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SERVICE MARKETING STRATEGY

Service Marketing Strategy PT. Air Asia

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SERVICE MARKETING STRATEGY

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  1. SERVICE MARKETING STRATEGY Please fasten your seat belts b’coz now everyone can fly MARIA ULFAH CATUR AFRIASIH (1009694)

  2. Have you flown with AirAsia yet?

  3. Company profile • Air Asia berdiripadatahun 1993 danmulaiberoperasipadanovember 1996 • AirAsia Indonesia didirikanpada September 1999 dengannama PT. AWAIR International. • Kemudian AWAIR diakuisisioleh Air Asia malaysiapadatahun 2004 danmulaiberoperasipada 2005 yang kemudianbergantinamamenjadi PT Air Asia Indonesia. • Air Asia adalahmaskapaipnerbangan yang memfokuskandiridenganmenggunakanstrategibiayarendahatau Low Cost Strategy.

  4. The Star Highlights of… Air Asia Founder & CEO- Dato' Sri Dr. Tony Fernandes • Malaysian, aged 48. • Appointed Group Chief Executive Officer of the Company in December 2001. • Financial Controller at Virgin Communication London (1987- 1989). • Senior Financial Analyst at Warner Music International London (1992-1996). • Regional Managing Director, ASEAN (1996-1999). • Vice President, ASEAN at Warner Music South East Asia (1999-2001). • After graduating in London School of Economics, he worked with Virgin Atlantic and Richard Branson became his boss and mentor. • Under his leadership, AA broke even within a mere 12 months and cleared its debt. • Outperform Malaysia’s national carrier MAS, in terms of size, revenue, profit and popularity.

  5. CORE BUSINESS AirAsia X • Previously known as FlyAsianXpressSdn Bhd. • Focusing on the low-cost, haul segment. • Established in 2007 to provide high-frequency and point-to-point networks to the long haul-business. • AirAsiaX is spreading its wing to exciting destinations such as Australia, China, India, Middle East and Europe. Tune Hotels • Limited service hotel chain founded by AirAsia CEO Dato’s Tony Fernandes. • Its hotel operates in Kuala Lumpur, Kota Kinabalu, Kuching, Penang, LCCT Sepang and Westminster, London.

  6. Another Product Offer Go Medic Air Asia Go Insure Snack Attack Go Holiday Air Asia Credit Card Air Asia Merchandise Go Holiday Theme Park Mobile.air.asia.com

  7. IstilahPenerbangan “low cost” atauseringdisebut LCC (low cost carrier). LCC seringjugadisebutsebagai Budget Airlines atau no frills flight ataujuga Discounter Carrier • LCC merupakan model penerbangan yang unikdenganstrategipenurunan operating cost. Denganmelakukanefisiensi cost di semualini, maskapaimelakukanhal-haldiluarkebiasaanmaskapaipadaumumnya • Low cost carrier melakukaneleminasilayananmaskapaitradisionalyaitudenganpengurangan catering, minimize reservasidgnbantuanteknologi IT sehinggalayanannampaksederhanadanbisacepat. • LCC adalahredifinisibisnispenerbangan yang menyediakanhargatiket yang terjangkausertalayananterbang yang minimalis. Intinyaproduk yang ditawarkansenantiasaberprinsip low cost untukmenekandanmereduksioperasional cost sehinggabisamenjaringsegmenpasarbawah yang lebihluas. Low Cost Carrier

  8. Ciri-ciripenerbangan low cost carrier Semuapenumpangnyaadalahkelasekonomi, tidakadapenerbangankelas premium ataubisnis. Kapasitaspenumpangnyalebihbanyakdaripadakapasitaspesawatdenganlayanantradisionalsehinggaterlihatpenumpangberdesak-desakkan. Hal iniuntukmenaikkan revenue pesawatmengingattarif yang sangatmurah. Maskapaitersebutmemilikisatutipepesawat Maskapaimenerapkanpolatarif yang sangatsederhanapadasatutarifatautarif sub classis denganhargamulaidaritarifdiskonhinggamencapai 90%. Tidakmemberikanlayanan catering, di pesawatumumnyahanyadisuguhkanair mineral.

  9. Ciri-CiriPenerbangan LCC • Penerbangandilakukan di pagibutaataumalamhariuntukmenghindaribiaya yang mahalpadalayananbandarapadasaat jam-jam sibuk. • Ruteyang diterbangisangatsederhanabiasanya point ke point untukmenghindari miss conection di tempat transit dandampak delay dariakibat delay flight sebelumnya. • Memberlakukanpenanganangound handling yang cepatdanpesawatnyamempunyaiutilisasi jam terbang yang tinggi. • Maskapaimelakukanpenjualanlangsung (direct sales), biasanya via call center dan internet untukmeminize cost channel distribusi. LCC tidakdijualmelalui travel agent, dantidakmenggunakan Channel Distribusi GDS (Global Distribution System) sepertiAbacus,Galileo, dll. • Karyawannyamelakukan multi role dalampekerjaannya, seringkali pilot danpramugarijugasebagai cleaning services saat ground handling. Disampingitu LCC menerapkanoutsourchingdankaryawankontrakterhadap SDM non vital, termasukpekerjaan ground handling pesawat di bandara.

  10. Business Model Value Proposition

  11. StrategiAir Asia

  12. Cost leadership Strategy inimenekankanpadaefficiency. Produkstandartanpatambahanapapun yang dapatdiproduksipadabiaya yang relatifrendahdandapattersediabagiseluasmungkinpelanggan Strategiinidapatdicapaidengansyaratperlupencariansecarakontinyupenguranganhargadariseluruhaspekbisnis. Initerkaitdenganstrategidistribusi yang mampumenyediakandistribusiprodukseluasmungkin. Strategipromosi yang seringdigunakanmeliputiupayamenyembunyikanfitur-fiturproduk yang berbiayarendah

  13. Marketing Strategies Advertising -Media -newspaper Promotion -Seasonal Promotion -Zero Fares Merchandising -T-shirt -Cap, pen Sponsorship -M.United -Formula 1 Website -Facebook, Air Asia.com, twitter, youtube Joint venture -Ministry

  14. Air Asia jugamenggunakanteknologi yang identikdengananakmudadalamstrategipemasaranjasanya Sosial media merupakansalahsatuhal yang paling pentingdalammengkampanyekan brand air asia. Denganmelaluifacebook page, terdapat forum yang mengundangpartisipasidaripublikyang jugasebagaiajang sharing apabilaterdapatkeluhanataumasalah. Begitujugadengan twitter yang sedang booming di kalangananakmuda

  15. Competitive Advantage

  16. BIG SALE: 1,000,000 seats up for grab now!

  17. External Capabilities • Partnerships- with Vietnam-Malaysia cooperation forming VietJetAirAsia. • Strong branding strategy: AT&T Williams F1 team, Manchester United, Asean Basketball League (ABL), EPL Referees, Oakland Raiders, NFL, The Amazing Race Asia, Monsoon Cup 2006, etc. • Linking with Virgin Airlines- landing right in overseas. • Look for suppliers with good quality on certain prices, build long-term relationship. • Airports have low cost terminal hub. • CSR, recently involve in providing flight services for evacuation of Malaysian students in Egypt.

  18. Recommendations: • Failure of internet system • Leverage competency in creating cost advantage across multiple value chain. • Emphasis on more effective safety & security to avoid accidents. (Eg. demonstrations and procedures for passengers, avoid crash landings) • Punctuality should be their main concern especially AA wants to penetrate into the business travelers market. • Arrangement of seating should be organized.

  19. Conclution • Beroperasidi Indonesia padatahun 2005 • Kesuksesanstrategibisnis low cost di AmerikadanEropatidakdiikutiolehsuksesnyastrategiini di Asia. • Pelanggan Air Asia adalahmasyarakat yang sangat sensitive terhadapharga • Belumbanyakketersediaanbandarasekunder yang menjadipilihanuntukmaskapai low cost. • Peraturan Air Asia di setiap Negara tertutup • Banyaknyamaskapaipenerbangan low cost di masa yang akandatangakanberdampakpada air asia

  20. Thank You! NOW EVERYONE CAN FLY

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