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All Journal Journal of the Community Development in Asia
Kaur, Karishma
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Humanities

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Analysis of Strategies Implemented by AirAsia to Cater to the Covid-19 Effects Nair, Rajesh Kumar; Ganatra, Varsha; Kaur, Karishma; Kee, Daisy Mui Hung; Khoo, Wan Teng; Khor, Shi Ying; Rao, Keshaav; Mahajan, Janhvi
Journal of The Community Development in Asia Vol 4, No 3 (2021): September 2021
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v4i3.1181

Abstract

During the global pandemic, AirAsia reported an annual loss of RM5.9 billion ($1.4 billion) in 2020. The uncertainty of the COVID-19 outbreak, travel restrictions, and border controls had led to weaker air travel demand, which had impacted AirAsia’s operation badly. This paper depicts how Covid-19 impacted AirAsia and the strategies implemented by AirAsia during the pandemic in the marketing aspects. This paper also focuses on how AirAsia can anticipate a strong recovery in the airline industry while expanding to other industries. In extreme and under pressure circumstances, AirAsia implemented many strategies to cater to the effects of Covid-19. However, other strategies, such as focusing on their business in the food industry, should be expanded throughout Malaysia.
Co-Authors Ganatra, Varsha Kee, Daisy Mui Hung Khoo, Wan Teng Khor, Shi Ying Mahajan, Janhvi Nair, Rajesh Kumar Rao, Keshaav