Airasia Marketing Case
Master program in Business Administration Marketing Management BUSA 633
Company Case AirAsia: The Sky’s the Limit
Submitted to Dr. Harbi Hasan
Saturday, 22 December, 2012
Contents
Contents ...................................................................................................................................................... 2 1 Introduction.......................................................................................................................................... 3 1.1 1.2 Case Overview ........................................................................................................................... 3 Low Cost Carrier Strategy Overview ....................................................................................... 3 Simple Product: .................................................................................................................. 3 Positioning ........................................................................................................................... 4 Low Operating Costs ......................................................................................................... 4
1.2.1 1.2.2 1.2.3 1.3 2
AirAsia History ............................................................................................................................ 4
SWOT Analysis................................................................................................................................... 5 2.1 AirAsia SWOT Analysis ............................................................................................................. 6 Strengths: ............................................................................................................................ 6 Weaknesses:....................................................................................................................... 6 Opportunities:
Company Case AirAsia: The Sky’s the Limit
Submitted to Dr. Harbi Hasan
Saturday, 22 December, 2012
Contents
Contents ...................................................................................................................................................... 2 1 Introduction.......................................................................................................................................... 3 1.1 1.2 Case Overview ........................................................................................................................... 3 Low Cost Carrier Strategy Overview ....................................................................................... 3 Simple Product: .................................................................................................................. 3 Positioning ........................................................................................................................... 4 Low Operating Costs ......................................................................................................... 4
1.2.1 1.2.2 1.2.3 1.3 2
AirAsia History ............................................................................................................................ 4
SWOT Analysis................................................................................................................................... 5 2.1 AirAsia SWOT Analysis ............................................................................................................. 6 Strengths: ............................................................................................................................ 6 Weaknesses:....................................................................................................................... 6 Opportunities:
References: • • • • • • • • http://www.scribd.com/doc/75306417/Air-Asia-Report http://www.studymode.com/essays/Airasia-1130427.html http://sandygarink.tripod.com/papers/AA_SITA.pdf http://www.skcs.hk/AirAsia.pdf http://www.mba.unisg.ch/files/Case%20Studies/MCAirAsiaACSAv001.pdf http://asaa.asn.au/ASAA2010/reviewed_papers/Ismail-Shahril_E.pdf http://www.scribd.com/doc/14214973/Air-Asia-Strategic-Analysis http://www.docstoc.com/docs/document-preview.aspx?doc_id=51459346 11 | P a g e