Surroundings asia advertising essay

Essay Topic: Market share, Their very,

Paper type: Organization and industrial,

Words: 2762 | Published: 04.06.20 | Views: 484 | Download now

AirAsia is Malaysian low-cost flight that provides both equally domestic and international plane tickets. AirAsia began operating in 18 November 1996, this pioneered inexpensive travelling in Asia. In 2001, the airline that was heavily indebted was purchased by Tony adamowicz Fernandes’s organization Tune Air Sdn Bhd. Under his charge, AirAsia has become one of the greatest low cost flight companies operating in Asia today. It is main hub is based inside the Low Cost Transporter Terminal (LCCT) at Kuala Lumpur Airport terminal (KLIA). Consequently, AirAsia consumers tend to end up being from the lower to central income populace.

Thai AirAsia and Indonesia AirAsia will be subsidiaries of AirAsia and are also based in Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively. Company Analysis

My spouse and i. Segmentation

AirAsia target market segment include three several but overlapping segments that have been segmented according to Geographic Segmentation, Market Segmentation and Psychographic Segmentation. AirAsia is usually targets largely the Hard anodized cookware market, and so the name AirAsia. Consequently, they do geographic segmentation simply by focusing their services generally in Asia.

Becoming a low cost aircarrier, they are targeting the low to middle income group (demographic) and the cost-conscious travellers (psychographic).


In order to find the current advertising challenges faced by AirAsia and to determine what are the likely solutions they can implement, considering their options and take advantage of their talents, the TOWS analysis style (Threats, possibilities, weaknesses and strengths) to be used. Threats | Opportunities |

* Strong competition (i. e. Tiger Airlines, Singapore Airlines) | * Asia’s middle category growth 5. ASEAN Wide open Skies 5. Increasing oil price| Weaknesses | Strong points |

* Fair availability | * Well-established brand name 5. Low cost leader in Asia |


The fact that was once a comparatively small industry of cheap airlines once AirAsia was first established, AirAsia not only needs to face roundabout competitors just like non-budget flight companies (i. electronic. Singapore Airlines), ferries (i. e. Kuala Perlis Langkawi Ferry Support Sdn Bhd) and buses (i. electronic. Aeroline, at this point they are also threaten with extreme direct rivals such as Gambling Airways and Jetstar Asia Airways.


Countries in Asia, such as China and India, are up-and-coming huge potential markets down the road. In Chinese suppliers, there were currently 130, 500, 000 customers just at the center class range in 2006. It really is estimated to boost to 340, 000, 1000 in 2016, a 162% growth via 2006 while shown inside the graph listed below. This

is beneficial to get AirAsia since it means that their targeted buyers (low to middle income) will grow exponentially in the future.

ASEAN Open Skies is an agreement, targeted for 2015, to allow endless flights among all the ASEAN’s regional airline carriers, both total services and low-cost airlines. The rationale for the Open up Sky arrangement is to promote competition in the airline industry. Due to its good brand name and “low-cost traditions among their workforce, AirAsia is more likely to gain from this agreement. The raising oil prices may seem just like a threat to AirAsia, on the other hand being the reduced cost head in Asia, this can really be seen as the opportunity for them instead. This is because high oil prices would have an effect on all the airlines and not just AirAsia. Thus, AirAsia will still be the cheapest costing of most the different flight companies. This could bring about an increase in market share for AirAsia as clients from the distinct airlines would relocate to AirAsia. Weaknesses

The availability of AirAsia flights is bad as complete services aircarrier. While fair availability may seem like a enormous weakness that might need to be discussed and solved, it would be challenging for AirAsia to remain cost leader if it offered complete support as it would result in increased operational cost. Talents

AirAsia’s manufacturer is well established in the Cookware region. This was not only because AirAsia the pioneered affordable travelling in Asia, although also as a result of extensive promoting & special offers they have carried out. Indonesia AirAsia and Thai AirAsia include successfully helped AirAsia to spread the brand throughout the regional beyond simply Malaysia. Due to AirAsia School, which AirAsia’s regional training academy positioned in Malaysia, it includes helped to create a low-cost air travel mentality among all of their workforce. It is because of this workforce that AirAsia has become the low-cost airline leader in Asia in terms of general cost. Inside the table within the following web page, it particulars the difference when it comes to cost per available seat kilometres (ASK, which is the overall number of seats available on planned flights multiplied by the volume of kilometres these types of seats were flown), among AirAsia as well as the other competitors. Its demonstrates that AirAsiahas a huge advantage in the competitors in this field.


Promoting Challenge

Looking through the company analysis, the biggest promoting challenge at present faced by simply AirAsia is always to remain competitive and safeguard their business in the progressively competitive market of cheap airline. Advice

I. Make use of the developing Asian Marketplace

Intended for AirAsia to remain competitive and not only protect their very own market share yet expand this as well, it is important that AirAsia taps in to and benefit from the growing Oriental Market. They can do this simply by adopting the next strategies.

Market Challenger Tactics

The industry challenger approaches are a pair of strategies a company can easily employ to gain market share and having the leader eventually (Kotler and Armstrong, Guidelines of Marketing, newest 2010, thirteenth edition). AirAsia can use these types of strategies, especially, frontal, flank, bypass and guerrilla attack, to make alone standout through the rest of the competition and ideally gain a greater market share in the growing Asia middle cash flow population. Attacker


(3) Encirclement attack

(4) Bypass harm

(2) Flank attack

(5) Guerrilla harm

Frontal attack


Frontal Attack:

Anterior attack refers to when you assault the some weakness of an additional company’s merchandise. In the case of AirAsia, they should harm their rivals through their very own prices. As a result of reasons in the above list, AirAsia is just about the low cost leader in Asia. It is not likely for their opponents to be able to complete in terms of cost alone in the long run. Thus, AirAsia should employ their relative low prices to challenge their competitors immediately. The limitation to this kind of attack is that AirAsia must maintain that low cost benefits that they have.

Which means that they have to spend a large area of their capital into their research and development section to ensure they are traveling by air at the lowest cost possible. One of many ways AirAsia can easily further decrease their functional cost is by standardizing their aircraft. While shown inside the table inside the following site, AirAsia provides currently a few different types of airplane, ranging from the Airbus A320-200 to the Airbus A350-900. However , if AirAsia was to lessen this in order to two to three different types of aircraft it will lead to a major drop in cost, while economies of scale comes into effect if they buy and look after the same sort of aircraft Staff cost also reduce, because they only need to understand how to handle some types of aircraft, this may lead to training moment reduced and ultimately reducing detailed cost.

Flank Assault:

Flank attack refers to attacking opponents at their very own weak points or blind spots. Among the things lacking in the low-cost air carriers in Asia today may be the ability to travel around long range at the same low price offered pertaining to the transientness trips. AirAsia already has AirAsia By, which provides this kind of long haul trip services, yet , their destinations are limited as they only go to the widely used countries such as London or Sydney. For this reason, one of the strategies AirAsia could implement should be to form a great alliance with low-cost air carriers outside of Asia like Virgin Blue. This plan will be additional explained later on in the statement. Bypass Harm:

This form of attack refers to diversifying in to unrelated products or market segments neglected by the other competitors. One of the ways AirAsia could diversify is by providing affordable accommodations at their particular destinations. These kinds of accommodations could be provided by Track Hotels which can be an linked company personal by Tony Fernandes, who will be also the CEO of AirAsia. Travellers will see this as a value added service since not only would they be capable of getting a cheap form of transportation although a place to stay too. The limit of rendering accommodations is the fact it is financially infeasible to build a lodge at all of their current air travel destinations. As such, it would be preferable to start off by offering this service only for location where it would be hard to get low-cost lodging, pertaining to examples in the city areas of Japan. And as the company increase further, it can start to broaden on the site where these hotels will be provided.

Guerrilla Attack:

AirAsia may apply facción attacks by simply launching small , and intermittent hit-and-run attacks to harass and destabilize the leader. AirAsia can use

promotions for short periods of time in an attempt to steal consumers from their opponents. One such case is when ever AirAsia a new 48 several hours promotion between 28 September ” 29 Sept 2009, where they offered a 20% lower price on most seats, flights and locations. This is a very useful type of harm for AirAsia because of their low priced advantage, because they are able to preserve promotions, especially discounted price advertising, longer than their competition with a reduce lost in profit. The limitation of offering offers is the reduction in the profit margin when they give discounted prices. However , this bad impact may be minimized by placing the promotions at logically moments, just like only when rivals are offering offers. Alliance with Virgin Green and America

As mentioned beneath the flank attack section, a good way AirAsia can attack their very own competitors through offering a far more extensive flight network outside of Asia. While AirAsia Back button is currently completing this market of long haul travel arrangements for AirAsia, it is continue to not extensive enough and really should be developed further. Virgin Blue and Virgin America are low cost airlines within Australia and America respectively. By partnering with all of them, AirAsia could extend their destinations into Australia and America. For example , if a Malaysian traveller wished to visit La, he would first take an AirAsia path to travel coming from Kuala Lumpur to Buenos aires, DC, then take a Virgin America trip to Are usually. The rationale for selecting Virgin America is because America is one of the leading destinations with regards to international traveler arrivals because seen in the table beneath, which will simply increase while using growing Oriental economy. By joining as well as Virgin America, AirAsia can easily capitalize within this existing substantial human traffic flow going to America.

While Quotes does not belong to the top 12 international tourist arrivals countries, AirAsia ought to still give attention to the Asia to Australia route. The reason is , as Cina and India develop there will be a huge increase in the number of worldwide travellers, most of which would be made up of those who never travelled outside the Asia region or even their countries. Thus, these folks, wanting to flavor a traditions different from Asia but do not want to travel to a far off site such as America or The european union on their first trip, could choose to go to Australia. The benefit of this strategy is that it will not onlytarget the Asian market part who wants to travel to locales outside Asia but also cater to the market part outside of Asia that really wants to travel to Asia. The constraint of this technique is that AirAsia would have to 1st form a great alliance with low cost airliners in those regions, which could be a difficult process because proven by the already long list of failed airline alliance such as Surroundings Canada/ Continental Airlines and Saberna/Air Portugal (Nigel Evans, David Campbell, George Stonehouse, Strategic managing for travel and travel and leisure, 2003)

Take advantage of the ASEAN Open Skies contract

As stated before, one of the things AirAsia can perform to remain competitive in the future is always to prepare for the ASEAN Open up Skies contract. With open skies inside the ASEAN place, it would be signify more tracks are available for the airlines. Pertaining to AirAsia, because of this they would manage to fly to more destinations while currently taking shorter routes as they might no longer be facing restriction through the countries in the ASEAN area from traveling over them. The shorter routes ensures that flights will need a short time to full, frills including providing foods may no longer be needed plus the frequency of AirAsia plane tickets could be maximize as the turnover rate is larger.

Thus, they can be able to reduce operational expense, which means lower prices, consequently making AirAsia more attractive to the consumers. The limitation to this strategy is that the Open Skies agreement is applicable to all air carriers in the ASEAN region, meaning that AirAsia would face possibly tougher competitions when the agreement starts in 2015. Yet , because of the good brand photo and low cost leader benefits AirAsia offers, if these were one of the “early movers, they will could get a huge part of this market. 2. Capitalize for the corporate organization

AirAsia have seen a recent increase in the numbers of companies (almost double the last 3 years, because seen in the subsequent page table) trading into low cost airlines, this could be as a result of global downturn in the economy. As such, AirAsia should also become focusing on increasing their share in this corporate business marketplace as the foreign exchange market tends have a more consistent source of demand unlike travel and leisure which is seasonal and easily affected by external elements, such as regarding the swine flu.

AirAsia’s seats sold to corporate consumers: 2006 to 1Q09

Resource: AirAsia

Commitment programme

To capture this market AirAsia can start giving a benefits program. AirAsia could offer perks that are earned according to the volume of organization a company does with all of them. For example cheaper pricing or perhaps with the often fliers, a spot system whereby the companies could earn free flights in the event they gathered enough mileage. The limitation of this approach is that AirAsia would have to incur a lower earnings margin as they would now be selling at lower discounted prices. However , the pros far obese the negatives in the case of AirAsia. Once again because of being the low cost leader in Asia, the advantages program offered by AirAsia may likely be the most attractive in comparison to the other competitors as they can offer better perks, hence they will could very easily become the industry leader in the corporate traveling market, getting back together for the bottom profit perimeter per chair by real volume.


To recap, the primary marketing problem facing AirAsia at the moment is definitely the intense competition that exist inside the low cost air travel industry. The strategies that AirAsia can easily implement to keep competitive happen to be two pronged, to make use of the Cookware middle cash flow class and focus on the corporate businesses. They will capitalize for the Asian industry by using marketplace challenge tactics, standing out through the rest by simply attacking their very own competitors. Finally, they can use the corporate businesses by offering a type of loyalty programme that would generate it more appealing for businesses to use AirAsia. Ultimately, the main reason the above tactics would work is because of the low expense leader edge that AirAsia has. In order to survive through this market, AirAsia has to make certain that they maintain their inexpensive altitude.


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