The Development of AirAsia Airlines: How They Apply Blue Ocean Strategy

The new and growing fleet of Airbus 320s brings relatively low total aircraft maintenance and operating expenses. According to its target market Rizal Ahmad content, AirAsia's target market is dominated by Malaysian budget passengers to business travelers from the UK and Australia. Travelers are businessmen and government departments from Malaysia and other countries. In 2008, AirAsiaX extended the trip to Hangzhou, Australia, Gold Coast, Perth, Melbourne and then jumped to London Stansted in the UK in 2009.

In the brand promotion business strategy, AirAsia applied their vision, mission and values. Air Asia's vision is that we have low-cost airlines in Asia that currently serve 3 billion people with insufficient services, poor connectivity, high fares. Their mission is to be the best company for them to work, and employees are seen as members of larger families. In addition, they created a globally acknowledged ASEAN brand. Everyone can use AirAsia to get the lowest cost. In addition, we will maintain top quality products, use technology to reduce costs and improve service levels. The value of AirAsia's application is to realize a low price model by implementing the following key strategies:

In this mission, we are seeking Leadership style of AirAsia. AirAsia is an airline in Kuala Lumpur, Malaysia. It focuses on the low cost and the dream that everyone can succeed. Tony Air Sdn is Tony Fernandes, CEO of Asia Airlines. Founder. He is a person who introduces cheap budget airlines. AirAsia is currently Asia's largest low-cost airline. The AirAsia Group operates regular domestic and international flights to over 400 destinations in 25 countries. Its main base is the low cost aviation hub (LCCT) of Kuala Lumpur International Airport (KLIA). Air Asia's vision is to provide services to 3 billion people with inadequate service, poor connectivity, high fares by becoming the largest low-cost airline in Asia.

The current trend is that customers like low cost airlines. As such, more and more airlines offer the same services and products as AirAsia. This has led to intense competition in the airline industry. In this case, AirAsia's direct competitors will be other low cost airlines such as Tiger Airways and Jeter Asia (Sreenivasan, 2010). This is seen in their target customer market that these customers are similar to competitors of all these companies and the strategies used are usually the same (Sreenivasan 2010). As of 2007, AirAsia is considered to be the world's lowest cost airlines, and the advantage as a pioneer arises from direct entry into a low-cost leadership program (Mahtani 2012). For the first time after that happened, another budget airline began to enter the market with a replication strategy.