TABLE OF CONTENTS
1.0 Executive Summary 3
2.0 Introduction 4
2.1 Air Asia background 4
2.2 Vision-Mission of Air Asia 5
2.3 Marketing Strategies 6
2.4 Product and Services 8
3.0 Mega Environment 9
3.1 Social/Culture 9
3.2 Technology 10
4.0 Task Environment 12
4.1 Customer/Client 12
4.2 Competitor 14
5.0 Recommendation 16
6.0 Conclusion 16
7.0 References 17
1.0 Executive Summary
The organization chosen is Air Asia Berhard (From now on it will be known as Air Asia). The parts consist of company background, vision-mission, marketing or strategies products or services, mega elements, task elements and conclusion and recommendation.
In introduction, company background of Air Asia has been highlighted. Air Asia was bought by Tony Fernandes for the sum of RM 1 in 2001 (www.airasia.com/iwov-resources/my/common/pdf/AirAsia/IR/AA Corporate 2007b.pdf). In 2002 Air Asia became a remarkable profit making organization and Asia’s first low cost carrier.
Air Asia’s vision and mission describes measures taken to entertain their customers and the plans of Air Asia to develop their future.
Different marketing strategies have been shown, on the measures Air Asia maintains the low cost strategy with the same level of services as compared to other airlines. Marketing mix shows the strength of Air Asia in the market and their market share as Air Asia is the market leader at KLIA.
Air Asia has number of products and services which are internationally grown throughout the years to cater to customer’s needs. Among them are Travel Information, Booking Services, Air Asia Go, Air Asia credit cards, Air Asia Insurance, Air Asia Courier, Air Asia RedTix, Red Megastore and Air Asia café.
Social/Culture and Technology of Air Asia have been discussed under the category of Mega Environment and Customer/Client and Competitors of Air Asia have been discussed under Task Environment. The... [continues]
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