AirAsia is a Malaysian company that introduces Low Cost Carrier services to domestic markets and ultimately the Asian region. Currently, AirAsia is a leader in this market segment. We can categorize AirAsia as the first driver in the industry. This is because, owners take early competitive measures to build or maintain its competitive advantage or improve its market position. Prior to being AirAsia we know today, AirAsia is a well-executed company by a government-linked company (GLC) in Malaysia, DRB-HICOM. In 2001, it was sold to current owner, Tan Sri Tony Fernandes established by Tune Air Sdn. Bhd. For just RM1.00 (USD 0.25 cents), and agreed to take the airline’s RM400 million debt. Within 2 years, Tony Fernandes exceeded everyone’s expectations, and made AirAsia a profitable company. By the third year it was listed on the Kuala Lumpur exchanges with IPO (initial Public Offerings) amounting to RM717.4 million (The AirAsia Family, 2017)
AirAsia’s slogan goes as ‘Now Everyone Can Fly’. It is now a leading airline founded in 2001 with the dream of making aviation possible and accessible to everyone around any corner of the globe. AirAsia managed to become one of the leading airline service providers despite difficulties during the recession period. They have successfully established a network of routes covering more than 20 countries that allow users to travel around the world. AirAsia’s leading airline vision is Asia’s largest low-cost carrier and serves 3 billion people currently unprofessional with weak connections and high fares. This shows that the airline is focusing on the middle-income group as their target market.
AirAsia’s mission will inspire many companies. One of the airline’s major missions is to be the best company to work where employees are treated as part of a large family. In addition, another company’s mission is to create a recognized global brand of ASEAN. This will be a proud fact for Malaysian-born companies that enable developing countries to grow higher in the global arena. Another AirAsia mission is to achieve the lowest cost so everyone can fly with AirAsia. They are actually talking because of a one-way ticket sold at an extraordinary price of RM1 as AirAsia Marketing Director, the job was given by the Managing Director to clarify the impact of the consumer buying process and its application to marketers.
