The diversity results in critical issues and problems for AirAsia to manage and operate all its functions accordingly. AirAsia is involved in many Corporate Social Responsibility (CSR) activities so that it can contribute towards the welfare of the community. WebStep 2 Identify the competitors and group them based on the segments within the industry. Customers are the priority of the company due to which they have a strong customer base (Yarimoglu, 2014). AirAsia has 5 employees at their 1 location and RM1.84 b in annual revenue in FY 2021. AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines The price offer by an airline company may not be fixed but it will depend on the time differences between the date of booking and flight. Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. Features, such as improved WIFI and other entertainment facilities, can be improved with the help of latest trends and technologies in the IT industry. It follows vital certain strategies, which include safety first, high aircraft utilisation, streaming operations, lean distribution system and point-to-point network to amplify the working of its low-cost model (Zhang et al., 2017). It is an international air travel carrier that started its flights in Malaysia and expanded its base globally. Continue reading more about the brand/company. Copyright 2003 - 2023 - UKEssays is a trading name of Business Bliss Consultants FZE, a company registered in United Arab Emirates. AirAsia has expanded its routes to different countries all around the world including Indonesia, China, Singapore and the Philippines. However, the low-cost pricing strategy has allowed the company to target price-conscious customers in the Asian market. Due to competitive in airline industry and protects on national airline, MAS which facing losses in these year, it is quite difficult to apply for licensing and permit for operating airline company. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. AirAsia is a low-cost multinational Malaysian airline. It has operations in over 25 countries and over 400 international and national destinations, 4. The microenvironmental analysis for any company or organisation is performed using Porters Five force model. Low Cost Model: Low cost operations and fixed costs . This comes with a lot of competition. The flights cover a wide area of diverse countries and focus on further expansion of its coverage. 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. About Air Asia Our core asset in successfully accomplishing our objective is our experienced writers. Lets get into discussing their marketing efforts, starting with their marketing mix. 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. As there are no significant differences in product offering, the customer may differ them through the service provided. Revenue performance has greatly improved with sales across the group up 57% this week versus the preceding week, supported by the latest 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. It was started in 1993, and the operations began in 1996. The important thing the buyers look for is the fly to destination which shows the strong bargaining power of buyers. Interested in learning more? 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. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. The organisation can be witnessed to confront critical competition from the competitors who are facilitating similar costs and additional services and privileges which act as a drawback for the organisation (Man and Justine, 2005). According to a report by The New York Times in 2007, it described AirAsia is the low-cost pioneer in the airline industry. Today, well discuss the swot analysis of AirAsia. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. This has been possible through excellent brand positioning. 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. Specific analysis has been conducted in order to analyse the market environment for AirAsia. Some more of these improvement areas can be found through its SWOT analysis. Through its efficient STP, AirAsia has been able to successfully develop its marketing strategy and make a name for itself in the market. Performance of rivalry. AirAsias marketing strategy has worked wonders for the company in communicating exactly what they wanted to the customers. Rising Labour Costs 3. This may makes the industry very competitive. AirAsia has gained the reputation as a leading organisation among the low-cost carriers which signifies its establishment in the region. Below are the Strengths in the SWOT Analysis of Air Asia : 1. Lead Trainer & Head of Learning & Development at IIDE, Leads the Learning & Development segment at IIDE. 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). It is also because they are providing same service to the customer which is sent their customer to their destination by flight. The company was observed to initiate low-cost tickets during the recession which assisted in establishing a prioritised reputation for the organisation. The AirAsia Big Loyalty Program is one of the companys most popular campaigns, in which affluent customers win BIG points for any purchase they make and redeem those points for free airline tickets. The case involves the WebThe Air Asia Group includes Air Asia India, Air Asia Malaysia, Air Asia Philippines, Air Asia Indonesia, Air Asia Japan and Air Asia Thailand. As per the past experiences and the feedback of the customers, Malaysia Airlines are found to react their destinations on time in comparison to AirAsia. Required fields are marked *. 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). Hence this concludes the Air Asia SWOT analysis. 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. Management of costs: Air Asia is finding it immensely difficult to manage the fluctuations in costs of Now, the brand should amplify its marketing and promotional campaigns to attract the Indian price-conscious market. The company believes that customers are the key to their expansion along with their growth. However, there is also a barrier to the establishment of the new entrant in the airlines, which is the high start-up cost that is required for the airline services. Some factors like increased competitor activity, changing government policies, alternate products or services etc. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. (vitag.Init = window.vitag.Init || []).push(function () { viAPItag.display("vi_23289101301") }). February 2, 2019 By Hitesh Bhasin Filed Under: SWOT of Brands. SIA introduced 2 budget airlines; ValuAir and Tiger Airways.. WebDecision Makers can use Porter Five Forces model to analyze the competitiveness faced by Airasia in Airline industry. The Threat of Substitution The international airline market has sufficient low-priced airline options available for passengers to travel. AirAsia participates in a lot of price-based promotions. It must have a good relation with hotels and tourism companies around Asia. Step 3- Assess the Porter Five Forces in relation to the industry and assess which forces are strong and which forces are weak. The branding of the logo of Air Asia is essential for them. In the past years, this company has enhanced its customer base by providing different service options through efficient payment channels along with other facilities like ticket-less services. In addition to this, various political factors can be highlighted by influencing the operations and management of AirAsia which have been mentioned below. 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! Continue reading more about the brand/company. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. 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. AirAsia focuses on providing guests with comfort through competent facilities that meet industry standards, as well as regular flights and secure point-to-point connectivity. *You can also browse our support articles here >. The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. Jetstar Airways 2. Let us now get into its marketing strategy. Focusing on providing air travel without frills at substantially lower prices, AirAsia has managed to achieve lower prices to attain high passenger loads, market share, and profitability by eliminating provision of Air Asia Competitors There are several brands in the market which are competing for the same set of customers. 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. Looking for a flexible role? The competitions are depending on the services provided and the suitability of the flight time for the customer. Similarity in product offering. Thailand s market currently has just two local LCCs, Thai AirAsia and Nok Air. Tiger Airways. In this context, Air Asia will be focusing on the use of the strategy of service innovation as it is the best strategy to effectively implement the factor of providing new and enhanced services to passengers at low cost. Thus, the customer may choose to purchase premium airline which may offer them more comfortable facility in almost same price with Airasia. AirAsia is a global airline with operations in more than 160 destinations in 25 countries. Hence the airlines companies have more sales on individuals tickets rather than the groups of customers. Porters five force analysis for Air Asia is as under: Bargaining power of Supplier Analysis of the bargaining power of suppliers is crucial for any organisation, as with the help of this, an organisation manages the capital and makes decisions regarding financial management (Thomas and Housden, 2017). Airasia may be small portion of customer whom orders 200 aircraft from the total 9,113 aircraft order from other customer of Airbus. The company was established in 1993, and the official operation of the company was started on 18 November 1996. 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. The major reason is that the number and type of competitors remain the same for a long time,and this reduces the chance of an airline company at a lower level coming higher in the market.Different airline brands are known for various services, for instance, JetBlue is known for the quality of services and amenities and Air Asia is known for its low cost. Multiple ticket distribution networks exist, including internet booking, exclusive reservations, sales offices, and company-approved agents. 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? Today, it connects domestic and international flights to more than 165 destinations within 25 countries. WebAirAsias top competitors are Air India , American Airlines, Emirates Airlines , British Airways , Delta Airlines, Tiger Airways, Silk Air, Jetstar Airways, and many others. As there are approximately 59 low cost airline operating in the industry,it is always easily for the customer to look for alternative. The Marketing mix refers to the set of actions and tactics which a company uses to promote its brand. Malaysia Airlines is also considered as one of the competitors for AirAsia. 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. Besides @flyairasia and This has been possible due to the companys relentless communication through various marketing channels. The new handles will reflect AirAsia's brand identity and values, and make it easier for customers to connect with the airline and the super app on social media. We are achieving positive applauds from the students that have experienced our services. If you did, be sure to share, comment, and let us know! 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. Concentration of Buyers power in many hands. In Kuala Lumpur. The verdict overturned the Malaysian Competition Commission (MyCC) ruling that AirAsia and Malaysia Airlines (MAS) had colluded to share the market. Air Asia is known as one of the most low-cost airlines in the airline industry. They may compete in term of their route offering that Airasia does not fly. Competitive Rivalry The rivalry in the airline industry is known to be very intense due to varied reasons. The company develops the products and services that are convenient for its customers (Mele, Pels and Storbacka, 2015). WebAirAsia is largest player in June, with 35% capacity market share Indonesia: Easing restrictions as the country step into transition period. The airline has four subsidiaries including Air Asia X, Indonesia Air Asia X, Indonesia Air Asia and Thai Air Asia. They may compete in term of their route offering that Airasia does not fly. In addition to this, the IT management of AirAsia adopts precise and effective approaches to ensuring the convenience of its customers (AIRASIA.COM, 2017). Our academic experts are ready and waiting to assist with any writing project you may have. It seems as the destination and customer market share of AirAsia is only limited to the Asian countries. The threats in the SWOT Analysis of Air Asia are as mentioned: 1. The acronym refers to political, economic, social and technological factors. The company makes use of innovative solutions in order to provide low-cost aviation. Air Asia is known for treating its employees and customers well. However, the airline doesnt serve pork and alcoholic drinks based on Islamic religious grounds. Market segmentation is the concept where the potential target customers for any organisation are divided into groups or segments based on various characteristics. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. Air Asia has established itself as a strong competitor in the airline industry. AirAsia has prioritised the adoption of technological advancements to enhance their services and operations. As AirAsia expanded its services, the company expanded its facilities, including travel 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. Home Samples Marketing Environment Analysis of Air Asia. See insights on AirAsia including office locations, competitors, revenue, financials, executives, subsidiaries and more at Craft. However, the company has employed more than20,000employees to manage its worldwide operations. Free resources to assist you with your university studies! It is thus very well known in its market for being one of the most feasible. Air Asia can also implement a cost leadership business strategy. WebThe Competitors analysis of AirAsia Flying Low Cost with High Hopes looks at the direct and indirect competitors within the industry that it operates in. Premium airlines, such as Singapore Airlines and Cathay Pacific, taking advantage of the healthy macro-economic variables in AirAsias mainproducts and servicesare KL Syariah Index of Bursa Malaysia, low price Santan meal, and duty-free merchandise, drinks, food, and other menus if you buy on board. However, AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to the competitors in the airline industries. Supplier concentration in a few hands. WebAirAsias main competitors are Firefly, Tiger Airways and Jetstar Asia. 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. in the worldTherefore, in the increasingly competitive market, AirAsia flies to more number of destinations in comparison to its competitors. Thank you for reading this case study. AirAsia also acquired recognition for improving its supportive and constructive management, as it received rewarded by Center Asia Pacific Aviation (CAPA) as the best airline of the year. This company also operates through affiliated airlines, such as Thai Air Asia, Indonesia Air Asia, Philippines Air Asia. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. The dynamic oil prices and service costs result into criticality for maintaining the low-cost flights as the organisation focuses on facilitating the most affordable costs to its customers (Daft, Murphy and Willmott, 2010). Furthermore, competitive analysis has also been conducted for AirAsia in this report along with marketing mix 7 Ps and SWOT analysis. can be threats. Direct competitors market the same product to the same audience as you, while indirect competitors market the same product to a different audience. 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. Orient Thai previously competed as a third LCC domestically but has essentially withdrawn from this market, initially shutting its LCC brand One-Two-Go in 2008. AirAsia has won many awards over the years. 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. Another reason for the threat of new entrants being low is government laws and regulations which pose restrictions on applying for permissions and license for operating an airline company. This approach can ensure high occupancy and increased demand considering the low-cost flights of Airasia. Fixed Cost is high. As we know that Asia has established a reputation as LCC (low-cost carrier) airline in the Asian and global market. The company engages in anchor pricing strategy in its marketing mix. Air Asia started with only 2 Boeing 737 300 series and started their first point-to-point flights. Furthermore, Jet Star Airways has comparatively more number of payment options that are available for the convenience of the customers (Finder, 2018). The cost-cutting strategies of AirAsia are effective and beneficial in terms of financial growth and maintenance (Ahmad and Neal, 2006). AirAsia was bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-Hicom on 2nd December, 2001 (Soon, 2017). Airlines allowed to increase ight operations, with strict Maximising revenue in a reduced capacity/ competition 2020 environment 14 74,642 mil 45-60% of 2019 85% of 2019 Due to few suppliers in market, this has increasing the bargaining power of supplier. The strengths of Air Asia looks at the key aspects of its business which gives it competitive advantage in the market. The largest airline in Malaysia the business is known to be highly employee centric. Another important strategy that Air Asia will consider enhancing is improving Information Technology (IT) services in the company, as well as in the aeroplanes. The major competitors for Air Asia as per the market analysis are Jet Star Airways, Tiger Airways, JAL Express, and Air Arabia. They have been a major player in the low-fare airline industry and have connected over 88 countries together. Before we get started, lets get to know the company a little more. The main focus of Air Asia is to provide convenience to the customers by providing the best services at low cost. Human resource management undergoes significant political pressure as the recruitment process of AirAsia is focussed on the racial determination of the applicants rather than their merits. 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. Learn how your comment data is processed. Air India, Emirates, and many other Asian airlines have also started following the low-cost carrier strategy to attract market share. The purpose of this report is to examine the market environment for AirAsia, which has established its business in Malaysia. These include a 36% increase in passengers carried by AirAsia Malaysia, 79% increase in passengers carried by AirAsia India and an increase of 65% of passengers carried by AirAsia Thailand. The large fleet size and the high number of destinations help the company to diversify its resources and amplify its target market. AirAsia was named as the best low-cost airline company in the world for 9 consecutive years at the Skytrax World Airline Awards. As the rivalry is strong, Airasia may constant in price reduction to compete with them. Following are the opportunities in Air Asia SWOT Analysis: 1. The Threat of New Entrants In the business of airlines, the loyalty of the customers is found to be weak. AirAsia is an experienced brand in the airline industry. AirAsias positioning is very clear in being low-cost. Low switching costs. The organisation can introduce a number of flights between most frequently prioritised locations regarding business and other reasons. 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