This article has been researched & authored by the Content & Research Team. 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: High Switching Cost. 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. 2.1.2 Pest Analysis PEST analysis is a useful tool for scanning the general environment. This has been possible due to the companys relentless communication through various marketing channels. Its going to analyze the internal and external factors impacting the worlds leading low-cost airline. Thank you for reading this case study. Apart from that, AirAsia engages in popular promotions such as social media advertising, print advertisements, and simple but efficient billboard advertising. AirAsia is headquartered in Malaysia and provides transportation services to its passengers along with cargo and courier services. In anchor pricing strategy, the company prices its services along with the tickets at a low price. It was named as the Best Low-Cost Airline Company in the world for 9 consecutive years at the Skytrax World Airline Awards. The bargaining power of buyers is strong when the switching cost of airlines is low. AirAsias mainproducts and servicesare KL Syariah Index of Bursa Malaysia, low price Santan meal, and duty-free merchandise, drinks, food, and other menus if you buy on board. The airline brand should exploit these circumstances. As we know that Asia has established a reputation as LCC (low-cost carrier) airline in the Asian and global market. The operational region of AirAsia comprises different countries which introduce diversity in religion, language, culture and approaches. The company is over depending on the Asian market as its main source of earning and its a very risky business strategy. Features, such as improved WIFI and other entertainment facilities, can be improved with the help of latest trends and technologies in the IT industry. There are a lot of operations that are conducted by the company as it is spread across 25 countries in more than 160 destinations. Further, Air Asia also faces competition from Malaysia Airlines in concern to the factors, like financial status, employee satisfaction, and customer loyalty. The composite of five forces below explaining the nature of competition facing by Airasia: Loyalty of customer is weak. The article below lists the Air Asia SWOT, competitors and includes its target market, segmentation, positioning & USP. As per the results of the survey, AirAsia has. Focusing on providing air travel without frills at substantially lower prices, AirAsia has managed to achieve lower prices to attain high passenger loads, market share, and profitability by eliminating provision of AirAsia X aimed to ensure high frequency and point-to-point networks to the businesses situated at long distances. Your email address will not be published. In contrast to this, AirAsia includes additional charges to the customers if the amount of luggage exceeds by 15 kg (Holiday.My, 2018). Considering the competitive characteristic of Malaysian airline market, AirAsia has comparatively gained significant customer attention from the customers due to its affordable tickets and additional services. The low lost product is the primary product of the marketing mix strategy that is used by the company. The airline has four subsidiaries including Air Asia X, Indonesia Air Asia X, Indonesia Air Asia and Thai Air Asia. In Kuala Lumpur. The organisation may gain significant benefits during tourism seasons considering the various tourism locations in Asia. AirAsia has won many awards over the years. Required fields are marked *. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. In addition to this, various political factors can be highlighted by influencing the operations and management of AirAsia which have been mentioned below. There are several brands in the market which are competing for the same set of customers. This isbecauseof increased globalisation among industries and travelling, and the tourism industry has been severely affected by it. The created segments consists of consumers who share similar interests, requirements and locations. A Marketing mix mainly focuses on the 4ps of an organization, which are Product, Place, Price, and Promotion. Such events and teams have got millions of fan following, when an airline sponsors a team or an event, then it allows the company to reach new customers. This LLC trend has saturated the customer market, and it has declined the overall profitability of AirAsia. This comes with a lot of competition. 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. 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. Do check. WebAirAsia is largest player in June, with 35% capacity market share Indonesia: Easing restrictions as the country step into transition period. Here are the weaknesses in the Air Asia SWOT Analysis: 1.Not on too many routes as compared to market leaders 2.Stiff competition in its sector. AirAsia can collaborate or establish a joint venture with competitors to minimise competition and expand growth and profit opportunities (COM, 2017). 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. They should be used as a reference paper for further research. Do essay writing needs professional writers? Lets understand AirAsias competitors better with analysis. Competitive analysis involves identifying your direct and indirect competitors using research to reveal their strengths and weaknesses in relation to your own. Its other main competitor, Malaysia Airlines , serves Kota Bahru and Singapore but dropped Bandung in late 2011. Step 3- Assess the Porter Five Forces in relation to the industry and assess which forces are strong and which forces are weak. SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It employs an anchor pricing policy, which establishes a baseline for pricing all AirAsia-operated flights. 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. This has been possible through excellent brand positioning. It works towards providing the highest quality products by making technological advancement to reduce cost and enhance service levels. The two closest competitors that are considered against AirAsia include Jet Star Airways and Malaysia Airlines (AirAsia, 2018). The importance of pricing strategy is to know the strategies that are used in the market and to analyse the rivals that are present for Air Asia n the airline industry (Shaw, 2016). The portions of income of an individual earns is the factors because when the portion is high, the more customers will look for cheaper price, hence the bargaining power of buyers will be strong. Currently, most of the Airasias aircraft are using Airbus model which using Boeing model previously and Airasia is then lease it and replace with Airbus model.If in case Airasia may wish to switch to Boeing again, the cost of training employee in operating the aircraft feature is high. In Air Asia SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. 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 is the largest airline company based on the concept of the Low-Cost Carrier (LCC) (Zhang et al., 2017). Tony Fernandes was recognised as for his outstanding work in AirAsia, and he was awarded by the International Herald Tribute Award and he also became the Malaysian CEO of the year in 2003 (Roy, 2014). 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. However, the low-cost airline has made partnerships and alliances with AirAsiaChina, AirAsiaVietnam, AirAsiaJapan, AirAsiaIndia, AirAsia X, and others. Porters Five-Forces Model of competitive analysis is widely implemented by most of the company to progress their strategies in many industries. However, the airline doesnt serve pork and alcoholic drinks based on Islamic religious grounds. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. Specific analysis has been conducted in order to analyse the market environment for AirAsia. Study for free with our range of university lectures! The increasing cost, competitors, and limited international destinations are some of the main challenges. Due to competitive in airline industry and protects on national airline, MAS which facing losses in these year, it is quite difficult to apply for licensing and permit for operating airline company. The Marketing mix refers to the set of actions and tactics which a company uses to promote its brand. Continue reading more about the brand/company. The company AirAsia, demographic segmentation is preferred. KLIA-Singapore is also served by four Singapore-based carriers Jetstar Asia, Tigerair, SilkAir and Singapore Airlines. Itoffers a broad and innovative variety of distribution channels to ease the travelling and booking process. Porter five forces analysis of Airasia will help in understanding and providing solution to nature & level of competition, and Webprice wars with competitors, taxes and duty imposed on the firms products. Similar service provided among every airline company so the competitive may be fierce. At last, Strategic priorities are identified and analysed to provide the values that help AirAsia in fulfilling its aim. WebAirAsia Competitors Specify up to 10 symbols: WH REGN XHR NVO VRTX HOG IHG rprx Sophisticated investors, who have witnessed many market ups and downs, frequently Customers are the priority of the company due to which they have a strong customer base (Yarimoglu, 2014). Like Manchester United, Queens Park Ranger, Jamshedpur FC, Singapore national football team, Malaysia national football team, and others. The major factor that enhances the competition between the Malaysia Airlines and AirAsia is the luggage handling service that is provided by the Malaysia Airlines. 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. Air Asia can also implement a cost leadership business strategy. This model is widely implemented by various organisations for the development of their strategies in the industry. SWOT analysis of Air Asia analyses the brand by its strengths, weaknesses, opportunities & threats. AirAsia can be accounted to lack financial assistance from organisations or sponsors which consequently minimise the investment opportunities for the organisation (Abdullah, 2010). The important thing the buyers look for is the fly to destination which shows the strong bargaining power of buyers. This increases the probability of people to avail of airline services frequently. 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. As compared to the services of the AirAsia,Malaysia Airlinesprovides better services and gain efficient customer satisfaction. The increase in oil prices has critically impacted the operations of the organisation. The marketing mixs 7 Ps model is a marketing strategy tool that is used in a business in order to gain the feedback from the market in relation to marketing objectives. The organisational image is consistent and successful concerning the competition in the market. Today, it connects domestic and international flights to more than 165 destinations within 25 countries. In the context of this fact, the loyalty of the customers of Air Asia has been decreased because of the increasing competitors of Air Asia in the airlines, such as Jet Star and Tiger Airways. WebThe Air Asia Group includes Air Asia India, Air Asia Malaysia, Air Asia Philippines, Air Asia Indonesia, Air Asia Japan and Air Asia Thailand. Technology is a major component of organisational structure which is completely analysed on the basis of IT framework of Airasia in particular region. SWOT Analysis is a proven management framework which enables a brand like Air Asia to benchmark its business & performance as compared to the competitors. Physical evidence encompasses the ways in which the company can maintain their position in the industry. About Air Asia They may compete in term of their route offering that Airasia does not fly. The first main hub of AirAsia was launched in Kuala Lumpur and Malaysia, and it was known as Low-Cost Carrier Terminal (LCCT). Air Asia also engages itself in the promotion of the company through social media, print advertisements, and effective billboard advertising (Mele, Pels and Storbacka, 2015). Air Asia PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. 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. 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. 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. But the company is only operating its business only in 25 countries. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. The route network of AirAsia is one of the largest in the world, which covers more than 20 countries all around the world. The microenvironmental analysis for any company or organisation is performed using Porters Five force model. The competition will be fiercer if there is high number of competitor, this is a normal phenomenon. *You can also browse our support articles here >. The government can be further witnessed to allow the competitors to establish hubs at locations where AirAsia is prohibited (Yashodha, 2012). As AirAsia expanded its services, the company expanded its facilities, including travel The Essay Writing ExpertsUK Essay Experts. In order to build buzz, cheap flight tickets are given out based on demand in the form of promotional schemes. The increasing cost has made it impossible for the company to offer low prices and remain profitable. Thailand s market currently has just two local LCCs, Thai AirAsia and Nok Air. 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. The company maintains its logo by providing high-quality exterior services of the aircraft along with the interior seats and the uniforms. Simply put, AirAsias target market is the people whose purchasing motivations are price and simplicity. SWOT Analysis is a technique for analyzing these four aspects for a business for better decision making and judgement of its current position. They may compete in term of their route offering that Airasia does not fly. 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. Get best assignment helper in Malaysia as offered by Student Life Saviour to ensure best grades in all Malaysian assignments. Their 5 main operational hubs are Singapore, Indonesia, Japan, Malaysia, and Thailand. Jet Star Airwaysare considered as the safest low cost carriers among the 10 safest carriers in the airline industry of Australia. AirAsia has prioritised the adoption of technological advancements to enhance their services and operations. 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. Air Asia is a low-cost airline headquartered in Malaysia. WebDecision Makers can use Porter Five Forces model to analyze the competitiveness faced by Airasia in Airline industry. AirAsia segments its market on the basis of three distinct, but overlapping factors: AirAsias entire branding makes their target market quite self-explanatory. This is act as a barrier of entry for the competitor as there are high in capital requirement such as set up of headquarters, purchasing or hiring aircraft, appointment pilots and other staffs like air supervisor. Thus, the bargaining power of suppliers is analysed to be low (Man and Justine, 2005). Student Life Saviour 2022 - All rights reserved. For example, they had a #responsibletraveller campaign on Instagram. It has operations in over 25 countries and over 400 international and national destinations, 4. It has subsidiaries in Indonesia, Thai, Phillipines, Japan, 5.It has a fleet size of nearly 300 aircrafts. Many airline companies have entered the airline industry and they have made the market very competitive. AirAsia is a reputed and leading Asian based airline company, which is headquartered in Malaysia by a government-owned corporation named DRB-Hicom. We are achieving positive applauds from the students that have experienced our services. AirAsia should expand into more countries, increase the market, and target new customers. 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. Start-up Cost is high. Hence this concludes the Air Asia SWOT analysis. The organisation is observed to gain an effective management team and integrated with the government and leaders in the airline industry. AirAsia uses various media platforms for the marketing and promotion of its products and services. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. AirAsia X share began trading on Bursa Malaysia, formerly known as the Kuala Lumpur Stock Exchange, on 10-Jul-2013. AirAsia is already trying to achieve that by expanding their facilities to hotel bookings, tour packages, etc to try and gain some competitive edge along with diversifying their product portfolio. Aircraft supplier could be the one who gaining most bargaining power as there are only two in operation, Boeing or Airbus. As the rivalry is strong, Airasia may constant in price reduction to compete with them. Rising Fuel Costs 2. That was AirAsias 4Ps mix, detailing each strategy and its purpose. AirAsia uses anchor pricing to offer incredibly low rates on its services and fares, enticing consumers to consider traveling with the airline. The company confronts various complaints and issues from the customers who are numerous to resolve instantly and result in customer dissatisfaction. AirAsia is known for its low fares and no-frills policy. Air Asia has expanded their product line by not only sales ticket but also offering tourism package which is offering hotel booking while booking the ticket. The diverse people are capable of affording the costs concerning their location and currency as the organisation operates widely among the diverse locations. Quizzes test your expertise in business and Skill tests evaluate your management traits. Due to few suppliers in market, this has increasing the bargaining power of supplier. Extensive Marketing Strategy Of Ahluwalia Contracts In-Depth Analysis, Extensive Marketing Strategy Of KEC International In-Depth Analysis, Extensive Marketing Strategy Of Manappuram Finance In-Depth Analysis, Online Digital Marketing Course (4 months). The increasing fuel cost and the labor cost have amplified the overall expense of AirAsia. The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. DRB-HICOM, a government conglomerate laid the foundation of AirAsia in 1993 and it became operational on Nov 18, 1996. Use Slintel to connect with top decision-makers at AirAsia. Similarity of product. 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. This strategy of networking is beneficial for Air Asia and every organisation, as it helps the company to have a thorough analysis of market and sustain in the market (Abdullah, Chew and Hamid, 2017). Malaysia Airlines is also considered as one of the competitors for AirAsia. Following are the opportunities in Air Asia SWOT Analysis: 1. And target new customers weaknesses, opportunities & threats has declined the overall of! The uniforms and target new customers and analysed to provide the values help! Organization, which is completely analysed on the basis airasia competitors analysis it framework of AirAsia which have been mentioned.! Many industries: AirAsias entire branding makes their target market quite self-explanatory ( LCC ) ( Zhang et,... 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