developing domestic market in Asia. After conducting the survey, results show that the younger people are more likely to use Low-Cost service carriers with Ryanair accounting for 24% and Air Asia with 47% who all belong in the age group of under 25 years. 87% of the age group were travelling to visit friends and family and forRead MoreAdvantages and Disadvantages of Information System1415 Words   |  6 Pagesmanufacturing, marketing, human resources and other specialized systems. Each system is composed of inputs, processing subsystems, and outputs. Helpfulness of MIS to Air Asia (Online reservation system) Online reservation system is helping Air Asia to reduce cost, employees and time. Air Asia use online reservation system for customers to book airlines tickets on 24 hours, it can increase the bookings while the employees are not in front of the computers and reduce the complaint from customers. Air AsiaRead MoreTnt Strategic Marketing Plan1272 Words   |  6 PagesExecutive Summary The aim of this report is to make an in-depth research on TNT Asia region. In first part, we will analysis the internal influences by Porter s Five Forces model. In second part, PESTEL model will apply for external influences. Lastly, SWOT analysis will be provided as a conclusion. Content Page 1. Introduction 3 2. Micro-environment 3 2.1 Industry Competitors 3 2.2 Buyer 3 2.3 New Entrants 3 2.4 Supplier 3 2.5 Substitutes 3 3. Macro- environment Error! Bookmark not definedRead MoreQantas Marketing Audit Essay1144 Words   |  5 Pagesthose covered by code share partners). International Air Transport Association (IATA) data for 2009 shows Qantas was the worlds 11th largest airline in terms of Revenue Passenger Kilometres (RPKs).1 Its brands include Qantas, Jetstar and Qantas Link (as well as several Jetstar brands in East Asia). Qantas is the Groups standard fares airline, based in Sydney, while Jetstar is the Groups budget fare airline that also manages the Jetstar Asia operations, based in Singapore. Both offer Australian Read MorePest Analysis on Airasia1425 Words   |  6 PagesAirAsias competitive strategy and analyse how the strategy is implemented to gain competitive advantage. Background on AirAsia AirAsia was set up by Dato Tony Fernandes in 2001. In December 2001, Fernandes and his partners set up Tune Air Sdn Bhd (Tune Air), an airline holding company then bought over AirAsia. Now, AirAsia has become one of the most successful airlines in the Southeast Asian region and the pioneer of low cost and no frills travel in Malaysia. The airline now flies to over 40Read MoreNike Business Strategy615 Words   |  3 Pagescontinue to use as design creativity is one of Nikes core competencies. International Marketing Nike feels strongly that their biggest opportunities for growth lie in the countries on South Africa, India, Mexico, Peru, Chili, Bolivia, and several eastern European countries. Nike is planning to expand marketing in these areas in the next several years to build demand and distribution systems. Nike also plans to contract manufacture its shoes in several of these countries. Contract ManufacturingThe