AirAsia

Rizal Ahmad
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Rizal Ahmad: Marketing Department, College of Commerce & Economics, Sultan Qaboos University, Oman.

Asian Journal of Management Cases, 2010, vol. 7, issue 1, 7-31

Abstract: 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.

Keywords: Low-cost airlines; budget airlines; marketing strategy; Asian entrepreneurship (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:7:y:2010:i:1:p:7-31

DOI: 10.1177/097282011000700103

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