WebAnalysis for Cost Leadership Strategy and Core. Air Asia is smartly using its social media in building a direct relationship with its customers. Air Asia is known for its low pricing, as well as a no frill policy. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. The approach towards technology assists the organisation in minimising risks and problems and facilitating enhancement in customer services. The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. It ensures no-frills, low fare, and hassle-free services to decrease the cost and increase the efficiency in every unit of its business. The purpose of this report is to examine the market environment for AirAsia, which has established its business in Malaysia. Supplier concentration in a few hands. Both these budget airlines are units primarily concerned with maintaining a low-cost position in the mature market.. History of Garuda Airlines. Step 4 - Determine overall industry structure and test analysis of consistency. Competitive analysis involves identifying your direct and indirect competitors using research to reveal their strengths and weaknesses in relation to your own. The market has confronted critical competition in the form of new competitors who have also introduced low-cost flights. Air Asia is one of the leading brands in the airlines sector. Jetstar Airways 2. Strengths. Competition: The company faces a lot of competition from brands such as Air India, Singapore Airlines, Virgin Airlines etc. But in 1993, Air Asia was established to finally connect Asia like no other airline company. Your topic helped a lot, Your email address will not be published. There are several brands in the market which are competing for the same set of customers. 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: WebThe Competitors analysis of AirAsia Flying Low Cost with High Hopes looks at the direct and indirect competitors within the industry that it operates in. 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. According to a report by The New York Times in 2007, it described AirAsia is the low-cost pioneer in the airline industry. The major issue with maintaining low ticket price is the increasing competition in the airline industry. Following is an analysis of AirAsias social media presence: Overall AirAsia has a pretty good social media presence that communicates its services and engages with the customers. WebCompare AirAsia against competitors. Thank you for reading this case study. According to an estimate, theannual revenueof AirAsia in 2020 was2844million MYR, and it has declined by76.02%. Air Asia uses direct sales methods, such as sales through the internet, call centres, and walk-in airport sales. In the AirAsia case study, we shall decode AirAsias marketing strategy, marketing mix, SWOT analysis, social media presence, and also analyze its competitors. Get best assignment helper in Malaysia as offered by Student Life Saviour to ensure best grades in all Malaysian assignments. *You can also browse our support articles here >. Rising Labour Costs 3. Today, it connects domestic and international flights to more than 165 destinations within 25 countries. 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. Some of the key weaknesses of Air Asia are: Opportunities refer to those avenues in the environment that surrounds the business on which it can capitalize to increase its returns. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. The complaints received by the organisation are identified to be the consequences of low prices as the organisation may face critical problems in ensuring service and assistance with the low-cost flights. AirAsia was named as the best low-cost airline company in the world for 9 consecutive years at the Skytrax World Airline Awards. The microenvironmental analysis for any company or organisation is performed using Porters Five force model. The created segments consists of consumers who share similar interests, requirements and locations. If you did, be sure to share, comment, and let us know! Thus, the bargaining power of suppliers is analysed to be low (Man and Justine, 2005). Thus, the customer may choose to purchase premium airline which may offer them more comfortable facility in almost same price with Airasia. Rise of Other LCCs in Market. SWOT analysis of Air Asia analyses the brand by its strengths, weaknesses, opportunities & threats. Before we get started, lets get to know the company a little more. However, the company has employed more than20,000employees to manage its worldwide operations. The threats for any business can be factors which can negatively impact its business. Air Asia PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. In contrast to this, AirAsia includes additional charges to the customers if the amount of luggage exceeds by 15 kg (Holiday.My, 2018). It constantly delivers on this promise of affordability, It is extremely difficult to keep costs as low as possible due to fluctuations in fuel prices and increases in service costs, AirAsia does not have its own MRO facility, Cut-throat competition in its sector. We hope you found what you were looking for. Lets see how they compare amongst a few key indicators. 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). Concentration of Buyers power in many hands. 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. 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. Browse marketing analysis of more brands and companies similar to Air Asia. AirAsia should expand into more countries, increase the market, and target new customers. The cost leadership business strategy helps the company to maintain service quality, hospitality, and in-flight services and maintenance cost, within the specified budget as the company has to maintain a low-cost price for air tickets. Lets understand AirAsias competitors better with analysis. Below are the top 3 competitors of Air Asia: 1. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. In order to stay ahead of the competition, the company needs to constantly invest in improving the additional facilities that make a difference to customers in todays times such as disposable in-flight meals, complimentary WiFi, entertainment facilities, and varied seat options. Porters five force analysis for Air Asia is as under: Bargaining power of Supplier Analysis of the bargaining power of suppliers is crucial for any organisation, as with the help of this, an organisation manages the capital and makes decisions regarding financial management (Thomas and Housden, 2017). Liked our work? Consistent complaints concerning services and facilities may result in a downfall for the organisational reputation and prioritisation. Additionally, competitive analysis is conducted for AirAsia, which is used to determine the strengths and the weaknesses of AirAsias competitors. AirAsia uses anchor pricing to offer incredibly low rates on its services and fares, enticing consumers to consider traveling with the airline. Below are the Strengths in the SWOT Analysis of Air Asia : 1. 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. Simply put, AirAsias target market is the people whose purchasing motivations are price and simplicity. AirAsia is a low-cost multinational Malaysian airline. 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 Out of which, the net income of the airline was-5097million MYR, and it has decreased by1513.76%. 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. The price offer by an airline company may not be fixed but it will depend on the time differences between the date of booking and flight. Do check. Exit Cost is high. Ease to switching. Interested in learning more? 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. The company has partnered with the worlds most famous maintenance providers to ensure its passengers safety. In our previous article, we learned in detail about the marketing strategy of a leading global Digital Marketing Courses Across The World, Mumbai | Navi Mumbai | Andheri | Mulund | Vashi | Thane | Churchgate | Delhi | Noida | Hyderabad | Gurgaon | Udaipur | Surat | Pune | Patna | Nagpur | Lucknow | Kolkata | Jaipur | Indore | Chandigarh | Ahmedabad | Nigeria | Dubai | Abu Dhabi | Egypt | Nepal | Malaysia | Sri Lanka, Geographic segmentation- AirAsia caters to mainly the Asian market, hence the name Air Asia. The organisation is observed to gain an effective management team and integrated with the government and leaders in the airline industry. Strict regulation and prioritisation by the UMNO (United Malays National Organisation) authorities to implement uniforms for the hostess. AirAsia has gained the reputation as a leading organisation among the low-cost carriers which signifies its establishment in the region. See insights on AirAsia including office locations, competitors, revenue, financials, executives, subsidiaries and more at Craft. They have achieved effective targeting to this segment by making their brand synonymous with low-cost services. Kamarudin Meranun and Tony Fernandes bought the airline on Sep 08, 2001. 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. 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. AirAsia has 5 employees at their 1 location and RM1.84 b in annual revenue in FY 2021. Premium airlines, such as Singapore Airlines and Cathay Pacific, taking advantage of the healthy macro-economic variables in The large fleet size and the high number of destinations help the company to diversify its resources and amplify its target market. The first main hub of AirAsia was launched in Kuala Lumpur and Malaysia, and it was known as Low-Cost Carrier Terminal (LCCT). They have a vast network of operations around the world, flying domestically and internationally. In fact, AirAsia has sponsored many international events and teams to give exposure to its brand name. For example, they had a #responsibletraveller campaign on Instagram. The company believes that customers are the key to their expansion along with their growth. Airasia are now facing competition with approximately 59 low fares airline such as JAL Express, Tiger Airways, Air Arabia, JetStar Airways, and etc. 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. Step 3- Assess the Porter Five Forces in relation to the industry and assess which forces are strong and which forces are weak. AirAsia X joins AirAsia Berhad and Thai AirAsia with stock listings. They have been a major player in the low-fare airline industry and have connected over 88 countries together. 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. Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. The company registered an annual turnover of USD 1.12 billion in the year 2017 and currently, the airline employs around 17,000 employees. Air Asia can also implement a cost leadership business strategy. In addition, rates are determined by the class of flight, airline load factors, travel dates and days, and competitor pricing in the airline industry. Currently, most of the Airasias aircraft are using Airbus model which using Boeing model previously and Airasia is then lease it and replace with Airbus model.If in case Airasia may wish to switch to Boeing again, the cost of training employee in operating the aircraft feature is high. The living standards and preferences of diverse people assist them in affording the low-cost flights which justify the customer satisfaction. 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. High Switching Cost. Another strategy that the company will implement in the future is networking. Specific analysis has been conducted in order to analyse the market environment for AirAsia. 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. 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. AirAsia was bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-Hicom on 2nd December, 2001 (Soon, 2017). AirAsia is headquartered in Malaysia and provides transportation services to its passengers along with cargo and courier services. The cheap flight tickets are given to the customers on the basis of the demand in the form of promotional schemes. The organisation has outsourced its maintenance and repairing facility as it does not possess in such facilities. This paper will examine the results of the strategic actions of AirAsia in the Malaysian domestic airline market. As compared to industry leaders, they dont operate on as many routes, Merging with other low-cost airline companies, They can introduce more flights for popular and busy destinations, The increasing traffic from India as Indians prefer budget airlines. This marketing mix 7 Ps model is used to explain the marketing strategy of Air Asia. Thailand s market currently has just two local LCCs, Thai AirAsia and Nok Air. The Air Asia X mainly focuses on the long-haul routes (Yarimoglu, 2014). The article below lists the Air Asia SWOT, competitors and includes its target market, segmentation, positioning & USP. Fixed Cost is high. It has been reviewed & published by the MBA Skool Team. AirAsia Airline As the best low-cost passenger. The following are strengths and weaknesses of AirAsia: 1. Air Asia has expanded their product line by not only sales ticket but also offering tourism package which is offering hotel booking while booking the ticket. AirAsia is involved in many Corporate Social Responsibility (CSR) activities so that it can contribute towards the welfare of the community. The route network of AirAsia is one of the largest in the world, which covers more than 20 countries all around the world. Quizzes test your expertise in business and Skill tests evaluate your management traits. The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. AirAsia has the vision to be one of the best and largest airlines that operates at a low cost. 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. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. Other than that, hes a fun loving person. This results in significant reduction in the cost as the commission fee paid to travel agents are saved and can be used to maintain the facilities and services of the company (Pinto et al., 2015). It provides an understanding of the company's strengths, weaknesses, opportunities, and threats (SWOT) in relation to its competition. 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. The price will be cheaper if you book earlier. 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. The content on MBA Skool has been created for educational & academic purpose only. Let us now get into its marketing strategy. The Essay Writing ExpertsUK Essay Experts. However, the low-cost pricing strategy has allowed the company to target price-conscious customers in the Asian market. The increasing cost has made it impossible for the company to offer low prices and remain profitable. As per the past experiences and the feedback of the customers, Malaysia Airlines are found to react their destinations on time in comparison to AirAsia. Its routes include both domestic and international flights. Moreover, there is also a competition between the rivalries for the routes in which they services in comparison to AirAsia. 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. 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. Today, well discuss the swot analysis of AirAsia. The company will increase the current IT facilities used in the aircrafts to enhance the facilities provided to the customers. About Air Asia This strategy encourages the customers to choose Air Asia over any other airline company. Lets see how they compare amongst a few key indicators. 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. Student Life Saviour is a prominent name in providing assignment, essay and dissertation help services to students. Besides @flyairasia and 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). Hence the airlines companies have more sales on individuals tickets rather than the groups of customers. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. 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. Since the airline brand follows the tight costing strategy and it allowed the company to offer cheap fare to the customers. AirAsia participates in a lot of price-based promotions. Let us start the Air Asia SWOT Analysis: For Air Asia, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position. The company constantly invests in improving the facilities it provides to the passengers and has introduced facilities, such as in-flight meals, complimentary WiFi, entertainment facilities such as separate televisions for passengers, and seat options including flatbeds (Abdullah, Chew and Hamid, 2017). It is an international air travel carrier that started its flights in Malaysia and expanded its base globally. AirAsias positioning is very clear in being low-cost. Swot Analysis of AirAsia Berhad. 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. The major competitors for Air Asia as per the market analysis are Jet Star Airways, Tiger Airways, JAL Express, and Air Arabia. The 7 Ps of the model are price, product, promotion, place, people, process, and physical environment (Fine, 2017). Copyright 2003 - 2023 - UKEssays is a trading name of Business Bliss Consultants FZE, a company registered in United Arab Emirates. Webprice wars with competitors, taxes and duty imposed on the firms products. Company will implement in the airline brand follows the tight costing strategy and it has declined %. 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