airasia competitors analysis

Thus, the bargaining power of suppliers is analysed to be low (Man and Justine, 2005). As per the results of the survey, AirAsia has. 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. We're here to answer any questions you have about our services. The price will be cheaper if you book earlier. In addition, there is competition among competitors on the routes offered to AirAsia. AirAsia is a global airline with operations in more than 160 destinations in 25 countries. Here you can choose which regional hub you wish to view, providing you with the most relevant information we have for your specific region. The largest airline in Malaysia the business is known to be highly employee centric. 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. Interested in learning more? The airline claims No Admin Fee, but all the services provided by AirAsia are not free, it has some fees for some services. Home Samples Marketing Environment Analysis of Air Asia. AirAsia is one of the largest low fare airline companies in Asia, which has been expanding its routes to different countries since 2001. It has been reviewed & published by the MBA Skool Team. Some writers often extend the acronyms to include legal and environmental factors. AirAsia is one of Asias most successful low-cost carriers. The Air Asia X mainly focuses on the long-haul routes (Yarimoglu, 2014). The management of costs in relevance to the dynamic prices of fuels and maintenance results in a significant issue for the organisation to sustain its low-cost flights with profits. 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. Basic things to know before seeking help in assignment. Premium airlines, such as Singapore Airlines and Cathay Pacific, taking advantage of the healthy macro-economic variables in This isbecauseof increased globalisation among industries and travelling, and the tourism industry has been severely affected by it. This company also operates through affiliated airlines, such as Thai Air Asia, Indonesia Air Asia, Philippines Air Asia. It mainly operates on a large scale domestic networks, regional and international services to its customers. Revenue performance has greatly improved with sales across the group up 57% this week versus the preceding week, supported by the latest Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Get best assignment helper in Malaysia as offered by Student Life Saviour to ensure best grades in all Malaysian assignments. Strengths. 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. Below are the Strengths in the SWOT Analysis of Air Asia : 1. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. After starting the first main hub, AirAsia began its second hub in Johor Bahru. In Kuala Lumpur. In this section of the blog, we shall understand AirAsias marketing with the help of its STP (segmentation, targeting, and positioning) strategy. These include a 36% increase in passengers carried by AirAsia Malaysia, 79% increase in passengers carried by AirAsia India and an increase of 65% of passengers carried by AirAsia Thailand. Thank you for reading this case study. 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. The company registered an annual turnover of USD 1.12 billion in the year 2017 and currently, the airline employs around 17,000 employees. The cheap flight tickets are given to the customers on the basis of the demand in the form of promotional schemes. Fixed Cost is high. In contrast to this, AirAsia is offering more than 130 destinations that include the Middle East, Honolulu and the Asia Pacific. It ensures no-frills, low fare, and hassle-free services to decrease the cost and increase the efficiency in every unit of its business. AirAsia has also expanded its social media presence across other platforms including YouTube (@airasia), Twitter (@airasia), Weibo and WeChat. It creates and maintains their competitive advantage by offering the cheaper prices and services than competitors price. He has been a guest speaker at prominent colleges in India including IIMs[Read full bio], Your email address will not be published. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. As reported in The Edge Markets in 2019, Khazanahs managing director Datuk Shahril Redza Ridzuan claimed that the airlines CASK was only 15 per cent to 20 per cent higher than AirAsia and was in fact lower than regional airlines such as Singapore Airlines, Thai Airways and Cathay Pacific. WebAirasia are now facing competition with approximately 59 low fares airline such as JAL Express, Tiger Airways, Air Arabia, JetStar Airways, and etc. AirAsia offers the cheapest flights to over 120 destinations across Asia and Australia (AirAsia, 2018). AirAsia uses various media platforms for the marketing and promotion of its products and services. Technology is a major component of organisational structure which is completely analysed on the basis of IT framework of Airasia in particular region. There are several companies associated with AirAsia including AirAsia X, Tun Hotel, Tune Monkey, AirAsia Berhad, Thai AirAsia Co. Ltd., AirAsia Japan Co., Ltd., PT Indonesia AirAsia (India) Limited. Air Asia has established itself as a strong competitor in the airline industry. The branding of the logo of Air Asia is essential for them. The adaptable quality of the employees with changes and amendments ensures ease in amending and improvising the operations of the organisation (Lim. This is because in the market there are others competitors which the price offered difference is not much hence the customer will choose the airlines which are convenience and best schedule suited for them. This involves a detailed analysis of their actions and how these would affect the future strategies of AirAsia Flying Low Cost with High Hopes. 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. The basic product strategy in its marketing mix is its low-cost air services. Just over 790 million shares were sold, including 592.6 million new shares, at MYR1.25 per share (USD39 cents), making it the largest IPO in Malaysia The company was observed to initiate low-cost tickets during the recession which assisted in establishing a prioritised reputation for the organisation. Furthermore. And thus Indians meet their target requirements perfectly, Government charges and costs that are not in the control of the company may lead to severe losses in the future, With dynamic management and other operational costs, it becomes difficult to manage low-cost flights, AirAsia has 62.K followers on Instagram, 93.5K followers on Twitter, and 12M likes on Facebook, They post regularly on their pages, at least a couple of times a week, and maintain this consistency, They post a variety of content that aims at staying relevant in the minds of the customers, Their main strategy seems to be posting about exotic travel destinations with Call-to-Action, encouraging customers to avail their services in exploring these locations, The company also posts environmentally friendly content to echo the ethos of its brand. The low lost product is the primary product of the marketing mix strategy that is used by the company. The competitions are depending on the services provided and the suitability of the flight time for the customer. Currently, the priority for the company is to maintain the fundamental principle of keeping travel fair as low as possible so that people with weak financial status can also afford to travel in flights. The organisation can be witnessed to confront critical competition from the competitors who are facilitating similar costs and additional services and privileges which act as a drawback for the organisation (Man and Justine, 2005). In order to establish a new airlines company, high amount of capital along with risk-bearing capabilities and monetary funds to cope up with the challenges faced while sustaining in the airline industryare required. KLIA-Singapore is also served by four Singapore-based carriers Jetstar Asia, Tigerair, SilkAir and Singapore Airlines. The company makes use of robust enterprise resource planning system, which allows it to successfully maintain process integrity, speeds up reporting, and data retrieval process. Moreover, it also provides numerous opportunities to travel and explore overseas, developing skills for new cultures. Moreover, there is also a competition between the rivalries for the routes in which they services in comparison to AirAsia. Relative Price. Following is an analysis of AirAsias social media presence: Overall AirAsia has a pretty good social media presence that communicates its services and engages with the customers. In contrast to this, Jet Star Airways has more types of planes that are provided to its customers that includes A320, Bombardier Q300, A321 and Boeing 787 Dream Liner; whereas AirAsia offers only two types of planes to its customers, which are A330 and A320. Required fields are marked *. It follows vital certain strategies, which include safety first, high aircraft utilisation, streaming operations, lean distribution system and point-to-point network to amplify the working of its low-cost model (Zhang et al., 2017). Do check. Luggage handling is the major factor that is considered by the customer as well as the airlines industries and in context to this fact, Malaysia Airlines provides average 15 kg of luggage, and it does not include any additional charges in case there is few more luggage than the normal capacity provided by the airlines. This has been possible through excellent brand positioning. Another important strategy that Air Asia will consider enhancing is improving Information Technology (IT) services in the company, as well as in the aeroplanes. Use fundamental and technical analysis of AirAsia Group and its peers Please click here if you are not redirected within a few seconds. The microenvironmental analysis for any company or organisation is performed using Porters Five force model. 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 organisation has outsourced its maintenance and repairing facility as it does not possess in such facilities. 2.1.2 Pest Analysis PEST analysis is a useful tool for scanning the general environment. Although the two major suppliers of aeroplane structures are Airbus and Boeing, the suppliers of other facilities required in an aeroplane, for hospitality services including food and merchandise, are available in adequate amount in the market. Management of costs: Air Asia is finding it immensely difficult to manage the fluctuations in costs of SWOT Analysis is a technique for analyzing these four aspects for a business for better decision making and judgement of its current position. The threats in the SWOT Analysis of Air Asia are as mentioned: 1. AirAsias mission is to be the best company, which ensures good relations between its management and employees, to make everyone fly with AirAsia by attaining the lowest cost, employ new technology to maintain highest quality products and enhance service levels. Browse marketing analysis of more brands and companies similar to Air Asia. The purpose of this report is to examine the market environment for AirAsia, which has established its business in Malaysia. 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. That was AirAsias 4Ps mix, detailing each strategy and its purpose. We are achieving positive applauds from the students that have experienced our services. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. Air Asia Revenue : RM 10,638 million (FY 2018) (9.6% increase YoY) RM 9,710 million (FY 2017) Competitive Analysis of Air Asia SWOT PESTLE The SWOT analysis of Air Asia is presented below: *You can also browse our support articles here >. 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. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Performance of rivalry. Some more of these improvement areas can be found through its SWOT analysis. Furthermore, the company wants to serve the 3 billion people who are currently out of connectivity and cannot afford high fares. The introduction of ASEAN open skies policy facilitates opportunities for expansion and generalised airline regulations among the south-east countries of Asia which would benefit the organisation. The company is over depending on the Asian market as its main source of earning and its a very risky business strategy. 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. Use Slintel to connect with top decision-makers at AirAsia. - Strong brand recognition - Airasia products have strong brand recognition in the Airline industry. The company can increase its sales in these pandemic times as well by leveraging its low-cost flights. Interested in learning more? AirAsia was bought over by Tony Fernandes, the current chief executive officer of AirAsia from DRB-Hicom on 2nd December, 2001 (Soon, 2017). Pacific (Cebu Air Inc, 2012), AirAsia (AirAsia, 2011), and JetStar Airways (Jetstar Airways, 2012) all reporting increase in revenues and recording profits over the previous year. This article has been researched & authored by the Content & Research Team. In comparison to the competitors, Air Asia is credited with the lowest cost of operation at a unit cost of US$0.023 per available seat kilometer (ASK) and a passenger breakeven load factor of 52%. UNICEF collaborated with AirAsia to raise $ 128 million for the people who were affected by the earthquake in Haiti. High numbers of Competitor. Lets see how they compare amongst a few key indicators. The organisation may gain significant benefits during tourism seasons considering the various tourism locations in Asia. AirAsia can collaborate or establish a joint venture with competitors to minimise competition and expand growth and profit opportunities (COM, 2017). AirAsia has the vision to be one of the best and largest airlines that operates at a low cost. It must have a good relation with hotels and tourism companies around Asia. The major competitors for Air Asia as per the market analysis are Jet Star Airways, Tiger Airways, JAL Express, and Air Arabia. The company was established in 1993, and the official operation of the company was started on 18 November 1996. A Marketing mix mainly focuses on the 4ps of an organization, which are Product, Place, Price, and Promotion. The company believes that customers are the key to their expansion along with their growth. AirAsia X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, on 10-Jul-2013. AirAsias marketing strategy has worked wonders for the company in communicating exactly what they wanted to the customers. Looking for a flexible role? Air Asia is one of the leading brands in the airlines sector. Government regulations are strict. Study for free with our range of university lectures! Strengths are defined as what each business does best in its gamut of operations which can give it an upper hand over its competitors. AirAsia is a Malaysia-based aviation company that owns and operates jet aircraft that offers scheduled passenger and cargo transportation services. Student Life Saviour is a prominent name in providing assignment, essay and dissertation help services to students. The created segments consists of consumers who share similar interests, requirements and locations. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. It provides an understanding of the company's strengths, weaknesses, opportunities, and threats (SWOT) in relation to its competition. With the increasing number of services by different competitors, AirAsia has also expanded its facilities including the tour packages and hotel booking services that help the company to sustain in the market. WebStep 2 Identify the competitors and group them based on the segments within the industry. Below are the top 3 competitors of Air Asia: 1.Jetstar Airways 2.SilkAir 3.Tiger Airways. Furthermore, the renovation, development and reconditioning facility is also partnered with other organisations. The increasing traffic from India and Indians prefer budget airlines as they are cost conscious 2. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. Swot Analysis of AirAsia Berhad. These are people ranging from those who could not afford to fly previously, to corporate business employees whose employers are looking to fly them while cutting costs. The dynamic oil prices and service costs result into criticality for maintaining the low-cost flights as the organisation focuses on facilitating the most affordable costs to its customers (Daft, Murphy and Willmott, 2010). Lets take a look at AirAsias marketing mix. As increasing in the number of airline competitor such as Jet Star and Tiger Airways which are also promote low cost fare may decrease the shifting cost of the customer lead to decrease of Air Asias customer loyalty. The Marketing mix refers to the set of actions and tactics which a company uses to promote its brand. The AirAsia Big Loyalty Program is one of the companys most popular campaigns, in which affluent customers win BIG points for any purchase they make and redeem those points for free airline tickets. AirAsia X was regarded as having the worlds best low-cost airline premium seat and the worlds best low-cost airline premium cabin for five consecutive years (AirAsia X, 2018). 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. Do essay writing needs professional writers? The increasing cost, competitors, and limited international destinations are some of the main challenges. The distribution channels for the tickets include different sources such as internet ticket booking, exclusive reservation, and sales offices along with the agents that are authorised by the company. In order to build buzz, cheap flight tickets are given out based on demand in the form of promotional schemes. Furthermore, competitive analysis has also been conducted for AirAsia in this report along with marketing mix 7 Ps and SWOT analysis. But in 1993, Air Asia was established to finally connect Asia like no other airline company. Exit Cost is high. It is the largest airline company based on the concept of the Low-Cost Carrier (LCC) (Zhang et al., 2017). They truly contribute their lifelong learning in allowing students to succeed in their academics. Below are the top 3 competitors of Air Asia: 1. 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. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. AirAsiastop competitorsareAir India,American Airlines,Emirates Airlines,British Airways,Delta Airlines, Tiger Airways, Silk Air, Jetstar Airways, and many others. Service or performance may include accuracy of takeoff time, aircraft performance and staff services. Malindo will compete against AirAsia on all three routes. Porters Five-Forces Model of competitive analysis is widely implemented by most of the company to progress their strategies in many industries. Comment * document.getElementById("comment").setAttribute( "id", "a896926ff00456d33666396e451bba6e" );document.getElementById("i2e65971ac").setAttribute( "id", "comment" ); Copyright 2023 Marketing91 All Rights Reserved. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. The airline which was set up in the year 1993 started operations in the year 1996 and is thus a fairly new airline. However, the low-cost pricing strategy has allowed the company to target price-conscious customers in the Asian market. The major reason is that the number and type of competitors remain the same for a long time,and this reduces the chance of an airline company at a lower level coming higher in the market.Different airline brands are known for various services, for instance, JetBlue is known for the quality of services and amenities and Air Asia is known for its low cost. The biggest competitors of AirAsia though, are Malaysian Airlines and JetStar Airways. However, the low-cost airline has made partnerships and alliances with AirAsiaChina, AirAsiaVietnam, AirAsiaJapan, AirAsiaIndia, AirAsia X, and others. In this strategy, the company uses activities such as inbound logistics, where all the aircrafts are of one type; hence, reducing the maintenance cost, scheduling cost, and cost of managing inventory. The company also engages in direct service development strategy by treating employees as an essential part of the organisation. It would be a strong competitive edge to AirAsia after the pandemic ofcovid-19because the purchasing power of the people has dropped significantly. AirAsia has expanded its routes to different countries all around the world including Indonesia, China, Singapore and the Philippines. 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. See insights on AirAsia including office locations, competitors, revenue, financials, executives, subsidiaries and more at Craft. Thank you very much Mr. Hitesh Bhasin for this SWOT analysis. The new handles will reflect AirAsia's brand identity and values, and make it easier for customers to connect with the airline and the super app on social media. The composite of five forces below explaining the nature of competition facing by Airasia: Loyalty of customer is weak. Jetstar Airways 2. The companies are not associated with MBA Skool in any way.Edit the brand or add a new one to SWOT Analysis section : Contribute. It has been observed to be critical to fly outside Malaysia which can be accounted as a forbidding factor for AirAsia considering its low-cost carrier facility. With the emerged of information technology, many companies are to operate with using the IT and e-commerce because the IT allows international business without boundaries. Let us now get into its marketing strategy. The other supplier such as fuel supplier, merchandise supplier, or food supplier may be depend on market condition. AirAsia Airline As the best low-cost passenger. Ease to switching. The flights cover a wide area of diverse countries and focus on further expansion of its coverage. Orient Thai previously competed as a third LCC domestically but has essentially withdrawn from this market, initially shutting its LCC brand One-Two-Go in 2008. Before we get started, lets get to know the company a little more. The profits of the organisation have been observed to be remarkable which introduce an opportunity to new competitors causing a severe threat to AirAsia for sustainable profits. IT infrastructure of the organisation is utilised with a remarkable approach which enhances the operations and management of the organisation. Our academic experts are ready and waiting to assist with any writing project you may have. AirAsia has prioritised the adoption of technological advancements to enhance their services and operations. They have a vast network of operations around the world, flying domestically and internationally. 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. Increase its sales in these pandemic times as well by leveraging its low-cost.! Range of university lectures & Research Team survey, AirAsia has expanded its to... The cheapest flights to over 120 destinations across Asia and Australia ( AirAsia, which product. It mainly operates on a large scale domestic networks, regional and international to! Business is known to be low ( Man and Justine, 2005 ) AirAsia: Loyalty of is! To its customers through affiliated airlines, such as Thai Air Asia, Tigerair, SilkAir and Singapore airlines and... Can increase its sales in these pandemic times as well by leveraging its low-cost flights amending and improvising the and. Extrinsic scenarios which impact the business is known to be low ( Man and,... And cargo transportation services its coverage new one to SWOT analysis established myself in industries! The purchasing power of the main challenges served by four Singapore-based carriers Jetstar Asia, Air! Its coverage include the Middle East, Honolulu and the Philippines cost, competitors, revenue, financials executives. Cheaper prices and services the various tourism locations in Asia best grades all. Everyone can Fly competitions are depending on the concept of the company also engages in direct service strategy. To different countries all around the world including Indonesia, Thai, Phillipines,,... The routes in which they services in comparison to AirAsia after the pandemic ofcovid-19because purchasing. I have established myself in multiple industries with a focus on sustainable growth the Middle East, Honolulu the. Project you may have maintenance and repairing facility as it does not possess in such facilities extend. Students and working Professionals on various topics of Digital marketing is analysed to be one the... Affected by the MBA Skool in any way.Edit the brand help in assignment Flying domestically and internationally structure is. November 1996 for scanning the general environment profit opportunities ( COM, 2017 ) fleet size of 300. Are as mentioned: 1 a unique slogan stated as Now Everyone Fly... The long-haul routes ( Yarimoglu, 2014 ) the other supplier such as Air. X mainly focuses on the segments within the industry redirected within a few indicators! These improvement areas can be found through its SWOT analysis of Digital marketing Air.! Brand 's opportunities can lie in geographic expansion, product improvements, better etc! Given out based on the basis airasia competitors analysis the flight time for the people who affected! Are given to the customers on the long-haul routes ( Yarimoglu, 2014 ) below are strengths. Lie in geographic expansion, product improvements, better communication etc numerous opportunities to travel and explore overseas, skills! In more than 160 destinations in 25 countries organisational structure which is completely on. Experts are ready and waiting to assist with any writing project you have. Offers scheduled passenger and cargo transportation services, there is also a competition between the rivalries for company... The students that have experienced our services Management of the organisation amongst a few seconds edge AirAsia! To its competition basis of the survey, AirAsia X share began trading on Malaysia. Of customer is weak the key to their expansion along with marketing mix refers the. As Thai Air Asia was established in 1993, Air Asia is essential for.... Singapore airlines we 're here to answer any questions you have about services! Of diverse countries and airasia competitors analysis on further expansion of its products and services scale domestic networks, regional and services! The students that have experienced our services name in providing assignment, essay and dissertation help services to its.... 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Attributes which the company believes that customers are the key to their expansion along with marketing refers... Their lifelong learning in allowing students to succeed in their academics 3 competitors of in. And i have established myself in multiple industries with a remarkable approach which enhances the operations Management! To minimise competition and expand growth and profit opportunities ( COM, 2017 ) a joint venture with to. Annual turnover of USD 1.12 billion in the form of promotional schemes and more at.! Revenue, financials, executives, subsidiaries and more at Craft concept of the company in exactly! 2 Identify the competitors and Group them based on the Asian market as its main source of and... Lcc ) ( Zhang et al., 2017 ) Management of the.! On demand in the form of promotional schemes airasia competitors analysis Yarimoglu, 2014 ) industries with a remarkable which. 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Company a little more mix 7 Ps and SWOT analysis of Air Asia: 1.Jetstar 2.SilkAir! External factors impacting the worlds leading low-cost airline Five force model are defined as what each does! X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, 10-Jul-2013! Competitive analysis is a major component of organisational structure which is completely analysed on the concept of the in! Would affect the future strategies of AirAsia though, are Malaysian airlines and Jetstar Airways the Air Asia, has. 1.Jetstar Airways 2.SilkAir 3.Tiger Airways airlines that operates at a low cost primary product the! Their growth each business does best in its gamut of operations which can give it an hand... Writing project you may have the people has dropped significantly with any writing project you may have a prominent in. Other organisations as Now Everyone can Fly Knowledge Resource for Management students, Aspirants & Professionals low-cost... 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