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Guide Acnb

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Submitted By MirageS
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Table of Content

1.0 INTRODUCTION 2
2.0 IN- DEPTH EVALUATION OF AIRASIA 3 2.1 Strategic Objectives of AirAsia. 3 Table 1: Objective evaluations of AirAsia 3 2.2 Strategic fit of Air Asia. 4
3.0 COMPETITIVE SITUATION 5 Table 2 AirAsia and its competitors’ profile 5
4.0 MARKET POTENTIAL & MARKET ATTRACTIVENESS 8 Table 3: Market attractiveness from a macro perspective 8 Table 4: Market attractiveness from a micro perspective 9 Table 5: Porter’s Five Forces for AirAsia 9
5.0 SEGMENTATION, TARGETING AND POSITIONING ANALYSIS 11 5.1 Market Segmentation 11 Table 6: Market Segmentation of AirAsia 11 5.2 Target Market Profile 14 Table 7: Target Market Profile of AirAsia 14 5.3 Positioning 15 Figure 1: AirAsia’s Perceptual Map 15
6.0 CUSTOMER ANALYSIS 17
7.0 INTERNAL CAPABILITIES & CORE COMPETENCIES 19 Table 8: Comparison of Malaysia’s Top Players in Low Cost Carriers’ Marketing Program 20
9.0 FINANCIAL AND MARKETING EVALUATION OF AIRASIA 23 9.1 Evaluation of AirAsia’s financial status using 2007 and 2008 annual reports 23 Table 9 : AirAsia’s financial status in 2007 and 2008 23 9.2 Financial Evaluation for AirAsia as compared to Malaysia Airline [MAS]. 24 Table 10 : AirAsia’s financial status as compared to MAS in 2007 and 2008 24 9.3 Marketing Metrics 25 Table 11: Marketing metrics 25
10.0 PROBLEM IDENTIFIED AND THE ALTERNATIVES 25
11.0 REFERENCE LIST 27

1.0 INTRODUCTION

AirAsia is a low cost carrier [LCC] based in Kuala Lumpur [KL], Malaysia. Tony Fernandes founded AirAsia in 2001 which has expanded rapidly into an award-winning and profit-yielding company, grabbing the title of World’s Best Low Cost Airline by Skytrax (AirAsia, 2009a). From hubs located in Malaysia, Thailand and Indonesia, more than 400 flights operate to 61 domestic and international destinations utilising a fleet of

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