MAS strives to not only provide comfortable long distance service, but luxurious service. Currently, Malaysia Airlines accepts many different types of payment methods such as credit card (Visa/MasterCard/American Express), Local banks online banking (Maybank2U, CIMB Clicks) and also PayPal. E-Ticket service is an online service that provides electronic tickets. The Malaysia Airlines would serve their markets when the airlines businesses have counterpart to part their strategies to boost their economy. Despite a financial restructuring exercise in 2006, Malaysia Airlines maintains a strong presence in Shoutheast Asia, East Asia, South Asia, Middle East and on the … The position of the company is even more tenuous as compared to the crisis which the company faced in 2006. Participation in the MATTA-MITM Fair 2006 was part of their Business Turnaround Plan to increase revenue via their existing routes plus deliver the their brand experience to customers and business associates. Looking for a flexible role? As MAS is to obtain 23 new aircrafts in 2012 with state-of-the-art passenger features, this will generate more sales and marketing functions focusing on the premium sector. Airbus A330-200 Boeing 737-400 Malaysia Airlines System Berhad (MAS) is founded in1947 as Malayan Airways, but it has change its name as Malaysian Airline System in1 October 1972. Aside from these discounts, MAS has ceased to offer its previously discounted price fares. Malaysia Airlines also practiced the online booking and buying to make their reservation or purchasing way easier for passenger. The airline registered an annual turnover of MYR 60 million in the year 2017 and has around 14,000 employees. A year later, in 2002, the group gone through another expansion and reorganization plans… Currently, the aircraft is operated from the Kuala Lumpur International Airport as its hub to around 61 destinations across the world. Although Malaysia Airlines-SIA-SilkAir have lost more than half the market to new competitors, mainly to LCCs (Malindo is an FSC but offers low fares), the market has more than doubled in size. 3. These factors includes beliefs, value, attitude, opinions and lifestyles of a person which may affect the company’s external environment such as cultural, ecological, demographic, religious, ethnic and educational. Customers only need to bring a copy of the printed tickets that indicate details such as booking reference and purchase details. The airlines industry is full of operations that fly to many locations from many other locations. MAS makes sure maintenance staff, flight operation staff and ground crew are world class in their technical skills. MAS is putting emphasis on a branded customer experience and their new premium carrier will focus on international flight destinations with high traffic rates which in turn will generate revenue at a quicker pace than before, according to their Business Turnaround Plan. In order to evaluate Malaysia Airlines’ microenvironment, the method used is the Porter’s five forces analysis which consists of Threat of New Entrants, Power of the Customer, Power of the Supplier, Substitutes and Competitive Rivalry. Malaysia Airlines also provides easy payment to their customers. The change in the lifestyle of the people in Malaysia will probably help boost the tourism and airlines industry in line with the increase in gross national income per capital (GDP), to indicate that more people can afford to travel by air. Marktanalyse - The Future of Airlines in Malaysia to 2019: Market Profile Canadean 06.2015 57 Seiten Free resources to assist you with your university studies! Recently, Malaysia Airlines had purchased a few up to date aircrafts from Airbus, notably the Airbus A380 Jumbo, for their upgrades to their aircraft line-up. The following are the strengths of Malaysia Airlines : Some of the key weaknesses of Malaysia Airlines are: Threats are those factors in the environment which can be detrimental to the growth of the business. No plagiarism, guaranteed! Geographic segmentation The Kangaroo Route that Qantas Airways provides connects flights from Europe to major Australian and New Zealand gateways via Kuala Lumpur International Airport within 5 hours. Some of the threats include: I love writing about the latest in marketing & advertising. Company profile page for Malaysia Airlines Bhd including stock price, company news, press releases, executives, board members, and contact information Its primary hub used for domestic and international flights is the Kuala Lumpur International Airport, the secondary hub being Kota Kinabalu International Airport. Air Traffic Drivers _____ 22 1.3. Notwithstanding this, the flag carrier says its cost base has been significantly changed to bring it in line with its peer network airlines. Malaysia has an estimated population of more than 31 million inhabitants (extrapolated from the 28.3 million counted in the 2010 census). Introduction _____ 21 1.2. With the new fare system, customers can enjoy cheaper air fare rates. Passenger Airlines (Airlines whose primary business is the transport of passengers) market has evolved dramatically in the recent years. The organization has a solid brand picture over the globe. The choice of the customers choosing which airlines they prefer are more open due to its variety of offerings from these flight operators with their competitive prices. The only way for these companies to survive is through merging with other airlines company. Passenger Airlines (Airlines whose primary business is the transport of passengers) market has evolved dramatically in the recent years. Air Traffic Trends 21 1.1. Most of Malaysia Airlines pilots and staff had been trained to use the Boeing systems since the majority of planes owned by Malaysia Airlines are from Boeing. One of it is the e-Ticketing service. Registered Data Controller No: Z1821391. It will reduce their average age of fleet size from 12.2 years to 7.7 years (Malaysiaairlines.com, 2014). You can follow me on Facebook. There are several marketing strategies like product/service innovation, marketing investment, customer experience etc. Malaysia Airlines has been recognised as Asia’s Premier Airlines that offers intensive network to more than 100 destinations worldwide. By cutting down and creating a more limited board of leaders, decisions will be quick and they will once again become a competitive and winning organisation, according to their Business Plan. While Malaysia proves to be a fairly small country in comparison with other Asian countries, MAS plans to harness Malaysia’s geo-economic centricity in ASEAN which emphasises on their natural cost-competitiveness. According to the managing director of MAS, Mr Idris Jala, MAS customers will still be able to enjoy some of the lowest air fare rates globally even though the full fares for economy and business class have been raised to an average of 15% and 30% respectively. Apart from that, MAS also has a freighter fleet operated by MASKargo, which commands freighter flights as well as aircraft cargo-hold for all Malaysia Airlines’ passenger flights. Malaysia Airlines is an airline that operates flights from its headquarters in Kuala Lumpur. Malaysia Airlines should also monitor their performance for the unprofitable routes and cut them off from their offerings so that they could avoid huge losses in the future. Profits continue to be under pressure and overcapacity is once again a concern. Malaysia Airlines should use marketing mix technique to employ sales employee who are good in promote and have ideas to improve marketing Malaysia airlines services. There could be a possible reason that this trend would continue in the future if MAS through its subsidiary company, FireFly could not be as competitive as the other company. The definition of Macro Environment is the major external and uncontrollable factors that influence an organization’s decision making, and affect its performance and strategies. The standards of service that they provide is on par with the work carried out overseas such as top European companies in the same line of service and have been in compliance with EASA as recognition for its competency and quality standard. Based on a research, the power of the flight operators has been decreasing in the late 1990’s with business airfares decreasing drastically up to 50%. MAS makes sure maintenance staff, flight operation staff, and ground crew are world class trained on their technical skills, cabin crew are highly trained and committed to excellent service. Malaysia Airlines is the flag carrier of Malaysia and serves over 100 destinations across six Malaysia Airlines is the national carrier of Malaysia, offering the best way to fly to, from and around Malaysia. https://www.airlinequality.com/airline-reviews/malaysia-airlines Strengths: The Malaysia Airlines enjoy high brand recognition in the domestic as well as in the global market. Market Targeting is a marketing concept that helps marketers to diverge the market into small units that include people of the same mind. A complete background analysis of the Malaysian freight and logistics market, which includes an assessment of the economy, the contribution of sectors in the economy, market overview, market size estimation for key segments, emerging trends in the market segments, market dynamics, and logistics spending by the end-user industries, is covered in the report. Air Cargo Traffic _____ 72 1.5. Business Aviation Traffic_____ 77 2. To qualify for the Contest, participants must be a fan of MAB’s Official Instagram page, @malaysiaairlines. Malaysia Airlines is one of Airlines Company that got affected the most in this region. Install. Most passengers of Malaysia Airlines earn high income that enables them to use their services anytime and it is also seen that most of their passengers are business people that travels all the time. In conclusion, Malaysia Airlines has identified the factors that are hindering their growth as a company such as economical factors affecting fuel charges which in turn result in a fare price hike. VAT Registration No: 842417633. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. Global Trends _____ 81 2.3. 2.0 Situation Analysis 2.1 Company Analysis Malaysia Airlines is the government-owned flag carrier of Malaysia. Therefore, one company does not have the power to monopolize the market because of customer’s have power to choose and select when they want to fly at the price they are willing to pay. https://www.marketing91.com/swot-analysis-of-malaysia-airlines Passenger Traffic Trends _____ 32 1.4. People prefer to fly with low-costs carriers when the global financial crisis occurs. It targets businessmen, corporate houses, individuals and families from the middle and upper class of society who prefer reliability and comfort in their travels. It characterised the direct product or service to fulfil the customer’s needs. By 2015 they will have the youngest fleet in the region, where their aircrafts would be equipped with the best hardware. To rectify this and minimize losses, they have devised a new business plan which is focused on the premium sector that is currently. Price in the Marketing mix of Malaysia Airlines. Info: 3822 words (15 pages) Essay Although these companies target the low-cost carrier market, they have made a dramatic effect to Malaysia Airlines’ performance and operations. They also plan to continue offering discounts to senior citizens, members of parliament and the like. Growth is likely to remain in the low to middle digits in 2019. We're here to answer any questions you have about our services. LCCs successfully stimulated demand as fares plummeted, enticing passengers who previously travelled between the two cities by bus. Aircraft maker, Boeing has been dominating the market of supplying aircraft to airlines companies throughout the world, alongside Airbus and other smaller companies. The report MAS focus on service quality which has earned the company the status of a top-tier global brand. Company response to COVID-19: Airlines and hotels Malaysia’s travel industry has been hit hard by COVID-19 in 2020, with both low-cost and international airlines being forced to suspend operations and substantially reduce flight frequency. Malaysia Airlines, more commonly known as MAS was founded in 1947, as Malayan Airways. SWOT Analysis 3.1 Strength Malaysia Airline System (MAS) is Malaysia's national carrier. December 3, 2018 By Hitesh Bhasin Tagged With: SWOT articles. We've received widespread press coverage since 2003, Your UKEssays purchase is secure and we're rated 4.4/5 on reviews.co.uk. MAS plans to focus on the individual customer needs of regional premium travelers. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Between 2010-2015, the Malaysia airline industry contributed RM5.10 billion to the domestic economy. Strong Backing of Malaysian govt makes Malaysia Airlines a strong brand. Marketing Mix of Malaysia Airlines analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Malaysia Airlines marketing strategy. To properly execute their Recovery Plan, MAS intends to further develop their branded customer experience. Strengths in the SWOT analysis of Malaysia Airlines, Weaknesses in the SWOT analysis of Malaysia Airlines, Opportunities in the SWOT analysis of Malaysia Airlines, Threats in the SWOT analysis of Malaysia Airlines, Neuro-Linguistic Programming (NLP) – Definition, techniques and Benefits, Agile Leader – Meaning, Role and Characteristics, Labor Market | Definition, Types, Characteristics, and Components. In line with focusing on the premium sector, Malaysia Airlines’ network plans to include destinations where their premium travelers have a high demand and also expand their network to cover the world’s major economic hubs and regions. Malaysia Airlines is currently implementing a new ‘micro-segmentised’ fare system for its’ domestic network which covers 23 routes. Customers who opt for this method of payment also enjoy the extra convenience that is the ability to obtain their tickets anytime before their determined departure date from any Malaysia Airlines ticket office in Malaysia or online.