Air Asia Marketing Plan

17836 words 72 pages
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 PORTER's 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 Rivalry 16
4.0 SWOT Analysis 17-18 4.1
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AirAsia feels proud of such endorsement and is committed to living up to guests’ expectations by continuing to keep costs down while providing the highest levels of service and efficiency as it spreads its wings further and wider across the skies.

CHAPTER 2

INTRODUCTION

2.0 INTRODUCTION
2.1 BACKGROUND AND HISTORY OF AirAsia

AirAsia Berhad otherwise known as AirAsia is an airline company that provides air transportation services. AirAsia was established in 1993 and embarked into operations on 18 November 1996. The company has a long ownership history. At the beginning, AirAsia was founded by a government-owned conglomerate, DBR-Hicom. It was later purchased by Tony Fernandez, former executive of Time Warner on December 2001. The company is headquartered in Sepang, Selangor, Malaysia. Their main base is the Low Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). (Benneth, Kueh, Teng, 2011)

From an airline with two aircraft plying six routes in Malaysia in January 2002, AirAsia has soared in the last nine years to cover 65 destinations in 18 countries. Today, employing more than 8,000 staff and with a market capitalisation of just over RM7.06 billion (as at 31 December 2010), it is the only Truly ASEAN airline, serving the region’s 600 million population from 10 hubs in three countries- Kuala Lumpur, Kuching, Penang and Kota Kinabalu in Malaysia; Bangkok and Phuket in Thailand; and Jakarta,

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