Marketing Mix of Air Asia

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33-35 Bangunan Systematic,

Jln Hang Lekiu, 50100 KL

SEGi College Kuala Lumpur (SCKL)

PRINCIPLE OF MARKETING

EXECUTIVE SUMMARY

There are 4 marketing mix for Air Asia such as product, price, place and promotion. Air Asia should improve their service to satisfy their customer.

ASSIGNMENT ALLOCATION OF MARKS

NO.

DESCRIPTION OF CRITERIA ADOPTED THAT WILL BE USED FOR THE ASSESSMENT OF THE ASSIGNMENT

WEIGHTINGS

MARKS ALLOTTED BY LECTURER

1.

Relevance of content to assignment-Executive Summary

10%

2.

Clear explanation of issues, which are relevant for the assignment:

Relevance of information and material;

Depth and quality of analysis;

Identification and framing of issues and assumptions made.

20%

3.

Application of the relevant principles to the issue:

Understanding of principles, theories and techniques;

Appropriateness and depth of research;

Analytical skills;

Application skills.

40%

4.

Quality of recommendations relating to problem:

Originality of idea and approach;

Recommendations.

20%

5.

Presentation:

Appropriate citation and references;

Style and readability;

Overall presentation.

10%

TOTAL

100%

FEEDBACK ON ASSIGNMENT:

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Date Lecturer's Name

DIPLOMA : DIA / DIBA / DIM(N) / DHRM / DIHM / DIGD / DIMD

AirAsia Berhad is Malaysia and Asia's first low cost carrier 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.

Identify AirAsia's target market for its product.

Describe the current marketing mix for AirAsia.

Who is AirAsia's competition?

Give suggestions how AirAsia should improve their services.

(TOTAL: 30 MARKS)



Q1

Target Market is a set of buyers sharing common needs or characteristics that the company decides to serve. There are three key factors to target market that are segment size and growth, segment structural attractiveness, businesses objectives and resources.

The target market of air asia was students, businessman, tourist, and workers who would like to travel to different countries. The level of our education is imperfect in Malaysia compared to another country such as Singapore and because of this reason, Air asia's air fare promotional fares is as low as rm1 to enable low and middle income family to travel and to provide mobility. When businessmen plan to work at oversea at anytime, they can use the AirAsia and it can reduce the company cost. Next, it's also target the families. Since every season in a year, there must be many families plan for travelling in anywhere. AirAsia can provide families a lowest cost for the flight and families can enjoy their cheap flight. In addition, reduced price sales is also a target market for AirAsia. They reduced their price to suit all class of their customers. AirAsia saw a need for a lot of low pay salary people who could not afford the money to travel home. So, most people can...
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