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0 BCG Matrix
AirAsia China
relations/airasia-annual-report-2016.pdf
7.1 Stars
volume volume
32.47bil 10,814.6mil
relations/airasia-annual-report-2016.pdf
relations/airasia-annual-report-2016.pdf
Figure: Performance of AirAsia Philippines in 2016
relations/airasia-annual-report-2016.pdf
AirAsia Thai and Philippines are categorised as Stars under AirAsia, indicating that
both subsidiaries are holding high market share with high market growth.
In 2016, total market share of AirAsia Thai is 22% along with 16% of market growth,
total market share is 11% experienced a total growth of 11% along with 21% of
revenue growth.
AirAsia Thai and Philippines are generating high revenue for Nike and is expected to
generate more revenues in the future. Hence, it needs more supports for AirAsia
Thai and Philippines to maintain their position in current market. AirAsia ran various
AirAsia India
relations/airasia-annual-report-2016.pdf
Figure: Market share and growth of AirAsia India in 2016
relations/airasia-annual-report-2016.pdf
AirAsia India is falling under this category since it is holding little market share yet
tourism. Despite, AirAsia Japan and China which are new are falling into Question
Mark. This mainly because both Japan and China are new, yet highly potential with
the reason that both are the top largest Asian market. (Lccs Reach 10% Market
under this category are consuming a lot of money yet bringing minimal return or even
making loss. For instance, Japan who was making loss in 2015 and 2016. However,
since AirAsia India, Japan and China are having the potential to turn into stars,
AirAsia is investing more. For instance, AirAsia is adding 2 Airbus A320 and
AirAsia Malaysia
relations/airasia-annual-report-2016.pdf
Undoubtedly, AirAsia Malaysia is a cash cow, holding high market share with low
high profits to AirAsia but due to low market growth, the investment required will be
low. Hence, profits generated from AirAsia Malaysia could be very supportive in
relations/airasia-annual-report-2016.pdf
7.4 Dog
Asia Aviation Capital Ltd. is AirAsia’s subsidiary, focusing on aircraft leasing and
after-market services. This subsidiary is falling under dog due to its low market share
and minimal growth. Dogs are normally considered as cash traps and are suggested
part of its monetisation plan, supporting its future expansion like Philippines and
Reference List:
1. Check In For Your Flights Via Kiosk | Kiosk Check-In | Airasia (2017) available from
<https://www.airasia.com/my/en/check-ins/kiosk-check-in.page> [11 November 2017]
2. Airasia Launching Self Bag Drop In Malaysia - PASSENGER SELF SERVICE (2015)
available from <http://www.passengerselfservice.com/2015/04/airasia-launching-self-bag-
drop-in-malaysia-with-type22/> [11 November 2017]
3. Gangadharan, G., Gangadharan, G., Gangadharan, G. and Gangadharan, G. (2016) Airasia
Launched Self Bag Tag At KLIA2 [online] available from
<http://www.rovervibes.com/travel/airasia-launched-self-bag-tag-at-klia2/#.WgciLMaWbIU>
[11 November 2017]
4. Hew, V., Chan, J., Low, E., Tam, I., Writer, S., Writer, S., Wee, L., Hew, V., Hew, V., Tay, V.,
Tay, V., Tay, V., Wee, L., Tay, V., Tam, I., Bruinsma, C., Wee, L., Hew, V., Hew, V., Tay, V.,
Tay, V., Wee, L., Choo, E., Llamas, C., Xuan, O. and T, C. (2016) Airasia Gets More Data
Focused With New JV [online] available from <http://www.marketing-interactive.com/airasia-
gets-more-data-focused-with-new-jv/> [11 November 2017]
5. Hew, V., Tam, I., Rao, M., Manjur, R., Writer, S., Writer, S., Wee, L., Hew, V., Hew, V., Tay,
V., Tay, V., Tay, V., Wee, L., Tay, V., Tam, I., Bruinsma, C., Wee, L., Hew, V., Hew, V., Tay,
V., Tay, V., Wee, L., Choo, E., Llamas, C., Xuan, O. and T, C. (2017) Airasia Gets Aggressive
In China Market, Signs JV To Operate Budget Carrier [online] available from
<http://www.marketing-interactive.com/airasia-gets-aggressive-in-china-market-signs-jv-to-
operate-budget-carrier/> [11 November 2017]
6. Lccs Reach 10% Market Share In Domestic Japan. Partnerships Become Likely - But
Complex(2017) available from <https://centreforaviation.com/insights/analysis/lccs-reach-10-
market-share-in-domestic-japan-partnerships-become-likely---but-complex-351499> [12
November 2017]
7. Puspadevi, S. (2017) Airasia Upbeat About Concluding Asia Aviation Deal By This Year -
Business News | The Star Online [online] available from
<https://www.thestar.com.my/business/business-news/2017/07/27/airasia-upbeat-about-
concluding-asia-aviation-deal-by-this-year/> [12 November 2017]