MDA Project Report
Air Asia in India
MDA Project Report
Air Asia in India
Puru | Prabhav | Aditi | Mohit | Akhil | Sanjana
Group -15

Puru | Prabhav | Aditi | Mohit | Akhil | Sanjana
Group -15

* 1 Introduction * background study

The aviation sector is a major contributor to India’s economy, it provides 1.7 million jobs through its long supply chain and which are 10 times higher than average jobs in terms of productivity and income. The aviation market has 150 million travellers through its airports and is expected to reach 450 million by year 2020 which will make it the third largest aviation market globally. (IATA-The International Air Transport Association). India is at the fourth position in the latest ranking of most favoured destinations for investment by transnational corporations released by UN agency UNCTAD (UNCTAD's World Investment Report 2014).
These numbers are tempting for any foreign airline operator and indicate a promising opportunity, and with an increased foreign direct investment of 49%, the major leading carrier in Asia-Pacific, Air Asia, is planning to enter the Indian market.
However, like any other civil aviation marketplace around the world, the airline services in India are fiercely competitive, which have raised the expectations of customers by giving better offers and services. But, it is not just about delivering services to customers but also satisfying the customers with quality service at a competitive price. As customer needs and perceptions of airline services vary with their cultures, backgrounds, and socio-economic statuses, findings for one marketplace might be considerably different from ones in another marketplace. Hence, an airline must understand its own marketplace well in order to position itself in the market in the best way.
Thus, the report is aimed at a conducting an empirical study of