Posted: June 11th, 2015

“Research on new brand enter Taiwan international express market – A case study of AirAsia Redbox”

“Research on new brand enter Taiwan international express market – A case study of AirAsia Redbox”

According to the development of global trade, the international logistics and air express are increasing rapidly. Currently, there are four foreign companies of international express which are UPS, TNT, DHL and FedEx in Asia market, their service include Business to Business B2B, Business to customer B2C and customer to customer C2C. It is a mature market in Asia market.

However, in recent years, the low-cost airline, AirAsia, it created a new brand which is Redbox. It has been developing the express delivery industry. AirAsia Redbox has already operated in South East Asia for few years, while in order to expand their business to whole Asia market, and cope with other international express companies in the future, Taiwan is their first choice of investing country. Therefore, in 2015, AirAsia Redbox announced to enter Taiwan express market, and will soon be opening markets in the world, such as Australia, United States of America and Europe. Moreover, Taiwan has a very important place in Asian countries, such as business, location and investment. Therefore, AirAsia Redbox can use Taiwan experience to expand to other countries, there are some key points about develop my direction of topic: (it can use questionnaire to understand these factors)

AIM

1. Entering a mature market to achieve success marketing strategies for a new brand, an example AirAsia Redbox in Taiwan.
2. To understand AirAsia Redbox whether this policy will impact on the original international express delivery industry, such as UPS, TNT, DHL and FedEx in Asia market.
3. When a new brand (AirAsia Redbox) enter new market, understand consumer preferences for a new brand.

Use SWOT and Questionnaire

1. Can focus on Small and Medium Enterprises of Taiwan, because SMEs approximately 90 percent in Taiwa (Target of Questionnaire)
2. AirAsia Redbox enter Taiwan international express market (SWOT)

Analysis Software: SPSS