AirAsia: Indeed the Sky’s the Limit!  

Oleh:

Ahmad, Rizal

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Asian Journal Of Management Cases vol. 07 no. 01 (Mar. 2010), page 7–31.
Topik: Low-cost airlines; budget airlines; marketing strategy; Asian entrepreneurship
Fulltext: Asian Journal of Management Cases-2010-Ahmad-7-31_Ros.pdf (560.34KB)

Isi artikel

This article details the development of AirAsia Malaysia from 2005 to 2008 and builds on a prior case, ‘AirAsia: The Sky’s the Limit’. Within only four years, AirAsia managed to expand its operations into another ten countries. In addition, through its associate company AsiaX, it launched long-haul low-cost air services from Malaysia to Australia and the United Kingdom. The article documents AirAsia’s marketing strategy and discusses its approach towards ‘market development’ and ‘product development’. The Blue Ocean Strategy concept is used as a tool to examine AirAsia’s strategic moves.

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