The Marketing Strategy Of Air Asia Tourism Essay

Air Asia was set up by Dato Tony Fernandes in 2001. Air Asia is one of the award winning and largest low menu air hoses in the Asia spread outing quickly since 2001. Air Asia flies to over 61 domestic and international finishs with 108 paths, and operates over 400 flights daily from hubs located in Malaysia, Thailand, and Indonesia with a fleet of 72 aircrafts. Air Asia has flown over 55 million invitees across the part and continues to make more extended path web through its associate companies. Now, Air Asia believes in the no-frills, hassle-free, low menu concern construct and feels that maintaining costs low requires high efficiency in every portion of the concern. Today, through the corporate doctrine of “ Now Everyone Can Fly ” , Air Asia has sparked a revolution in air travel with more and more people around the part taking Air Asia as their preferable pick of conveyance.[ 1 ]

1.2 Success

Now when everyone wants to take plane to go to other topographic point, their first pick about will be Air Asia. The motto of Air Asia, ‘Now Everyone Can Fly ‘ is remembered by everyone. It gives everyone a mentality that Air Asia is a really low menu air hose and becomes a good pick for everyone. In extra, Air Asia had expanded its company to planetary and already well-known in planetary presents. It lets the people of Malaysia feel proud to the Air Asia air hose. Besides that, Air Asia besides gets many awards such as Asia Pacific Low Cost Airline of the Year 2004, and so on starts from 2003. Until 2010, Air Asia already gets more than 50 awards. Those awards verify that Air Asia ‘s ability to success.

1.3 Aim

The purpose of Air Asia scheme is to analyse the selling scheme of Air Asia as a Low cost-airline. Besides that, this will besides find if Air Asia has a opportunity and market chance to spread out their concern in European market, specifically the UK market.A In add-on, this paper besides aims to analyse the selling scheme used by this air hose industry in Asia and besides the UK market. Selling tools and instruments will be used to measure Air Asia. This paper will besides compare Air Asia with its chief challengers in the UK market, analyze the fight of the air hose industry and supply recommendations for come ining in the European market.[ 2 ]

1.4 Methodology

Data aggregation was conducted through seeking with cyberspace. We had gone through many web sites and see it to happen the information of the Air Asia. Internet had provides many information of Air Asia to us such as background of Air Asia and so on. After we study the information of Air Asia, we analyze the information and generate it to compose in this long study. Beside that, we collected informations through the mass media such as telecasting. Ads that been displayed in the telecasting give us the information of how Air Asia advertises themselves in an attractive manner to pull their mark audience. In the advertizement, we able to see how Air Asia portray themselves in this service by utilizing motto that keep in consumers memory. The advertizement do incorporate some information ‘s of services that provided by Air Asia to respectable client.

1.5 Scope

This study is to analyze the concern scheme of Air Asia. Business scheme that been implement by Air Asia is one of the good ways to analyze the well known degree of Air Asia among public. The chief country that we focus in this study is to analyze and understand the factors that cause Air Asia to be so successful in this industry. Previously, Air Asia faced some job therefore they change their concern scheme. These alterations enable Air Asia to work out their job and obtained many of awards in this few old ages. Therefore, the concern scheme that usage by Air Asia is really effectual and efficiency.

2. Findingss

In general, the findings indicated that Air Asia is a really successful air hose in Malaysia. It is good known as low-priced air hose. Over the old ages, Air Asia had received more than 50 awards for their excellence start. For illustration, it has been given the World ‘s Best Low Cost Airline awards by Skytrax for the twelvemonth 2010. Air Asia is celebrated non merely because of the low cost. While it besides because of other concern scheme of Air Asia. Thus, concern scheme of Air Asia is the of import key for the successful of Air Asia.

2.1 Ad

One of the grounds why many people will take Air Asia instead than other air hoses in Malaysia is because of the advertisement scheme been implemented by Air Asia. Air Asia does their advertisement through telecasting and newspaper. The advertisement of Air Asia maintain emphasizes their motto, ‘Now Everyone can wing ‘ . The motto of Air Asia is really easy to allow people maintain in memory. With the motto, bulk audience will retrieve that Air Asia is their first pick to take and cheap. In the newspaper, Air Asia uses a colorful and large image to publicize it. This can catch bulk the mark audience attending and will allow people to utilize few seconds view the advertizement of Air Asia. Therefore, the advertisement of Air Asia is really efficiency and effectual that can do Air Asia to go so successful.

2.2 Servicess

Beside that, Air Asia besides provides a good service to their client in order to pull their client to come back after first clip travel with Air Asia. First, Air Asia supply a service that pay attending to client ‘s safety. It partnering with the universe ‘s most celebrated care suppliers and following with the universe air hose operation to guarantee every plane in safety status that can look after client safety. Air Asia besides uses Streamline Operations to do certain that procedures are every bit simple as possible. It cans faster the service that provides to client. It besides provides a no seat assignment service to client. So that, client can freely happen their place that comfy for themselves. In extra, Air Asia besides has provided an in-flight magazine to client. It can take away their client bored when in the plane. This is the first in-fight magazine that had provided by an air hose in Malaysia. So, services are besides of import factors that that causes Air Asia so successful.[ 3 ]

2.3 Package

From the enlightening web site www.airasia.com, you can book different types of bundles straight fromA Go Holiday, Air Asia ‘s holiday imprint. Asiatravel.com is Asia ‘s largest hotel and flight reserve services. It offer over 60,000 hotels and resorts worldwide and flight going points from major states in Asia and all parts of the universe. All flights and hotels can be booked on instant-confirmation footing. Everyone can wing with Air Asia at astonishing low monetary values and supply different hotel bundle.[ 4 ]

2.4 Promotion and Low Cost

Air Asia is the most successful inexpensive airfare air hose in Malaysia. “ Now Everyone Can Fly ” , it is Air Asia motto. By and large, people have to book early with Air Asia so that can acquire the cheapest airfare. If the client book tardily, the airfare will be higher, but it will still be cheap.A Air Asia does publicities by telecasting, in the newspapers and in yellow journalisms. Besides that, Air Asia besides promotes the trade name by patronizing The Amazing Race Asia along the show and besides to hold a sponsorship trade with Manchester United ( MU ) . It besides send newssheet by electronic mail to registry clients to inform free seats publicity for flight to some metropoliss in Indonesia such as Surabaya, Bali and Lombok. Low cost air hoses begin with two initial cost advantages originating from the very nature of their operation: higher siting denseness and higher daily aircraft use. With the mean menu being 40-60 % lower than its full-service rival, Air Asia has been able to accomplish strong market stimulation in the domestic Malaysian air market ( Thomas 2003 ) .[ 5 ]

2.5 Internet

Airasia.com is an on-line travel booking site and offering sensible choice of airfares. It allow client to online booking flight tickets. Air Asia is a Malaysia universe ‘s best Low-cost Airline that provides flight, corporate information, planes and Online Booking. Among all the payment methods recognition card would be the best pick, nevertheless you can take debit card excessively if you do non possess a recognition card. Overall Air Asia online booking procedure is really easy and fast. Air Asia is assisting regional air hose in Malaysia and south-east Asiatic finishs. Beside that, agenda of domestic and international flights and Asia ‘s largest low menu and no frills air hose is operated by it.[ 6 ]

2.6 Awards

In twelvemonth 2003, Air Asia web site had voted as the most popular web site for online shopping in the 11th Malaysia Internet User Survey conducted by AC Nielsen Consult. Air Asia besides gets an award of Obtained Malaysian Superbrands position by Superbrands International. Besides that, Air Asia gets CIO TOP 100 Honoree for excellence in strategic IT deployment and Developing Airline of the Year 2003 by Airfinance Journal in the same twelvemonth. The Air Asia ‘s proprietor, Tony Fernandes gets the Chief executive officer of the Year by Business Times and American Express in twelvemonth 2003. While in twelvemonth 2004, Air Asia gets more than 10 wagess. In twelvemonth 2005, Air Asia had received seven wagess. In twelvemonth 2007, Air Asia gets six wagess and twelvemonth 2006 gets about 5 wagess. Beside that, Air Asia gets more than 18 wagess in twelvemonth 2008. In the twelvemonth 2009, Air Asia besides gets more than four wagess. In twelvemonth 2010, Air Asia gets the awards of Masterclass Global CEO of the twelvemonth, World ‘s Best Low Cost Airline and Air Asia voted the Air Cargo Industry Newcomer Award at the ACW World Air Cargo Awards 2010.[ 7 ]

3. Decision

“ Now Everyone Can Fly ” , it is Air Asia motto. Many clients first pick about will be Air Asia. Air Asia believes in the no-frills, hassle-free, low menu concern construct and feels that maintaining costs low requires high efficiency in every portion of the concern. It gives everyone a mentality that Air Asia is a really low menu air hose and becomes a good pick for everyone. Beside that, Air Asia does their advertisement through mass media such as telecasting and newspaper. Air Asia had expanded its company to planetary and well-known in planetary presents. In extra, Air Asia besides trains their staff to give a friendly service to client, it provided an in-flight magazine to client so that their client would non experience bored. The good service is an of import concern scheme to do Air Asia go really successful. And, Air Asia besides free seats publicity for flight to some topographic point. In decision, Air Asia is one of the award winning and largest low menu air hoses, so it is the most successful inexpensive airfare air hose in Malaysia.

4. Recommendation

The recommendation that we give to Air Asia is they should fall in venture with Virgin Group. First, Air Asia need to set more attempt to put up a pan-Asian low cost air hose with Virgin Blue, which is a low cost bearer of Virgin Group functioning Australia and New Zealand chiefly. Virgin Blue has suggested it may widen services to south-east Asia. Therefore, puting up a articulation venture with Virgin Blue can assist Air Asia to turn in Asia even further. In the same clip, it besides can assist Virgin Blue to widen services to south-east Asia.

Beside that, Air Asia should besides present smart card which is compatible with the bing ticketless engagement. It can offer two sorts of smart cards to their client. The first sort of smart card is for ordinary travelers. It will be offer instant wagess when topped up and offering greater value than its purchase monetary value. For illustration, a client bargain RM1, 000 cards may be worth of RM1, 500. This card can besides be used by other people with the same household name as the cardholder. And, the 2nd sort of smart card will be offer to limitless travel for frequent circulars. When priced provisionally at RM1, 000, cardholders will be allowed do as many trips as they want within a specified period.

In extra, Air Asia should cut down the extra charge that client need to pay. Customers need to pay by themselves when they need anything in the plane. Although the ticket fee is low, others such as the nutrient and drinks in the plane are expensive. Therefore, Air Asia needs to reconsider to cut it down to pull more clients.