The organization that our group had chosen is AirAsia. AirAsia is Asia’s leading airline was established with the dream of making flying possible for everyone. Since 2001, AirAsia has swiftly broken travel norms around the globe and has risen to become the world’s best. With a route network that spans through our innovative solutions, efficient processes and a passionate approach to business. Together with associate companies, AirAsia X, Thai AirAsia and Indonesia AirAsia, AirAsia is set to take low-cost flying to an all new high belief, “Now Everyone Can Fly”. The parts consists of company background, vision, mission, objectives and goals, strategies, identity, image, reputation stakeholder, public, market, issues, communication, conclusion, and recommendation.
2.0 COMPANY BACKGROUND
AirAsia is one of the businesses that have successfully adopted leadership through operational effectiveness and efficiency. The cost advantages have enabled AirAsia to become the Aisa’s leading low fare airline. Established on 12 December 2001, AirAsia has been such a big phenomenon in airline industry especially in Asia. By using a simple but strong slogan “Now Everyone Can Fly”, AirAsia has successfully positioned itself in customer’s mind. The leading low fare airline in the Asia, AirAsia has been expanding rapidly since 2001, to become an award winning and the largest low cost carrier in Asia. Through their philosophy of “Now Everyone Can Fly”, AirAsia has sparked a revolution in air travel with more and more people around the region choosing AirAsia as their preferred choice of transport. As AirAsia continuously strives to promote air travel, they also seek to create excitement amongst their guests with their range of innovation and personalized service. 3.0 12 KEY CONCEPT
1) 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. 2) To continue to be the lowest cost short-haul airline in every market we serve, delivering strong organic growth through offering the lowest airfares at a profit.
1) To be the best company to work for whereby employees are treated as part of a big family. 2) Create a globally recognized ASEAN brand.
3) To attain the lowest cost so that everyone can fly with AirAsia. 4) Maintain the highest quality product, embracing technology to reduce cost and enhance service levels.
3.3 OBJECTIVES AND GOALS
AirAsia is not a beverage, yet Datuk Tony Fernandes, who has been instrumental in building the low-cost airline, believes that the AirAsia brand can be as popular as Coca Cola. His wish is to see the AirAsia’s name plastered around the globe, even on watches and football stadiums, in six years (Star Biz, March 15, 2008). A recent article described Coke as “truly a model of marketing power as its image has transcended national borders to cultural barriers to reach almost everyone on earth”. “I would like the AirAsia brand to be as big as Coca Cola,” Fernandes, the group CEO of AirAsia, told StarBiz in an interview recently.
“Given fair competition, we can be as big or even bigger than Singapore Airlines (SIA) too. We can be, and it is my goal that we, AirAsia, become bigger than SIA, and carry more passengers than SIA.” He is using SIA as the benchmark as it is a well-recognised global airline brand although the national carrier, Malaysia Airlines, has for several years been winning accolades for having the world’s best crew. But in terms of brand reach, Fernandes prefers the market reach to be as big as that of Coke. “Even before AirAsia can fly to Europe, it was already flying Europeans and other nationalities around Asia and that just goes to show that our brand is spreading all over.
“AirAsia is a strong brand and an airline that has managed to create a market for itself. It has gone beyond Malaysia’s borders and would continue to carry the...