Strategic sales management of AirAsia in Bangladesh

Abstract

TOTAL Air Services ltd is the only GSA (General Sales Agent) of AirAsia in Bangladesh. AirAsia started its journey in Bangladesh through Total Air Service ltd from 10th July, 2015. Previously, AirAsia came to do business in Bangladesh for two times but failed. Afterwards with the effective leadership of Total Air Services ltd they started their journey for the third time and doing great in the industry. AirAsia is the world best low cost budget carrier. They already snatched away the “SkyTrax” award for consecutive nine years. Keeping the tag line(Now Everyone Can Fly) in mind AirAsia‟s main goal is to provide the Air Service to everyone. Their main competitive advantage is the low fare. After 2001, with the unique leadership of Tony Fernandez it started capturing the market. Tony‟s main strategy was to reduce the operation cost so as to reduce the fare. Though the fare is very low compared to other Airlines, it never compromises its services. There is a zero tolerance policy regarding the violation of the policy. In this paper, I have discussed about the products and services provided by AirAsia,their success strategy in competitive market. I also discussed the sales & marketing strategy of AirAsia, Porters Generic Strategy, and Competitive Advantages. Then, I described how AirAsia promoted their product to reach their target customer and 7P effects on AirAsia. Lastly, I presented some recommendations which might help AirAsia to capture a strong position in Bangladesh in future.