Segmentation, Targeting and Positioning of AirAsia Airlines

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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MARKETING MANAGEMENT
Executive Summary
The report has thrown a light in the overall analysis of the segmentation, targeting and
positioning of AirAsia Airlines which is situated in Malaysia. The different aspects of
segmentation such as demographic, psychographic and the behavioral aspects have been
analyzed which is essential for overall identification of the success of the firm. The branding
plan have been conducted for AirAsia which helped in analyzing the mission, vision and the
objectives of the airlines which assisted in managing the overall efficacy of the firm in
comparison to the other competitors.

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MARKETING MANAGEMENT
Table of Contents
1.0 Introduction................................................................................................................................3
Company background..................................................................................................................3
Rational of your choice of the company......................................................................................3
2.0 Customer Analysis and Customer Segmentation......................................................................4
Segmentation...............................................................................................................................4
Targeting and Positioning strategy..............................................................................................5
Branding plan.............................................................................................................................11
3.0 Conclusions and Recommendations........................................................................................13
References......................................................................................................................................15

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MARKETING MANAGEMENT
1.0 Introduction
Company background
AirAsia is one of the Malaysian low-cost kinds of airline which was being headquartered
in Kuala Lumpur, Malaysia. This is the largest airline in Malaysia by destinations along with
fleet size. AirAsia operates in different scheduled international along with domestic kind of
flights wherein they travel to more than 165 destinations spanning in more than 25 countries
("Airasia.com", 2018). The company was founded in the year 18 November 1996 and the
company is headquartered at Kuala Lumpur which is situated in Malaysia. The number of
employees working in AirAsia is 17000 and the number of destinations wherein the Airlines is
operating is more than 74 countries in an effective manner (Gengler& Mulvey, 2017).
Rationale of your choice of the company
AirAsia has been chosen and taken into consideration as this is the public company which
has huge stock and this is known by the general public as well. Furthermore, this is one of the
largest low-cost airlines which is operating in Malaysia and the revenues which have been earned
by the company has been gaining huge profitability in comparison to the other competitors in the
entire market (Bruwer& Li, 2017). Moreover, AirAsia have strong kind of segmentation as the
main focus of the airlines is to provide the customers with low cost delivery and this has been
voted as the largest and the most convenient kinds of airline in the entire industry (Achroll&
Kotler, 2014).