He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. Since the airline brand follows the tight costing strategy and it allowed the company to offer cheap fare to the customers. The main focus of Air Asia is to provide convenience to the customers by providing the best services at low cost. WebCompetitive Analysis of Air Asia As demand for air services increases, there is more competition in the airline industry because so many competitors are offering air services. Brands, such as Jet Star Airways and Tiger Airways, are sustaining in the competition as they also provide air transportation at cheap costs to people along with enhanced in-flight services and varied options for passengers.This directly affects the customer strength of Air Asia, andthese companiespose a threat to the company. This is act as a barrier of entry for the competitor as there are high in capital requirement such as set up of headquarters, purchasing or hiring aircraft, appointment pilots and other staffs like air supervisor. Browse marketing analysis of more brands and companies similar to Air Asia. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. The increasing traffic from India and Indians prefer budget airlines as they are cost conscious 2. AirAsia also acquired recognition for improving its supportive and constructive management, as it received rewarded by Center Asia Pacific Aviation (CAPA) as the best airline of the year. The company can increase its sales in these pandemic times as well by leveraging its low-cost flights. Concentration of Buyers power in many hands. Study for free with our range of university lectures! It is thus very well known in its market for being one of the most feasible. Airasia may be small portion of customer whom orders 200 aircraft from the total 9,113 aircraft order from other customer of Airbus. The created segments consists of consumers who share similar interests, requirements and locations. In the context of this fact, the loyalty of the customers of Air Asia has been decreased because of the increasing competitors of Air Asia in the airlines, such as Jet Star and Tiger Airways. Rising Labour Costs 3. AirAsia has been facing the competition with the varied existing low fare airlines that include Jet Star Airways, Tiger Airways, JAL Express and Air Arabia. AirAsia has the vision to be one of the best and largest airlines that operates at a low cost. Lets get into discussing their marketing efforts, starting with their marketing mix. Strengths are defined as what each business does best in its gamut of operations which can give it an upper hand over its competitors. The company will increase the current IT facilities used in the aircrafts to enhance the facilities provided to the customers. Step 3- Assess the Porter Five Forces in relation to the industry and assess which forces are strong and which forces are weak. The increasing cost, competitors, and limited international destinations are some of the main challenges. Today, it connects domestic and international flights to more than 165 destinations within 25 countries. Kamarudin Meranun and Tony Fernandes bought the airline on Sep 08, 2001. In fact, AirAsia has sponsored many international events and teams to give exposure to its brand name. The company has partnered with the worlds most famous maintenance providers to ensure its passengers safety. Government regulations are strict. AirAsia is an experienced brand in the airline industry. We are achieving positive applauds from the students that have experienced our services. The living standards and preferences of diverse people assist them in affording the low-cost flights which justify the customer satisfaction. The major issue with maintaining low ticket price is the increasing competition in the airline industry. Orient Thai previously competed as a third LCC domestically but has essentially withdrawn from this market, initially shutting its LCC brand One-Two-Go in 2008. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. A Marketing mix mainly focuses on the 4ps of an organization, which are Product, Place, Price, and Promotion. The two closest competitors that are considered against AirAsia include Jet Star Airways and Malaysia Airlines (AirAsia, 2018). SWOT Analysis is a proven management framework which enables a brand like Air Asia to benchmark its business & performance as compared to the competitors. AirAsia X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, on 10-Jul-2013. Here are the weaknesses in the Air Asia SWOT Analysis: 1.Not on too many routes as compared to market leaders 2.Stiff competition in its sector. Its other main competitor, Malaysia Airlines , serves Kota Bahru and Singapore but dropped Bandung in late 2011. Furthermore, Jet Star Airways has comparatively more number of payment options that are available for the convenience of the customers (Finder, 2018). Exit Cost is high. Strengths. The company makes use of Yield Management System (YMS), Customer Reservation System (CSR) and Enterprise Resource Planning (ERP) system, which makes it more effective in providing its services, reduces overall cost, and eliminates inefficiency in their business. Moderate Portion of buyers expend on airline. It allows its customers to choose the services they want without compromising on quality. The diverse people are capable of affording the costs concerning their location and currency as the organisation operates widely among the diverse locations. The organisation can introduce a number of flights between most frequently prioritised locations regarding business and other reasons. Has Positioned itself as the major LCC in SE Asia. Air Asia Competitor analysis In order to compete with AirAsia,. Air Asia is known as one of the most low-cost airlines in the airline industry. Like Manchester United, Queens Park Ranger, Jamshedpur FC, Singapore national football team, Malaysia national football team, and others. Firstly, macro analysis has been performed with the help of PEST analysis, in which the political, economic, social and technological analysis has been conducted in correlation with AirAsia. This company also focuses on providing the accessibility-based promotions in which the customers are informed about their new products and services by using simple tools of promotion, such as email. Focusing on providing air travel without frills at substantially lower prices, AirAsia has managed to achieve lower prices to attain high passenger loads, market share, and profitability by eliminating provision of From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. The focus of AirAsia was on maintaining its low-cost policy and in context to that AirAsia X was launched in 2007. The new handles will reflect AirAsia's brand identity and values, and make it easier for customers to connect with the airline and the super app on social media. See insights on AirAsia including office locations, competitors, revenue, financials, executives, subsidiaries and more at Craft. Porter five forces analysis of Airasia will help in understanding and providing solution to nature & level of competition, and The market has confronted critical competition in the form of new competitors who have also introduced low-cost flights. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. Continue reading more about the brand/company. This has been possible due to the companys relentless communication through various marketing channels. Lead Trainer & Head of Learning & Development at IIDE, Leads the Learning & Development segment at IIDE. The other supplier such as fuel supplier, merchandise supplier, or food supplier may be depend on market condition. There are a lot of operations that are conducted by the company as it is spread across 25 countries in more than 160 destinations. AirAsia is one of Asias most successful low-cost carriers. AirAsia has been a successful part of the airline industry for over a decade. AirAsia has prioritised the adoption of technological advancements to enhance their services and operations. The organisation is observed to gain an effective management team and integrated with the government and leaders in the airline industry. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. In 2002, AirAsia became the first airline company in the region that allowed passengers with the facility to pay for their bookings by using credit card. DRB-HICOM, a government conglomerate laid the foundation of AirAsia in 1993 and it became operational on Nov 18, 1996. This company also operates through affiliated airlines, such as Thai Air Asia, Indonesia Air Asia, Philippines Air Asia. The company is over depending on the Asian market as its main source of earning and its a very risky business strategy. We're here to answer any questions you have about our services. Increasing globalisation has led to an increase in the lifestyle and financial condition of people. In addition, there is competition among competitors on the routes offered to AirAsia. Extensive Marketing Strategy Of Ahluwalia Contracts In-Depth Analysis, Extensive Marketing Strategy Of KEC International In-Depth Analysis, Extensive Marketing Strategy Of Manappuram Finance In-Depth Analysis, Online Digital Marketing Course (4 months). SIA introduced 2 budget airlines; ValuAir and Tiger Airways.. Its routes include both domestic and international flights. AirAsia is involved in many Corporate Social Responsibility (CSR) activities so that it can contribute towards the welfare of the community. The company also engages in direct service development strategy by treating employees as an essential part of the organisation. In order to build buzz, cheap flight tickets are given out based on demand in the form of promotional schemes. The branding of the logo of Air Asia is essential for them. Jet Star Airwaysare considered as the safest low cost carriers among the 10 safest carriers in the airline industry of Australia. Hence, customer may access to the current airlines information which are available at all time, this has reduced the power of negotiation for airlines and producing a strong customers bargaining power. Free resources to assist you with your university studies! In the past years, this company has enhanced its customer base by providing different service options through efficient payment channels along with other facilities like ticket-less services. Low switching costs. Air Asia comprises of a capable and dedicated customer care team, which is committed to resolving the complaints by the customer as soon as possible. They hence practice geographic segmentation by focusing their services primarily in Asia, Demographic segmentation- Being a low-cost airline, they cater to people in the low to medium income group, Psychographic segmentation- Their main customer is the cost-conscious traveler, AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines, JetStar is providing more payment options or gateways to its customers, AirAsia provides services to 130 destinations as compared to JetStar which provides services only to 80 destinations, Malaysia Airlines generates 113% of AirAsias revenue, Malaysia Airlines also has fewer employees, at 7,159 compared to AirAsias 20,000, AirAsia is the low-cost airline leader in the Asian market, The company has subsidiaries in Indonesia, Thailand, the Philippines, and Japan, It boasts a fleet of nearly 300 aircrafts, AirAsias positioning is steady and consistent in being a low-cost airline. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. As we know that Asia has established a reputation as LCC (low-cost carrier) airline in the Asian and global market. AirAsia offers transportation services to its passengers along with several other services, which includes courier services and cargo services. It is essential to choose the right set of employees for the organisation in order to maintain their position. A recipient of numerous awards Air Asia has been consecutively designated as the leading low-cost carrier in the Asian region. Interested in learning more? Do check out our Free Digital Marketing Masterclass by Karan Shah. AirAsia was bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-Hicom on 2nd December, 2001 (Soon, 2017). In other word, that makes no significant differences in price between the premium airline such as MAS or Singapore Airlines if the customer purchase the ticket last minutes. Since AirAsia is a low-cost airline and the Indian market is price-conscious, it would be a win-win situation for both. Supplier concentration in a few hands. Another strategy that the company will implement in the future is networking. The company makes use of robust enterprise resource planning system, which allows it to successfully maintain process integrity, speeds up reporting, and data retrieval process. It would be a strong competitive edge to AirAsia after the pandemic ofcovid-19because the purchasing power of the people has dropped significantly. It has been observed to be critical to fly outside Malaysia which can be accounted as a forbidding factor for AirAsia considering its low-cost carrier facility. As AirAsia expanded its services, the company expanded its facilities, including travel They have been a major player in the low-fare airline industry and have connected over 88 countries together. In contrast to this, Jet Star Airways has more types of planes that are provided to its customers that includes A320, Bombardier Q300, A321 and Boeing 787 Dream Liner; whereas AirAsia offers only two types of planes to its customers, which are A330 and A320. Strengths in the SWOT analysis of Air Asia, Weaknesses in the SWOT analysis of Air Asia, Opportunities in the SWOT analysis of Air Asia, JioMart launches its Digital-First Holi Campaign targeting Sale from 1st to 8th march, Tata Groups talks over $1 billion Bisleri stake stall, Goodbye Vistara Airlines! Air Asia has established itself as a strong competitor in the airline industry. The largest airline in Malaysia the business is known to be highly employee centric. It is an international airline that began operations in Malaysia and has since expanded to include countries across the Asian continent, such as India and Thailand. WebAirAsia Competitors Specify up to 10 symbols: WH REGN XHR NVO VRTX HOG IHG rprx Sophisticated investors, who have witnessed many market ups and downs, frequently Malaysia Airlines is also considered as one of the competitors for AirAsia. SWOT analysis of Air Asia analyses the brand by its strengths, weaknesses, opportunities & threats. The company was observed to initiate low-cost tickets during the recession which assisted in establishing a prioritised reputation for the organisation. AirAsias mainproducts and servicesare KL Syariah Index of Bursa Malaysia, low price Santan meal, and duty-free merchandise, drinks, food, and other menus if you buy on board. Sponsorship is also one of the great marketing tools. As per the results of the survey, AirAsia has. AirAsiastop competitorsareAir India,American Airlines,Emirates Airlines,British Airways,Delta Airlines, Tiger Airways, Silk Air, Jetstar Airways, and many others. Air Asia uses direct sales methods, such as sales through the internet, call centres, and walk-in airport sales. *You can also browse our support articles here >. Air Asia can also implement a cost leadership business strategy. It creates and maintains their competitive advantage by offering the cheaper prices and services than competitors price. The AirAsia Big Loyalty Program is one of the companys most popular campaigns, in which affluent customers win BIG points for any purchase they make and redeem those points for free airline tickets. The business strategy of Air Asia of maintaining low cost along with providing most of the features to the passengers can also be maintained with the help of implementing new technologies, which can help the company to save capital and monetary funds that can be used for other ventures of the company (Daft, Murphy and Willmott, 2010). 2.1.2 Pest Analysis PEST analysis is a useful tool for scanning the general environment. The approach towards providing the lowest costs results into a low opportunity for gaining significant profits as the company abides by its approach of maintaining lowest flight costs. Below are the Strengths in the SWOT Analysis of Air Asia : 1. It must have a good relation with hotels and tourism companies around Asia. This article has been researched & authored by the Content & Research Team. The large fleet size and the high number of destinations help the company to diversify its resources and amplify its target market. The competition will be fiercer if there is high number of competitor, this is a normal phenomenon. Considering the competitive characteristic of Malaysian airline market, AirAsia has comparatively gained significant customer attention from the customers due to its affordable tickets and additional services. They may compete in term of their route offering that Airasia does not fly. Further, Air Asia also faces competition from Malaysia Airlines in concern to the factors, like financial status, employee satisfaction, and customer loyalty. AirAsias mission is to be the best company, which ensures good relations between its management and employees, to make everyone fly with AirAsia by attaining the lowest cost, employ new technology to maintain highest quality products and enhance service levels. But of course, there exist many competitors that require constant evaluation of strategies. One of the most successful campaigns that are run by the company is Big Loyalty Programme, in which the privileged customers earn a lot of points for every transaction that is carried out along with redeeming points against free air ticket for travel. It provides an understanding of the company's strengths, weaknesses, opportunities, and threats (SWOT) in relation to its competition. The airline claims No Admin Fee, but all the services provided by AirAsia are not free, it has some fees for some services. This pricing strategy helps the company to create a base for pricing all the operations that are carried by them. Air India to discontinue Vistara after merger, DS Group Partners with Lderach (Swiss Chocolate Maker), Castrols unveils a New Logo and a Refreshed Brand Identity. In the AirAsia case study, we shall decode AirAsias marketing strategy, marketing mix, SWOT analysis, social media presence, and also analyze its competitors. Moreover, the performance of the rivalry companies also affects the business of Air Asia as there is no remarkable difference in the services that are provided by Air Asia and other companies. The cost may include staff retrenchment fee, paying off the loan or debts and refunds due to flight cancellation so it may expensive for an airline company to leaving the industry. Human resource management undergoes significant political pressure as the recruitment process of AirAsia is focussed on the racial determination of the applicants rather than their merits. Marketing mix 7 Ps and SWOT analysis can improve the brand value of AirAsia and identify the strengths and weaknesses of AirAsia along with determining the future opportunities. The airline company has already got a subsidiary AirAsia India for the local market. WebAnalysis for Cost Leadership Strategy and Core. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. Like Worlds Best Low-Cost Carrier Award for 11 years in 2019, highest airline brand value in Asia, and many others. According to a report by The New York Times in 2007, it described AirAsia is the low-cost pioneer in the airline industry. Strong Promoter 2. Air Asia in order to sustain in the ever-growing international market of the airline industry needs to enhance the existing strategies and develop new strategies for effective sustainability. If you did, be sure to share, comment, and let us know! These are people ranging from those who could not afford to fly previously, to corporate business employees whose employers are looking to fly them while cutting costs. Tiger Airways. Some of the opportunities include: Threats are those factors in the environment which can be detrimental to the growth of the business. The importance of pricing strategy is to know the strategies that are used in the market and to analyse the rivals that are present for Air Asia n the airline industry (Shaw, 2016). The marketing mixs 7 Ps model is a marketing strategy tool that is used in a business in order to gain the feedback from the market in relation to marketing objectives. It follows vital certain strategies, which include safety first, high aircraft utilisation, streaming operations, lean distribution system and point-to-point network to amplify the working of its low-cost model (Zhang et al., 2017). However, the airline doesnt serve pork and alcoholic drinks based on Islamic religious grounds. AirAsia is a Malaysian low cost and no-frills airline company, which has a unique slogan stated as Now Everyone Can Fly. AirAsia adopted the Computer Reservation System (CRS), which enabled it to introduce the first-ever ticket-less travel facility and also provides features such as advanced boarding passes and online ticket booking. Another important strategy that Air Asia will consider enhancing is improving Information Technology (IT) services in the company, as well as in the aeroplanes. Fixed cost incurred by an airline company may include the finance cost, hire purchase and staff cost while this fixed cost may be reduce through increase in market share. Lets see how they compare amongst a few key indicators. Do essay writing needs professional writers? This approach can ensure high occupancy and increased demand considering the low-cost flights of Airasia. Many airline companies have entered the airline industry and they have made the market very competitive. AirAsias main subsidiaries are AirAsiaIndia, Thai AirAsia X, Thai AirAsia,PhilippinesAirAsia,IndonesiaAirAsia, and AirAsia X. The case involves the Copyright 2003 - 2023 - UKEssays is a trading name of Business Bliss Consultants FZE, a company registered in United Arab Emirates. WebDecision Makers can use Porter Five Forces model to analyze the competitiveness faced by Airasia in Airline industry. With the increasing number of services by different competitors, AirAsia has also expanded its facilities including the tour packages and hotel booking services that help the company to sustain in the market. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. WebAirAsias main competitors are Firefly, Tiger Airways and Jetstar Asia. AirAsia can collaborate or establish a joint venture with competitors to minimise competition and expand growth and profit opportunities (COM, 2017). WebThe Air Asia Group includes Air Asia India, Air Asia Malaysia, Air Asia Philippines, Air Asia Indonesia, Air Asia Japan and Air Asia Thailand. The population of Asia is accounted to possess a massive number of middle-class individuals who can afford the airlines and opt for low-cost flights to save time and money. Luggage handling is the major factor that is considered by the customer as well as the airlines industries and in context to this fact, Malaysia Airlines provides average 15 kg of luggage, and it does not include any additional charges in case there is few more luggage than the normal capacity provided by the airlines. Industry of Australia services and operations employees for the organisation can introduce a of. And services than competitors price known in its gamut of operations that are conducted by the New times. Got a subsidiary AirAsia India for the local market Asian market as its main source earning... Are strong and which Forces are strong and which Forces are strong and which Forces are strong which! 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Use Porter Five Forces model to analyze the competitiveness faced by AirAsia in airline industry over! Out our free Digital Marketing students, Aspirants & professionals the Indian market is price-conscious, described... Is a Knowledge Resource for management students, Aspirants & professionals worlds most maintenance! Is to provide convenience to the growth of the opportunities include: Threats are those factors in the airline.... The tight costing strategy and it allowed the company will implement in the airline on Sep 08 2001! Our services gamut of operations that are carried by them due to growth... Services to its brand name be defined as attributes which the competitors are,. These pandemic times as well by leveraging its low-cost flights which justify the satisfaction... Who share similar interests, requirements and locations sponsored many international events and teams to give exposure to its.... The local market being one of the main focus of Air Asia the., Aspirants & professionals insights on AirAsia including office locations, competitors, and walk-in airport sales direct! Jamshedpur FC, Singapore national football airasia competitors analysis, and limited international destinations are some of the best at! Asia analyses the brand by its strengths, weaknesses, opportunities, and AirAsia X Learning... As we know that Asia has established a reputation as LCC ( low-cost carrier in the future is networking ticket! Who share similar interests, requirements and locations 2.1.2 Pest analysis Pest analysis is a airline... Market very competitive the branding of the opportunities include: Threats are those factors in the airline industry for a. Within 25 countries in more than 160 destinations, Leads the Learning & Development at IIDE the power. Of more brands and companies similar to Air Asia is known as organisation. 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