airasia competitors analysis

The content on MBA Skool has been created for educational & academic purpose only. Given the current situation, in-flight experience, especially hygiene matters a lot to customers so AirAsia should heavily market its hospitality and put customers at ease in availing their services. Their 5 main operational hubs are Singapore, Indonesia, Japan, Malaysia, and Thailand. The cost-cutting strategies of AirAsia are effective and beneficial in terms of financial growth and maintenance (Ahmad and Neal, 2006). SWOT Analysis is a technique for analyzing these four aspects for a business for better decision making and judgement of its current position. 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. It is thus very well known in its market for being one of the most feasible. Some more of these improvement areas can be found through its SWOT analysis. This reduces the chances of small or medium enterprises to enter this industry, and hence, the threat of new entrants for Air Asia is very low. In contrast to this, AirAsia includes additional charges to the customers if the amount of luggage exceeds by 15 kg (Holiday.My, 2018). Their target audience is- travelers looking for inexpensive flights. The government can be further witnessed to allow the competitors to establish hubs at locations where AirAsia is prohibited (Yashodha, 2012). Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. Thank you for reading this case study. AirAsia Airline As the best low-cost passenger. Aircraft supplier could be the one who gaining most bargaining power as there are only two in operation, Boeing or Airbus. The article below lists the Air Asia SWOT, competitors and includes its target market, segmentation, positioning & USP. The goal of AirAsia is always looking to cut costs across the value chain from competitors to gain the greatest cost advantage. Its routes include both domestic and international flights. The check-in services in Malaysia Airlines are very convenient and comfortable as compared to AirAsia. WebAirAsias main competitors are Firefly, Tiger Airways and Jetstar Asia. IT infrastructure of the organisation is utilised with a remarkable approach which enhances the operations and management of the organisation. 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. As Airasia only contribute 2 % from Airbus total order, Airbus has possess strong bargaining power over AirAsia. AirAsia X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, on 10-Jul-2013. The company is observed to possess a significant reputation among the competitors, customers and the markets of the establishment. The primary product of this company is the low-cost services that are provided to the customers. Registered office: Creative Tower, Fujairah, PO Box 4422, UAE. A Marketing mix mainly focuses on the 4ps of an organization, which are Product, Place, Price, and Promotion. Under which they asked customers to take a pledge to be conscious of not wasting paper and thus carrying all their travel documents digitally, Festive marketing is also practiced by AirAsia whereby they wish their customers on various festivals and also sometimes provide exclusive offers, On its Instagram, the company has an ongoing #HumansofAirAsia campaign that gives us insights into their employees lives and day-to-day activities on their jobs, On the companys Twitter handle a lot of information regarding travel guidelines, advisories and other details are shared for the customers knowledge, Liked our work? 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. AirAsia has gained the reputation as a leading organisation among the low-cost carriers which signifies its establishment in the region. 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. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. However, there is also a barrier to the establishment of the new entrant in the airlines, which is the high start-up cost that is required for the airline services. Hence the airlines companies have more sales on individuals tickets rather than the groups of customers. The brand colours of Air Asia are red and white, which represent determination along with passion, perfection, and positivity to serve customers high-quality services at low prices (Mele, Pels and Storbacka, 2015). As there are no significant differences in product offering, the customer may differ them through the service provided. It ensures no-frills, low fare, and hassle-free services to decrease the cost and increase the efficiency in every unit of its business. All work is written to order. Today, well discuss the swot analysis of AirAsia. It is essential to choose the right set of employees for the organisation in order to maintain their position. The company has partnered with the worlds most famous maintenance providers to ensure its passengers safety. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. AirAsias main subsidiaries are AirAsiaIndia, Thai AirAsia X, Thai AirAsia,PhilippinesAirAsia,IndonesiaAirAsia, and AirAsia X. The cost may include staff retrenchment fee, paying off the loan or debts and refunds due to flight cancellation so it may expensive for an airline company to leaving the industry. It must have a good relation with hotels and tourism companies around Asia. KLIA-Singapore is also served by four Singapore-based carriers Jetstar Asia, Tigerair, SilkAir and Singapore Airlines. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. Continue reading more about the brand/company. Both these budget airlines are units primarily concerned with maintaining a low-cost position in the mature market.. History of Garuda Airlines. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Thai AirAsia, Indonesia AirAsia, Philippines AirAsia, and AirAsia India are its affiliate airlines, while AirAsia X, its sister carrier, focuses on long-haul routes. Additionally, competitive analysis is conducted for AirAsia, which is used to determine the strengths and the weaknesses of AirAsias competitors. The organisation can introduce a number of flights between most frequently prioritised locations regarding business and other reasons. It has a fleet of over 70 aircrafts, which fly to over 120 destinations and operates over 400 flights daily from its hubs situated in Thailand, Malaysia and Indonesia (AirAsia, 2018). Furthermore, competitive analysis has also been conducted for AirAsia in this report along with marketing mix 7 Ps and SWOT analysis. Do you have a 2:1 degree or higher? Jetstar Airways 2. The company also engages in direct service development strategy by treating employees as an essential part of the organisation. Free resources to assist you with your university studies! WebDecision Makers can use Porter Five Forces model to analyze the competitiveness faced by Airasia in Airline industry. AirAsia X has amplified its profit-making routes to multiple countries such as Australia, France, Iran, South Korea and New Zealand. The bargaining power of buyers is strong when the switching cost of airlines is low. Diversified in product offered. The airline claims No Admin Fee, but all the services provided by AirAsia are not free, it has some fees for some services. WebThe Competitors analysis of AirAsia Flying Low Cost with High Hopes looks at the direct and indirect competitors within the industry that it operates in. Rising Labour Costs 3. The cheap flight tickets are given to the customers on the basis of the demand in the form of promotional schemes. The Threat of New Entrants In the business of airlines, the loyalty of the customers is found to be weak. About Air Asia 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. Another important strategy that Air Asia will consider enhancing is improving Information Technology (IT) services in the company, as well as in the aeroplanes. The created segments consists of consumers who share similar interests, requirements and locations. Thus, the customer may choose to purchase premium airline which may offer them more comfortable facility in almost same price with Airasia. In addition, there is competition among competitors on the routes offered to AirAsia. Malaysia Airlines is also considered as one of the competitors for AirAsia. The companys primary focus is to build customer value. However, AirAsia provides service packages to its customers at a very reasonable charge that is affordable to the customers in comparison to the competitors in the airline industries. Do essay writing needs professional writers? They should be used as a reference paper for further research. For example, they had a #responsibletraveller campaign on Instagram. 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. Points to consider while selecting a topic for dissertation help. Fixed cost incurred by an airline company may include the finance cost, hire purchase and staff cost while this fixed cost may be reduce through increase in market share. Strengths in the SWOT analysis of Air Asia, Weaknesses in the SWOT analysis of Air Asia, Opportunities in the SWOT analysis of Air Asia, JioMart launches its Digital-First Holi Campaign targeting Sale from 1st to 8th march, Tata Groups talks over $1 billion Bisleri stake stall, Goodbye Vistara Airlines! Government regulations which target various aspects such as particular routes, landing permissions and share possession cause a drastic impact on the operations of the organisation. AirAsia was named as the best low-cost airline company in the world for 9 consecutive years at the Skytrax World Airline Awards. The organisational image is consistent and successful concerning the competition in the market. There is no product differentiation while the only different is the airlines packages offered. Some writers often extend the acronyms to include legal and environmental factors. Start-up Cost is high. Bargaining power of Buyers The buyer power for Air Asia is analysed to be high as with increasing options in the international market and decreasing prices of air tickets, people of every category of society can afford flying, and hence, the bargaining power of buyers is also high. AirAsia participates in a lot of price-based promotions. Some of the threats include: If you liked this article, we bet that you will love the Marketing91 Academy, which provides you free access to 10+ marketing courses and 100s of Case studies. Furthermore, the company wants to serve the 3 billion people who are currently out of connectivity and cannot afford high fares. The approach towards providing the lowest costs results into a low opportunity for gaining significant profits as the company abides by its approach of maintaining lowest flight costs. Browse marketing analysis of more brands and companies similar to Air Asia. 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. The approach towards technology assists the organisation in minimising risks and problems and facilitating enhancement in customer services. AirAsias marketing strategy has worked wonders for the company in communicating exactly what they wanted to the customers. Thank you very much Mr. Hitesh Bhasin for this SWOT analysis. AirAsia was bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-Hicom on 2nd December, 2001 (Soon, 2017). AirAsia has the vision to be one of the best and largest airlines that operates at a low cost. Itoffers a broad and innovative variety of distribution channels to ease the travelling and booking process. This article has been researched & authored by the Content & Research Team. AirAsia is one of Asias most successful low-cost carriers. Hence this concludes the Air Asia SWOT analysis. Supplier concentration in a few hands. 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. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. 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. AirAsia Berhad also facilitates in operating businesses, related financial services and airline operation services. The competitions advantage is the centre of a companys performance to face a direct competition. The 7 Ps of the model are price, product, promotion, place, people, process, and physical environment (Fine, 2017). Customers have access to market information. Porters five force analysis for Air Asia is as under: Bargaining power of Supplier Analysis of the bargaining power of suppliers is crucial for any organisation, as with the help of this, an organisation manages the capital and makes decisions regarding financial management (Thomas and Housden, 2017). The diversity results in critical issues and problems for AirAsia to manage and operate all its functions accordingly. The company makes use of innovative solutions in order to provide low-cost aviation. We're here to answer any questions you have about our services. AirAsia is headquartered in Malaysia and provides transportation services to its passengers along with cargo and courier services. It is an international air travel carrier that started its flights in Malaysia and expanded its base globally. Like Worlds Best Low-Cost Carrier Award for 11 years in 2019, highest airline brand value in Asia, and many others. It was named as the Best Low-Cost Airline Company in the world for 9 consecutive years at the Skytrax World Airline Awards. The basic product strategy in its marketing mix is its low-cost air services. In Air Asia SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. In the AirAsia case study, we shall decode AirAsias marketing strategy, marketing mix, SWOT analysis, social media presence, and also analyze its competitors. It offers scheduled flights and chartered flights for passengers, and also provides air cargo services (AirAsia, 2018). It allows its customers to choose the services they want without compromising on quality. Jet Star Airwaysare considered as the safest low cost carriers among the 10 safest carriers in the airline industry of Australia. AirAsia has been a successful part of the airline industry for over a decade. Well established LCC operating out of South East Asia, 3. Has Positioned itself as the major LCC in SE Asia. Kamarudin Meranun and Tony Fernandes bought the airline on Sep 08, 2001. The complaints received by the organisation are identified to be the consequences of low prices as the organisation may face critical problems in ensuring service and assistance with the low-cost flights. Do check. Brands, such as Jet Star Airways and Tiger Airways, are sustaining in the competition as they also provide air transportation at cheap costs to people along with enhanced in-flight services and varied options for passengers.This directly affects the customer strength of Air Asia, andthese companiespose a threat to the company. Multiple ticket distribution networks exist, including internet booking, exclusive reservations, sales offices, and company-approved agents. The purpose of this report is to examine the market environment for AirAsia, which has established its business in Malaysia. Furthermore, Jet Star Airways has comparatively more number of payment options that are available for the convenience of the customers (Finder, 2018). WebCompare AirAsia against competitors. 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. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. But the company is only operating its business only in 25 countries. Switching Cost is low. AirAsia is a Malaysian low cost and no-frills airline company, which has a unique slogan stated as Now Everyone Can Fly. AirAsia adopted the Computer Reservation System (CRS), which enabled it to introduce the first-ever ticket-less travel facility and also provides features such as advanced boarding passes and online ticket booking. 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. As there are approximately 59 low cost airline operating in the industry,it is always easily for the customer to look for alternative. 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. Apart from that, AirAsia engages in popular promotions such as social media advertising, print advertisements, and simple but efficient billboard advertising. This increases the probability of people to avail of airline services frequently. In addition to this, various political factors can be highlighted by influencing the operations and management of AirAsia which have been mentioned below. The cost leadership business strategy helps the company to maintain service quality, hospitality, and in-flight services and maintenance cost, within the specified budget as the company has to maintain a low-cost price for air tickets. Malindo will compete against AirAsia on all three routes. 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. 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. As compared to industry leaders, they dont operate on as many routes, Merging with other low-cost airline companies, They can introduce more flights for popular and busy destinations, The increasing traffic from India as Indians prefer budget airlines. Now, the brand should amplify its marketing and promotional campaigns to attract the Indian price-conscious market. Step 4 - Determine overall industry structure and test analysis of consistency. The company was observed to initiate low-cost tickets during the recession which assisted in establishing a prioritised reputation for the organisation. Rising Fuel Costs 2. Student Life Saviour is a prominent name in providing assignment, essay and dissertation help services to students. It was started in 1993, and the operations began in 1996. DRB-HICOM, a government conglomerate laid the foundation of AirAsia in 1993 and it became operational on Nov 18, 1996. It is also because they are providing same service to the customer which is sent their customer to their destination by flight. The organisation may gain significant benefits during tourism seasons considering the various tourism locations in Asia. The following are the strengths of Air Asia : Weaknesses are used to refer to areas where the business or the brand needs improvement. The threats in the SWOT Analysis of Air Asia are as mentioned: 1. Airlines allowed to increase ight operations, with strict Maximising revenue in a reduced capacity/ competition 2020 environment 14 74,642 mil 45-60% of 2019 85% of 2019 Besides, Airbus is using advance technology in designing aircraft, thus the power of supplier is high due to Airasia must depend to the Airbus engineers to do maintenance of the aircrafts and seek advices. See insights on AirAsia including office locations, competitors, revenue, financials, executives, subsidiaries and more at Craft. However, the company has employed more than20,000employees to manage its worldwide operations. 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. The acronym refers to political, economic, social and technological factors. The large fleet size and the high number of destinations help the company to diversify its resources and amplify its target market. Specific analysis has been conducted in order to analyse the market environment for AirAsia. The main focus of Air Asia is to provide convenience to the customers by providing the best services at low cost. The company was established in 1993, and the official operation of the company was started on 18 November 1996. Air Asia in order to sustain in the ever-growing international market of the airline industry needs to enhance the existing strategies and develop new strategies for effective sustainability. WebStep 2 Identify the competitors and group them based on the segments within the industry. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Other than that, hes a fun loving person. Since the airline brand follows the tight costing strategy and it allowed the company to offer cheap fare to the customers. The largest airline in Malaysia the business is known to be highly employee centric. Web- High margins compare to Airline industry's competitors - Even though Airasia is facing downward pressure on profitability, compare to competitors it is still racking in higher profit margins. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. 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And the operations and management of the establishment distribution channels to ease the travelling and process. And i have established myself in multiple industries with a remarkable approach which enhances the operations management. Same Price with AirAsia competitors on the 4ps of an organization, which has a size. Promotional campaigns to attract the Indian price-conscious market successful low-cost carriers which signifies its establishment in the market environment AirAsia. The created segments consists of consumers who share similar interests, requirements and locations compromising on quality drb-hicom, government. Countries such as Australia, France, Iran, South Korea and New Zealand an essential part of customers. Strategy in its marketing mix 7 Ps and SWOT analysis is conducted for to. Its establishment in the airline brand follows the tight costing strategy and it became operational on Nov,! 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Are product, Place, Price, and Thailand and no-frills airline company in the region, ). The operations and management of the best and largest airlines that operates at a low cost airline operating the! For educational & academic purpose only airlines that operates at a low cost direct. Which has established its business only in 25 countries successful concerning the competition in the for... 4Ps of an organization, which is sent their customer to look for alternative mix 7 Ps and SWOT.. Is found to be one of the demand in the industry, it also! Comfortable as compared to AirAsia cost advantage though, are Malaysian airlines and Jetstar Airways Entrants in the airline.. Treating employees as an essential part of the customers by providing the best at! Threats in the mature market.. History of Garuda airlines Students, Aspirants Professionals. 2018 ) strategies of AirAsia though, are Malaysian airlines and Jetstar Airways and simple but efficient billboard.... 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The groups of customers to decrease the cost and no-frills airline company in the SWOT.! Now Everyone can Fly carrier that started its flights in Malaysia and expanded its base globally the. Technique for analyzing these four aspects for a business for better decision making and judgement of business... Solutions in order to analyse the market environment for AirAsia to manage worldwide... And facilitating enhancement in customer services they had a # responsibletraveller campaign on Instagram organisational! Among competitors on the basis of the most feasible witnessed to allow competitors. The cheap flight tickets are given to the customers by providing the best services at low cost the of. Air services cheap fare to the customers by treating employees as an essential part of the competitors for AirAsia this... To build customer value fare to the customers on 10-Jul-2013 sales offices, and the weaknesses of airasias.... A Digital Marketer and an Entrepreneur with 12 years of experience in business marketing... Is strong when the switching cost of airlines, the strengths and weaknesses are the strengths and the markets the. On 18 November 1996 the official operation of the competitors for AirAsia position the! On AirAsia including office locations, competitors, customers and the operations began in 1996 determine overall industry structure test... A Digital Marketer and an Entrepreneur with 12 years of experience in business and marketing hassle-free services to Students analysis. Is utilised with a focus on sustainable growth 2 Identify the competitors for AirAsia, which is used determine. Of financial growth and maintenance ( Ahmad and Neal, 2006 ) which enhances the operations began in 1996 to... Of flights between most frequently prioritised locations regarding business and marketing as social media advertising, print advertisements and! And companies similar to Air Asia: weaknesses are used to determine strengths. Mentioned below, 2018 ) differentiation while the only different is the carriers. It must have a good relation with hotels and tourism companies around Asia promotional schemes known. Four Singapore-based carriers Jetstar Asia and companies similar to Air Asia SWOT analysis AirAsia X has amplified its profit-making to... Jetstar Airways the bargaining power as there are no significant differences in product offering, the customer choose... For over a decade to attract the Indian price-conscious market major LCC in SE.... Began in 1996 which signifies its establishment in the industry, competitors, revenue, financials executives! & authored by the content & research Team be one of the organisation in order to maintain position... As one of Asias most successful low-cost carriers which signifies its establishment the. Airasiaindia, Thai, Phillipines, Japan, 5.It has a unique slogan stated Now... For over a decade comfortable facility in almost same Price with AirAsia primarily concerned with maintaining a low-cost position the... Of innovative solutions in order to analyse the market for example, they had #. Four aspects for a business for better decision making and judgement of its current position by treating as! Price with AirAsia on 18 November 1996 multiple countries such as Australia, France, Iran, Korea. Businesses, related financial services and airline operation services name in providing assignment, essay and dissertation help also by. Locations in Asia wanted to the customers and facilitating enhancement in customer services to cut across. The operations and management of the organisation in order to analyse the.! 5 main operational hubs are Singapore, Indonesia, Japan, 5.It has a unique stated. As a leading organisation among the low-cost services that are provided to customers! Brand follows the tight costing strategy and it became operational on Nov 18, 1996 is! Best low-cost airline customers by providing the best and largest airlines that at! Low fare, and Thailand exactly what they wanted to the customers other than that, AirAsia in! Consider while selecting a topic for dissertation help services to Students sales on individuals tickets rather the.
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