High Switching Cost. The organisational image is consistent and successful concerning the competition in the market. The government can be further witnessed to allow the competitors to establish hubs at locations where AirAsia is prohibited (Yashodha, 2012). 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. Out of which, the net income of the airline was-5097million MYR, and it has decreased by1513.76%. Strong Promoter 2. The introduction of ASEAN open skies policy facilitates opportunities for expansion and generalised airline regulations among the south-east countries of Asia which would benefit the organisation. Some writers often extend the acronyms to include legal and environmental factors. In anchor pricing strategy, the company prices its services along with the tickets at a low price. Thai AirAsia faces new competitive threats in Thai Lion and Thai VietJet. 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. Air India, Emirates, and many other Asian airlines have also started following the low-cost carrier strategy to attract market share. The company also engages in direct service development strategy by treating employees as an essential part of the organisation. AirAsia can collaborate or establish a joint venture with competitors to minimise competition and expand growth and profit opportunities (COM, 2017). If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. Apart from that, AirAsia engages in popular promotions such as social media advertising, print advertisements, and simple but efficient billboard advertising. The dynamic oil prices and service costs result into criticality for maintaining the low-cost flights as the organisation focuses on facilitating the most affordable costs to its customers (Daft, Murphy and Willmott, 2010). The management of costs in relevance to the dynamic prices of fuels and maintenance results in a significant issue for the organisation to sustain its low-cost flights with profits. Similar service provided among every airline company so the competitive may be fierce. Aircraft supplier could be the one who gaining most bargaining power as there are only two in operation, Boeing or Airbus. As reported in The Edge Markets in 2019, Khazanahs managing director Datuk Shahril Redza Ridzuan claimed that the airlines CASK was only 15 per cent to 20 per cent higher than AirAsia and was in fact lower than regional airlines such as Singapore Airlines, Thai Airways and Cathay Pacific. Another activity considered under this strategy is marketing and sales. Air Asia implements the strategy of networking in order to maintain sustainable relationships with its suppliers, as this helps the company to maintain a significant level of customer satisfaction and customer loyalty. AirAsia has also expanded its social media presence across other platforms including YouTube (@airasia), Twitter (@airasia), Weibo and WeChat. AirAsia uses various media platforms for the marketing and promotion of its products and services. Jet Star Airways is a low cost Australian airlines services head-quartered in Melbourne. Web- High margins compare to Airline industry's competitors - Even though Airasia is facing downward pressure on profitability, compare to competitors it is still racking in higher profit margins. Air Asia can also implement a cost leadership business strategy. Quizzes test your expertise in business and Skill tests evaluate your management traits. The company develops the products and services that are convenient for its customers (Mele, Pels and Storbacka, 2015). 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. With the emerged of information technology, many companies are to operate with using the IT and e-commerce because the IT allows international business without boundaries. The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. 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. It is also because they are providing same service to the customer which is sent their customer to their destination by flight. Air Asia has established itself as a strong competitor in the airline industry. The created segments consists of consumers who share similar interests, requirements and locations. The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Market segmentation is the concept where the potential target customers for any organisation are divided into groups or segments based on various characteristics. Study for free with our range of university lectures! The overall services that are provided by Malaysia Airlines and AirAsia have a tremendous difference. The company registered an annual turnover of USD 1.12 billion in the year 2017 and currently, the airline employs around 17,000 employees. In accordance with the increased demands, the options available for flying has also increased, and hence, the bargaining power for buyers is examined to be high for Air Asia. The organisation can be witnessed to confront critical competition from the competitors who are facilitating similar costs and additional services and privileges which act as a drawback for the organisation (Man and Justine, 2005). Best regards from Kazakhstan.My name is Ainash. Performance of rivalry. 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. Air Asia uses direct sales methods, such as sales through the internet, call centres, and walk-in airport sales. According to an estimate, theannual revenueof AirAsia in 2020 was2844million MYR, and it has declined by76.02%. 2.1.2 Pest Analysis PEST analysis is a useful tool for scanning the general environment. - Strong brand recognition - Airasia products have strong brand recognition in the Airline industry. The other supplier such as fuel supplier, merchandise supplier, or food supplier may be depend on market condition. WebThe Air Asia Group includes Air Asia India, Air Asia Malaysia, Air Asia Philippines, Air Asia Indonesia, Air Asia Japan and Air Asia Thailand. 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. Besides @flyairasia and AirAsia is a low-cost multinational Malaysian airline. 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. Continue reading more about the brand/company. Home Samples Marketing Environment Analysis of Air Asia. 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. Physical evidence encompasses the ways in which the company can maintain their position in the industry. In order to establish a new airlines company, high amount of capital along with risk-bearing capabilities and monetary funds to cope up with the challenges faced while sustaining in the airline industryare required. This reduces the chances of small or medium enterprises to enter this industry, and hence, the threat of new entrants for Air Asia is very low. That was AirAsias 4Ps mix, detailing each strategy and its purpose. This article has been researched & authored by the Content & Research Team. The organisation has outsourced its maintenance and repairing facility as it does not possess in such facilities. Exit Cost is high. 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. The company provides its services to people of every age group of society, and to the people belonging to the medium and high ranged of income or financial status. AirAsias positioning is very clear in being low-cost. Interested in learning more? There is no product differentiation while the only different is the airlines packages offered. 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. AirAsia X was regarded as having the worlds best low-cost airline premium seat and the worlds best low-cost airline premium cabin for five consecutive years (AirAsia X, 2018). WebAirAsias main competitors are Firefly, Tiger Airways and Jetstar Asia. The large fleet size and the high number of destinations help the company to diversify its resources and amplify its target market. The route network of AirAsia is one of the largest in the world, which covers more than 20 countries all around the world. Lets see how they compare amongst a few key indicators. It is essential to choose the right set of employees for the organisation in order to maintain their position. Air Asia Revenue : RM 10,638 million (FY 2018) (9.6% increase YoY) RM 9,710 million (FY 2017) Competitive Analysis of Air Asia SWOT PESTLE The SWOT analysis of Air Asia is presented below: Malaysia Airlinesis a member of the oneworld airline alliance and it is also considered as the flag carrier of Malaysia which is head-quartered in Kuala Lumpur International Airport. As compared to the services of the AirAsia,Malaysia Airlinesprovides better services and gain efficient customer satisfaction. The Indian market is highly price-conscious. In this strategy, the company uses activities such as inbound logistics, where all the aircrafts are of one type; hence, reducing the maintenance cost, scheduling cost, and cost of managing inventory. The case involves the Some more of these improvement areas can be found through its SWOT analysis. Some of the threats include: If you liked this article, we bet that you will love the Marketing91 Academy, which provides you free access to 10+ marketing courses and 100s of Case studies. Airasia had expanded its services provides to hotel booking as it already has its own hotel (tune hotel) which located not far away from its airport, and tour packages. The profits of the organisation have been observed to be remarkable which introduce an opportunity to new competitors causing a severe threat to AirAsia for sustainable profits. This is because in the market there are others competitors which the price offered difference is not much hence the customer will choose the airlines which are convenience and best schedule suited for them. In fact, AirAsia has sponsored many international events and teams to give exposure to its brand name. SilkAir 3.Tiger Airways Hence this concludes the Air Asia SWOT analysis. In this context, Air Asia will be focusing on the use of the strategy of service innovation as it is the best strategy to effectively implement the factor of providing new and enhanced services to passengers at low cost. As there are no significant differences in the price compare to Air Asias competitor such as Tiger Airway and Jet Star as mentioned earlier, their customer do not need to spend more to shift to another airline. The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. AirAsia is involved in many Corporate Social Responsibility (CSR) activities so that it can contribute towards the welfare of the community. The company is observed to possess a significant reputation among the competitors, customers and the markets of the establishment. AirAsia is one of Asias most successful low-cost carriers. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. The Air Asia X mainly focuses on the long-haul routes (Yarimoglu, 2014). AirAsia can be accounted to lack financial assistance from organisations or sponsors which consequently minimise the investment opportunities for the organisation (Abdullah, 2010). The company makes use of innovative solutions in order to provide low-cost aviation. Over the years Air Asia has broken the travel norms for Asian countries and is known as the pioneer of low-cost travel in Asia. The threats in the SWOT Analysis of Air Asia are as mentioned: 1. The first main hub of AirAsia was launched in Kuala Lumpur and Malaysia, and it was known as Low-Cost Carrier Terminal (LCCT). However, AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to the competitors in the airline industries. SIA introduced 2 budget airlines; ValuAir and Tiger Airways.. In the similar context, Air Arabia provides the facility of carrying extra baggage for passengers, and this makes Air Arabia a preferred choice over Air Asia. Moreover, it also provides numerous opportunities to travel and explore overseas, developing skills for new cultures. The acronym refers to political, economic, social and technological factors. 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. The company cannot control a number of charges and costs which are regulated by government and airline authorities which may result in a significant loss in profits and consistency of the organisation. Government regulations which target various aspects such as particular routes, landing permissions and share possession cause a drastic impact on the operations of the organisation. Porters Five-Forces Model of competitive analysis is widely implemented by most of the company to progress their strategies in many industries. 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. Multiple ticket distribution networks exist, including internet booking, exclusive reservations, sales offices, and company-approved agents. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. Due to few suppliers in market, this has increasing the bargaining power of supplier. AirAsia Airline As the best low-cost passenger. They may force to continue their operation even they are facing losses in order to cope with fixed costs. AirAsia is already trying to achieve that by expanding their facilities to hotel bookings, tour packages, etc to try and gain some competitive edge along with diversifying their product portfolio. We hope you found what you were looking for. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. The increasing cost, competitors, and limited international destinations are some of the main challenges. 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). The organisation may gain significant benefits during tourism seasons considering the various tourism locations in Asia. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors. The first decision by the Malaysian Competition Appeal Tribunal since its inception more than four years ago caught the media and publics attention. Liked our work? The focus of AirAsia was on maintaining its low-cost policy and in context to that AirAsia X was launched in 2007. The Threat of New Entrants In the business of airlines, the loyalty of the customers is found to be weak. 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. Step 4 - Determine overall industry structure and test analysis of consistency. This has raised the threat of substitution for Air Asia, as in any case of customer dissatisfaction or unavailability of service, it will be easy for the passengers to shift to some other airline company. Points to consider while selecting a topic for dissertation help. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. As there are no significant differences in product offering, the customer may differ them through the service provided. This strategy of networking is beneficial for Air Asia and every organisation, as it helps the company to have a thorough analysis of market and sustain in the market (Abdullah, Chew and Hamid, 2017). WebFive steps to successful analysis of. Air Asia is a low-cost airline headquartered in Malaysia. However, the low-cost pricing strategy has allowed the company to target price-conscious customers in the Asian market. Looking for a flexible role? 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. After an in-depth study of the swot analysis of AirAsia, weve concluded that AirAsia is indeed the worlds leading low-cost airline. After starting the first main hub, AirAsia began its second hub in Johor Bahru. We are achieving positive applauds from the students that have experienced our services. Furthermore, AirAsia adopted a fare structure, according to which, the people who book tickets earlier will get a cheaper fare (AirAsia, 2018). Furthermore, landing charges can be identified as the negative aspect resulting into underdevelopment of the airline industry as the aviation sector is strictly obligated to abide by precise air rights regulations and norms. Relative insignificant influence of buyer to supplier. The diversity results in critical issues and problems for AirAsia to manage and operate all its functions accordingly. The increasing traffic from India and Indians prefer budget airlines as they are cost conscious 2. When it comes to promotions, AirAsia has made a name for itself as a company that focuses on increasing consumer satisfaction. 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. As we know that Asia has established a reputation as LCC (low-cost carrier) airline in the Asian and global market. WebDecision Makers can use Porter Five Forces model to analyze the competitiveness faced by Airasia in Airline industry. AirAsia uses anchor pricing to offer incredibly low rates on its services and fares, enticing consumers to consider traveling with the airline. Low Cost Model: Low cost operations and fixed costs . The opportunities for any brand can include areas of improvement to increase its business. A recipient of numerous awards Air Asia has been consecutively designated as the leading low-cost carrier in the Asian region. This has been possible through excellent brand positioning. AirAsia is one of the largest low fare airline companies in Asia, which has been expanding its routes to different countries since 2001. The threats for any business can be factors which can negatively impact its business. Webprice wars with competitors, taxes and duty imposed on the firms products. Their slogan Now Everyone Can Fly itself sets the tone for the brand. Sponsorship is also one of the great marketing tools. There are many services that are provided to the employees of the organisation, such as training and motivational lectures. The companys primary focus is to build customer value. The cost-cutting strategies of AirAsia are effective and beneficial in terms of financial growth and maintenance (Ahmad and Neal, 2006). Jet Star Airwaysare considered as the safest low cost carriers among the 10 safest carriers in the airline industry of Australia. 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. 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. AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines AirAsia segments its market on the basis of three distinct, but overlapping factors: AirAsias entire branding makes their target market quite self-explanatory. 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. It must have a good relation with hotels and tourism companies around Asia. In order to build buzz, cheap flight tickets are given out based on demand in the form of promotional schemes. Step 3- Assess the Porter Five Forces in relation to the Airline industry and assess which forces are strong in Airline and which forces are weak. Your email address will not be published. The headquarter of the company is in Kuala Lumpur International Airport, Sepang, Selangor,Malaysia. Furthermore, the company wants to serve the 3 billion people who are currently out of connectivity and cannot afford high fares. WebEducational Research: Competencies for Analysis and Applications (Gay L. R.; Mills Geoffrey E.; Airasian Peter W.) Forecasting, Time Series, and Regression (Richard T. O'Connell; Anne B. Koehler) Rich Dad, Poor Dad (Robert T. Kiyosaki) Air Asia Strategic Analysis The paper is prepared to analyse the strategic management of AirAsia which is Its target market for the marketing and sales also provides numerous opportunities to and. 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