Swot Analysis Of Nok Air

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Another vertical differentiation is the service on board. Most low-cost airlines try to maintain cost-effectiveness or lower their cost by not offering additional service to the passengers such as extra foods and drinks. However, Nok Air does provide a box of Auntie Anne bread, and beverages to the passengers during onboarding, while Air Asia provides nothing. This is considered to be the vertical price discrimination because all passengers agree that having some foods and drinks during on boarding is better, but there is no guarantee that food served by Nok Air is the best choice for them. The third vertical differentiation is the weight of the baggage. In general, most budget airlines like AirAsia, Orient Thai, and Lion Air usually offer…show more content…
Nok Air has two major hubs located in Don Mueang international airport, which is a central domestic airport, and in Chiang Mai. A key competitive advantage that leads Nok Air to be the top budget domestic airline and to gain higher market share is using the product differentiation. Nok Air differentiates itself from other competitors in terms of routes and periods. The firm offers a variety of routes and periods to passengers to enjoy with Nok Air compared to other competitors in the market of low-cost airline. Expanding flying route is one of the firm’s strategies to serve more passengers. As a result, Nok Air is often the first choice in customer’s mind. In addition, by reaching the destination where its competitors cannot, Nok Air can gain valuable benefits. Since there is no competitor in that destination, Nok Air is the monopoly in that specific area. As a consequence, the firm can compete in price and can set any level of price that Nok Air prefers. Another key advantage that Nok Air has is the offering more weight of baggage. This is what Nok Air can offer better than its competitors. However, the disadvantage is the current Nok Air’s operating cannot generate enough profit. Since Nok Air positions itself as “premium low-cost airline”, the firm is now facing the high cost. The costs include fuel engine price, the premium onboard service, foods and beverages, the cost of offering high weight of baggage, and so on. Also, as Nok Air has to hedge fuel engine from Thai Airways International Public Company Limited, it mainly drives Nok Air to have the higher cost, and it results in decreasing the profit (“Broken Wing Nok Air,” 2008). However, the firm cannot increase passenger ticket price. Otherwise, it will be inconsistent with Nok Air’s position. To solve such a problem, Nok Air should supply fuel by itself to maintain the cost

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