AIR ASIA MALAYSIA
AirAsia is the second national airline of Malaysia. AirAsia Berhad is Malaysia and the first Southeast Asia low cost carrier that has made its name synonymous with low fare air travel in the region. Now a household name throughout Asia, AirAsia offers lower fares by eliminating most traditional passenger services in order to make air travel affordable and accessible for everyone. AirAsia provides a totally different type of service in line with the nation's aspirations to benefit all citizens and worldwide travellers. Revolutionising air travel by offering fares that are significantly lower than that of traditional full-service airlines, AirAsia has put Malaysia's airline industry on the world map by making its presence felt and bringing people in the region closer together. Such service takes the form of a no frills -low airfares flight offering, 40%-60% lower than what is currently offered in this part of Asia.
For AirAsia that started in 2001, it’s not that difficult for them to find their target markets. They have surveyed the market and have segmented their targets to what “would be potential customers”. According to Tony Fernandez, the CEO of AirAsia. He knew that there were a lot of low income workers who travel frequently for company’s trips and would want a low budget flight to get them to their destination. Or to meet their families for a special occasion or for emergency reason. Due to how expensive flying that time, this desire this need couldn’t be fully fulfilled. By introducing AirAsia, this low fare airline, it will give all these people the opportunity to travel if more than once a year. This information enables them to identify their target market. AirAsia is encouraging a new segment to be formed and therefore is creating a larger base for domestic demand. AirAsia did an intensive General advertisement and other high profile activities, which contributed, to the high offering of their company's image. They came...
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