...STRATEGY PROCESS MODELS 1.0 STRATEGIC ANALYSIS Business Process And Operation Air Asia has fostered a dependency on Internet technology for its operational and strategic management, and provides an online ticket booking services to traveler online. The following shows the home page of Air Asia.com as the company key channel of marketing and sales. Exhibit 1 – Air Asia.com Home Page To book a flight with Air Asia, customers can either choose the following channels or simply visit the Air Asia.com home page and follow the below 5 steps. 1. Call centre 2. Sales office and airport sales counter 3. Authorized travel agents 4. Mobile booking via mobile.Air Asia.com or 5. Online (http://www.Air Asia.com) in 5 easy steps as shown below. Step 1 - Search Step 2 - Select Step 3 - Guest & Contact Step 4 - Payment Step 5 – Itinerary The Product Life Cycle (PLC) Air Asia, Airlines Company with 58 flight destination is in the growth phase position of Product Life Cycle (PLC) stage. The growth phase is when loyalty begins to be built up. Some products or services can be taken up by the customer base very quickly and achieve rapid growth. Sales of Air Asia Airlines grew tremendously in every country in which they were available. It is during the growth phase that the product will begin to recover its development and launch costs and slowly move through the break – even mark to begin to make a profit for the organization. During the growth stage of a new...
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...grapple with how to deliver a consistent and distinctive customer experience while maintaining low operating costs, they have turned to the promise of CRM. Although operational and security issues became top of mind immediately after September 11th, CRM has gradually come back into focus as airlines recognize the importance of effective customer management in establishing long term competitive advantage. CRM’s promise is indeed compelling strengthened loyalty driving increased revenue, with lower acquisition costs and improved operational efficiency. For full-service airlines, CRM is an essential component of their corporate strategy, the means of differentiating themselves from competitors in the eyes of the customer. And although low cost carriers may be less reliant on CRM as a means of driving competitive differentiation, even they must invest in fundamental CRM technologies and processes to manage the customer efficiently over the course of the travel experience. Increasingly, airlines are recognizing that CRM is a long term investment, with the true benefits reaped through profitable lifelong customer relationships. Although many airlines understand the significance of CRM to their bottom lines, such programs as they exist today are suboptimal. Few airlines truly exploit CRM analytics to segment their customers based on value rather than miles flown, instead, they are using only simplistic segmentation models. CRM investments are largely driven by the competition rather...
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...AND TACTICS………………………………………..………….24 5.0 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 6.7 Market Segmentation………………………………………..………….26 6.8 Target Market Profile……………………………………………………30 6.9 Positioning………………………………………………………….…….32 6.0 MARKETING STRATEGIES AND EVALUATION OF MARKET PROGRAM ELEMENTS………………………………………………………………………..33 Refferences…………………………………………………………………………………………………………….36 1.0 INTRODUCTION AND HISTORY a. Introduction of the product Name of the company: Air Asia Berhad ABOUT THE PRODUCT Air Asia is a low cost airline based in Kuala Lumpur, Malaysia. It operates scheduled domestic and international flights and is Asia’s largest low fare, no frills airlines. Air Asia pioneered low cost travelling in Asia. It is also the first airline in the region to implement fully ticketless travel and unassigned seats. Its main base is the Low Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). Its affiliate airlines Thai Air Asia and Indonesia Air Asia fly from Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively. The airlines established in 1993 and started operations on 18 November 1996. It was originally founded by a government-owned conglomerate DRB –...
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...international joint ventures conducted by one of the world best low cost airlines, Air Asia, through their operation years. In particular, Air Asia Indonesia, Thailand, Expedia and Air Asia Japan are being chosen to probe into This research put priority on the factors that turn Air Asia Indonesia, Expedia and Air Asia Thailand into a success throughout their operational year. The Successful International Joint Ventures of Air Asia have gained themselves the benefits from acquainting the right market orientations, in which they have secured a great amount of customers respectively. This leads Air Asia Indonesia and Air Asia Expedia to gain a massive profit and become the dominant airline being in their respective nations. Besides, the commitment is also one of the main contributing factors to the success of Air Asia IJV as well as Economy conditions of host countries had been a major factor to success in IJV. In depth analysis of local GDP of Thailand had granted Thai Air Asia to achieve their business objectives. Throughout the research, it shows that Air Asia Expedia and Thai Air Asia and Indonesia Air Asia have spared no efforts in order to succeed in the aviation industry. Conversely, this research also identified a failed IJV in Air Asia operation with Japan. The main reason behind this failed IJV was usage difficulties found in online booking website of Air Asia. These factors have led to Air Asia Japan to suffer losses throughout their operation. Moreover, misunderstanding...
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...HISTORY OF THE AIR ASIA AirAsia Berhad is also known as AirAsia which is a Malaysia low cost carrier (LCC). It is an aviation company which provides main activity that is air transportation service. AirAsia is the starter and leading the low cost travelling in Asia where operate scheduled domestic and international flight and is Asia’s largest low fare. Air Asia has been established seen 1993 and it has been executed start from 18 November 1996. When it is being established, AirAisa was originally founded by the government owned conglomerate, DRB Hicom. But unfortunately, the incident of World Trade Center attacked by terrorist on 11 September 2001 which influence the airline market trend and leading the worst loss in financial. On 2 December 2001, it was purchased by former Time Warner executive Tony Fernandez’s company Tune Air Sdn Bhd and who has remarkable turnaround which making a profit in 2002. AirAsia is the first aviation industry in the region to adopt fully ticketless travel and unassigned seats by implement and maximize their IT field such as yield management system (YMS), computer reservation system (CRS) and enterprise resource planning system (ERP). Those systems given a lot of beneficial in their area such as create its own web page which provides the facilities to book the seat via online and lead the low expenses. However, as of 5 February 2009, AirAsia has adopted allocated seatings across all AirAsia flights, including in their sister airlines...
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...Introduction: AirAsia is one of the award winning and largest low fare airlines in the Asia expanding rapidly since 2001. With a fleet of 72 aircrafts, AirAsia flies to over 61 domestic and international destinations with 108 routes, and operates over 400 flights daily from hubs located in Malaysia, Thailand, and Indonesia. Today, AirAsia has flown over 55 million guests across the region and continues to create more extensive route network through its associate companies. AirAsia believes in the no-frills, hassle-free, low fare business concept and feels that keeping costs low requires high efficiency in every part of the business. Through the corporate philosophy of “Now Everyone Can Fly”, AirAsia has sparked a revolution in air travel with more and more people around the region choosing AirAsia as their preferred choice of transport. AirAsia creates values through the following vision and mission. AirAsia’s vision is 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. Whereby, their mission is to create a globally recognized ASEAN brand, attain the lowest cost so that everyone can fly with AirAsia and maintain the highest quality product, embracing technology to reduce cost and enhance service levels. EXECUTIVE SUMMARY AIR ASIA Strategic management has played a key role in the success of many business organizations in the world including...
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...product or service This proposal is to develop an online presence for Simply Asia (Simply Asia Foods, LLC). Simply Asia is a neighborhood restaurant that serves Thai, Chinese, and Japanese cuisine in the Grand Prairie/I-20 area where this author resides. The restaurant is famous for its authentic rendition of the three very distinct Asian culinary styles for very affordable price, great service and family-friendly atmosphere. The restaurant currently has good size customer base, loyal, repeat customers who either live or work around the area. Simply Asia’s quality menu and affordable price are its best assets. The restaurant has a great potential to expand its customer-base and increase sales by adding catering and delivery services. Establishing an online presence can greatly help with this expansion through the utilization of easily available and affordable technology along with careful planning and development of effective and creative marketing strategies appropriate for the restaurant business. Nowadays, every competitive business has online presence. Today’s technology allows people quick and easy access to information and services. People ‘on-the-go’ rely heavily on the internet for information that help them make daily decisions on food, traffic, weather, banking, entertainment and almost anything and everything with a few touch of a button from their mobile devices. Simply Asia offers a great product that can take advantage of internet technology to advertise...
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...Meaning of Customer Relationship Management Customer Relationship Management (CRM) is directly related to the satisfaction of customers’ needs. CRM takes care of expectations of customers and what and how a product is presented to the customer. CRM is defined as a system that comprises large amount of customer data and presents it in a suitable manner. This information helps in retaining old customers and developing new potential customers. CRM plays a vital role in effective decision making in marketing management. CRM can also be defined as ✓ A process of creating and maintaining relationships with business customers/consumers, a holistic approach of identifying, attracting, differentiating and retaining customers. ✓ A process of integrating the firm’s value chain to create enhanced customer value at every step. ✓ An integrated cross functional focus on improving customer retention and profitability for a company/organization. Need of CRM In competitive times the challenge is to keep the customers in fold. Companies/organizations lose many loyal and profitable customers due to absence of CRM. There has been a great urgency of CRM in marketing management as best as possible to compete well in today’s innovative business world of high technology. So to create new customers and to retain old (loyal and profitable) customers, it is very much urgent to implement CRM in marketing management. To survive in today’s tough competitive business environment, CRM is very...
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...AirAsia BERHAD MARKETING PLAN No. | CONTENTS | PAGE | 1.0 | Executive Summary | 1-2 | 2.0 | Introduction | 3 | | 2.1 Background and History of AirAsia | 3-4 | | 2.2 Vision Statement | 5 | | 2.3 Mission Statement | 5 | | 2.4 Objectives | 5 | 3.0 | Environmental Analysis | 6 | | 3.1 PESTEL Analysis | 6 | | 3.1.1 Political Factors | 7-8 | | 3.1.2 Economic Factors | 8-9 | | 3.1.3 Social Factors | 9-11 | | 3.1.4 Technological Factors | 11 | | 3.1.5 Environmental Factors | 11-12 | | 3.2 PORTER's 5 Forces Model Analysis | 12 | | 3.2.1 Threats of New Entrants | 12-13 | | 3.2.2 Threats of Substitute | 13-14 | | 3.2.3 Bargaining Power of Buyers | 14-15 | | 3.2.4 Bargaining Power of Supplier | 15 | | 3.2.5 Competitive Rivalry | 16 | 4.0 | SWOT Analysis | 17-18 | | 4.1 Strengths | 19-27 | | 4.2 Weaknesses | 28-31 | | 4.3 Opportunities | 31-34 | | 4.4 Threats | 34-36 | 5.0 | Marketing Objectives | 37-46 | 6.0 | Marketing Strategy | 47 | | 6.1 Target Market | 48 | | 6.1.1 Behavioral Factors | 48 | | 6.1.2 Demographic Factors | 49-50 | | 6.1.3 Psychographic Factors | 50-51 | | 6.2 Marketing Mix | 52 | | 6.2.1 Product | 52-54 | | 6.2.2 Price | 54-55 | | 6.2.3 Place | 55-57 | | 6.2.4 Promotion | 57 | | 6.2.5 People | 58 | | 6.2.6 Performance | 58 | ...
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...11164 Yasmin Yashodha/ Elixir Mgmt. Arts 51 (2012) 11164-11171 Available online at www.elixirpublishers.com (Elixir International Journal) Management Arts Elixir Mgmt. Arts 51 (2012) 11164-11171 AirAsia Berhad: Strategic analysis of a leading low cost carrier in the Asian region Yasmin Yashodha Taylor’s University Lakeside Campus, No. 1 Jalan Taylor's, 47500 Subang Jaya, Selangor Darul Ehsan, Malaysia. A R TI C L E I N F O Art i c l e h i st ory : Received: 9 July 2012; Received in revised form: 13 October 2012; Accepted: 30 October 2012; K ey w or d s Strategic analysis, Region, Low cost, Extensive. ABSTRACT This study examines the extensive strategic analysis of AirAsia Berhad that has enabled it to sustain its competitive advantage as Asia’s leading low cost carrier (LCC). The study demonstrates the diverse business-level, corporate level and competitive strategies of AirAsia Berhad, played crucial roles in the LCC to successfully penetrate the under-served market segment of the airline industry within the ASEAN region. An in-depth analysis using a wide array of academic resources, relevant financial, legal and management resources and authorized websites, including face-to-face interviews were used to provide a more consequential comprehension on the varied business and international strategies that were implemented by AirAsia Berhad. This research exhibits critical analysis pertaining to the current macro environment of the aviation industry which includes...
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...Evaluation 19 Power Distance (PDI) 19 Individualism(IDV) 20 Masculinity / Femininity (MAS) 20 Uncertainty avoidance(UAI) 20 Long term orientation(LTO) 21 ♦ Labor Climate 21 4. Infrastructures Issues 23 5. Diamonds of Competitiveness for Thailand and Malaysia 25 6. Technology and CRM Implications 26 7. Marketing Strategies 30 ♦ Size of Market 30 ♦ Socioculture Acceptance of Product 32 ♦ Method for Marketing & Distributions 32 8. Conclusion 33 References 34 1. The Company - Introduction Picture 1 ICT Facilities Integrated Container Terminal (Thailand) Pte (ICT) was incorporated in 1st February 2011 with an authorized and paid up capital of Thai Baht 10 million. The company’s nature of business is container storage, maintenance and repair of containers. ICT (Thai) is a subsidiary of Integrated Container Terminal (M) Sdn Bhd, located in Pelabuhan Tanjung Pelepas, Malaysia. The company was established on the 6th February 2002 and currently is one of the main service providers for container storage in Malaysia’s port. 3 Picture 2 ICT Container Yard Based on good relationship, ICT (M) Sdn Bhd has secured contracts with 25 shipping lines in PTP. This relationship has been continuously done by ICT (Thai) with these reputable shipping companies and as a result, ICT(Thai) has entered into an agreement with 5 reputable shipping companies within less than a year in operation namely; Malaysian Shipping Corp Bhd (MISC),...
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...1. INTRODUCTION OF PROJECT Information system is the study of complementary network of hardware and software that people and organizations use to collect, filter and process, create and distribute data. The system is many have in all organization or company in this world that act as a catalyst in managing their data perfectively. For this case, the company has chosen to identify what the system that they use in managing their information and data in their company. The company that has chosen is Air Asia Airlines. Air Asia has been successful low cost carrier in operating in Asia region for these past few years and IT is one the major enables for the Air Asia’s low cost business model. Every single primary activity is supported by specific information technologies, for example, utilization of Computer Reservation System (CRS) and Yield Management System (YMS) are critical in the aviation Industry. Besides that, without employing these systems, no airline including AirAsia can operate. In addition, all airlines in LCC industry compete on costs, AirAsia Airlines needs to offer the lowest possible fare in order to win the competition in lower the costs as possible as need. In the way they want to lower the cost regarding the others airlines agency also do the same thing in lower the cost, AirAsia Airlines must more cheaper and affordable. However, this AirAsia Airlines are situated in many place in Malaysia. AirAsia Airlines opened many branches in this country to make sure...
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...Based on the survey done by our team there are several aspect that this survey cover, which include type of training wanted by employer, duration of training and place and price of training. Each survey question can be analyze and further broken down into categories of the marketing model which is the 4P. That include, Product, price, place and promotion. The first part which is the product. Based on our survey several results had been found and from the those result most employer imply on a quarter and annually training, based on the type of training given. For examples, team building and management training are normally done in an annually basis and are normally held in a resort or hotel, thus at the same time act as a vacation for the employees. Where as training that involve technical skill that are needed to be sharpen often are done in a quarterly basis. This result can be further supported by an examples from an insurance company such as Prudential. Each year annual training and vacation will be held at its training center located at Kuala Lumpur. This act as a yearly vacation for its employees and at the same time giving them a chance to sharpen their skills. (Prudential Training Academy, 2013). From our survey result, most of the company we survey mainly consist of 51-100 employees and about 30% are small company that have only 11-30 employees. Thus the result show that if the training are to be provided an estimation of at lease 20 participants...
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...Introduction Nowadays, we can found that many of the company and organization use the programme of customer relationship management (CRM) to automate the marketing, selling and service functions of business. According to Buttle(2009), the definition of customer relationship management is the core business strategy that integrates internal processes and functions, and external network, to create and deliver value to targeted customers at a profit. It is grounded on high quality customer-related data and enabled by information technology. In the following of this passage, we would show more detail about the practicing of customer relationship and technologies are used to enhance the achievement of marketing, sales and services objectives. It involves the stage of customer acquisition, retention and development, whilst simultaneously supporting broader organizational goals. We also can say that customer relationship management is about how to retain the relationship between the organization and consumer or supplier and customers. Thus, organization has to deeply understand about the details and information of customers to increase the profit. So, developing and maintaining the relationship with customers are so important. Meanwhile, we are using Jusco as our company reference. ÆON CO. (M) BHD. (formerly known as Jaya Jusco Stores Bhd.) is a leading retailer in Malaysia. The Company was incorporated on 15 September 1984. It was set up in response to the Malaysian...
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...| [Type the document subtitle] | | To: Prof. Jaison From: Babar, Jagmeet, Manjot, Harman, Giridhar, Vamshi, Sheetal | Table of Contents Introduction 3 Customer Perception 5 Process Management 7 Global delivery Network 8 Concentrate 10 Licensing Agreement 12 Bottling Plant 13 Logistics Management 14 Packaging 15 Transportation Modes 17 Reduction in Cost 17 Agile/Adaptability 18 Responsiveness 19 Resilience 21 Sourcing 22 SRM (Supplier Relationship Management) 23 CRM (Customer Relationship management) 23 Distribution Method 24 Reference 25 Introduction The operations of Coca Cola are administered by the distributed management principles across the world and this has been achieved by setting separate management and operational teams in those areas. The supply of Coca Cola to the customers is made possible through company’s own participation and through the strategic partnerships with the bottlers, chemical providers and the delivery facilitators. The company has the tradition of changing the operating structures according to the fluctuations in the market place. The global strength of Coca Cola has been attained by the company through its strategic partners and it is important to note that there 250 bottling partners across the world. This not only facilitates the operational procedures for the company but also minimizes the chances of any weak grip over the supply chain issues. The Coca Cola is not a single managerial perspective or...
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