Strategic Marketing Plan - Research Paper Example

Only on StudentShare

Extract of sample
Strategic Marketing Plan

Air Asia is currently going through the preliminary merger processes with Malaysian Airlines and Air Asia X, as the business attempts to diversify its competitive advantages. Air Asia X is currently a low-performing carrier in its operating market and the intent of this merger is to consolidate technological and maintenance expertise to achieve short-run cost savings synergies. The Malaysian scenario, in its early stages, is a strategic alliance which will be providing Air Asia with shared resources, including staff and fleet, that will expand its brand presence in new markets for a new customer base that is intended to ultimately be a full-fledged merger with this competitor. The synergies achieved through the Air Asia X and Malaysian Airlines merger should save the firm 165 million Euros by consolidating maintenance (Mukim, 10). SITUATION ANALYSIS Air Asia, the world’s lowest cost airline company, is currently operating in an oligopolistic market. This is one that is characterized by the presence of few firms and where there is heavy reliance on branding and promotion to sustain competitive advantage. ...
Download paper

Summary

YOUR NAME HERE YOUR COURSE HERE YOUR TUTOR HERE DATE HERE EXECUTIVE SUMMARY Air Asia is one of the highest performing, competitive companies in its Malaysian and Indonesian markets. The business operates with a dynamic, lean model of business by which customers receive low ticket prices for a no frills flight experience (Air Asia, 2005; O’Connell & Williams, 260)…
Author : aankunding

Related Essays

Strategic Marketing Plan
15 pages (3765 words) Essay
SABMiller Strategic Marketing Plan
4 pages (1004 words) Lab Report
Strategic Marketing Plan for Pit Bull Pride of Delaware
8 pages (2008 words) Term Paper
Strategic marketing plan
18 pages (4518 words) Research Paper
International Strategic Marketing Plan: Dried Fish from UAE to Brazil
20 pages (5020 words) Essay
Strategic Marketing Plan For Red Bull
8 pages (2008 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!