Air Asia Marketing Plan Essay

AirAsia BERHAD

PROMOTING PLAN

Number CONTENTSPAGE

1 ) 0Executive Summary1-2

2 . 0Introduction3

2 . one particular Background and History of AirAsia3-4

installment payments on your 2 Eyesight Statement5

installment payments on your 3 Mission Statement5

2 . 4 Objectives5

3. 0Environmental Analysis6

a few. 1 PESTEL Analysis6

3. 1 . 1 Political Factors7-8

3. 1 . 2 Monetary Factors8-9

3. 1 . 3 Cultural Factors 9-11

a few. 1 . 5 Technological Factors 11

3. 1 . 5 Environmental Factors11-12

three or more. 2 PORTER's 5 Causes Model Analysis12

a few. 2 . one particular Threats of New Entrants12-13

3. installment payments on your 2 Risks of Substitute13-14

a few. 2 . 3 Bargaining Power of Buyers14-15

3. installment payments on your 4 Negotiating Power of Supplier15

several. 2 . five Competitive Rivalry16

4. 0SWOT Analysis17-18

5. 1 Strengths19-27

4. 2 Weaknesses28-31

some. 3 Opportunities31-34

4. some Threats34-36

five. 0Marketing Objectives37-46

6. 0Marketing Strategy47

six. 1 Goal Market48

6. 1 . 1 Behavioral Factors48

6. 1 . 2 Market Factors49-50

6. 1 . 3 Psychographic Factors50-51

six. 2 Marketing Mix52

6. installment payments on your 1 Product52-54

6. 2 . two Price54-55

6. installment payments on your 3 Place55-57

6th. 2 . 4 Promotion57

6. 2 . 5 People58

6. 2 . 6 Performance58

6. 2 . 7 Process58

six. 2 . almost 8 Programs59

7. 0Marketing Implementation60

7. you Marketing Organization61-63

7. 2 Activities, Responsibilities, Budget and Timetable for Completion63-67

several. 3 Monitoring Procedures67-69

8. 0Financial Summary70-72

8. you Financial Performance73-82

8. two Financial & Operational Statistics82-83

9. 0Recommendations84-85

10. 0Conclusions86

11. 0References87

CHAPTER one particular

EXECUTIVE SUMMARY

1 . 0EXECUTIVE SUMMARY

AirAsia needs simply no introduction in ASEAN, in which it is the leading low-cost company, connecting persons and places across 132 routes, forty of which are offered by no other airline. This season, the Group, which includes online marketers AirAsia Thailand and AirAsia Indonesia, reinforced its leadership position with two exceptional milestones: flying its 100 millionth customer and damaging the RM1 billion profit limitations. AirAsia's airline was established together with the dream of making flying feasible for everyone. As 2001, AirAsia has swiftly broken travel around norms world wide and features risen to end up being the world's greatest. With a route network that spans through more than 20 countries, AirAsia continues to front the way to get low-cost aviators through progressive solutions, successful processes and a passionate way of business. By an aircarrier with two aircraft plying six ways in Malaysia in January 2002, AirAsia has jumped in the last 9 years to pay 65 spots in 18 countries. Today, employing more than 8, 1000 staff and with a market capitalisation of just over RM7. 06 billion dollars (as by 31 Dec 2010), it's the only Really ASEAN air travel, serving the region's 600 million inhabitants from 12 hubs in three countries - Kuala Lumpur, Kuching, Penang and Kota Kinabalu in Malaysia; Bangkok and Phuket in Thailand; and Jakarta, Bali, Bandung and Surabaya in Indonesia. In 2011, AirAsia features two hubs, Chiang In nessun caso for AirAsia Thailand and Medan for AirAsia Dalam negri. Singapore capabilities as a electronic hub wherever AirAsia features among the top 10 airlines in terms of contribution to passenger targeted traffic. Further fortifying its ASEAN network, the Group in December 2010 signed a to establish a Philippine-based cheap affiliate, which can be expected to end up being operational by simply end 2011. [1] AirAsia focuses on higher frequency and substantial turnaround of flights, both these styles which increase customer ease and higher cost efficiencies. Its turn-around of twenty-five minutes may be the fastest in the area. In AirAsia there are zero frequent flyer miles or perhaps airport lounges in exchange to get lower prices. Guests can choose of spending money on in-flight dishes, snacks and drinks. Additionally , a decision was made in Dec 2004 to...



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