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Marketing Mix Of Air Asia Essay

2100 words - 8 pages

33-35 Bangunan Systematic,Jln Hang Lekiu, 50100 KL
SEGi College Kuala Lumpur (SCKL)

Principle of MarketingExecutive SummaryThere are 4 marketing mix for Air Asia such as product, price, place and promotion. Air Asia should improve their service to satisfy their customer.Assignment Allocation of Marks

Description of criteria adopted that will be used for the assessment of the assignment


Marks Allotted by Lecturer


Relevance of content to assignment-Executive Summary



Clear explanation of issues, which are relevant for the assignment:
Relevance of information and material;
Depth and quality of analysis;
Identification and framing of issues and assumptions made.



Application of the relevant principles to the issue:
Understanding of principles, theories and techniques;
Appropriateness and depth of research;
Analytical skills;
Application skills.



Quality of recommendations relating to problem:
Originality of idea and approach;



Appropriate citation and references;
Style and readability;
Overall presentation.




Feedback on Assignment:​​​​​​__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ __________________Date Lecturer's Name

AirAsia Berhad is Malaysia and Asia's first low cost carrier has made its name synonymous with low fare air travel in the region. Now a household name throughout Asia, Airasia offers lower fares by eliminating most traditional passenger services in order to make air travel affordable and accessible for everyone. Airasia provides a totally different type of service in line with the nation's aspirations to benefit all citizens and worldwide travellers. Revolutionising air travel by offering fares that are significantly lower than that of traditional full-service airlines, AirAsia has put Malaysia's airline industry on the world map by making its presence felt and bringing people in the region closer together. Such service takes the form of a no frills -low airfares flight offering, 40%-60% lower than what is currently offered in this part of Asia.Identify AirAsia's target market for its product.Describe the current marketing mix for AirAsia.Who is AirAsia's competition?Give suggestions how AirAsia should improve their services.(Total: 30 marks)Q1Target Market is a set of buyers sharing common needs or characteristics that the company decides to serve. There are three key factors to target market that are segment size and growth, segment structural attractiveness, businesses objectives and resources.The target market of air asia was students, businessman, tourist, and workers who would like to travel to different countries....

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