Provide a background to your chosen organisation, including:

AirAsia is a rumored and driving Asian based airline organization, which is

headquartered in Malaysia by a management claimed company named DRB-Hicom. It is the
biggest airline organization dependent on the idea of the Low-Cost Airline (LCC). The
organization was built up in 1993, and the official activity of the organization was begun on 18
November 1996. AirAsia offers transportation services to its travelers alongside a few different
services, which incorporates messenger services and freight services. AirAsia was purchased
over by Tony Fernandes, the present CEO of AirAsia from DRB-Hicom on second December,
2001 (Aslam, 2006). AirAsia figured out how to get one of the most famous and productive
airline organizations on the planet by executing visionary authority and creative business
approach. AirAsia was named as the best minimal effort airline organization on the planet for 9
back to back a long time at the Skytrax World Airline Awards. The flying business in Malaysia
is overwhelmed by two airlines. These are Malaysian airlines and Air Asia. As indicated by
O'Connell and Williams (2005), Malaysian airlines has been named a full assistance airline while
Air Asia has been delegated a minimal effort airline. Malaysian airlines, the national airline of
Malaysia is serving both global and household courses across 100 goals around the world
(counting code-sharing flights). It has one of the biggest armada estimates in South East Asia and
is one of just six airlines to have been granted a 5-star rating by (Skytrax). Air Asia (AA), that
has risen as the fruitful airline provincially (O'Connell and Williams, 2005).

Critically evaluate the role of your chosen organisations’ corporate reputation,

identity and image to support the achievement of the objectives.

In the endeavoring division of airline industry which is touchy to the fluctuating

economic atmosphere and progression of the online communication innovation; brand image of
an airline is in any case critical to summon feelings inside the customers in their buying decision.
This was noted by Olson (2003) that the brand of an airline extends its performance –
dependability and productivity; consolation – customer's trust, cash worth and assurance;
experience – pre-flight forms just as in-flight experiences; social meaning – airlines extends the
identity of their nation of cause; and identity – uniqueness, personality and contrasts. Because of
rationality between its personality and image; AA was named as one of the 30 Malaysia's Most
Valuable Brands for the year 2007 and 2008, which was introduced by Organization of
Accredited Advertising Agents Malaysia (4As) (www.aaaa.org.my, 2008). The comparative
situation of British Airways' image building was material to AA, where the manifestations of its
touchpoints (uniform, signage, airplane configuration, tickets, and site) are in reference to its
corporate personality. Figure 1.1 outlines the AA's logo which was utilized to make the corporate
way of life just as to create the corporate image.

In line with the projection of the organisations’ reality, the logo which was used to build
the corporate identity; represented the customer’s experience, employees’ perception,
communities’ feedback and shareholders’ image that would form the corporate image in total;
which was vital to the institution of corporate reputation.

Critically evaluate, using stakeholder analysis, the ways in which your stakeholders
could influence the organisation’s corporate reputation.

Stakeholder analysis is a methodology, a device or set of instruments for producing data

about entertainers – people and organizations for Air Asia – in order to comprehend their
conduct, aims, interrelations and interests; and for evaluating the impact and resources they offer
as a powerful influence for dynamic or execution forms in Air Asia. Prior right now, Stakeholder
analysis: an audit, we depicted its sources and various applications, drawing on the strategy, the
board, and advancement writing (Johanson, 2009). The data from the investigation can be
utilized to help see how arrangements have created and to survey the attainability of future
approach headings; to encourage the execution of activities, explicit decisions or organizational
goals; and to create systems for managing significant stakeholders.
 'Products or services', 'identity' and 'reputation' and significance of stakeholders are three
components that exist in each organization which are interrelated and influence each other. The
achievement of an organization was controlled by its reputation and effect of stakeholder on its
reputation, which was reflected by the arrangement of the organization's significance of
stakeholders, personality and image imagined inside the voting demographics (Argenti, 2007).

TASK 2: – Strategic Report

Critically evaluate the organisations’ current corporate strategy, structure, systems

and culture in relation to its positioning and reputation, also assessing the current gaps
between image and identity. Recommend how this gap could be addressed to achieve the
objectives.

The effect of corporate reputation can be found in the capacity of a specific organization
in making deal, growing its business, haggling on an agreement or partaking in another type of
speculation (Argenti and Forman, 2002). Inside the point of view of AA, it was noticed that their
corporate reputation had a positive effect, as AA extended its business skyline with the
expansion of new flight goals and better an incentive for its travelers (www.airasia.com, 2009).

For what reason is reputation critical to an organization? Argenti (2007) inferred that the
impression of all voting demographics as a rule framed the reputation of an organization which
turned into the reason for the upper hand inside its industry. Fombrun (1996, as refered to in
Argenti, 2007) noticed that a positive reputation expanded the alternatives that were accessible to
its management, for example, in deciding high or low cost for its products or benefits, and
recognizing the alluring highlights of the organization. Mac is known for its iPods and smart
work machines; while AA is known for its reasonable air tolls of different goals in the Asia
district. The following huge point was that with a positive reputation, an organization was
equipped for enduring an emergency all the more adequately.

Identity, which was the result of corporate image, was identified with the observation
among the voting demographics over an extensive stretch of time. Landa (2006) outlined three
meanings of a brand as: (I) qualities (physical properties) and enthusiastic components of a
product, management or group; (ii) a brand personality that could be applied to a solitary or
group of products, services, people or organization and (iii) the recognition and familiarity with
that purchasers have about the specific brand. Brand identity, logos or images that are
unmistakable, captivate everyone making it simpler for purchasers to recall the specific brand.
This was demonstrated with the redundancy of images or logo of built up brands, for example,
Apple and Nike; who have expelled the logotype (name in letterforms) from their identity in
marketing (Wheeler, 2006).

Recommend an outline strategy for developing corporate reputation to build brand

equity for the organisations’ corporate brand, to achieve the objectives, including the role
of employees within this strategy.

Inside the point of view of AA, their marketing had come to fruition in different
structures, for example, papers, online, announcements, TV ad and so forth. These commercials
featured the uncommon offers and advancements on modest air charges and new travel goals.
The messages in these notices were made in different structures; for instance, the substance of
the notice can be founded on correlation, or the low air passages that were being offered or even
new travel goals for occasion goers. Figure 2.05 which was received from Wells et al. (2007)
exhibited how AA utilized advertising effort dependent on correlation of different options that
was accessible in the nation.
 The notice of AA as appeared in Figure 2.05 depended on a hardsell approach; whereby
the message that was being delivered to the crowd was an immediate message that didn't require
any understanding from the crowd. In the situation of air going in Malaysian, the identity
procedure of AA had been fruitful since it assumed control over the significant key player inside
the business - Malaysian Airline, over the most recent couple of years. Other than that, AA was
very much perceived just as recognized with their resolute marketing and special crusade.

Evaluate TWO different approaches to monitoring and measuring brand equity:

Logo as a Communication Tool Strategy:

Haig and Harper (1997) further certified logo as an influence and data instrument -
mediator of an organization's substance that was sturdy in the commercial center. These images
or logos which were substantial turned into the corporate identity of the organization; which was
consolidated through various types of advertising. In the current day, pretty much every
organization has a portrayal of itself as a logo. The logo filled in as the embodiment of an
organization's finished framework by delivering its believability to its intended interest group.
 Colour Strategy:
Shading has a fundamental job in our lives, 80% of visual data was identified with
shading, and shading was utilized to communicate feelings, convictions and messages to other
people (Gonzalez, 2005). The decision of shading in logo in a roundabout way decided the
achievement and adequacy of the logo inside its businesses. Whenever concentrated inside and
out, there were sure hues that were regularly utilized inside specific enterprises, for example,
blue in the account business, red in food bundling and eateries, green in natural issues and white
in social insurance.

Task 3 – Strategy Paper for Digital Communications:

 Evaluate environmental trends which are driving changes in stakeholders’ digital
behaviour, and justify appropriate strategies for digital communications to support the
organisations’ objectives.

The physical condition around the partnership's site of business is climatically classified
as central, being hot and damp consistently. The atmosphere is well alright to help the flight
take-off, landing and flying. The physical area of Malaysia likewise favors the development of
the organization as it is all around associated with the oceans and seas thus for its long stretch
local services, the organization doesn't require to deal with the consents to cross the airbase of
different nations. Right now encompassing physical condition of Malaysia gives reasonable
chances to AirAsia.: Coming to the dangers engaged with the regular habitat, the well
organization of the nation to different landmasses through oceans and seas gives enough chances
to the excursion through boats and Cruzes too which some place in a roundabout way can
influence the market of AirAsia. The Malaysia, Thailand and Indonesia is likewise an inclined
zone for torrents and quakes that could influence any industry.
The organization has likewise firmly adhered itself to LCC standards. Enterprise's present
budgetary goals, procedures, strategies and projects have been with high any expectations of
return. The company needed to contribute much on the acquisition of flights, dealing with the
group of an obligation ridden firm and amplify its scale in an exceptionally less occasions. The
money has been obviously referenced however under the constraints of its past performance.
They have been actually reliable with the targets, approaches and methodologies of the company.
The organization's account in the exercises of setting up of center points inside and outside
Malaysia with the coordinated effort of different partnerships helped them to increase a few
immediate or backhanded advantages. Its budgetary services like occasion products and all,
charge for feast as customer wants, on the online and SMS appointments, clinical consideration,
and so on did what's needed income yet consequently it got colossal degree of connection with
the customer who might consistently want to adhere to AirAsia for its services (Wells, 2007).
 Critically appraise the effectiveness of available digital channels within the market,
and evaluate the key technology developments in digital tools that could impact on the
organisations’ corporate reputation.

There are barely any strategies that Airasia can use to quantify the viability of the
advertising communication in the "Zero Fare" Campaign. The main technique is the Pre-Testing
whereby the marketing communication idea, focusing on group and conduct are pre-test before
the starting of crusade. This test should be possible by the subjective and quantitative technique
which is giving out study structures and gather suppositions. The subsequent strategy is Post-
Testing whereby the adequacy of advertising communication is assessed after the crusade
propelling. Airasia can utilize the social test to measures the reactions and impression of buyer
on the marketing communication after "Zero Fare" battle was propelled. In addition, Airasia can
likewise utilize the business test which is the measures on the deals and afterward will get result
on the advertising communication adequacy (Landa, 2006).

Recommend, with justification, a digital communications strategy to protect and

strengthen the organisations’ corporate reputation and stakeholder relationships. Outline
TWO digital technologies which could be used to monitor and measure the organisations’
reputation.

Advertising
 So as to speak with the intended interest group, Airasia is utilizing marketing as an
instrument in presenting the products and services. One of the significant marketing media that
every now and again utilized is the online networking. The benefits of utilizing online
networking are the online empower the intelligent capacities, high selectivity by the customers
and the expense is low. In Airasia, the organization firmly concurs that online life is assuming a
significant job all together for the organization to do marketing and manufacture a purchaser
bunch that contributing trust to brand and worth. These days, the online had made the individuals
ready to associate with the entire world individuals effectively and additional time is spending
for on the online. By utilizing online life, the messages of the products and services can be
connecting and ready to share out the substance of message viably. Other than that, the internet
based life can give a channel of communication to the organization to run the action, for
example, low admission advancements, new product propelling and news declaration. Besides,
the internet based life ready to make a communication stage for the Airasia to associate with the
individuals and empower the individuals to have all the more understanding on the organization.
(Rubin, 2005)

Pull and Profile Strategy:

Airasia is utilizing the Pull Strategy to deliver the low passage battle data
straightforwardly to the end-customer customers. The motivations behind the messages delivered
are to build the battle mindfulness, empower the customer's contribution and to impact the
customer recognition. By these, the customer conduct and observation might be changed and
lead to the buying of the products. Also, Airasia utilize this system to energize and draw in the
customers to buy airline through the site channel. For Airasia to finish and deliver the draw
methodology, the strategy that utilization can be deliver the message through the internet based
life or site by offering the low passage advancement to the customers. (Johanson, 2009).