The Business Plan Of AirAsia Route From Wuhan To Bangkok

With the development of economy, the bloom of tourism and the relaxation of air trafficcontrol, low-cost airlines are growing rapidly in the Asia-Pacific region. As one of the mostactive emerging markets in the world, China’s air transport market has great commercialvalue for Air Asia, a low-cost airline. By opening up routes to the Pearl River Delta, Air Asiahas accumulated significant experience. In order to expand the source market in central andwestern China, Air Asia turns her eyes to Wuhan, and plans to start the route from Wuhan toBangkok.Focused on Air Asia’s project of the route from Wuhan to Bangkok, the business plananalyzes the macroscopic environment and industry environment by the PEST model and fiveforces model respectively. By analyzing the strategic targets and operating characteristics ofAir Asia with reference to the internal and external environment, the plan researchescomprehensively the strengths and weaknesses of the project, and the chances and challengesahead. On the foundation of the above analysis, the business plan chooses the target market aswell as the marketing strategy correspondingly, and estimate future operation of the project.By analysis of the key financial indicators and sensitivity, the project is proved to be of strongprofitability. By analysis of various strategies for managing risk, the project is proved to be ofstrong risk-avoiding capability. Therefore, the conclusion that the project is feasible can bedrawn.By summarizing and thoroughly mastering all kinds of theoretic knowledge during thestudy of MBA degree, the business plan aims at improving the ability of analyzing andsolving problems. Meanwhile, it is expected to provide references for enterprise operation.