Officially named Air Asia Berhad, the company is a Malaysian-based low-cost airline founded in 1933. Air Asia is Asia’s largest low-fare, no-frills airline and a pioneer of low-cost travel in Asia. Air Asia won the Skytrax World’s best low-cost airline award in 2007, 2009, 2010 and 2011. It has the world’s lowest operating costs at 0.035 US dollars per seat-kilometer in 2010. It is also the first airline in the region to implement fully ticketless air travel and unassigned seats. The group currently operates scheduled domestic and international flights to 80 destinations (including subsidiaries routes) across 25 countries and with over 400 daily flights covering Indonesia, ...view middle of the document...
Product which have a large number of buyers demonstrate the competitiveness of that product on the market is high and proportional to the profits of manufacturers. It mean that company’s marketing strategy is successful. All definitions imply that satisfying customer is the purpose of marketing. However, each of them has different point.
CIM focus on management process of marketing and imply that customers are at the heart of marketing. For CIM, learning about marketing means learn how to make a right product and service to the customer at the right price, in the right time and at the right place. Companies must understand the markets in which they intend to put their products on sale in order to have proper marketing strategy .Example,every product we buy, every store we visit, every media message we receive, every choice we make in our consumer society has been shaped by the forces of marketing.The marketing process is central to the business performance of companies,large and small,because it addresses the most important aspects of the competitive marketplace.
Plus,for Philip Kotler who is S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University define customers will only undertake the exchange, if they feel that their needs are being satisfied, clearly the transactional value cannot be more than the amount customers are prepared to pay to satisfy their need. The common theme is meeting needs and providing benefits.
RELEVANT EXAMPLE OF AIR ASIA:
From both definition above, it appears marketing emphasizes the needs of customers from all aspects.To sell more, you need to know what your customer’s need and want. If you don’t, your company will never reach it’s potential – it’s the unfortunate truth. For AirAsia, customers impression are most important because their works are serving the customers include foreigner.
Consumers wants an effective and low cost airline that give satisfaction to them, AirAsia always tries to keep the operations simple and efficient to keep the costs low,for a typical low cost airline product is extremely basic.It focuses on getting passengers from point A to B,cutting all the “extras”. The success factors of Asian low cost airlines in reducing their operational cost include:
* Service savings (no frills cabin service and extensive use of outsourcing)
NO-frills include:NO drinks, NO food, NO headphones, NO newspapers, NO movies, NO VIP lounges, NO expensive offices, NO mileage programs, NO seat allocation, NO children’s fares, NO paper tickets (Electronic tickets only), NO connecting flights (All flight-legs must be booked independently).
In certain airlines,these may be purchased on request.The aircraft have narrow seating to permit greater capacity.Low cost airlines offer all-economy flights,with no additional space requirements for wider business class seating.Beside that,AirAsia also gives attractive ticket price...