Short marketing Analysis on AriAsia and why they are winning in the field.

1. Marketing
Management
Case Study
Jason Grant

2. Headquartered in
Kuala Lumpur,
Malaysia
Founded in
December 23,
1993
Co-Founder and CEO:
Tony Fernandes
(Malaysian)
Total
employees:
17,000
Frequent fly
programs:
BIG Loyalty
Program
Revenue: $1.12B
Net income: $345M
(Current increase)

3. Overview
"Thai AirAsia provides service to passengers
who are leisure air travel passengers and also
business travelers, primarily considering of
fare price and on-time performance."

4. Unique Selling Proposition
Low
Cost
High
Aircraft
Utilization
Frequent,
Reliable
Schedules
Productive and
skilled
employees;
focused
management
structure
Short haul,
point-to-point
routes
Standardized
fleet of aircraft

5. Vision
"For Thai AirAsia to become the leading low fare airline
in the Asian region – providing guests with low fares,
quality service, safety and reliability."
Mission
"We are Thailand's first true low fare airline which operates at the lowest
cost in the industry in order to revolutionize air travel and to open up
opportunities, going along with our slogan: "Now Everyone Can Fly". We
are a group of young, dynamic and energetic people. We are also open and
candid, fast and first to all opportunities."

6. Values
Safety
Caring
Hardworking
Passionate FUN!
Integrity

7. Target Market
"All genders and all races, primarily
over 18 years of age and above. Mainly
targeted to lower paid salary earners
who like to fly often without worrying
about the high price tags of flying - like
in the past".

8. MAJOR Competitors

9. High Quality
High Price
Low Quality
Low Price
Competitor Positioning

11. Growth Stage
Product
Market Stage
Product
AirAsia Boeing 732-300
AirAsia X Airbus A320-200

12. Growth Stage Market Stage
Price Price
Low costs
"To be the largest low cost airline in Asia
and serving 3 billion people who are
currently underserved with poor connectivity
and high fares."
Same low costs, but towards a
larger audience
"To attain the lowest cost so that everyone
can fly with AirAsia whilst maintaining the
highest quality – creating a globally
recognized ASEAN (and Asian) brand."

13. Growth Stage Market Stage
Place (distribution)
Internet booking through Airasia.com + Better website
+ More sales offices
+ More authorized travel agencies
Place (distribution)

14. Promotion Promotion
Growth Stage Market Stage
Same promotion but bigger –
more members meaning
more rewards

15. Thank You and Bon Voyage !