AIRASIA: INDEED THE SKY'S THE LIMIT!

被引：6

作者：

Ahmad, Rizal ^{[1
]}

机构：

[1] Sultan Qaboos Univ, Coll Commerce & Econ, Mkt Dept, Muscat, Oman

来源：

ASIAN JOURNAL OF MANAGEMENT CASES | 2010年 / 7卷 / 01期

关键词：

Low-cost airlines; budget airlines; marketing strategy; Asian entrepreneurship;

D O I：

10.1177/097282011000700103

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

This article details the development of AirAsia Malaysia from 2005 to 2008 and builds on a prior case, 'Air Asia: The Sky's the Limit'. Within only four years, AirAsia managed to expand its operations into another ten countries. In addition, through its associate company AsiaX, it launched long-haul low-cost air services from Malaysia to Australia and the United Kingdom. The article documents AirAsia's marketing strategy and discusses its approach towards 'market development' and 'product development'. The Blue Ocean Strategy concept is used as a tool to examine AirAsia's strategic moves.

引用

页码：7 / 31

页数：25