Malaysia Airlines Berhad (MAB), formerly known as Malaysia Airlines System Berhad (MAS) is founded in 1947 as Malayan Airways. It is the national air carrier that operates flights from its home-based, Kuala Lumpur International Airport and from secondary hubs in Kota Kinabalu and Kuching to destinations around Asia and around the globe including countries in Europe and Oceania. Airlines headquarters are located on the grounds of Sultan Abdul Aziz Shah Airport in Subang, Selangor and it is the flag carrier which is owned by the government of Malaysia. Malaysia Airlines has become one of the Asia’s largest and fastest growing airline which serve around 40 000 customers on 330 flights to more than 50 destinations daily. Besides, it is also known
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Due to the rapid and emerging airlines companies in this industry, the global airlines industry is having a great uncertainty. To survive in this industry, drastic changes have to be implemented in order to cope with the new changing environment. However, MAS has reported a loss of over RM1.3 billion and was struggling to develop cost cutting strategies to compete with the new and low cost carriers since the early 2000s. MAS has also undertaken internal restructuring and planning to sell units like engineering and pilot …show more content…
Firstly, MAS should be nationalized as one of the government’s properties. Nationalizing MAS could help MAS in its financial turmoil state and ensure a long-term feasibility. Besides, strong marketing strategies on pricing and promotion should be implemented too. This is because since most customers prefer cheap flights over the expensive flights, MAS should cut down its flight prices and operation costs in order to compete with its potential competitors.
Other than this, internet server should be improved and upgraded to prevent the jam caused by the high demand of customers who purchase their tickets online. Discount packages for frequent travellers like students and business individuals should be introduced too. This could attract customers’ attention to purchase and fly with MAS. Transit flights for nearer destinations could be implemented to provide new flights to the customers and reach their destinations on time.
Lastly, in this assignment, internal and external environment of MAS are analysed and the strategies are identified to maintain its brand name which is well known for its services served. In order to be the customers’ preference in choosing airlines companies, in fact, MAS never escape from the issues that arise in term of its operation and these must be resolved by implementing new strategies and proper
Due to the rapid and emerging airlines companies in this industry, the global airlines industry is having a great uncertainty. To survive in this industry, drastic changes have to be implemented in order to cope with the new changing environment. However, MAS has reported a loss of over RM1.3 billion and was struggling to develop cost cutting strategies to compete with the new and low cost carriers since the early 2000s. MAS has also undertaken internal restructuring and planning to sell units like engineering and pilot …show more content…
Firstly, MAS should be nationalized as one of the government’s properties. Nationalizing MAS could help MAS in its financial turmoil state and ensure a long-term feasibility. Besides, strong marketing strategies on pricing and promotion should be implemented too. This is because since most customers prefer cheap flights over the expensive flights, MAS should cut down its flight prices and operation costs in order to compete with its potential competitors.
Other than this, internet server should be improved and upgraded to prevent the jam caused by the high demand of customers who purchase their tickets online. Discount packages for frequent travellers like students and business individuals should be introduced too. This could attract customers’ attention to purchase and fly with MAS. Transit flights for nearer destinations could be implemented to provide new flights to the customers and reach their destinations on time.
Lastly, in this assignment, internal and external environment of MAS are analysed and the strategies are identified to maintain its brand name which is well known for its services served. In order to be the customers’ preference in choosing airlines companies, in fact, MAS never escape from the issues that arise in term of its operation and these must be resolved by implementing new strategies and proper