AirAsia Berhad is the leading airline in Asia which offers the largest low fare for domestic and international flights. It was established as a low cost airline as a dream by making flying is possible for everyone. It is just like their company slogan ‘Now Everyone Can Fly’. It scheduled to travel up to 78 destinations across to 25 countries domestically and internationally. AirAsia was a company originally owned by Malaysian government which was later bought by Anthony Francis Fernandes that commonly known as Tony Fernandes. On September 2011, Fernandes bought this airline for one ringgit. It is an airline that only owned two ageing Boeing 737 jets, 200 employees and 40 million ringgit in debt. Fernandes who was a former music executive successfully turn the company around. After a year operating, the company broke even then turned it into a profitable airline within two years (The story of Tony Fernandes and AirAsia, 2013). Fernendes reformed this highly indebted airline by introducing short haul low cost carrier. The first and main base of AirAsia is the Low Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport, while its secondary hubs are at Kota Kinabalu International Airport, Senai International Airport and Penang International Airport. It continues to pave the way for low-cost aviation for international flights and successfully launched the first international flight to Bangkok. In 2007, AirAsia X was established focusing on the low-cost, long-haul segment. Establishing this sister company is to provide high-frequency and point-to-point networks to the long-haul business. AirAsia X’s cost efficiencies are derived from maintaining a simple aircraft fleet and a route network based on low-cost airports, without complex code-sharing and other legacy overheads that weigh down traditional airlines without compromising on safety.. AirAsia X’s efficient and reliable operations are fully licensed and monitored by Malaysian and international regulators, and adhere to full international standards. AirAsia X is committed in offering X-citing low fares, X-emplary levels of safety and care, and an X-traordinary in-flight and service experience to all our guests - spreading the amazing AirAsia experience to X-citing destinations in Australia, New Zealand, China, Taiwan, Japan, Korea, India, Middle East and Europe (AirAsia Berhad (“AirAsia”), 2013). Besides AirAsia X, there are few more other subsidiaries which includes Thai AirAsia, Indonesia AirAsia, Philippines AirAsia, AirAsia Japan, AirAsia India, AirAsia Zest. Furthermore, AirAsia offers other services as well. They offer cargo services, online shopping services, magazines, booking tickets to international line-up events and an online travel portal. AirAsia Cargo is a division under AirAsia which is the offers cargo services up to 18 countries in Asia and Australia. It has also estabalish an online travel portal, AirAsiaGo that helps travelers to choose hotels, activities and travel services to meet their budget and activities with just surfing the internet. Furthermore, AirAsia has their official inflight magazine, Travel 3sixty that gives their passengers the latest news in travel, arts & culture, lifestyle, sports, photography and the brand AirAsia itself. Magazine are not only found on board but it can be downloaded from their website and enjoy it at home and anywhere else. Not to forget about the most exciting thing for most of us especially ladies, the online one-stop-shop. AirAsiaMegastore aims to enhance the travel experience by offering varieties of friendly travel accessories to every customer on board (AirAsia Berhad (“AirAsia”), 2013). According to AirAsia official website, they were given the title World’s Best Low Cost Airline in the annual World Airline Survey by Skytrax for five consecutive years (2009 to 2013). In the Asia Pacific Top 1000 Brands 200, AirAsia also ranked as the Top 5 among the most recognized and admired...
Please join StudyMode to read the full document