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Marketing Strategy of Low Cost Airline: Air Asia

时间:2010-04-07 21:01来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

AIM AND OBJECTIVES
    The main goal of this paper is to analyse the marketing strategy of Air Asia as a Low cost-airline. In addition, this will also determine if Air Asia has a chance and market opportunity to expand their business in European market, specifically the UK market.  In addition, this paper also aims to analyse the marketing strategy used by this airline industry in Asia and also the UK market.  Marketing tools and instruments will be used to assess Air Asia.  This paper will also compare Air Asia with its main rivals in the UK market, analyse the competitiveness of the airline industry and provide recommendations for entering in the European market.









Table of Contents
AIM AND OBJECTIVES    1
1. Introduction: Air Asia – an innovative concept is being challenged    3
2. Aim and Objectives    4
3. Literature Review    6
3.1. Air Asia – deregulation of aviation market provided new opportunities    6
3.2. General strategy of a low cost airline    6
3.3. The marketing strategy of Air Asia    6
3.3.1. Hub-concept    6
3.4. Air Asia – a differentiation strategy    6
4. Air Asia and the UK market – Comparison to competitors    6
5. Primary Research and Methodology – Air Asia in the UK    6
5.1. Name recognition of low cost airline and Air Asia in the UK    6
5.2. Booking behaviour and expectations when flying    6
5.3. Comparing fares    6
5.4. Obvious advertising strategies of low cost airline in the UK    6
6. SWOT analysis for Air Asia regarding the UK market and implications    6
6.1. Strengths    6
6.2. Weaknesses    7
6.3. Opportunities    7
6.4. Threats    7
7. Conclusion and Recommendations    7





1.    Introduction: Air Asia – an innovative concept is being challenged
Different companies, specifically in airline industry are trying to enance their service s to attract new clients and to retain old clients, and this goal is part of their business and marketing strategy.  To be able to adjust with the stiff competition in the airline market, airline industries tend to come up with different approaches and strategies for to be competitive. In addition, because of the increasing competition among other industries, Air Asia, like any other airlines adopt strategic approach to marketing and expand their market reach and give better and satisfying service delivery to their target market. To sustain the competitive position and advantage, strategic approach to management and marketing are being developed and used. Through these, the industry can establish a good relationship with their target market.(责任编辑:charlie)



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