Air Asia Marketing Plan

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AirAsia BERHAD

MARKETING PLAN

No.CONTENTSPAGE
1.0Executive Summary1-2
2.0Introduction3
2.1 Background and History of AirAsia3-4
2.2 Vision Statement5
2.3 Mission Statement5
2.4 Objectives5
3.0Environmental Analysis6
3.1 PESTEL Analysis6
3.1.1 Political Factors7-8
3.1.2 Economic Factors8-9
3.1.3 Social Factors 9-11
3.1.4 Technological Factors 11
3.1.5 Environmental Factors11-12
3.2 PORTER's 5 Forces Model Analysis12
3.2.1 Threats of New Entrants12-13
3.2.2 Threats of Substitute13-14
3.2.3 Bargaining Power of Buyers14-15
3.2.4 Bargaining Power of Supplier15
3.2.5 Competitive Rivalry16
4.0SWOT Analysis17-18
4.1 Strengths19-27
4.2 Weaknesses28-31
4.3 Opportunities31-34
4.4 Threats34-36
5.0Marketing Objectives37-46
6.0Marketing Strategy47
6.1 Target Market48
6.1.1 Behavioral Factors48
6.1.2 Demographic Factors49-50
6.1.3 Psychographic Factors50-51
6.2 Marketing Mix52
6.2.1 Product52-54
6.2.2 Price54-55
6.2.3 Place55-57
6.2.4 Promotion57
6.2.5 People58
6.2.6 Performance58
6.2.7 Process58
6.2.8 Programs59
7.0Marketing Implementation60
7.1 Marketing Organization61-63
7.2 Activities, Responsibilities, Budget and Timetable for Completion63-67
7.3 Monitoring Procedures67-69
8.0Financial Summary70-72
8.1 Financial Performance73-82
8.2 Financial & Operational Statistics82-83
9.0Recommendations84-85
10.0Conclusions86
11.0References87

CHAPTER 1

EXECUTIVE SUMMARY

1.0EXECUTIVE SUMMARY
AirAsia needs no introduction in ASEAN, where it is the leading low-cost carrier, connecting people and places across 132 routes, 40 of which are offered by no other airline. In 2010, the Group, which includes affiliates AirAsia Thailand and AirAsia Indonesia, reinforced its leadership position with two remarkable milestones: flying its 100 millionth guest and breaking the RM1 billion profit barriers. AirAsia’s airline was established with the dream of making flying possible for everyone. Since 2001, AirAsia has swiftly broken travel norms around the globe and has risen to become the world’s best. With a route network that spans through more than 20 countries, AirAsia continues to pave the way for low-cost aviation through innovative solutions, efficient processes and a passionate approach to business. 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, Bali, Bandung and Surabaya in Indonesia. In 2011, AirAsia has introduced two hubs, Chiang Mai for AirAsia Thailand and Medan for AirAsia Indonesia. Singapore functions as a virtual hub where AirAsia features among the top 10 airlines in terms of contribution to passenger traffic. Further strengthening its ASEAN network, the Group in December 2010 signed an agreement to establish a Philippine-based low-cost affiliate, which is expected to be operational by end 2011. [1] AirAsia focuses on high frequency and high turnaround of flights, both of which add to customer convenience and greater cost efficiencies. Its turnaround of 25 minutes is the fastest in the region. In AirAsia there are no frequent flyer miles or airport lounges in exchange for lower fares. Guests have the choice of paying for in-flight meals, snacks and drinks. In addition, a decision was made in December 2004 to...
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