Competitive Analysis of Asian Airline Industry

This assignment involves analyzing the competitive landscape of the Asian airline industry, focusing on the strategic behaviors and resource advantages of network airlines versus low-cost carriers. Utilize academic sources by Ryley et al. (2015) and Pearson et al. (2015) to support your analysis. Additionally, investigate Malaysia Airlines' transformation efforts using online resources for a comprehensive understanding of the subject matter.

ORGANISATIONAL
TRANSFORMATION

TABLE OF CONTENTS
PART 1 THE COMPANY REPORT..............................................................................................1
1. Critically evaluating performance analysis of Malaysia Airlines of current strategies to
performance gap against forecasted strategic ambition..........................................................1
2. Future organisational transformation solution through adoption and implementation of
justified self determined conceptual model designed to achieve new value addition............6
PART 2 EVIDENCE REVIEW.......................................................................................................8
PART 3 REFLECTIONS FOR EMPLOYABILITY ENHANCEMENT.....................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

PART 1 THE COMPANY REPORT
1. Critically evaluating performance analysis of Malaysia Airlines of current strategies to
performance gap against forecasted strategic ambition
Malaysia Airlines is the main airlines which is operating within Malaysia having t he
headquarter at Kuala Lumpur. In 2014 after the accident of MH17 government of Malaysia
decided to buy back its remaining shares of about 30% from all minority shareholders thus
making it nationalised airline once again (Malaysia Aviation Group. 2018). Company is having
two subsidiaries airlines namely Firefly and MA Swings and is also having freighter fleet
knowing MA Skargo. In 1947 it flew its first commercial flights from Singapore as Malaysian
Airways Limited which was it formally known to as. Malaysia Airlines is having about 71 fleets
with destination of about 61, all over world with having 14000 employees in 2016. In 2014 with
having gap of less than 5 months company faced its most drastic accidents in which MA lost 2 of
its aircraft Flight 370 which disappeared and still not found and MH17 which was eventually
shot down. Malaysia Airlines is having very diversifying portfolio related to sector and industries
like aircraft ground handling, aircraft leasing, aviation engineering, air catering and tour
operator. In order to maintain its core business which is of passenger airline company in 2013
completely restructured itself with spinning off all operational units as fully owned subsidiaries.
The Malaysian Airline system also called as MAS was created from a joint operation or
activity, the Malaysia airlines successfully achieved second position in the Aviation week's top
successful organisations in terms of money generated by airline services or business. The
Malaysian airline industry has become a most successful and award-winning carrier which
operates more than 100 aircraft providing effective services to around 110 destinations over four
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continents. This airline system focuses on international expansion and development, they enable
their growth as per the demand of the customers. The Malaysian airline has improved their in-
flight services, infrastructure, ground support etc in order provide effective services to the
customers worldwide.
Competitive position of Malaysian airlines
The Malaysia Airlines have many types of competitive advantages for example effective
offerings of products, network distribution, Cost structure and customer support. The Malaysian
airline may easily develop an impressive position within the airline industry due to its cheap
services as compared to the other airlines, this is a major competitive advantage for this airline
system. The airline system focus on offering most comfortable, better, modern and innovative as
well as attractive services to their customers. The Malaysia Airlines offer easy access to their
service with the help of online portals which help the customers to make booking fast and easy.
Therefore, it has become a most known and popular airline system in the aviation industry.
In 2015 company was also facing problems which related to workforce and of adjusted
route network with more focus on Asia. Malaysia Airlines Berhad which was formerly known or
as Malaysian Airline System Berhad Branded as Malaysia Airlines (Malaysia Aviation Group.
2018). This is a part of MAG which is known as Malaysian Aviation Group which is global
aviation company with four distinct business segments. The four distinct structure was made so
that company could be able to drive good transparency which would focus on management all
over its subsidiaries. The company is also meant to explore collaboration of opportunity that of
raising capital, enforcement of more amount of competition into subsidiaries and this will be
making position within market stronger.
After its crash airlines decided to rebrand, restructure and also renationalised which was
not very good and effective option for company. In 2015 when two of its planes which was
carrying about 537 people with them were both destroyed within span of 5 months. Both these
events took place at the time of holiday travel season during the month of Ramadan as this was
very much engaged at that time (Malaysia Airlines again adjusts its widebody strategy. 2018).
After the time when Malaysia Airlines decided to transform its whole operation and working
company came with all kind of positive results which was not at starting of changes. However, it
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was also noted that after the sudden accidents at airlines 3 of its CEO decided to step down in not
more than 3 years which was regarded to as very much concerning situation of all times.
In the 3rd Quarter of 2017 Airlines started to witnessing slow and steady progress still it
saw tougher competition with rising fuel price and currency conditions were also not in their
favour (Malaysia Airlines sees steady progress in Q3 2017. 2018). The load of passengers was
static at 77.5% but then also revenue was about 3.5% information technology saw greater
devastating increase. Malaysia Airlines saw progress which was along a long way with their
more and more focus on improvement of management practice and customer segmentation.
Price-
Malaysia Airlines (MAS) is on a way to implement a new 'micro-environment' fare
system for its' domestic network, covering 23 routes. MAS Business Turnaround Plan, is in line
with 'Flying to Win Customers' aspect. Fare segments has its own set of conditions regarding
aspects like ticketing deadlines and refunds (Malaysia Airlines Berhad restructuring continues
to show positive results. 2018). Travellers can now combine different one-way fare flights to a
plan personalized travel experience with cheaper rates.
Beside the fact, the fares of economy and business class have been raised to an average of
15% and 30% respectively, still they could enjoy the lowest air fare rates, globally. Due to
Inflation, the company, implemented cost cutting strategies that has helped positively in fare
plus the overall Business Turnaround Plan (Malaysia Airlines sees steady progress in Q3 2017.
2018). Airlines strictly adhere to government's plan for national integration initiatives which
offers trans-Malaysian fares that begin from lower rates than before 21st August 2006. MAS
provide discounts to senior citizens, members of parliament.
Financial performance-
Revenue of MAS declined due to high fuel prices, provision for aircraft redelivery,
stock obsolescence, freight impairment in the year of 2007-11, an operating loss of MYR2,
584.5 million.
Profit/loss-
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It saw a good performance in the year 2016 with the improvement in customer service
which is reflected in increased bookings. The company focuses to be a five star premium Asian
airline, offering the best of “Malaysian Hospitality” to 15 million customers a year, travelling to
54 destinations in 21 countries. It's “Golden Rule is - treat customers as you would wish to be
treated yourself”.
Passenger load factors improved in Q4 2016 to 81% year on year from 70% Q4 2015,
achieving 90% in the month of December. Malaysia Airlines has maintained our fare discipline
despite competitor fares dropping. We remain focused on cost control and have identified a
further RM400 million of cost reductions in 2017 to offset US Dollar strength (Malaysia Airlines
sees steady progress in Q3 2017. 2018). The airline finished 49% ahead of our budgeted loss for
the year 2016. Malaysia Airlines offers great value on all-inclusive business and economy
fares .An enormous growth potential is observed through inbound tourism from China to
Malaysia.
Actual Q3 2016 Actual Q4 2016
Passengers (m) 3.6 3.8
ASK (m) 10,531.3 10,577.9
Passenger Load Factor (%) 79.3% 80.9%
Passenger Yield (sen) 21.7 21.5
On-Time Performance (%) 68% 70%
Environmental Sustainability
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Fleets are modernized with fuel-efficient aircraft with employment of new technologies
and reduced emissions of carbon (Malaysia Airlines Faces a Difficult Future. 2018). Installation
of winglets to their fleet will help the company to reduce the emissions of carbon while offering
water saving, recycling and carbon offset programs, as most of the Malaysia Airlines have noise
complaints. The management team of Malaysia Airlines exposes to significant levels of aircraft
noise that has dropped by 97% since 2020 in capping their emissions as well as the growth (will
be carbon neutral).
Existing Strategies Of Malaysian Airlines-
Company is planning in 2018 to launch new long haul route with A350 fleet as in Europe
London is the only destination of Malaysian Airlines. They are also planning to use four A350
which will be replacing A380 on its route top London. In coming years company is also planning
to double its size of passengers wide body fleet which will be 36 from 21 aircraft.
MA is having small wide body operation-
At present it is operating on fleet of 21 aircraft with A380 which is 6 in numbers and 15
A330-300. 15 A330 is been used for 10 medium haul routes from Kuala Lumpur to India, Saudi
Arabia, Australia, China, Japan etc.
MA is keeping larger premium cabin on narrow body fleet-
In 2017 there was about 50% increase in business class passengers after company
decided to keep 16 business class seats in its narrow body fleet so this decision was proven to as
good for MA (Malaysia Airlines sees steady progress in Q3 2017. 2018). With this company
decided that they would be keep on evolving its narrow body fleet over coming years and also
having adjustments in wide body fleet.
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2. Future organisational transformation solution through adoption and implementation of
justified self determined conceptual model designed to achieve new value addition.
At the present times company is trying to showcase Malaysia Airlines image as critical
enabler of national development and national icon. The revenue per unit of company was lower
than its cost per unit which is regarded to as the biggest core problem (Rebuilding A National
Icon. 2018). All the type of financial issues and problems of Malaysia Airlines which is having
unprofitable routes in order to develop tourism for country.
Strengths of Malaysian Airlines-
However, company is underwent many drastic events which not only caused financial
loss but also huge dent in its reputation over the past few years. There are some important
strengths which company is having that is helping in setting out of league its distinct inherent
features. As the most important one is its long and proud history in field of Aviation industry
having wide range of products. Malaysia Airlines is also having past track records which tells
about its contribution in national development and employment of skilled and talented workers
within company like that of crew members and pilots. Another strength of company been its
prime location of airlines within one of the most loved tourist destination in world
Malaysia is also very dynamic regions of world in terms of economy.
Required to redefine its 12 principles on which it was set up:
Governance and financial frameworks- required to create completely new legal entity to which
will be assisting in de-listing and relisting. Which was done in 2014 as old company to new
company in relevant operations, assets and liabilities by 2015 (Rebuilding A National Icon.
2018). Funding of up to 6 billion on strict conditional basis and reductions of net gearing which
will be up to 120%.
Operational business model- this will be including whole business model or plan would be
changed by regional focusing network and higher importance would be given to revenue yield
management. Strengthening of the major control and operational systems will also be included
into recovery plan.
Leadership and human capital- this will also be important between new and old company which
will be making significant changes in leadership and not implementing old styles into company.
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Only 14000 employees were regarded to as correct to handle whole company with reduction to
about 6000 employees. Corporate Reskilling Centre which is located in Subang also received
investment so that employees who are not been mitigated to new company could be received
skilled employees.
Regulatory and enabling environment- Aviation commission was set up which will be taking
care of company so that legislations are been followed and restructuring is happing on timely
manner. Communication with stakeholder to ensure continues engagement of external
stakeholder and periodic public accountability brief (Rebuilding A National Icon. 2018).
Five years with clear milestones-
End of 2014- de-listing was done and completed by this year which involves taking ownership
of MAS and launched KPI.
By July 2015- New Co was set up with new legal entity CEO would be having new management
team.
End of 2017- new team was targeting to return to profitability
By 2020- hoping to have option of relisting and selling MAS for positive return and new MAS in
2020 will be set up by unequivocal source.
3.
Aim and Performance gap
The Malaysia Airlines have a major objective or aim of improving its business
performance in Australia by enhancing the load factor and through developing strong
relationship with the various travel agents. The Malaysia airline presently runs around 45 flights
every week to Australia and around four to Darwin. The airline practised to increase profit and
growth by enhancing the capacity but they are not designing to resume this expansion within
Australia (Cox, 2018). As per the current statistics Malaysia airlines dropped around 40% of
passenger traffic from and to Australia since the year 2014 which was an effect of 40% capacity
reduction. The airlines load factor within the Australian market also decreased since 2014,
Malaysia airline's load factor from and to Australia in 2014 was 69% only as compared to the
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system wide average load factor which was around 75%. The Airline's load factor improved a
little on the routed of Australia in the year 2015 and 2016 disregard to the decrease in capacity.
PART 2 EVIDENCE REVIEW
Introduction:
In the present ear it is very much required that all organisation which are performing
within frameworks of economy and market are analysing what changes are needed within their
structure or strategies. This process where it will be required address changes so that market
challenges could be taken into account will be called to as organisational transformation. During
this process either whole structure of organisation is been transformed and redesigned
or strategies which they could change. This is properly done with help of technology and
information that could be collected so that it becomes easy for business to set its plan and then
reform whole business system.
Transformation is only the state of change of things which is required and better than the
old state of thing which were going on. In respect of our saying that any kind of alteration which
will be taking place within organisation and that must be clearly for something good that what it
is at current time (Viaene and Van den Bergh, 2018). Like for instance if the company is not
been able perform better in market and they are not gaining profits also if employee turnover
within organisation is been increasing then requirement of change will be there. This whole
process will be covering organisation on large bases function of company like that of production,
customer service or of procurement of human would be changed. Only implementation of
change within organisation will not be enough as process will not be over there but it is also
required that results are clearly visible in organisation. Sometimes when everything seems to be
good and proper also changes do occur in business structure or strategies this is time when
organisation is planning something very big to achieve in its way.
In this process Lewin has defined organisation and all changes which are occurring in
business systems as he said that it is very much important of organisation to be dynamic in
nature. This nature of business will surely be helping company to simplification of very complex
process which at starting seemed very difficult to implement. Joseph, (2018) also said that this
view will be included within contemporary model of changes which will be taking place in
business and its structures. Many a time this change is certainly confused with term innovation
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which means setting high quality standards in field of technology which is used ot change
product or services. However, it is not only a form of innovation of product but it is as wide as
the change and alteration of whole process and structure of organisation.
Contemporary model:
The famous theory of change which is been used by all organisation across globe if they
want to bring alteration or modification within process and this was propounded by Kurt Lewin
in year 1947 (Cox, 2018). Under this theory everything which is present in world will have to be
changed during their life course and this is essential for them to survive. As if the organisation is
working in industry and still following the old method will have to change them as over certain
time period it becomes impossible for them to gain profits or sometime even survive in market.
But to only see change will not be sufficient they need to manage whole process of modification
as management of change need to be done.
Under this model of contemporary theory which is defined to as Change management
model of Lewin there are three stages which are to defined i.e., unfreeze, change and refreeze.
All these stage will be covering part of change which is taking place within organisation if they
are deciding to undertake the change (Kraft, Sparr and Peus, 2018). For this main element will be
involving all employees within process of change as management need to get employee be
prepared about modification which will be taking. This stage of process will be called to
unfreezing as workers are main essentials a company is having and without whom they could
not be getting success in market. After they have organised employees and they are ready to
accept change then management will be setting up the change within structure which is known
as second stage i.e., change. Once the employees are happy and satisfied with this change it is
time to fix or make the change permanent in day to day process of organisation. This mark's the
last stage of change management i.e., known as refreezing.
However, it could be said that thinking of change, planning for same and implementing
are three different form although implementing change will not be very easy task. Enabling all
employees and then making them satisfied with modification is not easy this requires lot of
strategies and planning (Matthews and Ramanayaka, 2018). It will not be giving guarantee of
success after implementation of alteration plan so this becomes tough for organisational
transformation.
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The Problem:
According to Chen, Liu and Guan, (2015) it was said that Malaysia Airlines is not been
able to cop up with all its issues and problems which they are facing. On the recent event of
airlines which was faced by it on 19th January 2018 after engine shut down Airbus A330 was
forced to land down in Alice Springs. This was after so many efforts by company and
management to improve what is going on with Airlines and restructuring whole strategies
problems are still there. All kinds of technical issues, those related to staff and crew members
and also with that of toilets of flights are been witnessed by passengers. These problems and
issue need to be resolved which is making reputation of Malaysia Airlines bad in the eyes of
public and media. Gosling and Ayres, (2015) also mentioned that Malaysia Airlines has planned
out to meet their all challenges which they are facing. In about time span of 3 years its 3 CEO
resigned regular bases which is also regarded to its major issue. Management said that why
company is hiring foreigners to manage their company they them should try to manage their
whole team so that ending up with good and better results.
Author mentioned that with these problems company is suffering from its branding
challenges and then trying to do a come back with its marketing strategies. But they are also
facing questions from their investors about after so many years or restructuring why company is
not been able to make sustainable profits. It was also marked that if nothing would be drastically
reformed and restructured within Malaysia Airlines then these would be its last few months of
existence. Khalique and Isa, (2015) also remarked that company and management need to be
taking very strict and strong steps in gaining profits and its reputation back.
Government role:
Min and Joo, (2016) said that government is asking company to take due diligence which
should be carried out at very fast speed so that they could easily identify reasons behind loss and
then take out best steps to resolve them. It was important to be noted that government of
Malaysia is having golden share which also include veto rights they are looking up for problems
in this regard.
Moore-Copple, Climek and Pritchard, (2015) said that there are some problems which are
been faced by Malaysia Airlines which they should not be repeating in order to make correct
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steps in the future. They are been still repeating their this type of mistakes and leading them into
problems. Before 2014 company was already facing very bad financial situations and become
more worse after thy lost their planes due to different reasons. Then company appointed
Christoph Mueller one of the best leader of aviation industry who was able to settle more of
industry crisis but he also resigned within 1 year of his serving the company. Morden, (2016)
said that company started employing too many employees which was not needed so after that
they terminated 30% of the employees which is also another problem which they must be
avoiding.
The Transformational Changes-
Morecroft, (2015) said that this would be correct timing of management putting company
under transformation which will be covering whole restructuring of policy and procedures of
Malaysian Airlines. This procedure of transformation change will be including 3 major steps
which would be followed by company so that they are able to handle their problems by
resolving them (Organisational transformation: 3 key stages for managing change. 2018).
Stage 1: Break with past- Malaysia Airlines must be learning from its past activities and
mistakes which it has done so that they all could come up with new and innovative ideas.
Pearlson, Saunders and Galletta, (2016) said that company must be engaged in more and more
suggestions and recommendations form all experts who are there and also from its employees.
Identification with the problems and then their solution is also of utmost importance as removal
of blockage within management. Once company is familiar with its problems then only they
would be able to make necessary changes. Pearson and Merkert, (2014) said that getting results
from those steps which management had bought about would be important. As seen in the case
of Malaysia Airlines where after making so many changes within the working and bringing
transformation also they were not able to achieve profits. So management also need to track
problems related to changes which they have planned or implemented within company. Pearson,
O’Connell, Pitfield and Ryley, (2015) also included that all things need not be excluded in the
coming of the others management could make certain things included which they think that
could still work.
Step 2: Managing the present- once company is able to notice all problems and issues
which are relating to loss and misconduct of firm it will be important that they are planning for
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present. Pearson, O’Connell, Pitfield and Ryley, (2015) said that leadership style which they are
following must be at first relocated so that others in organisation could be included in planning
and organising process. Exploiting the best practice from own or other organisation which will
be requiring higher amount of knowledge and ideas so that they could be able to use. Then
Pearson, Pitfield and Ryley, (2015) mentioned that resource allocation and their distribution
would be also very much important in this procedure of transformation which will be requiring
greater knowledge and understanding of problems and then their solution. This would be
including streamlining business system, remove abdicable employees and then consolidating of
new acquisition which would be both culturally and operationally.
Step 3: Investing into future- all what is done would be a step towards brightening
future and goal could be achieved. So everything which Malaysia Airlines is planning should b
including progress and success of future. Motivating and enabling employees so that they are
been included within change and transformation process is also important. Mansor and Missnon,
(2015) said that only going into old and traditional paths will not be required company need to
create their own new paths so that they are able to invest in the future.
It was seen in past that Malaysia Airlines is been indulged in lot of missteps which they
have taken and now they should be requiring more of transformation of organisation. The
competitive advantage of Malaysia Airlines would be including its wide range of products which
they are offering, lower cost of products which then will be leading to lower price and larger
distribution of network of customers. It is also regarded to as less expensive as compared to other
international airlines of world. All the competitors of Malaysia Airlines would be including Jet
Airways, Air India Express and Singapore Airlines. Liou, (2012) said that it is important for
company that they are been engaged in proper and matching up with their aim which is to be
global leader in creating airport into cities. For Malaysia Airlines it is important that they are
implementing correct action plan into its transformation plan.
Analytic tools of strategic transformation:
Under the guidelines of strategic transformation related theories Viaene and Van den
Bergh, (2018) said that company could be using various tools like that of SWOT, PESTLE
analysis and Porter's five force model. All these theories would be helping company in
identifying what is good about company and what it should be changing to gain back its
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competitive advantage. Brand name, improvement in higher yielding, lower labour cost and very
well trained employees as per Kraft, Sparr and Peus, (2018) are regarded to as strengths of
Malaysia Airlines. All these points of company should be increased so that company is gaining
profits from it brand name only. There are also some points which would be regarded to as
weaknesses of company like that of lower margins, weaker cash flow within. Unprofitable routes
of flights and ineffective utilization. The weaknesses of company need to be improved so that
they could be able to grow in market better planning and resource identification will be very
much important for company (Swot Analysis of Malaysia Airlines. 2018). While factors like that
of its expansion plan in Asia and increased in cargo traffic are opportunities which could be
looked up by company. It could also be identified by Joseph, (2018) that threads of company
include increased in price of fuel in national and international market and there are also very
much increasing competition within market. These are leading to lowering down effectiveness of
Malaysia Airlines.
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PART 3 REFLECTIONS FOR EMPLOYABILITY ENHANCEMENT
Core capabilities needed:
In this whole project which is concerning and concentrating on Malaysia Airlines which
is one of the biggest aviation company in Malaysia. In this report I mentioned and elaborated all
problems which company is facing like that of unnecessary hiring of employees and then their
rejection, the problem of MH17 and Flight 370, leaving of 3 CEO of company etc., Company as
per my view at present is need of very good and efficient leader who would be able to lead and
guild whole company. This research project which will focusing on organisational
transformation of Malaysia Airlines I need to have basic core competencies which will be
including skills and knowledges. But main capability which I should be having is that of critical
thinking this would be enabling me to think about current situations and problems which they are
facing and how could thy be able to change it. This critical thinking will thus be helping me in
making out judgement which are important for the project that is assigned to me. This is very
long way process which includes identifying, analysing and then evaluating problems so that
conclusion and recommendations could be made.
With the help of this I could be easily making and planning for my future development so
that will be making my career more and more strong and effective as well. One more
competency which I must be having will be of employability skills so that this will be helping
me in my personal development as well. Ability to make judgements also need to be there in
myself so that I'm easily making critical thinking.
Current knowledge, skills and competencies:
This part will be covering the knowledge, skills and competencies which actually I'm
having within me so that it becomes easy for me to analysis my area of work. At the time when I
started my this plan of organisational transformation I could easily understand that my critical
thinking over themes and points would be very much helpful for me into this project. This will
intern be helping me in evaluating and finding out result upon the topic of organisational
transformation of Malaysia Airlines. As the company if going through very tough phrase of loss
of both money and brand value within international market of aviation industry so they must be
keeping and tracking all changes which they could implement within. I must also be very much
particular about my knowledge and skills the modification of theory in suiting organisational
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environment. I need to be able to over come all challenges which I could face at time of
collecting of data and information related to my topic. As in the whole research work it was very
much clear that company is very much in need of changes and modification in its present
theories and policies which they are using and implementing. They are not been able to make
much amount of difference in company and its profits.
I must be having knowledge about how to gain more and more information about
environment in which we are working. As if I'm supposed to work in group then I must be
having patience and coordination power. This team building would be helping me in my self
development for future working and collaborating.
Skills: I must be having knowledge about how could I be able to make backup and if not how
could I be able to make recovery of lost files. I must also be having skills which are related to
planning about how would I be starting and concluding my work at DBA program. All the
modern database which I would be having need to be managed and designing, maintaining and
implementing will also be required as per my work.
I would also b able to combine all these newly learnt concepts with that of techniques
which I was able to work on consultancy job in my future. Such company which is like Malaysia
Airlines value calculation and strategic road map so that I could be able to work in more efficient
manner in planning out organisational transformation.
Leadership skills for future personal development:
In this procedure of taking out correct and good methods of governing whole project I
would be building up my leadership skills for my future personal development. Self growth is
very much important and is needed by all human being which will be making them all good and
developed ones. Personal development is required to be there which will be assisting me in my
future development. Leadership is very much important in making do things with the people who
are working under us so that they are motivated and guided under us. Motivation is very much
required by all which will be helping them in their growing and developing. I must also be listing
out my weaknesses which then could be resolved and lower down in the future. Weaknesses are
that part of our life that are hindering us in making us better. These all need to be identified,
action plan should be prepared and then implementation will be done.
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After that it is also important that we are looking back with what is been implemented
and what is actually been achieved. In this context it is very much required that we are taking
theoretical knowledge and real life experience so that they are forming part of this whole part.
All the sources which are taken to evaluate current position of Malaysia Airlines so that I could
be able to produce correct and authentic recommendations. Sources which are to be taken must
b correct and up to date as this will be enabling me to in depth study of Malaysia Airlines. This
will be helping me in my consultancy career so that it is not important that I could do my proper
job in future so I need have lot of learn and practice.
Employability enhancement:
For this consultancy job I need to do could also be able to join employability
enhancement plan which is been offered by many universities all over the world. I need to work
on my skills and knowledge which I have and I'm not having with me. Employability means
doing value creation in work and then getting paid for this work and enhancement. This program
would be including learning at the same time so that will be enhancing my professional and
personal skills. This process will be including psychometric test, SWOT analysis, goal setting,
action planning, developing English language skills, verbal and non verbal communication and
resume building workshops.
CONCLUSION
From the above assignment of organisational transformation it is very much clear that the
company is not been able to conduct its operation in correct manner and profits are lacking
behind then there is strict need of transformation within company. Transformation would not be
including throwing out of all policies and procedures which were followed by company later in
past but they need to only look up for changes and then make them. As in the part Malaysia
Airlines has been taken which is at present requiring a very important system which will be
helping in profitability of company. After 2014 it has restructured its procedures and also
rebranded itself then also company is lacking behind its competitors in market. It was seen that
organisational modification will be very much lengthy procedure but it could be possible only if
they are planning out properly and tracking out changes which are occurring.
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REFERENCES
Books and Journals:
Chen, C., Liu, H. and Guan, X., 2015. The research on psychological type of netizens in internet
public opinion's embryonic stage: A case study of Malaysia Airlines loss of communication.
In Logistics, Informatics and Service Sciences (LISS), 2015 International Conference
on (pp. 1-5). IEEE.
Cox, S.A., 2018. A Framework for Exploring IT-Led Change in Morphing Organizations.
In Encyclopedia of Information Science and Technology, Fourth Edition (pp. 694-706). IGI
Global.
Gosling, K.R. and Ayres, J.A., 2015. Surface to Air: Malaysia Airlines Flight MH17 and Loss
Recovery by States for Civilian Aircraft Shootdowns. J. Air L. & Com. 80. p.497.
Joseph, B.K., 2018. Designing Effervescent E-Government Solutions: Lessons from a
Developing World Context. In International E-Government Development (pp. 187-211).
Palgrave Macmillan, Cham.
Khalique, M. and Isa, A.H.M., 2015. Impact of Intellectual Capital on the Organizational
Performance of Airline Industry in Malaysia. Strategic Infrastructure Development for
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