EXECUTIVE SUMMARY Tony Fernandes, as the Chief Executive Officer of AirAsia, decided to pursue his dream to start an airline with the following vision: “To be an airline that flies long-hauls with low fares with a corporate culture that is flexible and functional”. AirAsia has achieved its title as “The World Lowest Cost Airline,” and was also one of the world’s most profitable airlines. This report provides an analysis and evaluation of internal and external of the company. Methods of analysis includes
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Www.academia.edu/1508051/AirAsia_The_Worlds_Lowest_Cost_Airline Presentation ref Pacific Southwest Airlines 1949 – first low cost airline Pioneered by Southwest airlines in 1970s followed by Ryanair and easyjet in europe Monopoly Operator Malaysian Airlines Promotional fare as low as MYR 1 Started 1993 Boought by tony Fernandez in 2001 AirAsia, the heavily-indebted subsidiary of the Malaysian government-owned conglomerate, DRB-Hicom, was quickly losing money. Fernandes mortgaged his
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Understanding Marketing Mix in Air Asia Airline Bhd Author: Onwutalobi, Anthony-Claret CSN: 31217-2008-22-15 EXECUTIVE SUMMARY The term "marketing mix" became popularized after Neil H. Borden published his 1964 article titled, “The Concept of the Marketing Mix”. Since then, this terminology has become a common knowledge in the business world and has played a pivotal role in shaping most companies’ business processes and models. However, most people argued that this framework was particularly
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Understanding Marketing Mix in Air Asia Airline Bhd Author: Onwutalobi, Anthony-Claret CSN: 31217-2008-22-15 EXECUTIVE SUMMARY The term "marketing mix" became popularized after Neil H. Borden published his 1964 article titled, “The Concept of the Marketing Mix”. Since then, this terminology has become a common knowledge in the business world and has played a pivotal role in shaping most companies’ business processes and models. However, most people argued that this framework was particularly
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27 References 31 Marketing Audit External analysis * Macroenvironment Political Environment Government regulates Airline industry heavily as in other country. In Government regulations of the Malaysian domestic and international aviation industry significantly affect financial performance of Air Asia. All aspect of Air Asia’s domestic airline operations in Malaysia, including slots allocation granting of rights under Malaysia’s air service agreements (“ASAs”) and insurance of AOCs, are
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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
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the internal environment, Porter’s Value Chain, Competitive advantage within International context(cost analysis and differentiation) 1.0 Porter’s Five Forces: 1.1 Threat of new entrants There is a need of high initial investment to run an airline industry business. This high capital requirement is in the form of buying of aircrafts, staff hiring, pilot hiring, etc. Thus, the threats of new entrants for AirAsia are very low. AirAsia uses a very simple and effective strategy of selling tickets
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“… decisive action requires nothing less than a remaking of Malaysia Inc…” “The Government would like to see Khazanah emerge as one of the biggest and most dynamic investment houses in the region… emerge stronger, more nimble and able to create more value” Tun Abdullah Ahmad Badawi, Chairman of Khazanah Nasional 14 May 2004 Briefing for SCIC’S “EFFECTIVE MANAGEMENT OF STATE ASSETS & CAPITAL - INTERNATIONAL EXPERIENCES & PRACTICES IN VIETNAM” CONFERENCE 21 April 2009 Who We Are and Our Role
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Proceedings Website by the permission of the author who retains copyright. This paper may be downloaded for fair use under the Copyright Act (1954), its later amendments and other relevant legislation. 2 The Rise of Tony Fernandes and AirAsia in Malaysia This article discusses the emergence of Tony Fernandes and AirAsia. At first, when AirAsia was relaunched as a Low-Cost Carrier (LCC) under the leadership of Fernandes, no one thought the airliner would survive, let alone become a symbol of the liberalisation
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Proceedings Website by the permission of the author who retains copyright. This paper may be downloaded for fair use under the Copyright Act (1954), its later amendments and other relevant legislation. 2 The Rise of Tony Fernandes and AirAsia in Malaysia This article discusses the emergence of Tony Fernandes and AirAsia. At first, when AirAsia was relaunched as a Low-Cost Carrier (LCC) under the leadership of Fernandes, no one thought the airliner would survive, let alone become a symbol of the liberalisation
Words: 4100 - Pages: 17
