Reference no: EM131384156 , Length: 3200

Executive Summary 

This paper provides in-depth analysis of the key management, operational issues & financial issues of AirAsia. AirAsia was founded in 1993 and started functioning in 1996. It was a turbulent start for the AirAsia which had heavy financial losses as it branding itself as Asia lowest cost carrier. It rebranded & launched itself in 2005. SWOT analysis, PESTLE, PORTER, BCG has been done to understand the internal & external factors which are affecting the company. Finally, conclusion is drawn, in discovering the branding & imaging of the company.

Table of Contents

• Executive Summary
• Introduction
• Company  Overview
• Discussion
• The Competitors
• Strategic Challenges
• Analysis of AirAsia Factors
• SWOT
• Porter Five Forces
• Porter Value Chain
• PESTLE
• Marketing Plan
• Proposed Strategy
• Conclusion
• References

Words Limit; 3000-3500

Referenced: 10 Minimum

Introduction

Started in 2001 but began its operation in 2005 & Tune Air SdnBhd (Tune Air) acquired AirAsia. Ever since its most successful airlines with low-cost carrier & change its image from a loss making to a successful profit Venture centre  It has tagged its brand image of the low-cost carrier.

Now Air Asia is among the top air carriers & has branded its image as a low-cost carrier. It’s on a growth spree since 2005. Expanded globally with the 108 routes & having a fleet globally Thai AirAsia , Indonesia Air Asia, Malaysia etc. Keeping the costs at a bare minimum & making customers happy along with satisfied journey is the basic aim of Air Asia. Its tagline of 'Now Everyone Can Fly', operating in high efficiency which is passed on as a low cost to customers instead of focusing just on profits. Every customer is treated differently & provided a best customized service experience.