Our MKT303/310 lecturer, Mr. Lawrence Sheah had assigned us a group assignment which takes up to 30% of the coursework. This group assignment has been done by Teah Su Hoey, Angel Chia, Lo Sau Fui and Shim Yun Khi. In this assignment, students are needed to select any one local or multinational service company to do a research report regarding on how the company plan, decide and execute their service marketing activities in order to compete and to survive in the competitive business. After a few days of discussion, four of us decided to choose company in airline service sector. The reason we are choosing this sector is because we found out its interesting and attractive part. As a result, we had finally choose the AirAsia Sdn Bhd airline. The reason why we choose this company is due to its luxury and satisfied service that we had experienced and this had inspire us want to know more about this company.
In general, this assignment had covers the company background, following by methodology. The methodology for our research paper is using the secondary method which includes the company’s website, online articles, books, and so on. After the methodology will be the 8P’s of service marketing and the flower of service that the company had applied. Lastly, we have include the conclusion for the whole assignment and some of the recommendations for making the solutions of the company.
In this assignment, all of the information we found are from the secondary research method which is also known as desk research. Generally, mostly all of the company’s information are collected from its own website, other articles, news, books as well as through surfing internet. Secondary data is very useful for us in completing this assignment because it is considerably more efficient in a way of saving cost as well as time. It is a network of data in which all the information are gathered and distributed is readily available.
3.0 About The