Marketing process and its elements (Part 6)

Air Asia has 105 aircraft and has ordered 315 more. What company is confident enough to estimate that demand will be multiplied by 4 in a few years. It is as if EDF with its 60 nuclear decided to build 180 new; even Ryanair did not order as many planes. AirAsia ordered 200 A320 Neo list price: $18 billion. It probably negotiated a huge discount for this order, the largest in the history of aviation. But it did not talk about it, especially in Europe supporting the European industry. Not bad for a company establishing itself gradually in Europe. Aircraft ordered by AirAsia are 15% more fuel efficient. What to save and offer even lower prices, while reducing maintenance costs (one model, new aircraft), killing the ecological criticism in the bud (flight Greenest its class) while promoting its brand.

Q. Choose a targeting strategy for a selected product/service

Targeting Strategy

Before deciding upon the different ways through the help of which AirAsia can be promoted it is also important to have a thorough idea about the nature and quality of the service. It is basically the nature of the service that determines the target audience and niche market to which the service can cater and interest to. In order to filter the demographic segment of this target segment and make it more customized, it is important that the nature and type of Airline is being created and marketed is also worth considering that will ultimately determine the demographic and psychographic segments of the target population.

It is important to develop and incorporate features through the help of which the facility of interaction with customers can easily be promoted. In order to fulfill this objective it is important that the AirAsia do contain and encompass features through the help of which it can easily facilitate this practice. As AirAsia adopts cost differentiation policy, hence its target market is middle or lower class families.

Q. Demonstrate how buyer behavior affects marketing activities in different buying situations

Buyer Behaviour

Some of the reasons due to which AirAsia have gained immense popularity are because of two prime determinants in the design of their service. Firstly, an organization like AirAsia in order to cater its massive target audience that can appeal to a wide population of the country in terms of affordability and economic value. The prices of AirAsia are extremely affordable for customers all over the country (Bordenave,  Belis-Bergouignan & Lung, 2008).

Buyers of other similar economies are also looking for places and areas where they can easily find an airline at an affordable price, hence the pricing quality and strategy that the organization has been following will come in handy for AirAsia to establish its place and subsequently stabilize it, in similar economies, despite the presence of major competitors. Along with all this, there is yet another area where AirAsia on the whole have an added advantage over its competitors is also in the form of innovation that it has introduced in the region with its latest technologies.