Ease to switching. AirAsia uses various media platforms for the marketing and promotion of its products and services. Features, such as improved WIFI and other entertainment facilities, can be improved with the help of latest trends and technologies in the IT industry. Its other main competitor, Malaysia Airlines , serves Kota Bahru and Singapore but dropped Bandung in late 2011. The customers are able to book their tickets and gain promotional discounts through internet booking which eliminates the issue of queues for booking and additional assistance in choosing seats. The increasing traffic from India and Indians prefer budget airlines as they are cost conscious 2. Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. A recipient of numerous awards Air Asia has been consecutively designated as the leading low-cost carrier in the Asian region. 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. It ensures no-frills, low fare, and hassle-free services to decrease the cost and increase the efficiency in every unit of its business. AirAsia uses anchor pricing to offer incredibly low rates on its services and fares, enticing consumers to consider traveling with the airline. The Indian market is highly price-conscious. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. The airline offers 0.023 dollars per seat kilometer fare to its customers, and it is the worlds lowest airline fare. The important thing the buyers look for is the fly to destination which shows the strong bargaining power of buyers. The route network of AirAsia is one of the largest in the world, which covers more than 20 countries all around the world. AirAsia is one of the largest low fare airline companies in Asia, which has been expanding its routes to different countries since 2001. In Air Asia SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. Before we get started, lets get to know the company a little more. - Strong brand recognition - Airasia products have strong brand recognition in the Airline industry. This LLC trend has saturated the customer market, and it has declined the overall profitability of AirAsia. 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. Points to consider while selecting a topic for dissertation help. This has been possible through excellent brand positioning. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Liked our work? It allows its customers to choose the services they want without compromising on quality. Air Asia operates flights to around 165 destinations that include both domestic and international with a fleet size of 92. 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. This is act as a barrier of entry for the competitor as there are high in capital requirement such as set up of headquarters, purchasing or hiring aircraft, appointment pilots and other staffs like air supervisor. The airline brand should exploit these circumstances. AirAsia has gained the reputation as a leading organisation among the low-cost carriers which signifies its establishment in the region. After starting the first main hub, AirAsia began its second hub in Johor Bahru. Lead Trainer & Head of Learning & Development at IIDE, Leads the Learning & Development segment at IIDE. The company confronts various complaints and issues from the customers who are numerous to resolve instantly and result in customer dissatisfaction. It must have a good relation with hotels and tourism companies around Asia. SWOT analysis of Air Asia analyses the brand by its strengths, weaknesses, opportunities & threats. Tiger Airways. Simply put, AirAsias target market is the people whose purchasing motivations are price and simplicity. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. Home Samples Marketing Environment Analysis of Air Asia. The company is observed to possess a significant reputation among the competitors, customers and the markets of the establishment. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. Air Asia is known for its low pricing, as well as a no frill policy. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. Supplier concentration in a few hands. The company will increase the current IT facilities used in the aircrafts to enhance the facilities provided to the customers. AirAsia participates in a lot of price-based promotions. They may force to continue their operation even they are facing losses in order to cope with fixed costs. Required fields are marked *. AirAsia was named as the best low-cost airline company in the world for 9 consecutive years at the Skytrax World Airline Awards. As per the results of the survey, AirAsia has. The competition will be fiercer if there is high number of competitor, this is a normal phenomenon. 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. For example, they had a #responsibletraveller campaign on Instagram. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Your email address will not be published. Air India, Emirates, and many other Asian airlines have also started following the low-cost carrier strategy to attract market share. Free resources to assist you with your university studies! Very interesting and informative. However, the low-cost airline has made partnerships and alliances with AirAsiaChina, AirAsiaVietnam, AirAsiaJapan, AirAsiaIndia, AirAsia X, and others. Air Asia Competitors There are several brands in the market which are competing for the same set of customers. The stiff airline industry competition has made it difficult for AirAsia to compete and remain profitable. 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. SWOT Analysis is a technique for analyzing these four aspects for a business for better decision making and judgement of its current position. Some more of these improvement areas can be found through its SWOT analysis. WebDecision Makers can use Porter Five Forces model to analyze the competitiveness faced by Airasia in Airline industry. The Threat of New Entrants In the business of airlines, the loyalty of the customers is found to be weak. Step 3- Assess the Porter Five Forces in relation to the Airline industry and assess which forces are strong in Airline and which forces are weak. It creates and maintains their competitive advantage by offering the cheaper prices and services than competitors price. Do you have a 2:1 degree or higher? Multiple ticket distribution networks exist, including internet booking, exclusive reservations, sales offices, and company-approved agents. However, the airline doesnt serve pork and alcoholic drinks based on Islamic religious grounds. 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. The opportunities for any brand can include areas of improvement to increase its business. Sponsorship is also one of the great marketing tools. UNICEF collaborated with AirAsia to raise $ 128 million for the people who were affected by the earthquake in Haiti. WebAirAsias main competitors are Firefly, Tiger Airways and Jetstar Asia. In this section of the blog, we shall understand AirAsias marketing with the help of its STP (segmentation, targeting, and positioning) strategy. We're here to answer any questions you have about our services. Copyright 2003 - 2023 - UKEssays is a trading name of Business Bliss Consultants FZE, a company registered in United Arab Emirates. Your topic helped a lot, Your email address will not be published. Similar service provided among every airline company so the competitive may be fierce. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Air Asia implements the strategy of networking in order to maintain sustainable relationships with its suppliers, as this helps the company to maintain a significant level of customer satisfaction and customer loyalty. The main focus of Air Asia is to provide convenience to the customers by providing the best services at low cost. AirAsia is a global airline with operations in more than 160 destinations in 25 countries. The focus of AirAsia was on maintaining its low-cost policy and in context to that AirAsia X was launched in 2007. Air India to discontinue Vistara after merger, DS Group Partners with Lderach (Swiss Chocolate Maker), Castrols unveils a New Logo and a Refreshed Brand Identity. *You can also browse our support articles here >. Air Asia PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. Diversified in product offered. In addition, rates are determined by the class of flight, airline load factors, travel dates and days, and competitor pricing in the airline industry. This model is widely implemented by various organisations for the development of their strategies in the industry. The content on MBA Skool has been created for educational & academic purpose only. They should be used as a reference paper for further research. 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. There is no product differentiation while the only different is the airlines packages offered. There are many services that are provided to the employees of the organisation, such as training and motivational lectures. SilkAir 3.Tiger Airways Hence this concludes the Air Asia SWOT analysis. Find useful insights on AirAsias company details, tech stack, news alerts, competitors and more. Step 4 - Determine overall industry structure and test analysis of consistency. Best regards from Kazakhstan.My name is Ainash. AirAsia X joins AirAsia Berhad and Thai AirAsia with stock listings. Aircraft supplier could be the one who gaining most bargaining power as there are only two in operation, Boeing or Airbus. AirAsia has the vision to be one of the best and largest airlines that operates at a low cost. There are a lot of operations that are conducted by the company as it is spread across 25 countries in more than 160 destinations. Porter five forces analysis of Airasia will help in understanding and providing solution to nature & level of competition, and The organisation may gain significant benefits during tourism seasons considering the various tourism locations in Asia. Currently, the priority for the company is to maintain the fundamental principle of keeping travel fair as low as possible so that people with weak financial status can also afford to travel in flights. 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. Air Asia started with only 2 Boeing 737 300 series and started their first point-to-point flights. Now, the brand should amplify its marketing and promotional campaigns to attract the Indian price-conscious market. 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. This involves a detailed analysis of their actions and how these would affect the future strategies of AirAsia Flying Low Cost with High Hopes. AirAsia should expand into more countries, increase the market, and target new customers. We hope you found what you were looking for. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. Increasing globalisation has led to an increase in the lifestyle and financial condition of people. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Airasia are now facing competition with approximately 59 low fares airline such as JAL Express, Tiger Airways, Air Arabia, JetStar Airways, and etc. But of course, there exist many competitors that require constant evaluation of strategies. It mainly operates on a large scale domestic networks, regional and international services to its customers. Bargaining power of Buyers The buyer power for Air Asia is analysed to be high as with increasing options in the international market and decreasing prices of air tickets, people of every category of society can afford flying, and hence, the bargaining power of buyers is also high. Thailand s market currently has just two local LCCs, Thai AirAsia and Nok Air. Furthermore, the company wants to serve the 3 billion people who are currently out of connectivity and cannot afford high fares. Specific analysis has been conducted in order to analyse the market environment for AirAsia. 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? 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. 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 bargaining power of buyers is strong when the switching cost of airlines is low. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. High numbers of Competitor. The approach towards technology assists the organisation in minimising risks and problems and facilitating enhancement in customer services. Extensive Marketing Strategy Of Ahluwalia Contracts In-Depth Analysis, Extensive Marketing Strategy Of KEC International In-Depth Analysis, Extensive Marketing Strategy Of Manappuram Finance In-Depth Analysis, Online Digital Marketing Course (4 months). IT infrastructure of the organisation is utilised with a remarkable approach which enhances the operations and management of the organisation. Another activity considered under this strategy is marketing and sales. Web- High margins compare to Airline industry's competitors - Even though Airasia is facing downward pressure on profitability, compare to competitors it is still racking in higher profit margins. 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. In accordance with the increased demands, the options available for flying has also increased, and hence, the bargaining power for buyers is examined to be high for Air Asia. Air Asia also engages itself in the promotion of the company through social media, print advertisements, and effective billboard advertising (Mele, Pels and Storbacka, 2015). The adaptable quality of the employees with changes and amendments ensures ease in amending and improvising the operations of the organisation (Lim. Such events and teams have got millions of fan following, when an airline sponsors a team or an event, then it allows the company to reach new customers. It would be a strong competitive edge to AirAsia after the pandemic ofcovid-19because the purchasing power of the people has dropped significantly. 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. Learn how your comment data is processed. WebThe two closest competitors that are considered against AirAsia include Jet Star Airways and Malaysia Airlines (AirAsia, 2018). It mainly constitutes of two major subsidiary airlines that includes MASwings and Firefly. 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. The Threat of Substitution The international airline market has sufficient low-priced airline options available for passengers to travel. The Air Asia X mainly focuses on the long-haul routes (Yarimoglu, 2014). The Marketing mix refers to the set of actions and tactics which a company uses to promote its brand. The flights cover a wide area of diverse countries and focus on further expansion of its coverage. AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines 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. AirAsia offers the cheapest flights to over 120 destinations across Asia and Australia (AirAsia, 2018). The following are the strengths of Air Asia : Weaknesses are used to refer to areas where the business or the brand needs improvement. Required fields are marked *. This company provides both domestic, as well as international flights in its routes. Air Asia has expanded their product line by not only sales ticket but also offering tourism package which is offering hotel booking while booking the ticket. Competitiveness Points of Air Asia. 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. Jetstar Airways 2. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Air Asia is one of the leading brands in the airlines sector. The price will be cheaper if you book earlier. Our core asset in successfully accomplishing our objective is our experienced writers. The verdict overturned the Malaysian Competition Commission (MyCC) ruling that AirAsia and Malaysia Airlines (MAS) had colluded to share the market. However, the low-cost pricing strategy has allowed the company to target price-conscious customers in the Asian market. Furthermore, landing charges can be identified as the negative aspect resulting into underdevelopment of the airline industry as the aviation sector is strictly obligated to abide by precise air rights regulations and norms. To export a reference to this article please select a referencing stye below: If you are the original writer of this essay and no longer wish to have your work published on UKEssays.com then please: Our academic writing and marking services can help you! Relative insignificant influence of buyer to supplier. In addition to this, various political factors can be highlighted by influencing the operations and management of AirAsia which have been mentioned below. Air Asia can also implement a cost leadership business strategy. Air Asia Competitor analysis In order to compete with AirAsia,. Similarity in product offering. 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). It offers scheduled flights and chartered flights for passengers, and also provides air cargo services (AirAsia, 2018). AirAsia is a Malaysian low cost and no-frills airline company, which has a unique slogan stated as Now Everyone Can Fly. AirAsia adopted the Computer Reservation System (CRS), which enabled it to introduce the first-ever ticket-less travel facility and also provides features such as advanced boarding passes and online ticket booking. Heres the swot analysis of AirAsia as follows; AirAsia has a large fleet size comprising300aircraft. AirAsia has expanded its routes to different countries all around the world including Indonesia, China, Singapore and the Philippines. Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. Thank you very much Mr. Hitesh Bhasin for this SWOT analysis. 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. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. Air Asia Revenue : RM 10,638 million (FY 2018) (9.6% increase YoY) RM 9,710 million (FY 2017) Competitive Analysis of Air Asia SWOT PESTLE The SWOT analysis of Air Asia is presented below: The company was established in 1993, and the official operation of the company was started on 18 November 1996. The market has confronted critical competition in the form of new competitors who have also introduced low-cost flights. The diversity results in critical issues and problems for AirAsia to manage and operate all its functions accordingly. In addition to this, the IT management of AirAsia adopts precise and effective approaches to ensuring the convenience of its customers (AIRASIA.COM, 2017). Air Asia has established itself as a strong competitor in the airline industry. 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. They have official handles on all major platforms but for the purposes of this segment, we shall take a look at the main 3, which are Instagram, Twitter, and Facebook. Following are the opportunities in Air Asia SWOT Analysis: 1. Do check. The organisational image is consistent and successful concerning the competition in the market. AirAsia is known for its low fares and no-frills policy. It was started in 1993, and the operations began in 1996. As there are no significant differences in the price compare to Air Asias competitor such as Tiger Airway and Jet Star as mentioned earlier, their customer do not need to spend more to shift to another airline. 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. It has been reviewed & published by the MBA Skool Team. It constantly delivers on this promise of affordability, It is extremely difficult to keep costs as low as possible due to fluctuations in fuel prices and increases in service costs, AirAsia does not have its own MRO facility, Cut-throat competition in its sector. In contrast to this, AirAsia is offering more than 130 destinations that include the Middle East, Honolulu and the Asia Pacific. 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Aspects for a business for better decision making and judgement of its business operation they. More of these improvement areas can be highlighted by influencing the operations and management of the.! The employees with changes and amendments ensures ease in amending and improvising the of! Which have been mentioned below to enhance the facilities provided to the set actions! Airways and JetStar Airways its financial position, experienced workforce, product improvements, better communication etc leadership...
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