Management Strategy and Plan for AirAsia

Running head: MANAGEMENT STRATEGY AND PLAN
Management Strategy and Plan
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MANAGEMENT STRATEGY AND PLAN1
Table of Contents
Executive Summary...................................................................................................................3
Organizational Context..............................................................................................................3
Airline industry......................................................................................................................3
Industry Lifecycle..................................................................................................................4
Size of Airasia........................................................................................................................5
Current Markets.....................................................................................................................6
Current Financial Position......................................................................................................7
Situation Analysis....................................................................................................................10
SWOT Analysis...................................................................................................................10
PESTEL Analysis.................................................................................................................11
Competition analysis and competitor profiling........................................................................12
Key Finding..........................................................................................................................13
Current Marketing Strategies...................................................................................................13
Marketing Objectives...............................................................................................................13
Differentiation strategy............................................................................................................14
Customer Analysis and Customer Profile................................................................................14
The buying processes...........................................................................................................14
Brand Key message and Brand Positioning.............................................................................15
Marketing Mix.........................................................................................................................15
Marketing Segmentation......................................................................................................17
Segmentation........................................................................................................................17