Hence Air Asia has to ensure that all it air plane was given the approval to operate. Unintended Outcomes[ edit ] Research points to behavioral reactions to anti-drug ads that go in the opposite direction from that which was intended.
Habib, This paper will examine the external Political, Economic, Social, Technological and Legal factors influencing the airline. Recognizing that price and convenience are most important to their target audience, Air Asia achieved cost leadership through innovative strategies such as single class services and lower fares without preferable seats, meals, entertainment and other utilities.
Bennett defines marketing management as the act of planning and executing the conception, pricing, promotion, and distribution of idea, goods and services to create exchanges that satisfy individual and organisational objectives.
Thus, it can be concluded that marketing can be understood as the execution of certain actions that lead to the exchange of certain values.
Role of Marketing Manager A mature, intelligent and innovative marketing manager needs to be at the helm of the marketing mix.
Nowadays, those buyers are much more knowledgeable and high educated. However, there are still room for improvements. It is important to develop and incorporate features through the help of which the facility of interaction with customers can easily be promoted.
Beliefs and behaviors of youths were also affected by perceptions regarding older peers. In implementation CRM initiative, AirAsia should understand which initiatives can drive profitability and the risk that may be brought by such initiative. Conversely, if a product has little value in the eyes of the consumer, then it may need to be underpriced to sell.
Definitions of Demarketing[ edit ] While there are many definitions of demarketing—the common thread is the intent to decrease demand. In addition, through its associate company AsiaX, it launched long-haul low-cost air services from Malaysia to Australia and the United Kingdom.
In order to sustain its competitiveness, AirAsia faces the constraint of presence in emerging markets, whose growth rate is high. Selection of the right combination of advertising media depends upon the type of business and its governing circumstances. There is also some opportunity to partner with other low cost airlines as Virgin to tap into their existing strengths or competitive advantages such as brand name, landing rights and landing slots.
Under the guise of offering more choice to customers, they also monetized services that were previously taken for granted under full-service premium airlines. Adult communities demarket properties to families with children, and producers of goods with a snob appeal avoid low-image retailers.
Evaluating Placement Options At this point the marketing manager needs to evaluate placement options to understand where the customer is most likely to make a purchase and what are the costs associated with using this channel.
With their strong working relationship with Airbus, they managed to get big discount for aircraft purchase which is also more fuel efficient compared to Boeing planes which is being used by many other airlines. First and foremost segmentation provides a sustainable outlook to the product and clarifies its position and presence in the market.
Threats Certain rates like airport departure, security charges and landing charges are beyond the control of airline operators and this is a threat to all airlines especially low cost airlines which tries to keep their cost as low as possible.
Principles of Marketing 17th Edition by Philip T.
Kotler and Publisher Pearson. Save up to 80% by choosing the eTextbook option for ISBN: Philip Kotler is the S.C. Johnson & Son Distinguished Professor at the Kellogg School of Management, Northwestern University.
He has authored over 45 marketing books and has published over articles in leading journals, and is a recipient of many marketing awards and honorary doctorates. In the case of AirAsia, they should attack their competitors through their prices.
Due to the reasons listed above, AirAsia has become the low cost leader in Asia.
It is unlikely for their rivals to be able to complete in terms of price alone in the long run. AirAsia X has the lowest unit costs in the industry.
It is the only airline in the world with CASK below USD4 cents. But cost controls and productivity improvements have resulted in lower staff, sales and marketing costs. The group expects lower CASK in 2H AirAsia X CASK: 2Q vs 2Q case that governments seek to.
Air asia marketing strategies. Uploaded by. Aviation rules and government policies also act as a threat and in this case, AirAsia faces fuel price hike, airport tax, handling charges and government protection towards national.
List of Case Studies iv About the Authors v About the Philip Kotler Center for ASEAN Marketing ix AirAsia’s Pricing Strategy: the Enabler of its Ethos Recognising both the importance of ASEAN and marketing, the Philip Kotler Center for ASEAN Marketing (PKCAM) was established to.Airasia case marketing kotler