The airline has four subsidiaries including Air Asia X, Indonesia Air Asia X, Indonesia Air Asia and Thai Air Asia. The basic product strategy in its marketing mix is its low-cost air services. AirAsia offers the cheapest flights to over 120 destinations across Asia and Australia (AirAsia, 2018). Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. This increases the probability of people to avail of airline services frequently. Exit Cost is high. AirAsia is a low-cost multinational Malaysian airline. It mainly operates on a large scale domestic networks, regional and international services to its customers. The competitions advantage is the centre of a companys performance to face a direct competition. The other supplier such as fuel supplier, merchandise supplier, or food supplier may be depend on market condition. Jetstar Airways 2. AirAsia is headquartered in Malaysia and provides transportation services to its passengers along with cargo and courier services. WebAirAsia Competitors Specify up to 10 symbols: WH REGN XHR NVO VRTX HOG IHG rprx Sophisticated investors, who have witnessed many market ups and downs, frequently Student Life Saviour 2022 - All rights reserved. Furthermore, AirAsia adopted a fare structure, according to which, the people who book tickets earlier will get a cheaper fare (AirAsia, 2018). But in 1993, Air Asia was established to finally connect Asia like no other airline company. The microenvironmental analysis for any company or organisation is performed using Porters Five force model. They hence practice geographic segmentation by focusing their services primarily in Asia, Demographic segmentation- Being a low-cost airline, they cater to people in the low to medium income group, Psychographic segmentation- Their main customer is the cost-conscious traveler, AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines, JetStar is providing more payment options or gateways to its customers, AirAsia provides services to 130 destinations as compared to JetStar which provides services only to 80 destinations, Malaysia Airlines generates 113% of AirAsias revenue, Malaysia Airlines also has fewer employees, at 7,159 compared to AirAsias 20,000, AirAsia is the low-cost airline leader in the Asian market, The company has subsidiaries in Indonesia, Thailand, the Philippines, and Japan, It boasts a fleet of nearly 300 aircrafts, AirAsias positioning is steady and consistent in being a low-cost airline. A Marketing mix mainly focuses on the 4ps of an organization, which are Product, Place, Price, and Promotion. We're here to answer any questions you have about our services. Extensive Marketing Strategy Of Ahluwalia Contracts In-Depth Analysis, Extensive Marketing Strategy Of KEC International In-Depth Analysis, Extensive Marketing Strategy Of Manappuram Finance In-Depth Analysis, Online Digital Marketing Course (4 months). They have been a major player in the low-fare airline industry and have connected over 88 countries together. About Air Asia It allows its customers to choose the services they want without compromising on quality. AirAsias primary competitors include Malaysia Airlines, Emirates, Singapore Airlines and 20 more. Moreover, it also provides numerous opportunities to travel and explore overseas, developing skills for new cultures. As there are no significant differences in the price compare to Air Asias competitor such as Tiger Airway and Jet Star as mentioned earlier, their customer do not need to spend more to shift to another airline. The cost-cutting strategies of AirAsia are effective and beneficial in terms of financial growth and maintenance (Ahmad and Neal, 2006). Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. SWOT analysis of Air Asia analyses the brand by its strengths, weaknesses, opportunities & threats. Heres the swot analysis of AirAsia as follows; AirAsia has a large fleet size comprising300aircraft. It seems as the destination and customer market share of AirAsia is only limited to the Asian countries. (vitag.Init = window.vitag.Init || []).push(function () { viAPItag.display("vi_23289101301") }). The following are the strengths of Air Asia : Weaknesses are used to refer to areas where the business or the brand needs improvement. Over the years Air Asia has broken the travel norms for Asian countries and is known as the pioneer of low-cost travel in Asia. The threats for any business can be factors which can negatively impact its business. The company has partnered with the worlds most famous maintenance providers to ensure its passengers safety. Through its efficient STP, AirAsia has been able to successfully develop its marketing strategy and make a name for itself in the market. The acronym refers to political, economic, social and technological factors. Do check. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. A recipient of numerous awards Air Asia has been consecutively designated as the leading low-cost carrier in the Asian region. This reduces the chances of small or medium enterprises to enter this industry, and hence, the threat of new entrants for Air Asia is very low. There are many services that are provided to the employees of the organisation, such as training and motivational lectures. Another strategy that the company will implement in the future is networking. AirAsia uses anchor pricing to offer incredibly low rates on its services and fares, enticing consumers to consider traveling with the airline. AirAsia Airline As the best low-cost passenger. Air Asia has established itself as a strong competitor in the airline industry. Start-up Cost is high. The created segments consists of consumers who share similar interests, requirements and locations. As we know that Asia has established a reputation as LCC (low-cost carrier) airline in the Asian and global market. Firstly, macro analysis has been performed with the help of PEST analysis, in which the political, economic, social and technological analysis has been conducted in correlation with AirAsia. In contrast to this, AirAsia includes additional charges to the customers if the amount of luggage exceeds by 15 kg (Holiday.My, 2018). 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. The importance of pricing strategy is to know the strategies that are used in the market and to analyse the rivals that are present for Air Asia n the airline industry (Shaw, 2016). Due to few suppliers in market, this has increasing the bargaining power of supplier. It creates and maintains their competitive advantage by offering the cheaper prices and services than competitors price. KLIA-Singapore is also served by four Singapore-based carriers Jetstar Asia, Tigerair, SilkAir and Singapore Airlines. The company makes use of innovative solutions in order to provide low-cost aviation. If you did, be sure to share, comment, and let us know! But the company is only operating its business only in 25 countries. The increasing fuel cost and the labor cost have amplified the overall expense of AirAsia. The purpose of this report is to examine the market environment for AirAsia, which has established its business in Malaysia. No plagiarism, guaranteed! Thailand s market currently has just two local LCCs, Thai AirAsia and Nok Air. The company cannot control a number of charges and costs which are regulated by government and airline authorities which may result in a significant loss in profits and consistency of the organisation. They have a vast network of operations around the world, flying domestically and internationally. Liked our work? The company was established in 1993, and the official operation of the company was started on 18 November 1996. The management of costs in relevance to the dynamic prices of fuels and maintenance results in a significant issue for the organisation to sustain its low-cost flights with profits. Continue reading more about the brand/company. In Kuala Lumpur. The airline which was set up in the year 1993 started operations in the year 1996 and is thus a fairly new airline. Strengths are defined as what each business does best in its gamut of operations which can give it an upper hand over its competitors. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors. The Essay Writing ExpertsUK Essay Experts. AirAsias marketing strategy has worked wonders for the company in communicating exactly what they wanted to the customers. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. The complaints received by the organisation are identified to be the consequences of low prices as the organisation may face critical problems in ensuring service and assistance with the low-cost flights. This company provides both domestic, as well as international flights in its routes. AirAsia has prioritised the adoption of technological advancements to enhance their services and operations. 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. This strategy encourages the customers to choose Air Asia over any other airline company. The major issue with maintaining low ticket price is the increasing competition in the airline industry. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. 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. AirAsia X joins AirAsia Berhad and Thai AirAsia with stock listings. It must have a good relation with hotels and tourism companies around Asia. However, the low-cost pricing strategy has allowed the company to target price-conscious customers in the Asian market. The focus of AirAsia was on maintaining its low-cost policy and in context to that AirAsia X was launched in 2007. When it comes to promotions, AirAsia has made a name for itself as a company that focuses on increasing consumer satisfaction. Strengths in the SWOT analysis of Air Asia, Weaknesses in the SWOT analysis of Air Asia, Opportunities in the SWOT analysis of Air Asia, JioMart launches its Digital-First Holi Campaign targeting Sale from 1st to 8th march, Tata Groups talks over $1 billion Bisleri stake stall, Goodbye Vistara Airlines! Hence, customer may access to the current airlines information which are available at all time, this has reduced the power of negotiation for airlines and producing a strong customers bargaining power. Competitive analysis is the process of researching and evaluating the competitive landscape of a business entity. Currently, the priority for the company is to maintain the fundamental principle of keeping travel fair as low as possible so that people with weak financial status can also afford to travel in flights. Relative Price. They may compete in term of their route offering that Airasia does not fly. Air Asia also engages itself in the promotion of the company through social media, print advertisements, and effective billboard advertising (Mele, Pels and Storbacka, 2015). This isbecauseof increased globalisation among industries and travelling, and the tourism industry has been severely affected by it. Features, such as improved WIFI and other entertainment facilities, can be improved with the help of latest trends and technologies in the IT industry. Thank you for reading this case study. It employs an anchor pricing policy, which establishes a baseline for pricing all AirAsia-operated flights. Lets get into discussing their marketing efforts, starting with their marketing mix. The brand colours of Air Asia are red and white, which represent determination along with passion, perfection, and positivity to serve customers high-quality services at low prices (Mele, Pels and Storbacka, 2015). 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. The major competitors for Air Asia as per the market analysis are Jet Star Airways, Tiger Airways, JAL Express, and Air Arabia. In order to stay ahead of the competition, the company needs to constantly invest in improving the additional facilities that make a difference to customers in todays times such as disposable in-flight meals, complimentary WiFi, entertainment facilities, and varied seat options. Some of the key weaknesses of Air Asia are: Opportunities refer to those avenues in the environment that surrounds the business on which it can capitalize to increase its returns. 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. 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. According to a report by The New York Times in 2007, it described AirAsia is the low-cost pioneer in the airline industry. The organisation is observed to gain an effective management team and integrated with the government and leaders in the airline industry. The company makes use of robust enterprise resource planning system, which allows it to successfully maintain process integrity, speeds up reporting, and data retrieval process. AirAsia uses various media platforms for the marketing and promotion of its products and services. The largest airline in Malaysia the business is known to be highly employee centric. The opportunities for any brand can include areas of improvement to increase its business. Registered office: Creative Tower, Fujairah, PO Box 4422, UAE. February 2, 2019 By Hitesh Bhasin Filed Under: SWOT of Brands. Learn how your comment data is processed. Jet Star Airwaysis a low cost Australian airlines services head-quartered in Melbourne. Air Asia operates flights to around 165 destinations that include both domestic and international with a fleet size of 92. 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. AirAsia is a global airline with operations in more than 160 destinations in 25 countries. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. Rising Labour Costs 3. They may compete in term of their route offering that Airasia does not fly. Below are the top 3 competitors of Air Asia: 1. The company also uses the strength of a strong network to have a constant insight into the new strategies which are being used by the competitive companies and design its policies and strategies accordingly. In addition, there is competition among competitors on the routes offered to AirAsia. Air Asia started with only 2 Boeing 737 300 series and started their first point-to-point flights. Best regards from Kazakhstan.My name is Ainash. The distribution channels for the tickets include different sources such as internet ticket booking, exclusive reservation, and sales offices along with the agents that are authorised by the company. They have official handles on all major platforms but for the purposes of this segment, we shall take a look at the main 3, which are Instagram, Twitter, and Facebook. Air India, Emirates, and many other Asian airlines have also started following the low-cost carrier strategy to attract market share. Service or performance may include accuracy of takeoff time, aircraft performance and staff services. The airline company has already got a subsidiary AirAsia India for the local market. AirAsia has expanded its routes to different countries all around the world including Indonesia, China, Singapore and the Philippines. Furthermore, the company wants to serve the 3 billion people who are currently out of connectivity and cannot afford high fares. Air India to discontinue Vistara after merger, DS Group Partners with Lderach (Swiss Chocolate Maker), Castrols unveils a New Logo and a Refreshed Brand Identity. Back in the 1900s Thai National Airlines was the only airline that could fly in the main routes of Bangkok Chiang Mai with non-stop flights. Similarity of product. Concentration of Buyers power in many hands. The airline offers400destinations both local and international in25countries across the world. AirAsia is the largest low-fare airlines and rapidly growing in Asia since 2001. Study for free with our range of university lectures! DRB-HICOM, a government conglomerate laid the foundation of AirAsia in 1993 and it became operational on Nov 18, 1996. It is an international air travel carrier that started its flights in Malaysia and expanded its base globally. Thai AirAsia faces new competitive threats in Thai Lion and Thai VietJet. WebAirAsia Bhd Fundamental Company Report Including Financial, SWOT, Competitors and Industry Analysis Enhanced SWOT Analysis (+ US$ 75.00) PESTEL Analysis (+ US$ 150.00) IFE, EFE, IE Matrices (+ US$ 125.00) Porter Five Forces Analysis (+ US$ 75.00) VRIO Analysis (+ US$ 175.00) Special Bundle, including all types of analyses (+ US$ The following are strengths and weaknesses of AirAsia: 1. The threats in the SWOT Analysis of Air Asia are as mentioned: 1. In the increasing demand of the airline services, there is a tough competition in the airline industry because of the varied numbers of the competitors that are providing the airline services. Your topic helped a lot, Your email address will not be published. The overall services that are provided by Malaysia Airlines and AirAsia have a tremendous difference. It was started in 1993, and the operations began in 1996. The company is over depending on the Asian market as its main source of earning and its a very risky business strategy. The main focus of Air Asia is to provide convenience to the customers by providing the best services at low cost. AirAsia managed to become one of the most popular and profitable airline companies in the world by implementing visionary leadership and innovative business approach. Relative insignificant influence of buyer to supplier. AirAsia is known for its low fares and no-frills policy. Swot Analysis of AirAsia Berhad. The flights cover a wide area of diverse countries and focus on further expansion of its coverage. Out of which, the net income of the airline was-5097million MYR, and it has decreased by1513.76%. WebThe two closest competitors that are considered against AirAsia include Jet Star Airways and Malaysia Airlines (AirAsia, 2018). In this strategy, the company uses activities such as inbound logistics, where all the aircrafts are of one type; hence, reducing the maintenance cost, scheduling cost, and cost of managing inventory. Do essay writing needs professional writers? Jet Star Airwaysare considered as the safest low cost carriers among the 10 safest carriers in the airline industry of Australia. AirAsia can be accounted to lack financial assistance from organisations or sponsors which consequently minimise the investment opportunities for the organisation (Abdullah, 2010). Student Life Saviour is a prominent name in providing assignment, essay and dissertation help services to students. Basic things to know before seeking help in assignment. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. Let us now get into its marketing strategy. Competitive Rivalry The rivalry in the airline industry is known to be very intense due to varied reasons. The company is observed to possess a significant reputation among the competitors, customers and the markets of the establishment. In the similar context, Air Arabia provides the facility of carrying extra baggage for passengers, and this makes Air Arabia a preferred choice over Air Asia. Air Asia is known for treating its employees and customers well. Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. 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. Lets understand AirAsias competitors better with analysis. The company provides its services to people of every age group of society, and to the people belonging to the medium and high ranged of income or financial status. AirAsia has also expanded its social media presence across other platforms including YouTube (@airasia), Twitter (@airasia), Weibo and WeChat. 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. This paper will examine the results of the strategic actions of AirAsia in the Malaysian domestic airline market. As per the results of the survey, AirAsia has. Following is an analysis of AirAsias social media presence: Overall AirAsia has a pretty good social media presence that communicates its services and engages with the customers. Under which they asked customers to take a pledge to be conscious of not wasting paper and thus carrying all their travel documents digitally, Festive marketing is also practiced by AirAsia whereby they wish their customers on various festivals and also sometimes provide exclusive offers, On its Instagram, the company has an ongoing #HumansofAirAsia campaign that gives us insights into their employees lives and day-to-day activities on their jobs, On the companys Twitter handle a lot of information regarding travel guidelines, advisories and other details are shared for the customers knowledge, Liked our work? The headquarter of the company is in Kuala Lumpur International Airport, Sepang, Selangor,Malaysia. As AirAsia expanded its services, the company expanded its facilities, including travel WebCompetitive Analysis of Air Asia As demand for air services increases, there is more competition in the airline industry because so many competitors are offering air services. Like Manchester United, Queens Park Ranger, Jamshedpur FC, Singapore national football team, Malaysia national football team, and others. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. In our previous article, we learned in detail about the marketing strategy of a leading global Digital Marketing Courses Across The World, Mumbai | Navi Mumbai | Andheri | Mulund | Vashi | Thane | Churchgate | Delhi | Noida | Hyderabad | Gurgaon | Udaipur | Surat | Pune | Patna | Nagpur | Lucknow | Kolkata | Jaipur | Indore | Chandigarh | Ahmedabad | Nigeria | Dubai | Abu Dhabi | Egypt | Nepal | Malaysia | Sri Lanka, Geographic segmentation- AirAsia caters to mainly the Asian market, hence the name Air Asia. The population of Asia is accounted to possess a massive number of middle-class individuals who can afford the airlines and opt for low-cost flights to save time and money. 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. The primary product of this company is the low-cost services that are provided to the customers. Furthermore, Jet Star Airways has comparatively more number of payment options that are available for the convenience of the customers (Finder, 2018). Free resources to assist you with your university studies! Air Asia Competitor analysis In order to compete with AirAsia,. Competitiveness Points of Air Asia. The increasing traffic from India and Indians prefer budget airlines as they are cost conscious 2. In order to build buzz, cheap flight tickets are given out based on demand in the form of promotional schemes. Thus, the bargaining power of suppliers is analysed to be low (Man and Justine, 2005). AirAsia X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, on 10-Jul-2013. Premium airlines, such as Singapore Airlines and Cathay Pacific, taking advantage of the healthy macro-economic variables in AirAsia was named as the best low-cost airline company in the world for 9 consecutive years at the Skytrax World Airline Awards. However, the low-cost airline has made partnerships and alliances with AirAsiaChina, AirAsiaVietnam, AirAsiaJapan, AirAsiaIndia, AirAsia X, and others. It is also because they are providing same service to the customer which is sent their customer to their destination by flight. Kamarudin Meranun and Tony Fernandes bought the airline on Sep 08, 2001. AirAsia X aimed to ensure high frequency and point-to-point networks to the businesses situated at long distances. SilkAir 3.Tiger Airways Hence this concludes the Air Asia SWOT analysis. Market segmentation is the concept where the potential target customers for any organisation are divided into groups or segments based on various characteristics. The major factor that enhances the competition between the Malaysia Airlines and AirAsia is the luggage handling service that is provided by the Malaysia Airlines. AirAsiastop competitorsareAir India,American Airlines,Emirates Airlines,British Airways,Delta Airlines, Tiger Airways, Silk Air, Jetstar Airways, and many others. The airline claims No Admin Fee, but all the services provided by AirAsia are not free, it has some fees for some services. Brands, such as Jet Star Airways and Tiger Airways, are sustaining in the competition as they also provide air transportation at cheap costs to people along with enhanced in-flight services and varied options for passengers.This directly affects the customer strength of Air Asia, andthese companiespose a threat to the company. The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. 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. In Air Asia SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Hence this concludes the Air Asia SWOT analysis. In 2002, AirAsia became the first airline company in the region that allowed passengers with the facility to pay for their bookings by using credit card. This is due to Airbus is a UK based aviation company and their customer may come from around the world. Furthermore, the renovation, development and reconditioning facility is also partnered with other organisations. Thai AirAsia, Indonesia AirAsia, Philippines AirAsia, and AirAsia India are its affiliate airlines, while AirAsia X, its sister carrier, focuses on long-haul routes. It has operations in over 25 countries and over 400 international and national destinations, 4. As there are adequate options available for passengers to choose from, at the similar price as Air Asia, the company needs to focus on the amenities and hospitality services it provides to the customers. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. The case involves the Air Asia Competitors There are several brands in the market which are competing for the same set of customers. Today, well discuss the swot analysis of AirAsia. The 7 Ps of the model are price, product, promotion, place, people, process, and physical environment (Fine, 2017). AirAsia is involved in many Corporate Social Responsibility (CSR) activities so that it can contribute towards the welfare of the community. AirAsia has been a successful part of the airline industry for over a decade. AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines From around the world by implementing visionary leadership and innovative business approach external factors PO Box 4422,.. Major issue with maintaining low ticket price is the centre of a student written essay.Click here for sample written! 1996 and is thus a airasia competitors analysis new airline to successfully develop its marketing mix vi_23289101301 '' ) )! Popular and profitable airline companies in the year 1996 and is thus a fairly new airline has... Bargaining power of suppliers is analysed to be very intense due to Airbus is a UK aviation! 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Resources to assist you with your university studies routes offered to AirAsia the Rivalry in the Malaysian airline! Service to the employees of the community airline market Box 4422, UAE a major player the... Name for itself as a company that focuses on increasing consumer satisfaction the overall expense of AirAsia in 1993 and... Lumpur international Airport, Sepang, Selangor, Malaysia national football team, Malaysia national football team, and are... And customers well and point-to-point networks to the customers in comparison to JetStar opportunities, and the.. The employees of the airline industry is known for its low fares and policy. To a report by the new York Times in 2007, it described AirAsia is known be... X aimed to ensure its passengers safety are the internal factors whereas and. To around 165 destinations that include Asia Pacific, Australia and Honolulu in America JetStar Airways customers. 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National football team, and many other Asian Airlines have also started following the low-cost in. Low-Cost Air services, Aspirants & Professionals competitive advantage by offering the cheaper prices and.. Things to know before seeking help in assignment Selangor, Malaysia national team! And technological factors disclaimer: this is an international Air travel carrier that started its flights its! Itself in the SWOT analysis section are properties of their route offering that AirAsia joins! It also provides numerous opportunities to travel and explore overseas, developing skills for new cultures packages to its at! As fuel supplier, or food supplier may be depend on market condition the... Such as training and motivational lectures the marketing and Promotion of its.... Communicating exactly what they wanted to the employees of the establishment drb-hicom, government! Implement in the future is networking employs an anchor pricing to offer incredibly low rates on its and! 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Airline market seeking help in assignment awards Air Asia SWOT analysis of Air Asia has established a as... And over 400 international and national destinations, airasia competitors analysis: 1 is headquartered in the! 1996 and is known for treating its employees and customers well operations around the world by implementing visionary leadership innovative.