Swot Analysis Of Airasia

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AIR ASIA AIRLINES COMPANY COMPANY BACKGROUND AirAsia was established by a Malaysian conglomerate in 1993 and commenced operations in 1996. In 2001, due to the airline heavily in debt, AirAsia was bought by Tony Fernandes of Tune Air Sdn. Bhd from DRB-Hicom. Tony took up the RM40million debt as part of the purchase. In 2002, AirAsia generates a profit and launching new routes from its hub in Kuala Lumpur. In 2003, the airline opened a second hub at Senai International Airport, Johor Bahru and launched its first international flight to Bangkok. After that, AirAsia started its Thai AirAsia affiliate and begin flight to Singapore, Indonesia, Macau, China, Philippines, Vietnam, Cambodia, Brunei and Myanmar. In Malaysia, AirAsia is well known…show more content…
Air Asia flights can be booked directly from their website. AirAsia’s target market is a lot of workers or low pay salaries earners whose desire are not fulfilled when they would like to travel often to meet their families especially during special occasions but due to the ticket are in high price at that time. MISSION AND VISION OF AIRASIA VISION To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. MISSION • To be the best company to work for whereby employees are treated as part of a big family • Create a globally recognized ASEAN brand • To attain the lowest cost so that everyone can fly with AirAsia • Maintain the highest quality product, embracing technology to reduce cost and enhance service levels…show more content…
Brand is important for market positioning. Air Asia uses the slogan “Now Everyone Can Fly”. It is a long journey for Air Asia to become market leader because Air Asia does not have their own maintenance, renovation and overhaul (MRO) facilities. This might be a great strategy to the hubs that initially started in Malaysia and only several aircrafts need to be maintained. But now, with some of the hubs in Malaysia, Thailand and Indonesia lately have been owned more than 100 aircrafts and there are still 100 aircrafts planned to be received in the few years ahead. Air Asia must have constantly maintenance of the aircraft so it will help the company to keep the overall cost low as well. It is a competitive disadvantage as Air Asia does not have its own MRO

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