CHAPTER 16 DEVELOPING

PRICING
STRATEGIES
Kelompok 3: AND
1. Debrina Adiyanti / 041924353008
PROGRAM
2. Rico Adi S / 041924353014
3. Amrina Rosyita / 041924353018
4. Frisca Renata / 041924353033
5. Harkam Riyantoko / 041924353035
6. Aime R. / 041924353041

04/02/2021
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I. UNDERSTANDING PRICING
Pricing In Digital World

Penjual dapat:
Pembeli dapat: • Monitor perilaku
• Dapatkan perbandingan harga pelanggan dan
instan dari ribuan vendor. penawaran khusus untuk
individu
• Periksa harga di titik pembelian.
• Berikan pelanggan
• Sebutkan harganya dan tertentu akses ke harga
menemukannya. Misal Di Priceline.com, khusus.
• Dapatkan produk gratis.
Baik pembeli dan penjual
dapat:
• Negosiasikan harga
dalam lelang dan
pertukaran online atau
bahkan secara langsung.

A Changing Pricing Environment

Praktik penetapan harga telah berubah secara signifikan, sebagian berkat resesi parah pada 2008-2009, pemulihan yang
lambat, dan kemajuan teknologi yang cepat. Tetapi generasi milenial baru juga membawa sikap dan nilai baru ke dalam
2
konsumsi.
II. SETTING THE PRICE
Step 1 : Selecting the Pricing Objctive
Step 2 : Determining demand
Step 3 : Estimating Cost
Step 4 : Analyzing Competitors Costs, Prices, and Offers
Step 5 : Selecting a Pricing Method
Step 6 : Selecting the Final Price

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III. ADAPTING THE PRICE

• Geographical Pricing
• Price Discounts and Allowances
• Promotional Pricing
• Differentiated Pricing

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IV. INITIATING AND RESPONDING TO PRICE CHANGES

• A price-cutting strategy can lead to possible traps :

1. Low-quality trap
2. Fragile-market-share trap.
3. Shallow-pockets trap.
4. Price-war trap.

• Several technique to price increase :

1. Delayed quotation pricing.
2. Escalator clauses
3. Unbundling.
4. Reduction of discounts.

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PRICING STRATEGY
LATAR BELAKANG
‘Low Cost’ airline yang berasal dari negara Malaysia.

Didirikan 1993 dan di Memiliki cabang di 6 negara

Indonesia pada tahun 2005 dan 165 destinasi
(akuisisi Awair) penerbangan.

Telah memenangkan
Tahun 2018 Revenue
“World's Best Low-Cost
perusahaan mencapai
Airline award at Skytrax”
10.638 juta RM.
selama 11 kali.

Rata-rata fare adalah 173 Total penumpang lebih dari

RM (Rp 634,309.44) 44 juta dan load factor 85%

“Now Everyone Can Fly”

Strategi Perusahaan
• Efficient and simple point to point
operations
Leanest Cost
• Attracting and retaining diligent and
Structure intelligent people
• Passion for continuous cost reduction
• Resilient profit growth through our lower
Maximise cost base
• Expansion of the AirAsia network in a
Shareholders' prudent and disciplined manner
Value • Invest and enhance the AirAsia brand to
increase investors' returns
• Comply with the highest International
Aviation Safety Standards and practices
Safety • Keep operations simple and transparent
• Ensure the security of our People and
Guests
• Maintain simplicity in every application
Passion for
• Practice the unique and friendly AirAsia
Guests' experience at every opportunity
• Recognize the linkage between guests'
Satisfaction satisfaction and long-term success
• Transparency in decision-making and
information sharing
Transparency • Optimum disclosure - higher than industry
norms
• Timeliness in disclosing information
• Invest in both hard and soft skills
Human • Recognize all our People as contributors to our
Capital success
• Reward excellence and individual contributions
Development • Maintaining one brand across the Group
THANK YOU