Thai Airways Keeps Eye On AirAsia

Legacy carrier Thai Airways is looking to use its critical mass to gain market share against surging powerhouse Thai AirAsia.
In an article in the Bangkok Post the carrier commented on using it's two other affiliates Thai Smile and Nok Air in divergent strategies meant to gain market share.
Thai Smile is now operating some flights from Don Mueang and is selling tickets are select 7-11 outlets.
Later this year all operations will be relocated to Bangkok's second airport, which is where AirAsia fly from.
While in theory the move makes sense, there remain an extremely limited number of legacy carriers who have been able to deliver multi-brands in different sectors.
For the most part brand dogma and operating philosophy remain the key obstacles to overcome the challenge of being a three-trick pony.