Strategic Management: Air Asia Business Factors and Marketing Tactics

Running head: STRATEGIC MANAGEMENT
Strategic management
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Executive summary
The aim of this report is to discuss about the external and internal business factors relevant in the
business of Air Asia. It is identified that there are number of challenges and opportunities being
faced by them in their existing operations. In addition, the analysis of their business situations
also concluded that they should come up with new premium services in order to cater to larger
customer segments other than their existing mass market customers. In accordance to their
premium services, the segmentation targeting and positioning is being done and also the
marketing mix elements are discussed. This report concludes that effective implementation of
these elements will help Air Asia to gain foothold in the premium segment also.

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Table of Contents
Introduction......................................................................................................................................4
PESTLE analysis.............................................................................................................................5
Political factors............................................................................................................................5
Economical factors......................................................................................................................5
Social factors...............................................................................................................................6
Technological factors...................................................................................................................7
Legal factors................................................................................................................................7
Environmental factors..................................................................................................................8
SWOT analysis................................................................................................................................8
Competitive analysis......................................................................................................................10
Evaluation of the current strategy..................................................................................................12
Segmentation analysis...................................................................................................................12
Targeting analysis..........................................................................................................................13
Positioning analysis.......................................................................................................................13
SMART objectives........................................................................................................................14
Recommended marketing mix strategies.......................................................................................14
Product.......................................................................................................................................14
Price...........................................................................................................................................14
Promotion..................................................................................................................................15

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Place...........................................................................................................................................15
Conclusion.....................................................................................................................................16
Reference.......................................................................................................................................17