Air Asia And Growth Strategy

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Summary
AirAsia has made its true arrival when it was relaunch and reborn in 2001 as a tonic acquisition by Tune Air Sdn Bhd, with a stronger positioning a wideside the well-known tagline Now Everyone usher protrude aerify. Despite of various unforeseen events, including the 1997 economic crisis during AirAsia initial outing, the follow learned that they have to be different and stand out among the existing competitors. “Easy to book, Easy to Pay & Easy to Fly” defined the customer experience that AirAsia aimed for. AirAsia’s corporate colour, Red, is utilize confidently for the parent company plus their related increases such as Go Holiday, GoInsure and the AirAsia credit fare. AirAsia’s co check offed credit card was one that turned holiday making into a life-style statement. The new era of traveling has brought AirAsia to expand its operation dramatically to over 75 destinations. AirAsia relocate itself at a new low cost carrier terminal (LCCT), in Sepang on 23 March 2006. It narrowly beat Singapore’s budget terminal and there was certain that the Sepang LCCT’s was solo driven by AirAsia’s rapid expansion. In 2007, AirAsia trustworthy the title of Best Low Cost Airline in Asia and Brand Laureate Award in merely 5 years.



Also, AirAsia launched its own in-flight magazine, Travel 3Sixty on August 2007 and armed its blot with an impressive array of powerful brand associated. Meanwhile, excitement is expression up as AirAsia X, an affiliate of AirAsia and Virgin Group, prepares to take the brand as the world’s first truly long haul low cost airline.
Theory
The article emphasizes on the Ansoff Product-Market expanding upon Grid throughout the journey of AirAsia. Ansoff Matrix demonstrates a product and market alternative to an organization. Herein, products defined as items sold to customers and markets confer with to customers (R. Lynch, 2003). There are four growth options. Market-penetration strategy evaluates the authorisation market shares with...If you want to get a full essay, pronounce it on our website: Orderessay



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