Air Asia Case

Air Asia has provided many products and services such as online booking and payment, web check-in, pre-booked checked baggage, manage booking, cargo delivery, linking customers to events, insurance, offering cheap hotel rates, online meals, and merchandise products. However, Air Asia still has to make improvement in the business using 4Ps marketing mixes which are product, price, place and information.

1.1 Products

Air Asia sells online meals to customers. Air Asia provides food based on Asia style such as satay, Korean food, Japanese food and many more. However Air Asia does not prepare the food according to the individual's requirements. For instance if one is on diet, he or she may take lesser calories which means he or she will not prefer food that are prepared by Air Asia. Therefore, it is suggested that the food must be modified and prepared according to each customer's requirements in their diet. A more variety of food other than Asia food have to be prepared as some foreigners who do not come from Asia may not get used to the Asia food. Therefore, Air Asia must prepare more international western food that are suit everyone around the globe so that customers have an opportunity to make their selections on food.

Air Asia also provides merchandise products and duty-free products where Air Asia passengers can do shopping aboard on the airplane. Different merchandise are offered which are caps, t-shirts, key-chains and many more. In addition, passengers can shop for many branded and duty-free products, like perfumes, make-up products, watches, handbags and many more. However, all these products must be ordered online and normally most products are not available on the plane if they are not ordered. Therefore, it is suggested that in order to improve the performance of business in products, all these merchandise products should be always available on the plane so that customers can see and make decision. As currently Air Asia sells most of the things on website and also in the catalogue, customers may face difficulty in making choices as they can try the product. So, Air Asia should allow customers to view all the merchandise products before flying.

Similar to MAS, Air Asia Company also provides a few types of insurance which are Air Asia Insure Travel Protection, Air Asia Insure Lifestyle Protection is provided and the SkyBus Travel Protection. Air Asia still has to make improvement in providing insurance services as Air Asia only covers the basic ones like personal accident benefit, travel inconvenience benefits such as baggage delay and missed flight connection, travel assistances and lastly coverage for accompanying infant besides cancer plans that cover for 15 years and accident and hospital income insurance which can be used until the age of 70. It is actually hard for users to choose as there are three different kinds and may be all needed by