Marketing and Management Case Study 2022

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MARKETING &
MANAGEMENT
[Type the document subtitle]
7/28/2019
Student name

MARKETING & MANAGEMENT 1
Contents
Introduction......................................................................................................................................2
Air Asia SWOT analysis.................................................................................................................3
Air Asia marketing mix strategy lead to the market leader.............................................................4
Product strategy...........................................................................................................................5
Pricing strategy............................................................................................................................6
Placing strategy............................................................................................................................7
Promotional strategy....................................................................................................................7
Latest developments........................................................................................................................8
Transformation to travel Technology Company..........................................................................8
Premium flex...............................................................................................................................8
Premium flatbed...........................................................................................................................8
Recommended competitive advantage strategy...............................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

MARKETING & MANAGEMENT 2
Introduction
Marketing goods and services are the critical decision-making process that will lead to reaching
out the manufactured goods and services to final users. There are various factors responsible for
the success of an organization in an industry, which would be discussed in report considering
various strategic tools like SWOT analysis, and marketing mix (Kotler & Keller, 2015). The
purpose of the report is to analyse an organizational case that is of Air Asia to understand the key
factors responsible for the company being the market leader. The case study includes the
historical background that rapidly directed towards the market leading company as Air Asia
(airasia, gb, 2019).
Air Asia was originally Malaysia airline, which was transformed into Air Asia after taken over
by a private company. The unique selling proposition of the brand is low cost carrier with a
vision to provide a reasonable cost for air travel and enhancing the customer’s lifestyle and way
to travel across whole Asia (airasia, payment-channels, 2019). It has been identified that Air Asia
has transformed its marketing mix strategy in order to gain the position of marketing leader in
the industry that will be discussed in the report further.

MARKETING & MANAGEMENT 3
Air Asia SWOT analysis
The major strengths that are responsible for the journey of the company to reach out to the
market leader and the hurdles that the company has faced during the journey would be assessed
through the SWOT analysis tool (Greg, 2014).
Strengths of Air Asia
 Low cost, no frills – As per the case, it was researched that the company in mid 1990’s
search for the opportunity in no frills LLC that led the company to work upon low cost
carrier to encourage middle income group to travel through the air in a reasonable price.
 Value added services – The company not only provide the basic product facility, but also
included value added services like online ticket booking, and online check in, which has
made the company gain major attraction from the customers.
 Strong leadership –leadership is another key element found to be the cause for the
company to gain success in the industry. From the case, it can be said that the company
CEO, Fernandes was advertising the brand himself, which reflect the additional efforts by
leaders of the company. Moreover, innovative decision making it more feasible
(Johnston, 2015).
Weakness of Air Asia
 Price war – one of the weakness for the company is a price war with Malaysian airlines,
that have decreased the profit margin for the company.