YSP 511 MANAGEMENT OF MEDIA STRATEGIES

Malaysia Airlines – Media Management and Strategies.

A Study About Current Practice and Future.

(P R O P O S A L)

Prepared by:

Mathuravi (P-KOM0028/15)

Khor Lee Huey (P-KOM0063/14)

Nurul Ashikin Halim (P-KOM0011/14)

Ahmad Hafez Dahalan (S-KOM0048/15)

Dhiwenia Subramaniam (S-KOM0022/14)

Atiqah Fatehah Abd Amin (S-KOM0055/14)

Prepared for:

Assoc. Prof Haji Mohamad bin Hj. Md. Yusoff

Submission Date:

20th MAY 2015

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RESEARCH FOCUS

This research aims to investigating the Malaysia Airlines Berhad (MAS) efforts in
sustaining an effective of communication plan and media strategies in their business.

Malaysia Airlines achieved a significant milestone in 2012 when it received its first
Airbus A380-800. On 1 July 2012, Malaysia Airlines cemented its position as one of
the leading airlines in the world with the historic launch of its A380 scheduled service
between KL International Airport and London Heathrow. On 1 February 2013,
Malaysia Airlines became a full-fledged member of oneworld alliance and is now
connected to some 850 destinations in 150 countries across the oneworld alliance
network. MAS holds a lengthy record of excellence, having received more than 100
awards in the last decade.

But, as we all know, in recent years, MAS has been faced with many challenges and
crises that led to MAS failure to maintain its reputation as the number one airline in
Malaysia. It is not only dragged MAS to loss arising from a sudden lack of ticket sales
but also causes MAS failed to communicate directly and effectively to the internal
(employees) and external parties (general public). Therefore, we consider the
effectiveness of the communication and media strategies as a recovery plan for MAS
to remain relevant to compete with other airlines and continue to excel in the eyes of
the people of Malaysia.

LIMITATION

Our research will only limited to focus the communication and media management
and strategies at Malaysia Airlines System (MAS). The research will look at
thecurrent practise and will suggest the best strategies and planning for the future.

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RESEARCH OBJECTIVE & QUESTION

Methodology

Research sample:

The sample of this research will involve the public, employees and the management
of MAS.

Data Collection Procedures:

The research methods will involve a one-on-one interview followed by a group

discussion for primary data.
Follow up validation interview
Our group plan to use the Process Enneagram © ( Knowles, 2002) that will
frame the process of data collection

Data Analysis Procedures

The findings of the study will be analyzed using the Process Enneagram ©
and the research questions will be discussed with the conclusions to be drawn
from the discussion of findings.