AirAsia

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Marketing Class assignment - 2012

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  • AirAsia

    1. 1. New
    2. 2.  product
    3. 3.  pricing
    4. 4.  strategy Akihiro
    5. 5.  Shimo,
    6. 6.   Kevin
    7. 7.  Kamio,
    8. 8.   Seika
    9. 9.  Setoguchi,
    10. 10.   Yoshizumi
    11. 11.  Shimizu,
    12. 12.   Petras
    13. 13.  Kimbrys
    14. 14. QUALITYP ECONOMY PENETRATIONRICE SKIMMING PREMIUM
    15. 15. characteristics
    16. 16.  of
    17. 17.  penetration
    18. 18.  pricing •
    19. 19.   Demand
    20. 20.  is
    21. 21.  expected
    22. 22.  to
    23. 23.  be
    24. 24.  elastic;
    25. 25.  customers
    26. 26.  would
    27. 27.  be
    28. 28.  price
    29. 29.  sensitive
    30. 30.  and
    31. 31.  the
    32. 32.  quantity
    33. 33.  demanded
    34. 34.  will
    35. 35.  increase
    36. 36.  significantly
    37. 37.  as
    38. 38.  price
    39. 39.  declines. •
    40. 40.   Large
    41. 41.  decreases
    42. 42.  in
    43. 43.  cost
    44. 44.  are
    45. 45.  expected
    46. 46.  as
    47. 47.  cumulative
    48. 48.  volume
    49. 49.  increases. •
    50. 50.   The
    51. 51.  product
    52. 52.  is
    53. 53.  of
    54. 54.  the
    55. 55.  nature
    56. 56.  of
    57. 57.  something
    58. 58.  that
    59. 59.  can
    60. 60.  gain
    61. 61.  mass
    62. 62.  appeal
    63. 63.  fairly
    64. 64.  quickly.
    65. 65. characteristics
    66. 66.  of
    67. 67.  penetration
    68. 68.  pricing •
    69. 69.   Demand
    70. 70.  is
    71. 71.  expected
    72. 72.  to
    73. 73.  be
    74. 74.  elastic;
    75. 75.  customers
    76. 76.  would
    77. 77.  be
    78. 78.  price
    79. 79.  sensitive
    80. 80.  and
    81. 81.  the
    82. 82.  quantity
    83. 83.  demanded
    84. 84.  will
    85. 85.  increase
    86. 86.  significantly
    87. 87.  as
    88. 88.  price
    89. 89.  declines. •
    90. 90.   Large
    91. 91.  decreases
    92. 92.  in
    93. 93.  cost
    94. 94.  are
    95. 95.  expected
    96. 96.  as
    97. 97.  cumulative
    98. 98.  volume
    99. 99.  increases. •
    100. 100.   The
    101. 101.  product
    102. 102.  is
    103. 103.  of
    104. 104.  the
    105. 105.  nature
    106. 106.  of
    107. 107.  something
    108. 108.  that
    109. 109.  can
    110. 110.  gain
    111. 111.  mass
    112. 112.  appeal
    113. 113.  fairly
    114. 114.  quickly.
    115. 115. ROUTES
    116. 116.  SERVED
    117. 117.  BY
    118. 118.  AIRASIA
    119. 119. characteristics
    120. 120.  of
    121. 121.  penetration
    122. 122.  pricing •
    123. 123.   Demand
    124. 124.  is
    125. 125.  expected
    126. 126.  to
    127. 127.  be
    128. 128.  elastic;
    129. 129.  customers
    130. 130.  would
    131. 131.  be
    132. 132.  price
    133. 133.  sensitive
    134. 134.  and
    135. 135.  the
    136. 136.  quantity
    137. 137.  demanded
    138. 138.  will
    139. 139.  increase
    140. 140.  significantly
    141. 141.  as
    142. 142.  price
    143. 143.  declines. •
    144. 144.   Large
    145. 145.  decreases
    146. 146.  in
    147. 147.  cost
    148. 148.  are
    149. 149.  expected
    150. 150.  as
    151. 151.  cumulative
    152. 152.  volume
    153. 153.  increases. •
    154. 154.   The
    155. 155.  product
    156. 156.  is
    157. 157.  of
    158. 158.  the
    159. 159.  nature
    160. 160.  of
    161. 161.  something
    162. 162.  that
    163. 163.  can
    164. 164.  gain
    165. 165.  mass
    166. 166.  appeal
    167. 167.  fairly
    168. 168.  quickly.
    169. 169. 2005 2010
    170. 170. “We
    171. 171.  maintained
    172. 172.  our
    173. 173.  very
    174. 174.  tight
    175. 175.  focus
    176. 176.  on
    177. 177.  operating
    178. 178.   costs,
    179. 179.  recording
    180. 180.  the
    181. 181.  lowest
    182. 182.  unit
    183. 183.  cost
    184. 184.  structure
    185. 185.   amongst
    186. 186.  the
    187. 187.  world’s
    188. 188.  listed
    189. 189.  airlines
    190. 190.  at
    191. 191.  US
    192. 192.  2.19
    193. 193.   cents
    194. 194.  per
    195. 195.  available
    196. 196.  seat
    197. 197.  per
    198. 198.  kilometre.
    199. 199.  This
    200. 200.  was
    201. 201.   an
    202. 202.  11%
    203. 203.  improvement
    204. 204.  on
    205. 205.  the
    206. 206.  previous
    207. 207.  year
    208. 208.  and
    209. 209.  was
    210. 210.   achieved
    211. 211.  despite
    212. 212.  a
    213. 213.  greater
    214. 214.  than
    215. 215.  50%
    216. 216.  escalation
    217. 217.  in
    218. 218.   the
    219. 219.  price
    220. 220.  of
    221. 221.  fuel ” Tony
    222. 222.  Fernandes CEO Group Chief Executive Officer
    223. 223. references Principles of Marketing, l0th edition, Philip Kotler and Gary Armstrong,2005, p. 320 http://www.netmba.com/marketing/pricing , Internet Center forManagement and Business Administration, Inc. , accessed December 6,2011 Principles of Marketing, 4th European edition, Philip Kotler and GaryArmstrong, 2004, p. 690 http://www.airasia.com/my/en/flightinfo/premium_home.page official AirAsia website,accessed December 7, 2011 Principles of Marketing, l0th edition, Philip Kotler and Gary Armstrong,2005, p. 320 http://www.airasia.com/jp/en/home.html accessed December 7, 2011

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