The branding of the logo of Air Asia is essential for them. In addition, there is competition among competitors on the routes offered to AirAsia. Rising Fuel Costs 2. Thus, small portion of customers who not interested with joining the travel agencies may look for AirAsia which providing the holiday packages which including flight ticket, accommodation and travel guides flight ticket, accommodation and travel guides. AirAsia is a global airline with operations in more than 160 destinations in 25 countries. This may makes the industry very competitive. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. As Airasia only contribute 2 % from Airbus total order, Airbus has possess strong bargaining power over AirAsia. The airline brand should exploit these circumstances. It has operations in over 25 countries and over 400 international and national destinations, 4. The airline company has already got a subsidiary AirAsia India for the local market. They may compete in term of their route offering that Airasia does not fly. The check-in services in Malaysia Airlines are very convenient and comfortable as compared to AirAsia. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. AirAsia launched AirAsia Berhad in 2001, which provides air transportation services, particularly in Malaysia. Malaysia Airlinesis a member of the oneworld airline alliance and it is also considered as the flag carrier of Malaysia which is head-quartered in Kuala Lumpur International Airport. They have a vast network of operations around the world, flying domestically and internationally. Copyright 2003 - 2023 - UKEssays is a trading name of Business Bliss Consultants FZE, a company registered in United Arab Emirates. Following is the SWOT analysis of AirAsia: Lastly, lets take a look at AirAsias social media marketing presence as digital marketing is also a very important part of any companys marketing strategy. Luggage handling is the major factor that is considered by the customer as well as the airlines industries and in context to this fact, Malaysia Airlines provides average 15 kg of luggage, and it does not include any additional charges in case there is few more luggage than the normal capacity provided by the airlines. Itoffers a broad and innovative variety of distribution channels to ease the travelling and booking process. AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines Points to consider while selecting a topic for dissertation help. 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 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. 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. Heres the swot analysis of AirAsia as follows; AirAsia has a large fleet size comprising300aircraft. Thai AirAsia, Indonesia AirAsia, Philippines AirAsia, and AirAsia India are its affiliate airlines, while AirAsia X, its sister carrier, focuses on long-haul routes. AirAsia X has amplified its profit-making routes to multiple countries such as Australia, France, Iran, South Korea and New Zealand. Similarity of product. A Marketing mix mainly focuses on the 4ps of an organization, which are Product, Place, Price, and Promotion. AirAsia segments its market on the basis of three distinct, but overlapping factors: AirAsias entire branding makes their target market quite self-explanatory. 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. 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. They should be used as a reference paper for further research. The cheap flight tickets are given to the customers on the basis of the demand in the form of promotional schemes. Thank you for reading this case study. AirAsia is one of Asias most successful low-cost carriers. SIA introduced 2 budget airlines; ValuAir and Tiger Airways.. (vitag.Init = window.vitag.Init || []).push(function () { viAPItag.display("vi_23289101301") }). Strong Promoter 2. Continue reading more about the brand/company. AirAsia was bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-Hicom on 2nd December, 2001 (Soon, 2017). The headquarter of the company is in Kuala Lumpur International Airport, Sepang, Selangor,Malaysia. Home Samples Marketing Environment Analysis of Air Asia. Tony Fernandes was recognised as for his outstanding work in AirAsia, and he was awarded by the International Herald Tribute Award and he also became the Malaysian CEO of the year in 2003 (Roy, 2014). Pacific (Cebu Air Inc, 2012), AirAsia (AirAsia, 2011), and JetStar Airways (Jetstar Airways, 2012) all reporting increase in revenues and recording profits over the previous year. But the company is only operating its business only in 25 countries. Competitive analysis is the process of researching and evaluating the competitive landscape of a business entity. The company is observed to possess a significant reputation among the competitors, customers and the markets of the establishment. Furthermore. 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. WebAirAsias top competitors are Air India , American Airlines, Emirates Airlines , British Airways , Delta Airlines, Tiger Airways, Silk Air, Jetstar Airways, and many others. Study for free with our range of university lectures! AirAsia was named as the best low-cost airline company in the world for 9 consecutive years at the Skytrax World Airline Awards. For example, they had a #responsibletraveller campaign on Instagram. AirAsia offers the cheapest flights to over 120 destinations across Asia and Australia (AirAsia, 2018). This involves a detailed analysis of their actions and how these would affect the future strategies of AirAsia Flying Low Cost with High Hopes. The market has confronted critical competition in the form of new competitors who have also introduced low-cost flights. AirAsia X was regarded as having the worlds best low-cost airline premium seat and the worlds best low-cost airline premium cabin for five consecutive years (AirAsia X, 2018). Diversified in product offered. The airline offers400destinations both local and international in25countries across the world. These are people ranging from those who could not afford to fly previously, to corporate business employees whose employers are looking to fly them while cutting costs. Furthermore, the company wants to serve the 3 billion people who are currently out of connectivity and cannot afford high fares. At last, Strategic priorities are identified and analysed to provide the values that help AirAsia in fulfilling its aim. Along with these improvements, if AirAsia continues to deliver to its target market effectively, it will surely maintain its differentiated position in the industry. 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). Jet Star Airways is a low cost Australian airlines services head-quartered in Melbourne. - Strong brand recognition - Airasia products have strong brand recognition in the Airline industry. Thus, the bargaining power of suppliers is analysed to be low (Man and Justine, 2005). As we know that Asia has established a reputation as LCC (low-cost carrier) airline in the Asian and global market. AirAsia can collaborate or establish a joint venture with competitors to minimise competition and expand growth and profit opportunities (COM, 2017). The airline offers 0.023 dollars per seat kilometer fare to its customers, and it is the worlds lowest airline fare. 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. The competitions are depending on the services provided and the suitability of the flight time for the customer. Air Asia comprises of a capable and dedicated customer care team, which is committed to resolving the complaints by the customer as soon as possible. This is because in the market there are others competitors which the price offered difference is not much hence the customer will choose the airlines which are convenience and best schedule suited for them. Sponsorship is also one of the great marketing tools. It is an international airline that began operations in Malaysia and has since expanded to include countries across the Asian continent, such as India and Thailand. 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. AirAsia has been a successful part of the airline industry for over a decade. There are a lot of operations that are conducted by the company as it is spread across 25 countries in more than 160 destinations. Today it is one of the most reputed Asia-based airline companies. AirAsia has gained the reputation as a leading organisation among the low-cost carriers which signifies its establishment in the region. AirAsia uses various media platforms for the marketing and promotion of its products and services. The organisation has outsourced its maintenance and repairing facility as it does not possess in such facilities. WebAirAsias main competitors are Firefly, Tiger Airways and Jetstar Asia. Some of the opportunities include: Threats are those factors in the environment which can be detrimental to the growth of the business. AirAsia has 5 employees at their 1 location and RM1.84 b in annual revenue in FY 2021. 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. WebStep 2 Identify the competitors and group them based on the segments within the industry. It must have a good relation with hotels and tourism companies around Asia. 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. Very interesting and informative. The goal of AirAsia is always looking to cut costs across the value chain from competitors to gain the greatest cost advantage. Marketing mix 7 Ps and SWOT analysis can improve the brand value of AirAsia and identify the strengths and weaknesses of AirAsia along with determining the future opportunities. There are several brands in the market which are competing for the same set of customers. WebAirasia are now facing competition with approximately 59 low fares airline such as JAL Express, Tiger Airways, Air Arabia, JetStar Airways, and etc. The increase in oil prices has critically impacted the operations of the organisation. Competitive analysis involves identifying your direct and indirect competitors using research to reveal their strengths and weaknesses in relation to your own. Comment * document.getElementById("comment").setAttribute( "id", "a896926ff00456d33666396e451bba6e" );document.getElementById("i2e65971ac").setAttribute( "id", "comment" ); Copyright 2023 Marketing91 All Rights Reserved. Do you have a 2:1 degree or higher? Before we get started, lets get to know the company a little more. Interested in learning more? It has a fleet of over 70 aircrafts, which fly to over 120 destinations and operates over 400 flights daily from its hubs situated in Thailand, Malaysia and Indonesia (AirAsia, 2018). Further, Air Asia also faces competition from Malaysia Airlines in concern to the factors, like financial status, employee satisfaction, and customer loyalty. As compared to the services of the AirAsia,Malaysia Airlinesprovides better services and gain efficient customer satisfaction. Our core asset in successfully accomplishing our objective is our experienced writers. AirAsia can be accounted to lack financial assistance from organisations or sponsors which consequently minimise the investment opportunities for the organisation (Abdullah, 2010). In contrast to this, Jet Star Airways has more types of planes that are provided to its customers that includes A320, Bombardier Q300, A321 and Boeing 787 Dream Liner; whereas AirAsia offers only two types of planes to its customers, which are A330 and A320. Air Asia is one of the leading brands in the airlines sector. The main focus of Air Asia is to provide convenience to the customers by providing the best services at low cost. The company is over depending on the Asian market as its main source of earning and its a very risky business strategy. Tiger Airways. Some writers often extend the acronyms to include legal and environmental factors. Their target audience is- travelers looking for inexpensive flights. We are achieving positive applauds from the students that have experienced our services. Market segmentation is the concept where the potential target customers for any organisation are divided into groups or segments based on various characteristics. The article below lists the Air Asia SWOT, competitors and includes its target market, segmentation, positioning & USP. Continue reading more about the brand/company. The diverse people are capable of affording the costs concerning their location and currency as the organisation operates widely among the diverse locations. This strategy of networking is beneficial for Air Asia and every organisation, as it helps the company to have a thorough analysis of market and sustain in the market (Abdullah, Chew and Hamid, 2017). The introduction of ASEAN open skies policy facilitates opportunities for expansion and generalised airline regulations among the south-east countries of Asia which would benefit the organisation. It employs an anchor pricing policy, which establishes a baseline for pricing all AirAsia-operated flights. The company registered an annual turnover of USD 1.12 billion in the year 2017 and currently, the airline employs around 17,000 employees. The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Has Positioned itself as the major LCC in SE Asia. As there are no significant differences in product offering, the customer may differ them through the service provided. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. The increasing cost, competitors, and limited international destinations are some of the main challenges. Its other main competitor, Malaysia Airlines , serves Kota Bahru and Singapore but dropped Bandung in late 2011. Secondly, microanalysis has also been conducted for AirAsia with the help of PORTERs five forces model. The organisational image is consistent and successful concerning the competition in the market. 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. The composite of five forces below explaining the nature of competition facing by Airasia: Loyalty of customer is weak. KLIA-Singapore is also served by four Singapore-based carriers Jetstar Asia, Tigerair, SilkAir and Singapore Airlines. Required fields are marked *. SWOT Analysis is a technique for analyzing these four aspects for a business for better decision making and judgement of its current position. It would be a strong competitive edge to AirAsia after the pandemic ofcovid-19because the purchasing power of the people has dropped significantly. WebAirAsia is largest player in June, with 35% capacity market share Indonesia: Easing restrictions as the country step into transition period. Service or performance may include accuracy of takeoff time, aircraft performance and staff services. Air Asia started with only 2 Boeing 737 300 series and started their first point-to-point flights. The profits of the organisation have been observed to be remarkable which introduce an opportunity to new competitors causing a severe threat to AirAsia for sustainable profits. As per the results of the survey, AirAsia has. 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. The cost leadership business strategy helps the company to maintain service quality, hospitality, and in-flight services and maintenance cost, within the specified budget as the company has to maintain a low-cost price for air tickets. As AirAsia expanded its services, the company expanded its facilities, including travel That was AirAsias 4Ps mix, detailing each strategy and its purpose. Physical evidence encompasses the ways in which the company can maintain their position in the industry. Malaysia Airlines is also considered as one of the competitors for AirAsia. Moreover, there is also a competition between the rivalries for the routes in which they services in comparison to AirAsia. As the rivalry is strong, Airasia may constant in price reduction to compete with them. Some of the threats include: If you liked this article, we bet that you will love the Marketing91 Academy, which provides you free access to 10+ marketing courses and 100s of Case studies. About Air Asia AirAsias primary competitors include Malaysia Airlines, Emirates, Singapore Airlines and 20 more. Air Asia has established itself as a strong competitor in the airline industry. Hi, I am an MBA and the CEO of Marketing91. WebFive steps to successful analysis of. Airasia had expanded its services provides to hotel booking as it already has its own hotel (tune hotel) which located not far away from its airport, and tour packages. Start-up Cost is high. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. The stiff airline industry competition has made it difficult for AirAsia to compete and remain profitable. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. Below are the Strengths in the SWOT Analysis of Air Asia : 1. Some more of these improvement areas can be found through its SWOT analysis. With the increasing number of services by different competitors, AirAsia has also expanded its facilities including the tour packages and hotel booking services that help the company to sustain in the market. Following are the opportunities in Air Asia SWOT Analysis: 1. We hope you found what you were looking for. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. 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. Required fields are marked *. The bargaining power of buyers is strong because most of the customers for Airlines Company are individual travellers instead of travel in group. 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. Many airline companies have entered the airline industry and they have made the market very competitive. But in 1993, Air Asia was established to finally connect Asia like no other airline company. According to a report by The New York Times in 2007, it described AirAsia is the low-cost pioneer in the airline industry. Interested in learning more? This results in significant reduction in the cost as the commission fee paid to travel agents are saved and can be used to maintain the facilities and services of the company (Pinto et al., 2015). The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. They may compete in term of their route offering that Airasia does not fly. Air Asia is known for treating its employees and customers well. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. It was started in 1993, and the operations began in 1996. UNICEF collaborated with AirAsia to raise $ 128 million for the people who were affected by the earthquake in Haiti. Air Asia is a low-cost airline headquartered in Malaysia. Use Slintel to connect with top decision-makers at AirAsia. Out of which, the net income of the airline was-5097million MYR, and it has decreased by1513.76%. The price will be cheaper if you book earlier. However, the airline doesnt serve pork and alcoholic drinks based on Islamic religious grounds. This pricing strategy helps the company to create a base for pricing all the operations that are carried by them. 2.1.2 Pest Analysis PEST analysis is a useful tool for scanning the general environment. Porters Five-Forces Model of competitive analysis is widely implemented by most of the company to progress their strategies in many industries. Their 5 main operational hubs are Singapore, Indonesia, Japan, Malaysia, and Thailand. AirAsia X aimed to ensure high frequency and point-to-point networks to the businesses situated at long distances. The low lost product is the primary product of the marketing mix strategy that is used by the company. 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. Thai AirAsia faces new competitive threats in Thai Lion and Thai VietJet. Moreover, it also provides numerous opportunities to travel and explore overseas, developing skills for new cultures. Knowing the increase of competition in the market, AirAsia applied the adaptation process (Hanan & Freeman, 1984) by expanding its operation to long haul services to various destinations. Step 4 - Determine overall industry structure and test analysis of consistency. 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