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Published by Devagi Deva

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Published by: Devagi Deva on Jul 04, 2010
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07/30/2013

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PMN 3023 STRATEGIC MANAGEMENT
1.0 COMPANY PROFIL
1.1 INDUSTRY OVERVIEW
Malaysia Airline Systems (MAS) like many other airlines is suffering financially,this is due in part to world events that have occurred recently and marketconditions in Asia, although these market conditions have also been experiencedon a worldwide scale. People have been reluctant to fly after the events of September 11 2001, the wars in Afghanistan and Iraq, and the outbreaks of theSevere Acute Respiratory Syndrome or SARS, as it is more commonly knows.There has also been the problem of more companies entering the airline marketsector especially the low cost operators such as BMI Baby or Easy Jet. If MAS isto survive the next 3 to 5 years they are going to have to compete against powerful carriers like BA and Qantas, low cost carriers, and strategic alliancessuch as One world and Star Alliance. To win back and retain customers MAS isgoing to have to implement a marketing plan and a strategic business plan, whichis going to have to incorporate the current positioning and branding of MAS andhow they want to be perceived in the future. This essay will attempt to answer thequestion 'If MAS is to survive and thrive in the future how would you combinethe resources and skills of the operations and marketing functions over the next 3-5 years?' This will do using marketing tools and models such as perceptualmaps, SWOT analysis. Being successful is about more surviving and if MASis to realize their vision “To be the largest, most successful and most respectedairline in the world”, they are going to have to realize that money will need tospend.1
 
PMN 3023 STRATEGIC MANAGEMENT
Malaysian Airlines is the pride of a nation, they carry the Malaysian flag and their success is important to the country. This means that they can and have aided by the government.MAS have also invested a lot of money on IT, which has left them in a strong position to leverage this IT to the benefit of their customers and performance.MAS are an award winning company, having diversified into many areas of travel, even during the difficult era for the airline industry.1.2
OBJECTIVE
The objectives of our assignment are to find out the problems that MalaysiaAirlines System (MAS) is facing now such as the debt of MAS and the maincompetitor of MAS. MAS are facing financial problems currently and manysolutions had taken to solve this problem. Is it this problems can be solved?Alternatively, their financial problem will become more terrible. Moreover, MASis also facing their main competitor in the industry of airlines. What is MASgoing to do to ensure that it will be the winner in this “competition”? Is it throughthe price, promotion or distribution? At the end of this assignment, all thequestions answered.1.3
MISSION
To provide air travel and transport service that rank among the best interms of safety, comfort and punctuality.
To be a profitable airline.2
 
PMN 3023 STRATEGIC MANAGEMENT
1.4
VISION
An airline uniquely renowned for its personal touch, warmth and efficiency.
Going beyond expectation1.5
LOGO1.6 NAME OF DIRECTOR 
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