OPEN UNIVERSITY MALAYSIA

CLUSTER OF BUSINESS AND MANAGEMENT (CBM)

BBPM2203
MARKETING MANAGEMENT II

INDIVIDUAL ASSIGNMENT

JANUARY 2022 SEMESTER

PREPARED BY
BAZLI AIMAN BIN MOHD LIN
ID NUMBER
931118045059001

EMAIL

PREPARED FOR
MR ZURIMAN BIN ABDULLAH
 TABLE OF CONTENT

NO TITLE PAGE
NUMBER
1. FRONT PAGE 1
2. TABLE OF CONTENT 2
3. 1.0 INTRODUCTION 3-5
1.1 Background of Selected Firm
1.2 Business Market
4. 2.0 DESCRIPTION OF MARKETING MIX 6-9
ELEMENTS (4Ps) IN GENERAL
2.1 Product
2.2 Price
2.3 Place
2.4 Promotion
5. 3.0 IDENTIFICATION AND DISCUSSION OF 10-14
MARKETING MIX ELEMENTS PRACTICED IN
THE SELECTED FIRM
3.1 Product
3.2 Price
3.3 Place
3.4 Promotion
6. 4.0 RECOMMENDATION ON IMPROVEMENTS 15

OF ITS MARKETING MIX

7. 5.0 SUMMARY 16
8. 6.0 REFERENCES 17-18
1.0 INTRODUCTION

The purpose of this assignment is to evaluate the market positioning strategies

throughout each stage of product life cycle. Other than that this assignment done to

discuss on how the chosen company AIRASIA BERHAD has utilised the marketing

mix; which is product, price, promotion, and place to develop market positioning

strategies at each stage of the life cycle. In addition, some recommendation that may

lead to help some improvements regarding this marketing mix on each product life

cycle stage also one of the objective to obtained in order to help the company to be

more better in the future. Business industry chosen is airlines industry and the selected

firm is AIRASIA BERHAD as mentioned before.

In order to completed this assignment, tools or materials used in the research is

primary data and secondary data. Primary data such as article, paperwork, thesis,

market research also secondary data such as information collected by government

departments, organizational records and data that was originally collected for other

research purposes also can be used and really helpful in order to completed this

assignment.

1.1 Introduction of The Selected Firm

AirAsia Berhad is a Malaysian low cost airlines which operated in Kuala Lumpur. It is
the largest airline in Malaysia by fleet size and destinations. AirAsia operates scheduled
domestic and international flights to more than 165 destinations spanning 25 countries
witth a low cost fare. AirAsia is a leading travel and financial platform
company in Asia Pacific, providing air transport, travel and lifestyle products,
as well as financial services. AirAsia started as a low-cost carrier with
operations in Malaysia, Indonesia, Thailand, the Philippines and India, and
has carried more than 600 million guests to over 160 destinations in its
network across Asia, Australia, the Middle East and the US. 

Recognised for its world-class service, the airline has been named Skytrax
World’s Best Low-Cost Airline 11 years in a row from 2009 to 2019 and
World Travel Awards World's Leading Low-Cost Airline for eight consecutive
years from 2013 to 2020. AirAsia has been awarded the top 7/7 stars for all
airlines in the Group for Covid-19 health and safety measures by the aviation
experts at airlineratings.com following its continuous innovations to ensure
the highest safety and hygiene standards are maintained at all times.

AirAsia has embarked on a transformation journey to become more than just

an airline, with the inclusion of hotels, holidays, activities, online shopping
and more on its travel, lifestyle and e-commerce platform — the airasia super
app, integrated logistics including last mile deliveries through Teleport and
digital financial service via its money app, BigPay since 2018. 

Our vision
To be the largest low cost airline in Asia and serving the 3 billion people who are
currently underserved with poor connectivity and high fares.

Our mission
 To be the best company to work for whereby employees are treated as part of a
big family
 Create a globally recognised ASEAN brand
 To attain the lowest cost so that everyone can fly with AirAsia
 Maintain the highest quality product, embracing technology to reduce cost and
enhance service levels
Values
 Dare to Dream

Progress comes from innovation. Both require change to happen.


 People First

Care for our people, care for our guests.


 Make it Happen

Learn fast and deliver more with less.


 Be Guest-Obsessed

Understand deeply what our guests want. Then give them more than they expect.


 One AirAsia

We are one airline, with one vision, and one people.


 Safety Always

Safety is everyone's responsibility, it starts with you.


 Sustainability Spirit

Acting today for a better tomorrow

Product life cycle can be considered as a very important concept that will be
apply within the organization. In order to elp the prouct or services to survive in
the market as long as possible, it is essential for the marketers to understand the
PLC well. As PLC may help them to provide or come ot with an effective
marketing strategies for each phase of PLC to reduce the percentage of failure .

4 4 stage PLC
BIG Members enjoy BIG things!
 checkEarn BIG Points for free flights
 checkMember discount on flights
 checkPriority access to sales

https://www.airasia.com/member/….. ©2020 AirAsia Group Berhad.

Be a BIG Member today to enjoy all these
and more!
 Pre-save your card details for faster one-click payment with
@Checkout
 Get instant member discount on flights
 Pay for your flights & add-ons with BIG Points for further savings
 24-hour members-only priority access to sales
 Manage your upcoming flights & pre-book add ons with MyBookings
 Full flight redemption for free flights
 Exclusive access to monthly sales

Rujukan

AirAsia ©2020 AirAsia Group Berhad.