Air Asia

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Marketing Strategy

Air Asia's quirky means of promotion has certainly helped make the airline a household name. Yet, barely eight years ago when it began operations, Air Asia had just two planes and a host of obstacles - Sars and the Sept 11 terrorist attacks included that preventing it from taking off. Today, the Malaysia-based budget airline boasts a fleet of 80 aircraft that ply over 122 routes, with 480 flights to more than 65 destinations daily. Group CEO Tony Fernandes has been instrumental in building the Air Asia brand. Known for its strong marketing and branding culture, Air Asia was recognized as one of Malaysia's 30 Most Valuable Brands in 2008, and also made it to US-based business magazine Fast Company's top 50 list of most innovative companies in the world last year. Their goal is to “continue to be the lowest cost airline in every market we serve”

Air Asia has considerate advantages over other airlines in many ways. Firstly, its experience of being in this industry for long time contributes to the already established service standard, operational expertise, infrastructure readiness, as well as bargaining power with suppliers. According to the survey done by, the travelers ranked Air Asia as number 8 of their most favorite low cost airlines. Secondly, Shin Corp, local partner, is very powerful business entity as it has highly diversified portfolio and many strategic business units in media industry. This gives Air Asia the competitive edge in terms of creating awareness of the brand and budget airline industry as a whole.

Product Strategy
Air Asia provides a good service to their customer in order to attract their customer to come back after first time travel with Air Asia. First, Air Asia provide a service that pay attention to customer’s safety. It partnering with the world’s most renowned maintenance providers and complying with the world airline operation to ensure every plane in safety...
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