One of the considerable changes that airline commerce have changed is the involvement of funds airline industry. The good example in Malaysia is Air Asia.
Air Asia have managed to avoid the red ocean (compete with Malaysia Airline and regional airline such as Tiger Air, Jet Air etc) by seeing into the factors that commerce take for granted and also factors that foremost to customers. With the Four Actions Framework proposed by Blue Ocean Strategy authors, Air Asia have implemented many strategic move to ensure they are manufacture Malaysia Airline and regional airline firm irrelevant.
Asia
Example of the strategic move as follows:
Eliminate:
* Over the counter booking system
* Free Food/Beverage on the plane
* Seating Class booking system
Reduce :
* "luxury" facilities provided by Airport Lounge
* No of attendance assistance on the plane
* Seat Quality
Raise:
* Focus on several key destination
* growth frequency of flight
Create :
* Online Booking system
* Point to point trip system
With this strategic move, Air Asia able to focus on factors that unmistakably bring value to the customers such as point to point trip system, easy booking system etc. This will help Air Asia to cut cost and at the same time growth the value to the customers - Value Innovation.
Besides that, Air Asia is able to look at current non-customers as explained by the authors of Blue Ocean Strategy.
Current Airline Customers:
* Customers who are affordable to buy expensive ticket from Malaysia Airline and regional airline companies.
* firm habitancy in Malaysia or Asean region
Non-Customers:
* Government Staff
* Those that cannot afford to buy expensive ticket such as who are in rural areas, students or fresh graduates.
With the flourishing implementation of this Blue Ocean, Air Asia have venture into other businesses such as Tune Hotel and Tune Money. The view is toward Blue Ocean marketplace.
Blue Ocean Strategy Example in Asia - Example 1
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