Marketing Plan Project-
Table of Content
Company Description| 3|
Company analysis| 5|
Marketing Mix| 8|
Marketing Plan and Analysis| 13|
Financial Highlights| 17|
Organisational Chart| 17|
Our marketing plan group project in on Air Asia Berhad, a Malaysian low-cost airline. It operates both domestically and internationally. We have used primary and secondary sources of information for this project. Our primary source of information was from the interview we conducted with Abdul Majed B. Maiden, the Sales and Distribution manager of AirAsia’s KL Sentral branch. He gave us basic information of their marketing strategy. Our source of secondary information was information available on the net, primarily on Air Asia’s corporate website, from where we obtained the financial reports and other product information.
AirAsia Berhad is a Malaysia low-cost airline. It operates scheduled domestic and international flights and is Asia's largest low-fare, no-frills airline. AirAsia is a pioneer of low-cost flights in Asia, and was also the first airline in the region to implement fully ticketless travel. Its main base is the Low-Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). Its affiliate airlines Thai AirAsia and Indonesia AirAsia have hubs at Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively. AirAsia's registered office is in Petaling Jaya, Selangor while its head office is on the grounds of Kuala Lumpur International Airport in Sepang, Selangor The airline was established in 1993 and started operations on 18 November 1996. It was originally founded by a government-owned conglomerate DRB-Hicom. On 2 December 2001, the heavily-indebted airline was purchased by former Time Warner executive Tony Fernandes's company Tune Air Sdn Bhd for the token sum of one ringgit. Fernandes proceeded to engineer a remarkable turnaround, turning a profit in 2002 and launching new routes from its hub in Kuala Lumpur International Airport at breakneck speed, undercutting former monopoly operator Malaysia Airlines.
This section covers three aspects of Air Asia’s corporate strategy that influence the marketing plan: the mission, the vision, and the SWOT analysis Vision
To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. Mission
* To be the best company to work for whereby employees are treated as part of a big family * Create a globally recognized ASEAN brand
* To attain the lowest cost so that everyone can fly with AirAsia * Maintain the highest quality product, embracing technology to reduce cost and enhance service levels.
* Operational and economies of scale: AirAisa has low cost of operation. They try to minimise operational cost by using similar aircraft in order to minimise the maintenance cost. AirAsia is currently the largest single customer of A320. Single type fleet minimize maintenance fee and easy for pilot dispatch. This also reduces the training cost as crew only has to train to operation one kind of fleet. * Managerial: Fewer management levels, effective, focused and aggressive management. This enables the communication within the firm to be faster and effective. Thus it allows the organisation to response swiftly to changing market situation. * Marketing: AirAisa has simple proven business model that consistently delivers that lowest fares. Thus is able to penetrate and stimulate to potential markets and try out experimental operation in new market. * Multi-skilled staffs means efficient and incentive workforce....