INTERNATIONAL 13-1-2019
BUSINESSPLAN AIR
ASIA
Onderwijs Eenheid 31 International
Business
1
,Titelblad
Naam:
Opleiding Business Studies
Locatie: Haarlem
Klas:
Naam docent:
Onderwijseenheid: OE31 International Business
Inleverdatum: 13-1-2019
2
,Voorwoord
Wij schrijven dit rapport omdat dit een project is wat vanuit school gekomen is. Er is
gevraagd om onderzoek te doen naar het betreden van een nieuwe markt. De hoofdvraag is
gegeven vanuit de studentenhandleiding voor OE31 International Business, vanuit daar
hebben wij verschillende onderzoeken gedaan om tot een juist advies te komen wat betreft
deze casus. Veel van de informatie die wij hebben gevonden is afkomstig uit relevante en
betrouwbare bronnen die op het internet stonden. Er is vrijwel alleen maar gebruik gemaakt
van deskresearch. De verantwoordelijke voor dit project zijn; namen. Het project is gemaakt
bij iedereen thuis en er is online contact met elkaar gehouden. Het is afgemaakt op 13
januari 2019.
3
, Executive summary
The reason for writing this report are the plans of the largest low cost airline in Asia to expand to
Europe. The objective of Air Asia is to create an appropriate strategy for the entry of Air Asia into the
European market. "In which Member State of the European Union can Air Asia focus best on the
micro-, meso-, macro environment?", is the main question we have asked. 'Now everybody can fly', is
the positioning within the new market Air Aisia uses. The target group of Air Asia is in the age
category 21-50, men and women in the working middle class.
After a thorough investigation we can conclude that Finland is the best choice for Air Asia to start
internationalization. The best thing for Air Asia would be to establish itself at Helsinki airport,
because there are about 16 million passengers traveling through this airport every year and Air Asia,
as a low-cost airline, could be well-placed at this busy airport.
Looking at the market strategy, it is best for Air Asia to go for a combination between intermediate
modes and hierarchical modes. The most obvious option is to enter into a joint venture with Helsinki
airport, because Air Asia will have to settle at this airport.
If we look at the stock market of Finland in the last 5 years, we can conclude that there is a strong
upward trend. In five years the Finnish stock has risen from 7750 to 12500. So if you are an investor
who wants certainty that your invested money is on a stable price that has risen in the last 5 years,
then the Finnish stock market is a good choice.
The mission of Air Asia is: To be the best company for employees in the Netherlands, to be a globally
recognized ASEAN brand, to achieve the lowest cost so that everyone can fly with AirAsia, maintain
the highest quality product, embracing technology to reduce cost and enhance service levels. And
there vision is: 'To be the largest low cost airline in Asia and serving the 3 billion people who are
currently underserved with poor connectivity and high fares'.
Air Asia will not make a profit at the beginning and have to focus on surviving in a difficult market
with all kinds of other price fighters. Air Asia must also meet different requirements for operating in
Europe. This way a basic permit can be obtained that is necessary for the activities. Air Asia also
requires the Air operator certificate for the passenger flights. Upon obtaining the certificate, an
airline has the approval of the Minister of Infrastructure to be able to provide air transport for
remuneration. Air Asia will also have to invest money in a marketing plan, this will be around 8
million euros. The target in 5 years is that Air Asia will do 68,000 flights per year. 'Now everyone from
fly' is going to be the companies slogan.
4
BUSINESSPLAN AIR
ASIA
Onderwijs Eenheid 31 International
Business
1
,Titelblad
Naam:
Opleiding Business Studies
Locatie: Haarlem
Klas:
Naam docent:
Onderwijseenheid: OE31 International Business
Inleverdatum: 13-1-2019
2
,Voorwoord
Wij schrijven dit rapport omdat dit een project is wat vanuit school gekomen is. Er is
gevraagd om onderzoek te doen naar het betreden van een nieuwe markt. De hoofdvraag is
gegeven vanuit de studentenhandleiding voor OE31 International Business, vanuit daar
hebben wij verschillende onderzoeken gedaan om tot een juist advies te komen wat betreft
deze casus. Veel van de informatie die wij hebben gevonden is afkomstig uit relevante en
betrouwbare bronnen die op het internet stonden. Er is vrijwel alleen maar gebruik gemaakt
van deskresearch. De verantwoordelijke voor dit project zijn; namen. Het project is gemaakt
bij iedereen thuis en er is online contact met elkaar gehouden. Het is afgemaakt op 13
januari 2019.
3
, Executive summary
The reason for writing this report are the plans of the largest low cost airline in Asia to expand to
Europe. The objective of Air Asia is to create an appropriate strategy for the entry of Air Asia into the
European market. "In which Member State of the European Union can Air Asia focus best on the
micro-, meso-, macro environment?", is the main question we have asked. 'Now everybody can fly', is
the positioning within the new market Air Aisia uses. The target group of Air Asia is in the age
category 21-50, men and women in the working middle class.
After a thorough investigation we can conclude that Finland is the best choice for Air Asia to start
internationalization. The best thing for Air Asia would be to establish itself at Helsinki airport,
because there are about 16 million passengers traveling through this airport every year and Air Asia,
as a low-cost airline, could be well-placed at this busy airport.
Looking at the market strategy, it is best for Air Asia to go for a combination between intermediate
modes and hierarchical modes. The most obvious option is to enter into a joint venture with Helsinki
airport, because Air Asia will have to settle at this airport.
If we look at the stock market of Finland in the last 5 years, we can conclude that there is a strong
upward trend. In five years the Finnish stock has risen from 7750 to 12500. So if you are an investor
who wants certainty that your invested money is on a stable price that has risen in the last 5 years,
then the Finnish stock market is a good choice.
The mission of Air Asia is: To be the best company for employees in the Netherlands, to be a globally
recognized ASEAN brand, to achieve the lowest cost so that everyone can fly with AirAsia, maintain
the highest quality product, embracing technology to reduce cost and enhance service levels. And
there vision is: 'To be the largest low cost airline in Asia and serving the 3 billion people who are
currently underserved with poor connectivity and high fares'.
Air Asia will not make a profit at the beginning and have to focus on surviving in a difficult market
with all kinds of other price fighters. Air Asia must also meet different requirements for operating in
Europe. This way a basic permit can be obtained that is necessary for the activities. Air Asia also
requires the Air operator certificate for the passenger flights. Upon obtaining the certificate, an
airline has the approval of the Minister of Infrastructure to be able to provide air transport for
remuneration. Air Asia will also have to invest money in a marketing plan, this will be around 8
million euros. The target in 5 years is that Air Asia will do 68,000 flights per year. 'Now everyone from
fly' is going to be the companies slogan.
4
