Analysis of Strategies Implemented by AirAsia to Cater to the Covid-19 Effects

Rajesh Kumar Nair (SIES School of Business Studies)
Varsha Ganatra (Vivekanand Education Society’s College of Arts Science and Commerce)
Karishma Kaur (Universiti Sains Malaysia)
Daisy Mui Hung Kee (Universiti Sains Malaysia)
Wan Teng Khoo (Universiti Sains Malaysia)
Shi Ying Khor (Universiti Sains Malaysia)
Keshaav Rao (Universiti Sains Malaysia)
Janhvi Mahajan (SIES School of Business Studies)

Journal of the Community Development in Asia
Vol 4, No 3 (2021): Journal of The Community Development in Asia (JCDA)

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.