Malaysian Airlines Essays

3458 Words Nov 28th, 2009 14 Pages
Table of content
Executive summary 2
Introduction
Purpose 3
Scope 3
Method 3
Assumption and limitation 3
Background 3
Product 5
Price 8
Promotion 10
Place 12
Conclusion 13
Reference 14
Executive Summary
The purpose of this report is to present the business operating in the tourism sector and how the company segments its products and services in the market. Malaysia Airlines System (MAS) is a well-known aircraft carrier company that delivers their services to all passengers around the world to ideal destinations.

MAS use marketing mix such as Product, Price, Promotion and Place to broaden, advertise, and promote their
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Product
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas (Kotler and Armstrong, 2004). It can also be divided into two types of products, such as tangible and intangible product. Malaysia Airlines System (MAS) is selling their services to the society as a carrier domestically and internationally.

The three levels of the product include the core product, the actual product that includes important features such as the brand name, quality, styling and features, and the augmented product which includes delivery and credit, installation, warrant and after-sales services (Kotler and Armstrong, 2004). These are important to the business operator because most of the customers are attracted by the levels of products.

Core product is what the customer is really buying. It consists of the main benefit or benefits the purchaser identifies as a personal need that will be met by the product. Time critical transport is the core product that being purchased by travelers from MAS. They believed that MAS could bring them to the destination they want to be visited.

The actual products for MAS are meals, seat allocation, Flight booking systems, In-flight services, duty free shopping, and schedule. The airline also offers a series of solutions to make traveler to travel faster,…

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