MKTG2002 International Marketing
Added on 2020-04-13
11 Pages3118 Words36 Views
Running head: INTERNATIONAL MARKETINGINTERNATIONAL MARKETINGName of the studentName of the universityAuthor Note
1INTERNATIONAL MARKETINGSection AQuestion 1a)Based on the personal opinion, it can be stated that Malaysian Airline doesprovides a product or a service to the clients. Malaysian Airlines is a global aviationorganization with its auxiliary and equity investments, organized into four distinctcommercial sections namely, Air transportation, Ground services, Aircraft leasing andTalent development. Malaysian Airlines has its structure created in such a manner thatit serves the drive for better transparency and focused management across therespective auxiliary divisions of the company’s distinct and diverse divisions (Oum,Tae Hoon, and Chunyan 2012). Apart from ensuring a better transparency andgovernance the commercial divisions ensures a flexibility to explore the mergeropportunities for raising the capital to sustain itself, ensuring a better operationalactivities as classified under the auxiliary divisions making it more competitive andprompt to serve better to the clients (Frynas, Jedrzej George and Kamel Mellahi2015). The largest contributing division of the organization is the Air transportationservices that include the Malaysian Air Berhad, Firefly and MASwings, networkcarriers that serves both the Global and Domestic markets and all the distinctsegments of the passengers. Under the operations and the services as offered by theMalaysian Airlines, comes another division of services known as the MAB Kargo thatspecializes in providing standard, express and special cargo. The Malaysian Airlines,which is a subsidiary of the Malaysian Airlines Group also, specializes in exceptionalservices like ground handling services, engineering, training of the facilities as well asthe leasing of the aircrafts to provide customized and competitive aviation/aircraftleasing solutions. The Malaysian Airlines is a national carrier of Malaysia that serves
2INTERNATIONAL MARKETINGthe clients, form and around Malaysia. It embodies and serves the clients with theincredible heritage, tradition, cultures, cuisines and hospitality. In this manner, it canbe justified that Malaysian Airlines offers its products or services to its clients and canbe possibly considered as a multinational or global company (Van der Linden 2015)b)Based on the marketing mix Malaysian airlines has carefully managed andmaintained all the seven marketing mix elements to effectively deal with the crisisafter the loss of the two airlines. In case of identifying the primary four marketing mixit can be mentioned that the Product, Price, Place and Promotion have been wellmanaged to amend back its reputation (Lee, Kiefer, and Steve Carter 2012. Based onthe product mix, Malaysian airlines offer all the three classes in the internationalbound flights while on the economy and the business class flights to help serve theglobal customers better. It has around 75 aircrafts in its fleet where Boeingmanufactures 54 out of them and the rest of them have been manufactured by Airbus.With reference to the Pricing mix, post crisis Malaysian airlines have cut down thepricing due to the high competition as well as to rebuild the brand post crisis. Theproviding of special treatment and premium quality services have helped it gatherdistinction from the other low cost flights. The serving of complementary drinks andmeals has won many compliments justifying its pricing strategy. The place mix havehighlighted and improvised the networking system with the flights operating from thehome base of Kuala Lampur International Airport and a secondary hub of KotaKinabalu. The place of operation includes several other international and domesticroutes across a hundred and fifty countries with the assistance of its globalisednetworks. The promotion mix of Malaysian airlines includes the efforts that have beenmade to rebuild it brand as a premium and safe carrier after the crisis. The careful useof Public Relation activities including the sponsorship of Premier League football
3INTERNATIONAL MARKETINGteams has been extensively helpful. The traditional methods of advertising throughvarious medium helped it spread its brand name across the diverse sections ofcustomers (De Mooij 2013). As a part of the customer retention activities, Malaysianairlines began offering frequent flyer programs to the regular customers, includingdedicated online flight booking facilities.c)In rebuilding the brand, the foreign markets have become the primary focusfor Malaysian airlines. The reason to consider so is that Malaysian airlines have beenserving as a critical enabler to connect Malaysia to the world, while stimulating theintegrity and the integration of the entire nation (Deresky 2017). The situation and theconsideration of the Malaysian airlines are quite different since the airlines not onlyserve its customers but it also is one of the crucial representations of the nation to theentire world. It is the main source how the world is exhibited with the Malaysiantradition and hospitality. This has also been helpful for the millions of tourists and thebusinesspersons to relish on the Malaysian culture, heritage and beauty as well as theactive economy. Malaysian airlines are also one of the significant factors responsiblefor the development of the nation since it drives nation to achieve a better economy.As per the records, the aviation industry is one of the high grossing and incomemultiplying industries than any other sectors. The unique combination and theattribution of the Malaysian airlines as a national, economic and a domestic bond withthe entire world makes the success of the airlines highly vital for the nation and itsgovernment. For every single individual the company recruits another four jobs aresupported elsewhere in the world, so it can be considered as one of the significantflow in the economy (Steers, Richard and Luciara Nardon 2014). Thus, these are thereasons that can be considered while concluding the fact that the overseas market hasbecome the prime focus for the Malaysian airlines.
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Importance of Training and Levels of Need Analysis in HRMlg...
|15
|4270
|183
Malaysia Airlines Performance Gap Analysis and Future Organizational Transformation Solutionlg...
|21
|7212
|279
Malaysia Airlines Change Management - Strategic Goals, Analysis & Way Forwardlg...
|16
|4014
|301
Marketing Plan for Malaysian Airlineslg...
|19
|3411
|153
Malaysia Airlines Database Managementlg...
|14
|2689
|205
Market Segmentation and Target Market Analysis for Malaysian Airlineslg...
|17
|4341
|451