The Hong Kong Polytechnic University MSc Marketing Management MM579 International Marketing Group Project Hong Kong Airlines – Expansion to India as a Low-cost Carrier Group Members: CHAN Ho Yan Anna (12016408g) CHAN Ling Yin Minty (12016376g) CHAN Tsz Ho Will (12017495g) LAM Yiu Hang Eric (12017557g) SUN Tsz Han Candy (12024075g) Table of Content 1. Introduction 3 2. Current Marketing Mix 4 3. Current Marketing Strategy 6 4. SWOT Analysis 9 5. Expansion
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Porter’s Generic Strategies 8 Low Cost Leader Differentiation Focus Conclusions and Recommendations 11 Related Integration for Thai Airways Product development for Air Asia Horizontal Integration for Nok Air Strategy for Low cost Airline- Product Development & Market Penetration Strategy for Full service Airline- Joint Venture Bibliography 14 Introduction There is a traditional full service airline based in Thailand‚ Thai Airways. It is the national carrier of the Kingdom of Thailand
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Background Summary: Southwest airlines was founded in Texas in 1971 as a small‚ regional intra-state carrier. They chose to service the Golden Triangle of Houston‚ Dallas‚ and San Antonio. By staying within Texan borders‚ they could avoid federal regulations. They used Boeing 747 planes in their fleet. Since their inception‚ they have been striving to become the leading low-cost carrier in the United States. They have successfully accomplished this. The company has remained profitable despite
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only 2 Boeing 737-300 aircraft together wit RM40 million in debt. • Air Asia Berhad is a Malaysia-based low-cost airline. • The largest low-fare‚ no- frills airline and a pioneer of low cost travel in Asia. • Air Asia is proud to be a truly ASEAN carrier. • Had flown over 100 million guests upon the core believe that “Now Everyone Can Fly”. • Main terminal hub is the Low- Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). • Air Asia’s associates companies- Thai
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118 Part Two Understanding the Marketplace and Consumers VIDEO TOMS Shoes Case on how TOMS executes its strategy within the constantly changing marketing environment. After viewing the video featuring TOMS Shoes‚ answer the following questions about the marketing environment: What trends in the marketing environment have contributed to the success of TOMS Shoes? Did TOMS Shoes first scan the marketing environment in creating its strategy‚ or did it create its strategy and fit the strategy
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Solution the Question frame is:: Introduction Malaysian Airlines is a government owned flag carrier of Malaysia. It operates from its home base‚ Kuala Lumpur International Airpor and with a secondary hub at Kuching. Other than the airline‚ the group also includes aircraft maintenance‚ repair and overhaul and aircraft handling( Wikipedia) The vision of the company is to become a preferred premium carrier‚ well positioned in the Asian aviation marketplace. Even though Malaysia is relatively smaller
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their business. Airlines compete more for business because the economy is in a downfall‚ so they decrease fares to attract customers and add services at lower costs to lure people into using their airlines. Q1. Use the competitive forces model to analyze the structure of the airline industry during 2001-2004. How well does this analysis explain low profitability of the industry? Answer: The competitive forces model focuses on five forces that shape competition within an industry. These five forces are:
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could. While legacy carriers declared bankruptcy‚ JetBlue trounced its competition by offering low‐cost‚ customer‐focused service. Under the direction of the energetic David Neeleman‚ JetBlue became a major player in the airline industry. Operating domestic flights on a point‐to‐point system‚ JetBlue primarily manages East‐West and Northeast‐Southeast routes. While this route structure initially proved profitable for the company‚ rising costs and heated price compe
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Air Asia flights can be booked directly from their website. AirAsia’s target market is a lot of workers or low pay salaries earners whose desire are not fulfilled when they would like to travel often to meet their families especially during special occasions but due to the ticket are in high price at that time. MISSION AND VISION OF AIRASIA VISION 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
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Model8 Strategies9 Cost management12 Support Functions 13 Marketing and distribution14 Market Share And Impact In Pinnacle Years : 2005 and 200616 THE DEAL19 Appendix22 ABSTRACT Air Deccan is the amazing story of India’s very first and living common man who took aviation to a height which nobody thought could ever be achieved. He introduced the first low-cost airline of the country. It became one of the
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