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International Business Management Assignment (Solution)

   

Added on  2021-06-17

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Running head: INTERNATIONAL BUSINESS MANAGEMENTInternational Business ManagementName of StudentName of UniversityAuthor Note

1INTERNATIONAL BUSINESS MANAGEMENTExecutive SummaryThe study is mainly focusing on the development of the new strategies so that they can be able totrack and eliminate the challenges faced by Malaysian Airlines. It is summarized that cuttingcosts and the strategic alliances with Emirates helps them rebuild their corporate image andbranding so that they can be able to excel in future. The study is also highlighting that how theyare measuring the success of change with the effective implementation of the changemanagement program and the development of the change strategies for sustainable future ofMalaysia Airlines operating within the airline industry.

2INTERNATIONAL BUSINESS MANAGEMENTContentsExecutive Summary.........................................................................................................................1Overview of Malaysian Airlines......................................................................................................3SWOT analysis of Malaysian Airlines............................................................................................3Pestle analysis of Malaysian Airlines..............................................................................................4Force field analysis of Malaysian Airlines......................................................................................7Forces against downsizing...............................................................................................................7Perspectives of change for Malaysia Airlines.................................................................................77. Sources of resistance to change.................................................................................................138. Strategies uses by Malaysia airlines..........................................................................................14Interventionsstrategy......................................................................................................................159. Execution of the strategies used (Lewin’s model).....................................................................1610. Conclusion...............................................................................................................................16

3INTERNATIONAL BUSINESS MANAGEMENTOverview of Malaysian AirlinesMalaysian Airlines Berhad is now known as Malaysia Airlines. This is the flag carrier ofMalaysia and this is the member of the one world alliance. It should be operating the flights fromKuala Lumpur International Airport and from the secondary hubs. They offer the best services,on time and the hassle free operations at the cheapest prices. It has around 69 fleets whichcomposed of Airbus and Boeing fleets. They provide services to around 16 domestic destinationsand 43 international destinations across Asia, Oceania and Europe. It is seen that the airlines fliesaround 40,000 guests daily which is inspired from the diverse richness of Malaysia. It capturesculture and integrates its rich culture traditions and warm hospitality on board. They are trying todevelop destinations in the routes which are quite remote and complex. It has 2 airlinesubsidiaries known as Firefly and MASwings in 2007. It has established in 1947.SWOT analysis of Malaysian AirlinesStrengthsStrong support from the federalgovernment, Wide spread business in the market ofAustralia, Middle East, Southern Asiaand some other areas. Immense reputation in the internationalmarket.WeaknessesIntense competition.frequently changing needs of bothdomestic international market ofoperationOpportunitiesExcellent customer service, changedgovernmental policies and regulationsthat favors the company. enormouspopularity among the target customersExpanded service choices for thecustomer baseSkillful and structured workforce thatincludes more than 13000 employees

4INTERNATIONAL BUSINESS MANAGEMENTSkillful marketing team thatsignificantly contribute to theprofitability of the businessorganization ThreatsSome changes in the policies ofinternational airlines industryIncreasing competition in Asian marketTable: SWOT analysis Source: Created by authorPestle analysis of Malaysian AirlinesPolitical: As indicated by Rose, Awang & Yazid, (2017), Malaysian Airlines is recently havevarious opportunities in both their international and domestic market of operation as the land ofMalaysia is known as peaceful and harmonious nation. The country generates significant amountof tourism due to numerous attractive tourist destinations which are actually safe to travel. It is amatter of fact that the government of Malaysia’s new regulations and policies regarding airlinesare actually favoring the management of the business organization immensely and that is what issignificantly helping the management of the business organization to flourish at least in theirdomestic market of operation. Economic factorsOver the last ten years the financial crisis took place in a significant manner and that hasmajorly affected the business of numerous airlines companies that includes Malaysian Airlinesalso. As indicated by Moore-Copple, Climek & Pritchard, (2015), the competition in both

5INTERNATIONAL BUSINESS MANAGEMENTdomestic and international market has become stronger and that is where the management ofMalaysian Airlines is experiencing some threats. In this co text it is worthwhile to mention thatthe management of Malaysian Airlines has lowered their costs after getting a strong support fromthe Malaysian Government and that has helped them to negate some major competition in theirmarket of operation. This low cost strategy of the company has been beneficial for them tosustain their profitability and productivity in the most adverse economic situation in their countryand also in the international scale. Social issues:It can be said that social factors that involves ctural and demographic considerationsactually affects the market of the company and the requirements of the customer base of theairlines company. As indicated by Rose, Awang & Yazid, (2017), these elements includeecological, cultural, ethnic and religious issues. The government of Malaysia has implementedsome policies to give a boost to the tourism of the country and that is enormously helping theMalaysian Airlines to experience more productivity along with the profitability. Technological issues:As indicated by Moore-Copple, Climek & Pritchard, (2015), the managerial body ofMalaysian Airlines uses the latest technologies to make sure that their customer base does not getdissatisfied with the services they are providing them. As the company operates in the serviceindustry, reputation is vital for their sustenance. Thus the management always intends to utilizethe latest technologies to secure the safety and the satisfaction level of their customers in order tosustain their reputation. It can be said that in the contemporary times if the company lose theirreputation it would be hard to regain that position in both domestic and international market ofoperation. As stated by Sukri, Abdullah and Waemustafa, (2014), the management of the

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