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Air Asia Marketing Plan

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Air Asia Marketing Plan
AirAsia BERHAD

MARKETING PLAN

No. CONTENTS PAGE
1.0 Executive Summary 1-2
2.0 Introduction 3 2.1 Background and History of AirAsia 3-4 2.2 Vision Statement 5 2.3 Mission Statement 5 2.4 Objectives 5
3.0 Environmental Analysis 6 3.1 PESTEL Analysis 6 3.1.1 Political Factors 7-8 3.1.2 Economic Factors 8-9 3.1.3 Social Factors 9-11 3.1.4 Technological Factors 11 3.1.5 Environmental Factors 11-12 3.2 PORTER's 5 Forces Model Analysis 12 3.2.1 Threats of New Entrants 12-13 3.2.2 Threats of Substitute 13-14 3.2.3 Bargaining Power of Buyers 14-15 3.2.4 Bargaining Power of Supplier 15 3.2.5 Competitive Rivalry 16
4.0 SWOT Analysis 17-18 4.1 Strengths 19-27 4.2 Weaknesses 28-31 4.3 Opportunities 31-34 4.4 Threats 34-36
5.0 Marketing Objectives 37-46
6.0 Marketing Strategy 47 6.1 Target Market 48 6.1.1 Behavioral Factors 48 6.1.2 Demographic Factors 49-50 6.1.3 Psychographic Factors 50-51 6.2 Marketing Mix 52 6.2.1 Product 52-54 6.2.2 Price 54-55 6.2.3 Place 55-57 6.2.4 Promotion 57 6.2.5 People 58 6.2.6 Performance 58 6.2.7 Process 58 6.2.8 Programs 59
7.0 Marketing Implementation 60 7.1 Marketing Organization 61-63 7.2 Activities, Responsibilities, Budget and Timetable for Completion 63-67 7.3 Monitoring Procedures 67-69
8.0 Financial Summary 70-72 8.1 Financial Performance 73-82 8.2 Financial & Operational Statistics 82-83
9.0 Recommendations 84-85
10.0 Conclusions 86
11.0 References 87

CHAPTER 1

EXECUTIVE SUMMARY

1.0 EXECUTIVE SUMMARY
AirAsia needs no introduction in ASEAN, where it is the leading low-cost carrier, connecting people and places across 132 routes, 40 of which are offered by no other airline. In 2010, the Group, which includes

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