case study air asia
DESCRIPTION
case studyTRANSCRIPT
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Low Cost Carrier
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LCC booming dimulai sekitar 36 tahun yang oleh Southwest Airlines di Amerika Serikat
Four set of principles: fly one type of aircraft to keep down engineering costs keep overheads down turnaround aircraft as quickly as possible abandon loyalty or air miles schemes
Memaksimalkan jumlah penumpang dengan meminimalkan biaya. Tarif yang murah akan menaikkan frekuensi atau jumlah penumpang.
Tujuan utama LCC adalah membuat perjalanan udara menjadi sederhana dan nyaman serta menjadi transportasi udara yang murah di dunia. Tarif diferensial antara Full Service Carrier (FSC) dan LCC berbeda sampai 40 % -60 % lebih murah.
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High Aircraft Utilisation Rata-rata, pemanfaatan per pesawat adalah 12 blok jam per hari, FSC
mungkin dilakukan sekitar 8 blok jam per hari.
No Frills
No free food & beverages; Assigned seating; Ticketless airline; Online check-in; No refund
Streamline Operations Single type of aircraft; Single class seating; Standard Operating
Procedures.
Secondary Airports Operasi dari bandara sekunder lebih murah daripada bandara utama
Point to Point Network Hampir semua penerbangan AirAsia adalah jarak pendek (4 jam
penerbangan atau kurang)
Lean Distribution System Internet sales; Sales office; Travel agents; Call ;centres
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FSC tidak dapat menandingi biaya operasi LCC. Tanpa struktur biaya yang paling kompetitif, maka FSC tidak dapat memberikan harga terendah setiap waktu.
Kebijaksanaan konvensional menyatakan bahwa FSC tidak dapat bersaing dengan LCC dalam perang harga. Produk dan klien sangat berbeda, dan ada sedikit nilai proposisi untuk FSC untuk meraih klien LCC karena manajemennya yang kecil.
Akan ada waktu ketika LCC harus terlibat dalam perang harga dengan FSC. Itulah sebabnya LCC menurunkan biaya terus-menerus, sehingga dapat menghindari dan menangkis segala macam kompetisi yang tidak rasional.
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Tarif LCC tidak didasarkan pada klasifikasi kelas yang rumit. Utamanya adalah memberikan penumpang keleluasaan dalam menentukan kapan dan kemana mereka terbang.
LCC mengadopsi struktur tarif sederhana yang didasarkan pada hubungan time value untuk seat penerbangan.
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Are the aircraft safe? AirAsia sesuai dengan standar internasional tertinggi dan
prosedur dengan sejarah keselamatan terbaik di dunia.
Are they f lying old planes? 100% merek pesawat Airbus A320 yang baru dan memiliki armada
terbesar dan termuda di antara LCC di daerah dengan usia rata-rata 3-4 tahun.
Do they have well trained and qualified personnel?
Pilot dan awak kabin terbaik dan terlatih. mereka dilatih di Akademi Pelatihan sendiri.
What service can one expect? Tujuan utama perusahaan penerbangan adalah untuk mengangkut
penumpang dari satu tujuan ketujuan yang lainnya dengan aman dan nyaman. Setiap layanan tambahan mungkin datang pada biaya in-line dengan model low cost carrier.
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Low Cost Carrier in AirAsia
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AirAsias Model
Single-class, no frills service High aircraft utilization and efficient operation Single aircraft type Low fixed costs Low distribution costs Minimize personnel expenses Maximizing media coverage Use of Secondary Airports Low cost philosophy
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SWOT Analysis
External Factor
PEST Analysis
Porters 5 Force Model
Internal Factor
Resource-Based View
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Political
Support from national government for national airline
Open skies agreement
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Economy
Developed or Developing Country
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Social
Luxury Image of Airplane
Business
Travel
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Technology
Agreed to purchase 60 A320 aircraft from Airbus in 2005
Internet Booking
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Porters 5 Force Model
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Rivalry among Existing Firm
There are some companies that also offer service by the same price
Local LCC in some country
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Suppliers
Boeing and Airbus
Air Asia just Airbus
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Buyer
Everyone can fly
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Potential Entrant
Setting up airline industry needs a high capital
Government legislation
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Substitute
Low fare and relative comfort of bus travel
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Resource Based View
Physical Resource
The most modern fleet among all low cost airlines in Asia and among the modern fleets in the world
Human Resource
Reliable Service
Organizational Resource
Planning processes
Information System
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STRENGTH
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The most modern fleet among all low cost airlines in Asia and among the modern fleets in the world
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Lowest Cost (CSFB Version)
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Operating Cost / Available Ton Kilometer
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2003 -> Developing Airline of Year
2003 -> Asia pacific Airline of the Year
2004 -> Asia pacific Low Cost Airline of the year
2005 -> Marker Leadership Award
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Reliable Service
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WEAKNESS
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Fewer Destination against Full Service Airline
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Less Local Route Destination
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New Concept Booking based on Western Model
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Less Flight Frequency
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OPPORTUNITY
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Big Demand in Asia
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Growth demand projection in Asia, especially in Southeast Asia
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Government investment in airports, airlines, and travel infrasructure
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National government support for national airline
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Open skies agreement
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First mover into new regional market Low Cost Carrier
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THREAT
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Low Fare and Relative Comfort of Bus Travel
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Full service airline offer varying level of service and comfort
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Other Low Cost
Carrier
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Second Class Airport with High Passenger Traffic
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SO Strategy
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Market penetration on Asia Market
Strength Opportunity
Big demand in Asia
Growth demand projection in Asia, especially in Southeast Asia
Open skies agreement
The most modern fleet among all low cost airlines in Asia and among the modern fleets in the world
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Strength
Lowest Cost
Low Fare
Reliable Service
Big demand in Asia
Growth demand projection in Asia, especially in Southeast Asia
Big market share
First mover into new regional market Low Cost Carrier
Opportunity
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Strength
Strong branding and marketing
Big demand in Asia
Government investment in airports, airlines, and travel infrasructure
Open skies agreement
First mover into new regional market Low Cost Carrier
Opportunity
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Segmentation with Target Pricing
Strength
Reliable service
Most Route in LCC
Opportunity
Support from national government for national airline
Open skies agreement
First mover into new regional market Low Cost Carrier
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WO Strategy
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Expand within Asia
Weakness
Fewer destination against full service airline
Opportunity
Big demand in Asia
Growth demand projection in Asia, especially in Southeast Asia
Government investment in airports, airlines, and travel infrastructure
Open skies agreement
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Distribution through Travel Agent
Weakness
New concept booking based on western model
Opportunity
Government investment in airports, airlines, and travel infrasructure
Support from national government for national airline
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Market Penetration on Local Route
Weakness
Less route local destination
Opportunity
Big demand in Asia
Growth demand projection in Asia, especially in Southeast Asia
Open skies agreement
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Weakness
Less flight frequency Big demand in Asia
Growth demand projection in Asia, especially in Southeast Asia
Big market share
First mover into new regional market Low Cost Carrier
Opportunity
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ST Strategy
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Stimulate Demand by Offering Low Fares
Strength
Lowest cost
Low fare
Threat
Full service airline offer varying level of service and comfort
Other Low Cost Carrier
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Strength
Lowest cost
Threat
Other Low Cost Carrier
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Invest in and Enhance AirAsia's Brand
Strength
Lowest cost
Threat
Other Low Cost Carrier
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Continued Focus on Costumer Service
Strength
Reliable service
Threat
Low fare and relative comfort of bus travel
Full service airline offer varying level of service and comfort
Other Low Cost Carrier
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Strength
Low fare
Threat Full service airline offer
varying level of service and comfort
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Strength
Reliable service
Most Route in LCC
Low fare and relative comfort of bus travel
Threat
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WT Strategy
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Add New Aircraft
Weakness
Fewer destination against full service airline
Less route local destination
Less flight frequency
Threat
Full service airline offer varying level of service and comfort
Other Low Cost Carrier
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Weakness
Less flight frequency Low fare and relative comfort of bus travel
Threat
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Build New Second Class Airport
Weakness
Fewer destination against full service airline
Less route local destination
Less flight frequency
Threat
Less airport second class but high passenger traffic
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Segmentasi
Segmen pasar yang ditarget oleh AirAsia adalah konsumen yang tidak begitu mementingkan layanan tetapi berfokus pada harga (Budget). Hal ini dapat dilakukan dengan cara menerapkan Strategi Penetapan Harga :
Memilih Sasaran Harga
Menentukan Permintaan
Memperkirakan Biaya
Menganalisis Biaya, Harga dan Penawaran Pesaing
Memilih Metode Penetapan Harga
Memilih Harga Akhir
Menyesuaikan Harga
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Targeting
Target dari AirAsia adalah Konsumen yang mementingkan harga rendah dan tidak mementingkan service dan pada umumnya kalangan menengah kebawah. Hal ini dapat dilakukan dengan cara menerapkan Strategi berorientasi pada pelanggan :
Market Skimming (harga premium untuk suatu produk)
Penetration Pricing (harga murah untuk masuk ke pasar)
Market Holding
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Positioning
Positioning dari air asia adalah maskapai penerbangan dengan biaya rendah sehingga memudahkan bagi masyarakat untuk terbang. Ini lah yang mengapa airasia mampunya slogan Now Everyone Can Fly, Hal ini dapat dilakukan dengan cara menerapkan Loyalitas Merek (Brand Loyalty)
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Product
Guest Convenience
Frequent flights
Nationwide call centre
Ticketless service
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Price
Low fare, no frills
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Place
Internet booking
Reservations and sales offices
Authorized travel agents
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Promotion
Newspaper
Special Price
Package
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Physical Evidence
User Experience
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Process
Reliable Service
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People
Employee Training
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Memiliki pola pikir jangka pendek
Tidak memiliki perencanaan
Cenderung berkelompok dan suka berkumpul
Tidak adiptif dengan teknologi baru
Fokus pada konteks bukan pada konten
Menyukai barang barang produk luar negeri
Semakin memperhatikan masalah keagamaan
Suka pamer dan gengsi
Tidak banyak dipengaruhi budaya lokal
Kurang mempedulikan lingkungan
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AirAsia meniadakan makanan dan minuman di dalam pesawat
Rute perjalanan Air Asia pada umumnya butuh waktu antara 3 3,5 jam
Tidak ada biaya yang diperlukan untuk akomodasi awak kabin di tujuan kedatangan
Pelanggan didorong untuk membeli tiket lewat internet
Air Asia mencari landasan udara termurah
Air Asia hanya menggunakan 1 jenis pesawat Air Bus 320.
Dalam salah satu promosinya Air Asia pernah menawarkan harga tiket yang sangat rendah
AirAsia melakukan hedging terhadap biaya bahan bakar
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LCC
Memiliki pola pikir jangka pendek Fokus pada konteks bukan pada konten Tidak memiliki perencanaan
Pemanfaatan media serta menjaga kualitasnya sebagai maskapai internasional LCC terbaik sampai saat ini
Cenderung berkelompok dan suka berkumpul Menyukai barang barang produk luar negeri
Tidak adiptif dengan teknologi baru
Kendala bagi Air Asia dimana pelanggan didorong untuk membeli tiket lewat internet
Memberikan dampak positif dimasa datang ketika maskapai ini menjadi pilihan sebagai maskapai LCC.
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Lesson Learned
Blue Ocean Strategy
Focus on Market