Over the years Air Asia has broken the travel norms for Asian countries and is known as the pioneer of low-cost travel in Asia. As increasing in the number of airline competitor such as Jet Star and Tiger Airways which are also promote low cost fare may decrease the shifting cost of the customer lead to decrease of Air Asias customer loyalty. WebDecision Makers can use Porter Five Forces model to analyze the competitiveness faced by Airasia in Airline industry. Before we get started, lets get to know the company a little more. 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. AirAsia focuses on providing guests with comfort through competent facilities that meet industry standards, as well as regular flights and secure point-to-point connectivity. Features, such as improved WIFI and other entertainment facilities, can be improved with the help of latest trends and technologies in the IT industry. The purpose of this report is to examine the market environment for AirAsia, which has established its business in Malaysia. Here are the weaknesses in the Air Asia SWOT Analysis: 1.Not on too many routes as compared to market leaders 2.Stiff competition in its sector. This pricing strategy helps the company to create a base for pricing all the operations that are carried by them. Marketing mix 7 Ps and SWOT analysis can improve the brand value of AirAsia and identify the strengths and weaknesses of AirAsia along with determining the future opportunities. Malaysia Airlines provides onboard food services to its customers without any extra charges, whereas AirAsia provides the food services with an additional charge for its customers. AirAsia has prioritised the adoption of technological advancements to enhance their services and operations. AirAsia Berhad also facilitates in operating businesses, related financial services and airline operation services. Their 5 main operational hubs are Singapore, Indonesia, Japan, Malaysia, and Thailand. This tells us that AirAsia mainly needs to understand its customers a little better and provide them with the extra services they need. Both these budget airlines are units primarily concerned with maintaining a low-cost position in the mature market.. History of Garuda Airlines. 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. The company confronts various complaints and issues from the customers who are numerous to resolve instantly and result in customer dissatisfaction. The company is observed to possess a significant reputation among the competitors, customers and the markets of the establishment. Air Asia can also implement a cost leadership business strategy. The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. As the rivalry is strong, Airasia may constant in price reduction to compete with them. 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. Some of the opportunities include: Threats are those factors in the environment which can be detrimental to the growth of the business. Thank you for reading this case study. Although the two major suppliers of aeroplane structures are Airbus and Boeing, the suppliers of other facilities required in an aeroplane, for hospitality services including food and merchandise, are available in adequate amount in the market. AirAsia is a Malaysia-based aviation company that owns and operates jet aircraft that offers scheduled passenger and cargo transportation services. Student Life Saviour is a prominent name in providing assignment, essay and dissertation help services to students. It seems as the destination and customer market share of AirAsia is only limited to the Asian countries. WebAirAsias main competitors are Firefly, Tiger Airways and Jetstar Asia. 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. Competition: The company faces a lot of competition from brands such as Air India, Singapore Airlines, Virgin Airlines etc. The created segments consists of consumers who share similar interests, requirements and locations. The government can be further witnessed to allow the competitors to establish hubs at locations where AirAsia is prohibited (Yashodha, 2012). AirAsia X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, on 10-Jul-2013. The flights cover a wide area of diverse countries and focus on further expansion of its coverage. AirAsia has been a successful part of the airline industry for over a decade. They hence practice geographic segmentation by focusing their services primarily in Asia, Demographic segmentation- Being a low-cost airline, they cater to people in the low to medium income group, Psychographic segmentation- Their main customer is the cost-conscious traveler, AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines, JetStar is providing more payment options or gateways to its customers, AirAsia provides services to 130 destinations as compared to JetStar which provides services only to 80 destinations, Malaysia Airlines generates 113% of AirAsias revenue, Malaysia Airlines also has fewer employees, at 7,159 compared to AirAsias 20,000, AirAsia is the low-cost airline leader in the Asian market, The company has subsidiaries in Indonesia, Thailand, the Philippines, and Japan, It boasts a fleet of nearly 300 aircrafts, AirAsias positioning is steady and consistent in being a low-cost airline. Today it is one of the most reputed Asia-based airline companies. After starting the first main hub, AirAsia began its second hub in Johor Bahru. The organisation has outsourced its maintenance and repairing facility as it does not possess in such facilities. WebCompare AirAsia against competitors. Many airline companies have entered the airline industry and they have made the market very competitive. Competitive analysis involves identifying your direct and indirect competitors using research to reveal their strengths and weaknesses in relation to your own. Jet Star Airways is a low cost Australian airlines services head-quartered in Melbourne. As reported in The Edge Markets in 2019, Khazanahs managing director Datuk Shahril Redza Ridzuan claimed that the airlines CASK was only 15 per cent to 20 per cent higher than AirAsia and was in fact lower than regional airlines such as Singapore Airlines, Thai Airways and Cathay Pacific. Rising Labour Costs 3. High numbers of Competitor. In addition to this, the IT management of AirAsia adopts precise and effective approaches to ensuring the convenience of its customers (AIRASIA.COM, 2017). Lets see how they compare amongst a few key indicators. Following are the opportunities in Air Asia SWOT Analysis: 1. - Strong brand recognition - Airasia products have strong brand recognition in the Airline industry. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. The route network of AirAsia is one of the largest in the world, which covers more than 20 countries all around the world. In contrast to this, AirAsia includes additional charges to the customers if the amount of luggage exceeds by 15 kg (Holiday.My, 2018). Human resource management undergoes significant political pressure as the recruitment process of AirAsia is focussed on the racial determination of the applicants rather than their merits. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors. It is thus very well known in its market for being one of the most feasible. 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. Air Asia also engages itself in the promotion of the company through social media, print advertisements, and effective billboard advertising (Mele, Pels and Storbacka, 2015). AirAsia also acquired recognition for improving its supportive and constructive management, as it received rewarded by Center Asia Pacific Aviation (CAPA) as the best airline of the year. Like Manchester United, Queens Park Ranger, Jamshedpur FC, Singapore national football team, Malaysia national football team, and others. It offers scheduled flights and chartered flights for passengers, and also provides air cargo services (AirAsia, 2018). AirAsia is one of the largest low fare airline companies in Asia, which has been expanding its routes to different countries since 2001. Thai AirAsia, Indonesia AirAsia, Philippines AirAsia, and AirAsia India are its affiliate airlines, while AirAsia X, its sister carrier, focuses on long-haul routes. As there are approximately 59 low cost airline operating in the industry,it is always easily for the customer to look for alternative. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. 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. Kamarudin Meranun and Tony Fernandes bought the airline on Sep 08, 2001. Following is the SWOT analysis of AirAsia: Lastly, lets take a look at AirAsias social media marketing presence as digital marketing is also a very important part of any companys marketing strategy. As there are adequate options available for passengers to choose from, at the similar price as Air Asia, the company needs to focus on the amenities and hospitality services it provides to the customers. Diversified in product offered. This paper will examine the results of the strategic actions of AirAsia in the Malaysian domestic airline market. Revenue performance has greatly improved with sales across the group up 57% this week versus the preceding week, supported by the latest Aircraft supplier could be the one who gaining most bargaining power as there are only two in operation, Boeing or Airbus. In the similar context, Air Arabia provides the facility of carrying extra baggage for passengers, and this makes Air Arabia a preferred choice over Air Asia. Along with these improvements, if AirAsia continues to deliver to its target market effectively, it will surely maintain its differentiated position in the industry. The dynamic oil prices and service costs result into criticality for maintaining the low-cost flights as the organisation focuses on facilitating the most affordable costs to its customers (Daft, Murphy and Willmott, 2010). Rise of Other LCCs in Market. Government regulations are strict. The importance of pricing strategy is to know the strategies that are used in the market and to analyse the rivals that are present for Air Asia n the airline industry (Shaw, 2016). The management of costs in relevance to the dynamic prices of fuels and maintenance results in a significant issue for the organisation to sustain its low-cost flights with profits. Looking for a flexible role? Jet Star Airways provides more than 80 destinations that include Asia Pacific, Australia and Honolulu in America. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. Sponsorship is also one of the great marketing tools. The company makes use of innovative solutions in order to provide low-cost aviation. Air Asia has established itself as a strong competitor in the airline industry. Furthermore, the renovation, development and reconditioning facility is also partnered with other organisations. According to a report by The New York Times in 2007, it described AirAsia is the low-cost pioneer in the airline industry. In order to establish a new airlines company, high amount of capital along with risk-bearing capabilities and monetary funds to cope up with the challenges faced while sustaining in the airline industryare required. Its routes include both domestic and international flights. Get best assignment helper in Malaysia as offered by Student Life Saviour to ensure best grades in all Malaysian assignments. The largest airline in Malaysia the business is known to be highly employee centric. Customers have access to market information. The airline which was set up in the year 1993 started operations in the year 1996 and is thus a fairly new airline. Supplier concentration in a few hands. Further, Air Asia also faces competition from Malaysia Airlines in concern to the factors, like financial status, employee satisfaction, and customer loyalty. Other than that, hes a fun loving person. Like Worlds Best Low-Cost Carrier Award for 11 years in 2019, highest airline brand value in Asia, and many others. As per the results of the survey, AirAsia has. *You can also browse our support articles here >. This is due to Airbus is a UK based aviation company and their customer may come from around the world. Comment * document.getElementById("comment").setAttribute( "id", "a896926ff00456d33666396e451bba6e" );document.getElementById("i2e65971ac").setAttribute( "id", "comment" ); Copyright 2023 Marketing91 All Rights Reserved. Airasia had expanded its services provides to hotel booking as it already has its own hotel (tune hotel) which located not far away from its airport, and tour packages. AirAsia launched AirAsia Berhad in 2001, which provides air transportation services, particularly in Malaysia. AirAsias positioning is very clear in being low-cost. Competitive Rivalry The rivalry in the airline industry is known to be very intense due to varied reasons. Our academic experts are ready and waiting to assist with any writing project you may have. AirAsias marketing strategy has worked wonders for the company in communicating exactly what they wanted to the customers. Jetstar Airways 2. Thus, small portion of customers who not interested with joining the travel agencies may look for AirAsia which providing the holiday packages which including flight ticket, accommodation and travel guides flight ticket, accommodation and travel guides. Switching Cost is low. AirAsia offers transportation services to its passengers along with several other services, which includes courier services and cargo services. Basic things to know before seeking help in assignment. The supplier power for Air Asia ranges from low to medium, as any one group of suppliers is never observed to be dominating the industry of the airline. Continue reading more about the brand/company. Your email address will not be published. Another important strategy that Air Asia will consider enhancing is improving Information Technology (IT) services in the company, as well as in the aeroplanes. It mainly constitutes of two major subsidiary airlines that includes MASwings and Firefly. In the increasing demand of the airline services, there is a tough competition in the airline industry because of the varied numbers of the competitors that are providing the airline services. The composite of five forces below explaining the nature of competition facing by Airasia: Loyalty of customer is weak. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. Focusing on providing air travel without frills at substantially lower prices, AirAsia has managed to achieve lower prices to attain high passenger loads, market share, and profitability by eliminating provision of Back in the 1900s Thai National Airlines was the only airline that could fly in the main routes of Bangkok Chiang Mai with non-stop flights. At last, Strategic priorities are identified and analysed to provide the values that help AirAsia in fulfilling its aim. The increasing cost, competitors, and limited international destinations are some of the main challenges. AirAsia X has amplified its profit-making routes to multiple countries such as Australia, France, Iran, South Korea and New Zealand. Air Asia uses direct sales methods, such as sales through the internet, call centres, and walk-in airport sales. The airline offers 0.023 dollars per seat kilometer fare to its customers, and it is the worlds lowest airline fare. Apart from that, AirAsia engages in popular promotions such as social media advertising, print advertisements, and simple but efficient billboard advertising. AirAsia uses anchor pricing to offer incredibly low rates on its services and fares, enticing consumers to consider traveling with the airline. Its other main competitor, Malaysia Airlines , serves Kota Bahru and Singapore but dropped Bandung in late 2011. They have been a major player in the low-fare airline industry and have connected over 88 countries together. Do check out our Free Digital Marketing Masterclass by Karan Shah. can be threats. However, the company has employed more than20,000employees to manage its worldwide operations. Disclaimer: The reference paper provided by Student Life Saviour should be used as a model paper, and are not intended to be submitted to the universities. This company also focuses on providing the accessibility-based promotions in which the customers are informed about their new products and services by using simple tools of promotion, such as email. If your specific country is not listed, please select the UK version of the site, as this is best suited to international visitors. The organisational image is consistent and successful concerning the competition in the market. Your topic helped a lot, Your email address will not be published. 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. WebAirAsia is largest player in June, with 35% capacity market share Indonesia: Easing restrictions as the country step into transition period. This may makes the industry very competitive. Another strategy that the company will implement in the future is networking. But the company is only operating its business only in 25 countries. Premium airlines, such as Singapore Airlines and Cathay Pacific, taking advantage of the healthy macro-economic variables in They have achieved effective targeting to this segment by making their brand synonymous with low-cost services. Build a competitive intelligence sales and marketing strategy based on the data It would be a strong competitive edge to AirAsia after the pandemic ofcovid-19because the purchasing power of the people has dropped significantly. The following are strengths and weaknesses of AirAsia: 1. 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. As there are no significant differences in the price compare to Air Asias competitor such as Tiger Airway and Jet Star as mentioned earlier, their customer do not need to spend more to shift to another airline. Has Positioned itself as the major LCC in SE Asia. Strengths are defined as what each business does best in its gamut of operations which can give it an upper hand over its competitors. Such events and teams have got millions of fan following, when an airline sponsors a team or an event, then it allows the company to reach new customers. The price will be cheaper if you book earlier. 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. WebAnalysis for Cost Leadership Strategy and Core. Air Asia maintains its image in the market by choosing the right set of employees depending on their capabilities (Shaw, 2016). 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. The company makes use of Yield Management System (YMS), Customer Reservation System (CSR) and Enterprise Resource Planning (ERP) system, which makes it more effective in providing its services, reduces overall cost, and eliminates inefficiency in their business. SWOT Analysis is a technique for analyzing these four aspects for a business for better decision making and judgement of its current position. It creates and maintains their competitive advantage by offering the cheaper prices and services than competitors price. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. The two closest competitors that are considered against AirAsia include Jet Star Airways and Malaysia Airlines (AirAsia, 2018). Malaysia Airlines is also considered as one of the competitors for AirAsia. WebThe Air Asia Group includes Air Asia India, Air Asia Malaysia, Air Asia Philippines, Air Asia Indonesia, Air Asia Japan and Air Asia Thailand. Another reason for the threat of new entrants being low is government laws and regulations which pose restrictions on applying for permissions and license for operating an airline company. Strengths. There is no product differentiation while the only different is the airlines packages offered. KLIA-Singapore is also served by four Singapore-based carriers Jetstar Asia, Tigerair, SilkAir and Singapore Airlines. WebAirAsia Bhd Fundamental Company Report Including Financial, SWOT, Competitors and Industry Analysis Enhanced SWOT Analysis (+ US$ 75.00) PESTEL Analysis (+ US$ 150.00) IFE, EFE, IE Matrices (+ US$ 125.00) Porter Five Forces Analysis (+ US$ 75.00) VRIO Analysis (+ US$ 175.00) Special Bundle, including all types of analyses (+ US$ As AirAsia expanded its services, the company expanded its facilities, including travel Technology is a major component of organisational structure which is completely analysed on the basis of IT framework of Airasia in particular region. February 2, 2019 By Hitesh Bhasin Filed Under: SWOT of Brands. Competitiveness Points of Air Asia. AirAsia is the largest low-fare airlines and rapidly growing in Asia since 2001. The organisation is observed to gain an effective management team and integrated with the government and leaders in the airline industry. Their slogan Now Everyone Can Fly itself sets the tone for the brand. But of course, there exist many competitors that require constant evaluation of strategies. In other word, that makes no significant differences in price between the premium airline such as MAS or Singapore Airlines if the customer purchase the ticket last minutes. Below are the Strengths in the SWOT Analysis of Air Asia : 1. AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to JetStar Airlines 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. 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. 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Strategy that the company is only operating its business in Malaysia as offered student... Markets of the competitors, customers and the markets of the main challenges hes a loving. Units primarily concerned with maintaining a low-cost position in the industry, it is one of the most.! Per seat kilometer fare to its passengers along with several other services, which covers than! Share similar interests, requirements and locations, highest airline brand value in Asia operations! As regular flights and secure point-to-point connectivity owns and operates jet aircraft that offers scheduled flights and secure point-to-point.! Capacity market share of AirAsia is the Airlines packages offered weaknesses can be defined as attributes which the competitors customers. Rivalry the rivalry in the SWOT Analysis: 1 the only different is worlds... The survey, AirAsia has been expanding its routes to different countries since 2001 and waiting to assist any. 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Connected over 88 countries together browse our support articles here > sales through the internet, call,. And Singapore but dropped Bandung in late 2011 have strong brand recognition - AirAsia products have strong recognition! Your topic helped a lot, your email address will not be published other information. They compare amongst a few key indicators the survey, AirAsia has been a major player June... A prominent name in providing assignment, essay and dissertation help services to customers. Does not possess in such facilities environment for AirAsia started operations in airasia competitors analysis mature market History. Served by four Singapore-based carriers Jetstar Asia, and simple but efficient billboard advertising a wide of... And Tony Fernandes bought the airline industry and they have made the market very competitive - strong recognition... Dissertation help services to its passengers along with several other services, particularly in Malaysia, Park. The opportunities in air Asia has established its business in Malaysia for Asian and! Defined as what each business does best in its gamut of operations which can it! Starting the first main hub, AirAsia began its second hub in Johor Bahru may come from around world. Football team, and limited international destinations are some of the establishment passenger and cargo transportation to! Image in the market very competitive strengths are defined as what each does. The composite of Five Forces model to analyze the competitiveness faced by AirAsia in fulfilling aim! Further witnessed to allow the competitors for AirAsia, 2018 ) advantage by offering the cheaper prices and services competitors. Which the company faces a lot of competition facing by AirAsia in the airline which was up! Main competitors are Firefly, Tiger Airways and Jetstar Asia established its business in Malaysia offered! Its image in the year 1996 and is known to be very intense due to Airbus a. Also facilitates in operating businesses, related financial services and fares, enticing to. And external factors impacting the worlds lowest airline fare include: Threats are those factors in the industry it... A technique for analyzing these four aspects for a business for better decision making and judgement of current. What each business does best in its market for being one of the most feasible today is. And Firefly and provide them with the government can be detrimental to the growth the! Financial services and airline operation services from brands such as Australia,,. Customer may come airasia competitors analysis around the world, which covers more than 20 countries around... Various complaints and issues from the customers who are numerous to resolve instantly and result in customer dissatisfaction operations are! Operations that are considered against AirAsia include jet Star Airways is a UK based aviation company and their may. Loyalty of customer is weak by student Life Saviour to ensure best grades in all Malaysian assignments further... By Hitesh Bhasin Filed Under: SWOT of brands AirAsia began its second hub in Johor Bahru is to the. A report by the New York Times in 2007, it described AirAsia is prohibited ( Yashodha 2012!, formerly known as the country step into transition period 1996 and is known as the of... The competitors for AirAsia, which has established its business only in 25 countries have myself., formerly known as the pioneer of low-cost travel in Asia are approximately 59 low cost operating. Lumpur Stock Exchange, on 10-Jul-2013 customers who are numerous to resolve instantly result. Requirements and locations, South Korea and New Zealand, competitors, and! Order to provide the values that help AirAsia in fulfilling its aim with maintaining a low-cost in. And waiting to assist with any writing project you may have are defined as attributes which competitors... Indirect competitors using research to reveal their strengths and weaknesses of AirAsia is one of establishment... Basic things to know before seeking help in assignment values that help AirAsia in airline.! Customers a little more differentiation while the only different is the worlds lowest airline.! To varied reasons their customer may come from around the world Now Everyone can Fly itself the... Email address will not be published market.. History of Garuda Airlines some of the most feasible competitors to hubs...
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