Malaysia Airlines: Rebuilding the Brand After Major Setbacks

This article discusses Malaysia Airlines and its journey to rebuild its brand after major setbacks, including the downing of MH370 and MH17. It covers the company's history, challenges, and strategies for moving forward, including segmentation, targeting, and positioning, cost optimization, product and service offerings, and marketing strategies. The article also includes a PEST analysis and SWOT analysis of the company.

Running Head: MALAYSIA AIRLINES 1
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Executive Summary
One of the symbols of national pride in Malaysia is the Malaysian Airline. The airline has
been operational for several years. Many will see its advertisement as MAS. The company has
undergone several experiences from good to the worst due to the downturn of the economy.
There has been the hiking of fuel prices that led to the instability being experienced. However,
despite all these the airline kept running. In its strive to rise from the fallen state, there was a
need to change its name to Malaysia Airlines Berhad, a change that was done in the year 2015.
The comfortable experiences in the company are mainly due to the experienced pilots and
the cabin crew members. There is too a robust fleet base having an average of 4.2 years’ active
fleets. The primary customers to the airline include the business travelers, on the other hand, the
cooperate leisure travelers constitute the secondary market.
There has been the need to rebuild the brand after there was the distortion of its
reputation. The distortion was primarily after the occurrence of the two significant events, the
downing of MH370 and MH17. The airline now prioritizes safety measures as the rebranding
strategy. Its main aim is to see an improved performance in Australia, a situation that will be
realized by increased connection with travel agents and the load factor. An increase in the load
factor was seen in the year 2015 and 2016; 2015 recording 73% while 2016 having a record of
71.79%.
Table of Contents

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Executive Summary.....................................................................................................................................2
MALAYSIA AIRLINES.....................................................................................................................................4
Introduction.............................................................................................................................................4
Challenging Situation...............................................................................................................................7
Methodology.........................................................................................................................................15
PEST Analysis.....................................................................................................................................16
Advantages and disadvantages associated with using the PEST analysis tool...................................19
SWOT Analysis...................................................................................................................................19
Advantages and disadvantages associated with using the SWOT analysis tool.................................23
Strategies for the airline moving forward..............................................................................................24
Segmentation, Targeting and Positioning (STP).................................................................................24
Target Market....................................................................................................................................24
Brand Positioning...............................................................................................................................25
Market strategy.................................................................................................................................25
Setting the goals right........................................................................................................................26
Cost Optimization..............................................................................................................................26
Product and service...........................................................................................................................27
Fleet status........................................................................................................................................27
Lifestyle and comfort.........................................................................................................................27
First Class only on (A380s).................................................................................................................27
Business Class....................................................................................................................................28
Economy Class...................................................................................................................................28
Technology and Convenience............................................................................................................28
MH mobile –for all mobile devices....................................................................................................29
Price...................................................................................................................................................30
Promotion /Communications............................................................................................................31
Implementation, Evaluation and Control...........................................................................................31
Evaluation and Control......................................................................................................................33
Conclusion.............................................................................................................................................33
References.............................................................................................................................................35

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MALAYSIA AIRLINES
Introduction
The 1st of September 2015 experienced major events that called for the attention of many.
Malaysian Airline is one of the best operating airlines globally and many are known to seeking
their services from the company. The company has been in operation for many years however
there was need to bring a revolution on the kind of services that it did offer to the individuals in
the society. Hence, in 2015, the flag carrier of the Airline facilitated the changing of its name to
being Malaysia Airline Berhad. After experiencing major setbacks, the airline had to find its way
in retrieving the lost glory. The change of name was one of the major steps in achieving the
rebranding process that was to realize better working in the next five years. There was too the
need to develop some form of restriction in terms of plans. Strategy will help in making the
vision be realized at the end of the day. Christoph Muller, known for being the first non-
Malaysian CEO, as part of his legacy in the company, he facilitated the transformation of the
airline to operating in a better way than before (Amiso M. George, 2017).
There are several south east airlines. Malaysia airlines has come out to be unique by
growing to the largest airline. Technology is identified as one of the tangible things realized in
the industry. Several activities can now be handled citing a transformation in terms of
technology. Malaysia has greatly improved its working by being one airline making use of the
very current technology in the society. The airline makes use of the technological advanced
jetliners primarily in the sky. The company has also spread its connection to the far places in the
various continents. The airline connects 110 cities across a total of 6 continents.
Every good thing does have its related origin that marked the beginning of a good idea.
The Malaysian Airline in the present day offers the best services to the members of the society

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and many may end up forgetting that there a time when the airline had to be patient and work
with the old technologies in making the operation best. Malaysian Airline saw its start back in
the year 1937. The vision and mission at the time of start was different from the current
guidelines directing the operation of the company. Hence, it did possess the name Malaysian
Airways Limited. The management was also different at that particular time. The working
involved a joined enterprise of Ocean Steamship Company located at Liverpool in the UK. Apart
from that, there was too the Straits Steamship Company drawing its location in Singapore and
finally the Imperial Airways. In 1947, the airline offered flight services in Jakarta, Medan,
Palembang in Indonesia and Saigon Vietnam. The territory of North Bome managed to
successfully launched MAL as a public limited entity but with the involvement of Qantas,
Malaya federation government, Singapore and British Overseas Airways (Malaysian Airlines
2012).
Singapore for a long period of time, has been operating under the hands of the colonizers.
It was not in a position to carry out its activities. However, after the fight and seeking to find
freedom from the colonizers in 1966, the government did embrace controlling major projects and
working to see that they get to maneuver through the various operations. One major project that
the government did involve itself was taking over the management of the Malaysian Airline and
working to see that it gets to perform better. The Malaysian Government worked together in
achieving such a purpose. They worked in unison and within 20 years, the airline that was known
as a single aircraft operator operating with a maximum of 25000 employees experienced major
development. The airline rose to making use of the latest technology jet aircraft, indicating better
performance of the management. However, the partnership was also not long-lasting and it was
dissolved in the year 1971. This became a success after the deal was authorized by a capital of

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MYR 100 million. Change of ownership further led to need for significant changes in terms of
the management and the vision. As a result, there was need to come up with a new name, the
action led to the formation of the Malaysian Airline System.
The capability to carry out international operation was one of the major targets associated
with the Malaysian Airline that the management worked to be in a position to achieve. As a
result, there was need to set the right strategies that could help in making such an objective a
reality. One major strategy was becoming a member of an orient airline association. The
objective was achieved in the year 1972. Being the member of the association meant that the
airline will be in a position to increase its flight services as an international capability. Such a
target was realized two years down the line. By the year 1974, the airline had registered several
flying passengers, approximately 2 million around the world. Any growth will always experience
struggles (Hamlyn, 2010). As the company grew to being bigger, it did also experience
competition from other airlines that did pick and was operating in a similar manner. One
potential competitor was seeing in the year 1976. It was when the European region opened a
passenger traveler service that would operate in the Eastern part region which will include Paris,
Amsterdam and Frankfurt. However, that did not hinder the vison that the Malaysian Airline did
harbor. At the end year of 1990, Malaysian airline extended its service to more destinations
including, Guangzhou, China, Vietnam, Japan, Pontianak and Indonesia.
By the year 2001, several airlines were in operation each having varying kind of planes in
addition to routes that they did use for their operation. The twin engine commercial jet is one of
the planes that any company making use of it will be recognized for its better performance. The
Malaysian Airline was the first company to make use of such a jet. The jet mainly operated in the
parts of the newly opened routes facilitating the fast transport of goods and services. Such kind

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of operations brought satisfaction to most customers working with the airline. As a result, the
subscriptions of customers increased as time went by making it possible for the airline to extend
its service through the alliance with other airways. Such a growth was evident with the 2002
plan. The airline kicked off its flight services paying major attention to both the regional and
domestic routes mainly designated to the Middle East which ended in India but started in Japan
and China. The restructuring of the working is one of the reasons that lead to such a change in
operations being experienced through the working.
Challenging Situation
Through the operation of the company, several challenges were faced however none of
then brought the airline to major crisis compared to the crisis experienced in the year 2005. The
major cause of such a challenge was the Asian financial crisis that was being experienced then.
Apart from the crisis, the airline situation was made worse by it making a loss of approximately
R.M 2.3 billion. Overcoming the crisis called for better plans and strategies to be set that could
ensure everything was back to its normal activities. The then CEO, by the name Datuk Seri Jala,
greatly influenced the setting of the new strategies and working to see that there is a rise from the
crisis and that stability is regained. Therefore, after proper consultation and research, the CEO
announced the new plan that was to be embraced in the year 2006. The plan was very fruitful
through its working, a conclusion that was made after keen observation of the turnaround that
was experienced in the business. In the year 2007, the airline recorded a profit of RM 9.3 billion,
one of the highest profits made through the working. However, despite the better working
strategy released at the first place, there was again a drop-in performance. The result was a crisis
that was again experienced that led to poor financial performance in the year 2008.

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The incidents did not come to an end. The year 2014, also experienced major occurrences
not bringing an appealing environment to the company. The airline did lose two planes
responsible for carrying 537 individuals. Reasons for the loss of such planes could not be told.
Such a situation made the working of the company even much harder as it could not tell the ways
to prevent any similar occurrences from happening. Predictions were made regarding one of the
incidents where it was predicted that military forces did shoot it down. The analysis from
different groups did give varying opinions regarding the working of the company. Such kind of
opinions did at times serve as a discouragement to the airline organization. Many predicted that it
will be hard for the company to carry on with its operations citing the major losses experienced
and lack of stability that was seeing even before the occurrence of the event. There was also
pressure from the outside environment forcing for a change of leadership in the company. The
thoughts of many had been sheared towards thinking that the lingering leadership is responsible
for all the occurrences that did happen. Need for urgent, tangible and meaningful step was the
only solutions to ensuring that the lost glory had been retained back in the company. Apart from
finances, the reputation was also a major issue associated with the company. The company has
been operating excellently for a better period of time. Several industry groups had awarded the
airline severally some of them being the Skytrax UK in addition to the World Travel Awards
regrading the quality that is associated with its cabin crew, not forgetting the quality food served
and the excellence expressed generally (Management Association, 2018). It was referred to as
the best airline in Asia back in the year 2013. Hence the reputation had really grown to be big.
The lost planes posed major challenges to the company.
The year 2015 was also not exempted from the crisis. The years were going by and there
was need to come up with a lasting solution that will ensure better running of the company is

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revived. It should be noted that such rebranding of the name and logo called for making use of
finances. Hence, the process will also experience some form of difficulty citing the financial
crisis that the company has previously being experiencing. Hence, support from the various
stakeholders and sacrifice from employees was needed to ensure that the targeted goal is to be
achieved. The occurrences that had faced the airline could be termed as a total bad luck to
happen to the organization at that particular time. It should be noted that the company had no
stable form of organization and has been dropping fast. Such experiences made many fear being
associated with the company citing the worry to be the one to be accountable for experiences that
may occur. Thus, it was difficult coming up with a steering committee that will guide in the
rebranding process which primarily involve the changing of the name and the logo pertaining the
company. The routes of the new company name have also to be defined once again. Such
changes will come as a package to ensure that the safety of the customers is assured in addition
to reviewing their working with certain parts of the world. Working as a team was the only way
to ensure that a successful revival is achieved. The Malaysia Airline had to involve the staff
members in the changing of the name and working styles. However, there was too a major
challenge of cooperation from the staff in performing some of the responsibilities. Apart from
that, some of them did not display responsibility of information making it hard to carry out the
whole process experiencing maximum peace.
Challenges are known to occur in life. Hence, through working, one leaves a room for
adjustment in the case of interferences occurring regarding the normal activities that are being
handled. Malaysia being a major airline, had a better understanding that challenges are likely to
come by through the running of the organization. Apart from that, they had experienced
personnel working with them who had a better understanding of handling such challenges and

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reviving their working. However, at this particular era, there was a great challenge where the set
backs came so progressively not leaving room for relaxation. Making matters worse, the
supporting community had also given up and were waiting for the airline to come down from its
operations. The company had set major recovery plans through their operations. The plans could
work, revive hope of better operation, but again fail and losses incurred by the company. The
first recovery plan was in year 2001 by the Malaysian government overcome the financial loss.
Coming up with such a plan was a major challenge. After setting a plan, strategies have to be set,
measures have to be taken in the process. In some occasions, the measures to be taken are so
painful and the individuals to face actions related to the set measures will always be rebellious.
The entire community might also come up to reject some of the set measures citing the
consequence associated with it towards the society rather than the company. For example, one
measure was that some routes were to be eliminated from the normal operating routes. Apart
from that, citing the limited finances, all the salaries could not be catered for effectively. There
was need to cut down on some positions within the company. The result will be that some
families will experience financial constraints citing the cut down of employees. The businesses
that did rely on the Malaysian Air were also set to experience certain constraints. Failure to find
an alternative opinion would lead to major losses being faced by such businesses. The committee
charged with the mandate of ensuring to cut down on the frequency of certain routes did exercise
its responsibility. The businesses operating in such routes will have to experience a decrease in
their operations. Seeking for a different airline might lead to experiencing major challenges
citing the company being cost friendly in operation in addition to being excellent in terms of
offering of services. Apart from that, the company provided to show concern to their customers
ensuring that a good rapport is established at all times during the operation times.

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Malaysia Airline has been in service for an extended period of time. Over 60,000 guests
have been estimated to be served on flights not exceeding 400 in number with more than 50
destinations on a day-to-day basis (Elena Fiddian-Qasmiyeh, 2014). Been 80 years in the
aviation industry, the airline serves around 12,000 more guests each day. The airline brand grew
as it was known to unite more than 15 biggest cities in the world. It provided the connection
service journey to 160 countries and to over 600 airport lounges in the world as it connected 30
more affiliated airlines which served more than 11,000 departures in the Airline industry.
However, despite of all that, there were still minor challenges faced by some customers
accessing the company especially the customers with some form of disabilities. Some of the
customers found it hard booking their flights. It should be noted that early booking of flights
greatly helps in cutting down the cost needed to facilitate the transport (W. Chan Kim, 2015).
Hence, making early booking was the major solution to such a challenge. The individuals with
inability to accessing the internet fast or visiting the booking offices as fast as possible ended up
finding difficulty getting their flight booked. The other customers had to also display some
struggle before finding their way to see that their flight is booked. Such challenges had led to
most customers losing trust towards the efficiency of the company. The different flights do also
have facilities used to enhance better operation within the company. The support services were
also available in the case of any challenge being experienced and one needed attention. However,
checking to such services had become a major challenge. The availability of such personnel was
soon getting rare making the working much difficult.
Malaysia airline employees were approximately 22,000 staff across the world. The airline
has since terminated 35% of the present workers, which is approximately 7,000 personnel and
gave new opportunities to 15,000 workers who served as part of the recovery plan by the airline

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CEO and the investment state savings account of the Malaysia government by 79.4%. During the
process, there was need to maintain the experienced workers who will ensure that the airline does
not maintain the falling trend through its operation. However, there was a challenge with
cooperation from management who did not follow the order needed, the result was that some
challenges were still encountered even after exercising the strategy. Some of the new employees
joining expected bigger than what was on the ground. The result was that their motivation was
brought down. In some occasions, the exercising of roles and duties was not as per the
instructions given to them. Most of the new employees who did come in were needed to be in a
position to properly deal with change. They were to develop a fast understanding that there is a
change in environment and the expected role in the organization is to ensure that the glory
associated with Malaysia is revived. The pressure associated with change could sometimes not
be met. Proper coordination with the manager was the solution to better working. Some of the
hired employees expressed better working traits at the first time of visit. However, as time went
by, many developed cooperation issues leading to the losing of vision and proper direction on
what has to be done.
Cathy pacific, Garuda Indonesia and Singapore airline have brought about competition in
the aviation industry as they are full time service airline under the full service segment. The
airlines are presently in the top 10 world leading airlines. A position that was previously held by
the Malaysia Airlines. The Airlines draw its location in Asia, being in operation with other
traditional full-service airlines known for being in Europe. The other airlines are characterized by
offering low costs to its customers as a way of increasing the competitive range. Apart from that,
the seat pitch matters most when it comes to comparing the kind of planes that can be rated best.
There is always a great variation of pitches for the medium planes and the long flights. One can

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easily define a seat pitch as the distance that is realized between a row of seats. The airline plays
a major role in determining the seat pitch that should be embraced in the planes operating within
the very region. The local airlines, citing them travelling for shorter distances and connecting
with other flights, primarily majored in having the seat pitches that are tighter. The Malaysia
Airlines remained to be extra ordinary in its operation by ensuring that its seat pitches were much
longer and could offer enough space for adjustment. However, with such a space, there was still
the need to pay the comfort. Hence, the prices were somehow higher compared to the others.
Most of the local customers considered the prices needed to travel from one place to another
rather than the comfort. Following such reasons, the Malaysian Airline experienced a great
challenge in making the local customers subscribe to its service. The environment of operation
also matters most in ensuring that effectivity of working is achieved at the end of the day in
working (Alfred Kadushin, 2014). Individuals will always work hard to see to it that, the
environment of operation remains to be entertaining through the operation period. The airline
will also pimp their planes and ensure that the entertainment section is excellent. However, some
of the local airlines will eliminate the entertainment as way of cutting down the maintenance fee.
The result will be that, the fare charged for travelling will also be low. Such variation will lead to
a significant competition imposed in the Malaysian Air. Such competition was a major challenge
to the operation of the Airline as it was not in a position to realize the previously made profits.
Moreover, after a down fall, picking up was also a great challenge citing the low profits realized
through the operation.
The Malaysian Airline operates both International and Domestic flight services around
the world. However, the international home base is the one with many customers. The present
standing population for Singapore, Indonesia and Malaysia is at 50 million and experiencing an

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annual growth rate of about 2.5% million. It is estimated that by the end of the year 2020, the
population will be expected to reach about 42.5 million. An increase in such international
services may also lead to several challenges being experienced. Several needs were facing the
diverse populations all over the nation. The airline had to ensure that they meet the meet the
requirements to such people at all times providing that at no point, will discomfort be
experienced for any group around the society. However, citing the financial crisis that the
company did experience and the lack of stability in the management team, identifying the needs
of the different cultures was a significant challenge. The company experienced significant
weaknesses in addressing the difficulties encountered by the various customers and ensuring that
they attained a satisfying solution. Apart from that, their views were garnered that did help in
improving the operation of the airline. However, compiling of the various aspects was too a great
challenge. The different individuals have their opinions as per their local operations, changes that
could not be included in an international setting. The result was dissatisfaction ended up facing
such individuals. Communication at the airlines was also a primary factor that was to be
considered. The interface displayed played a significant role in telling whether the clients will be
happy to return and receive similar services from the company. The attendants at the Malaysian
Airline worked hard to ensure that they communicate with a powerful language that could attract
the attention of many. In some occasions, they embraced humor in there talking to relieve the
customers from stress in their working. However, citing the difference in culture, some of the
groups were amused by specific language while others were deeply angered. Malaysia Airline
being an international company, it had to ensure proper to deal with the different reactions with
much understanding and wisdom. Some customers were loud in complaining relating such

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language with the failure. The result was that it even became a challenge maneuvering the
prevailing situation.
Major companies will always sign deals with particular small companies to offer support
in supplying certain services to the company. The company will ever agree with supplier
companies. The supplier companies play a significant role in ensuring the supply of certain
products that provide the proper running of the company is achieved. Apart from the supply
company, the contractors did also strike a deal with the company in carrying out most of the
activities. However, there was a challenge in facilitating their payments. The Airline had to work
to see that they cater for such aspects through the working. The company experienced a
significant difficulty stopping such suppliers and contractors from supplying the products. The
Airline did still also have a vision of reviving its lost glory. Such a revival will be realized with
the current supplies and projects being done with excellent working. However, there was a
challenge with facilitating the payments to such companies. The marketing team had also to
ensure that they still make the vision of the company known to the rest of the society. The
finance team with the airline had to balance the different finances. However, there was a
significant challenge with going against the policies set for the company and paying such
companies. There were significant delays in payments especially after supplies being done. Apart
from the supply's salaries, the cutting down of the contracts was also a problem. There was a
need to seek collaborations which could help in the running of the company. However, such
partnerships became a significant challenge.
Methodology
Progress is one of the significant areas in life that many will always focus as a way of
working excellently. Information plays a vital role in telling the strategy that has to be used in

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ensuring that there is a change in the way that working has to be achieved (Kotter, 2012). The
everyday events lead to different information being gathered proving that there is no scarcity in
details for better planning in the society. The power related to information can only be realized
after proper analysis has been done. Best performing companies have embraced making use of
such data as a way of tracing the progress of their working. The primary target is to ensure
proper sifting through the significant volumes of data. After checking through them, there will
need properly organize to allow for adequate working in their analysis. After the study, the
implications told regarding the company are informed, and the right interpretations are told.
However, proper analysis will always be attained after employing the right tools of working. The
study of the Malaysia Airlines occurrences called for making use of particular tools that ensured
to achieve the correct data regarding the working of the company.
PEST Analysis
Politics
According to the new policy in 2015, a carrier from any certain country will be permitted
to serve passengers in more abroad market under limitless overflight in addition to allowing
landing rights to another land. The working circumstance will expand the aviation market
leading to it becoming more liberalized. Malaysian airline is allowed to double up the strength in
sustaining its operations in challenging circumstances and environment. The airline has
experienced a cash crisis for an extended period now. Most of the activities within the company
are currently not being done excellently. The factor has influenced the need for the government
to come in and intervene the prevailing situation. Through the Sovereign Wealth Fund, the
government worked to see that the running of the activities gets to get back to being healthy in
operation. The parliament also intervened the running of the company. They had to discuss the
strategies that will ensure the revival of the running of the company. There was a need for

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recommendations to be made to the managers in the company who will implement the steps to
making the company a success. In the rebranding process, the company responsible for the
running of the airline was also changed in addition to switching of the name.
Economics
As the population is increasing, there is a positive impact on the economic growth across
Asia citing the high disposable income has been forecast. Besides that, there will be a
simultaneous growth of the aviation and tourism industry with stable financial situation.
Malaysian airline has an equal chance in the industry, therefore attention on cost differentiation
will constitute the strategy. There is a need to understand that Malaysian Airline has also been on
the forefront in ensuring that Malaysia is in the frontline regarding economic operations. The
economic benefits are brought about by the transport experienced to, from and within the
Malaysia Airlines. It has contributed much in the generation of tax revenues in addition to
making the supply chain more beneficial in the particular society. Foreign market investment has
become a common thing within the market. The connections between different cities have been
established. The result is that there is a broad scope of individuals that need to be offered certain
services. The creation of business clusters has also been in the widespread. An indicator that
there is a positive economic impact as a result of the presence of the airline in Malaysia.
Social – Cultural
There have been socio-cultural effects that have been experienced as a result of the
presence of the Malaysian Airlines. In some other occasions, the effects were encountered within
the Airline itself affecting its operation. The low-cost airline business has shown willingness to
achieve cheaper airfares by sacrificing premium in-flight services; customers will compare the
price with other airlines when taking a similar destination. There was need for a competitive
advantage in the marketplace. MH had to direct its attention on LCC market segmentation to win

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the target market citing it being a booming trend. The increase in the disappearance of planes
raised fear among individuals making use of airplanes for their flights (Doganis, 2010). The
customers had concerns regarding the safe arrival of the aircraft. The pilots despite being the
ones controlling the planes. Some of them were filled with anxiety when it came to flying the
plane. Many feared of being attacked through their journey. There were cases where fliers
displayed no fear of the plane crashing. However, experiencing psychological crashing was the
primary fear facing them through their operation. The tendency to panic in an environment
where they will have no control over or finding themselves in situations where there be will zero
means of emotional relief.
Technology
In the modern society with the use of the social media and internet technology, mobile
Apps provide an excellent opportunity to expand businesses. By using the Application, a
customer can book their online tickets and could compare the price difference, and by using this
media, the customer could do an online-check before boarding their flight. Malaysian airline in
the opposite side, it is yet to utilize the power of the online technology fully. The result is that
there was a significant competition being imposed on the company from the other local
companies that were very active in making use of the social media. As a way of dealing with the
competition, they had to perform exceedingly in the booking services. In the present day, there is
a possibility of one booking up to five air segment in the airline. One can decide to make
bookings that will allow them to travel to different destinations and finally come back home
without undergoing a problematic experience. All the services regarding the reservation are
found in the FindMyFare site. There is an added advantage where one can work to see that they
make the booking of their particular seat that they will use during the flight.

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Advantages and disadvantages associated with using the PEST analysis tool
The use of the tool in facilitating the analysis of the section proved to be of much
importance in making the studies a success. The analysis environment was comfortable and
straightforward making the analysis easy. The skills needed through the process was also, and
the expertise could also be used in more than one area. Several threats can always interfere with
the working of a company. Such risks have to be identified and dealt with effectively at any time
to ensure that the set stability is not interfered with at any time. The PEST analysis tools
displayed its high levels of effectiveness in identifying such threats. The result was that the
working attained a stable degree of operation through the working. Opportunities were also
needed to be defined as a way of ensuring that growth was achieved through the working.
Therefore, as the tool offered chances of protection from dropping from previous operation
levels, there was too the offering of opportunities, the discussion provided room for opening an
opportunity for growth to a different level. Despite the many advantages, there were also some
disadvantages experienced that would at times making the working difficult. Some decisions to
be made regarding the working were tangible. However, the tool oversimplified the information.
The result was that also the weight of the decision to be made was interfered with during the
working. The analysis was used in offering proper functioning of the company. Some
recommendations were made, however, for the progress to be continuous and the tool has to be
applied consistently, a trait that difficult to exercise.
SWOT Analysis
The Primary goal for the Malaysian airline is to see that by the end of 2017 and 2020.
Profitability should be achieved. It has to see the establishment of competitive advantage that is
clear, achieve financial self-sufficiency, sustainable profitability and see the earning of
recognition of being a leader in the industry world.

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Strengths
The main strength of the airline is the brand name which was recognized globally
however, the recent two incidents as the MH370 and the downing of MH17 effect on the brand
image of the airline. There has been no major change in terms of flight booking done by the
recent customers. The world’s best cabin crew offered in the year 2002, was given to the
Malaysian Airline, adding more strength to the operation of the company. The pilots of the
Malaysian airline undergo thorough training and experienced as the other airline in the world
regard them. The well-trained, engineering, ground staff, and the rest of the departments
contribute similar efforts regarding the quality of work for the airline. The airline has received
many awards include the MAS Cargo, in the year of 2013.
The airline operates flights to various destinations globally. The operation led to it
generation of significant revenue across all the geographic regions through the different flight
services that attracted new customers every other day. The airline operates with more than120
aircraft. It too has an active fleet of 5-2 years an example being the 10 A380. On the other hand,
Singapore airline which has Cathy Pacific that is 7.1 years and 10.3 years respectively.
Malaysian airline received strong government support after undergoing the restructuring
process in the year 2001. The airline received a financial assistance of RM 8 billion to add into
their investment plan. The result was that most of the employees who were to be released from
working were also supported. The suppliers and contractors working with the airline could not
pull back. The attitude remained positive, and the hope was alive. The result was that the
progress in working experienced minimal weakness (Capaldi, 2016).

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Weakness
The financial performance of the Malaysian airline has been weak for many years. The
airline experienced a positive result recording in the year 2007. However, without even staying
for long, a significant loss was again experienced that made the operation difficult again. The
airline operation costs are high; the activities are catered by running coats of the allocated to the
departments coming from daily earnings. However, with the increased crisis and competition
from other local airlines, the income dropped every other day yet there was no change in the
operating cost that has been experienced. The result was that the operating costs were getting to
levels that could not be managed efficiently. The market growth came to an end and instead a
drop in the market was gradually being experienced affecting the attitude of those who relied on
the airline for the various services.
Trust comes with a period of consistently offering of satisfactory services to the society.
Malaysia Airline had worked excellently in the previous days, a factor that led to many trusting
the Airline more than the local airline despite the high prices associated with accessing the
services to the company. The trust was destroyed after the Airline being hit by two extraordinary
crises. The result was the confidence that was built in customers was rocked. Managing the
damage called for lots of strategies some of which could not work. In some occasions, there was
misunderstanding developing among the leaders responsible for handling the different roles after
the various incidents. The result was that struggles became the order of the day. The has been a
trend in the nation and entire world where lone passengers are seeing making posts of empty
planes, especially on social media. The trait serves as a show that most of them are undergoing
stigmatization which will take a significant time for the Airline to win the confidence of such
customer once again.

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Opportunities
The restructure of the airline hopefully will improve its performance. The restructuring
was primarily to see the company rising from the crisis, regain its operation level and move
further to earning a profit that will push the company to operate at a different level. The branding
process could not be termed as a full fledge activity as the company worked to see a change in its
logo and the name. Apart from that, there was too some changes made on the livery of the
planes, an activity that was done in November the year 2015. Several doors were open for
utilization in ensuring that the company gets to rise in its operation. The management had only to
ensure that they be keen on the doors to seek assistance and maximize on every opportunity
offered.
The use of the acts was one of the ways to ensure such an improvement was realized.
Much hope was associated with the enactment of the Malaysia Airlines to offer a significant
advantage the restructuring exercise that plays a significant role in the offering protection and
legacy coverage that come due to supplier agreement contracts and the activities and processes
for trade unions. Apart from that, the year 2015 experienced the implementation of the open
skies policy. The competition level with the aviation industry will experience a rise. Such a
competitive nature will also be increased through collaborations for example with partners like
world@ market.
Threats
During the setting of strategies, some of the set strategies needed great planning to attain
the associated benefit (Bryson, 2018). However, the working of the management regarding
implementing different set policies was worrying. The lack of proper implementation could lead
to significant losses being incurred rather than retrieving the lost glory. An example was the
“open skies” policy and agreement that requires a proper plan. Several factors may interfere with

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the implementation of the system. The intense competition coming from other airlines an
example being the LCC would result in a diversion of concentration from the policy. The result
is that the implementation of the plan would be a great challenge. Proper operation and
sustenance of the Airline called for making use of a particular fuel to facilitate its excellent
service. In the previous days, there has been the introduction of the jet fuel that proved to be
volatile. The process associated with the jet fuel was so impactful to the working of the planes.
The Malaysian Airline was already experiencing such adverse impacts. The result is that there
will be an increase in the maintenance cost of the different planes being used to offer the various
services.
There has been the occurrence of most individuals being haunted by the disappearance of
the MH370. The case has been seen affecting the first-time flyers. The company has been out to
seek the cause of such incidents; however, the attempt to link a terrorist activity with the events
has been in vain. Linking the terrorist activity would lead to the customers believing that the
accident was not due to the inefficiencies of the management.
Advantages and disadvantages associated with using the SWOT analysis tool
The use of the SWOT analysis tool in carrying out the analysis tool was of much
importance in making a clear definition of the objectives of the business. Achieving the goals
called for the application of different alternatives. Proper evaluation of such options was
excellently done citing the use of the SWOT tool. There was too an established consistency
associated with the conduct of the tool. There was an easy identification of environmental factors
regardless of whether they were favorable or unfavorable to the achievements of the different
objectives. However, despite the associated advantages, there were too associated disadvantages.
The tool only provided the strength, weakness, opportunities, and threats.

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However, it did not offer the significance that comes in associated with the difference in
the different separation lists. The tools have great dependence on current data. In some occasions
such data is always outdated and may not provide the needed results that could be implemented
for better working.
Strategies for the airline moving forward
Segmentation, Targeting and Positioning (STP)
As part of implementing its strategies, the airline will major its attention on either the
premium service sector or the full-service flights. Such flights include the domestic and
international flights operating all over the world as both short haul and long haul.
Target Market
A company has to be sure of the target market, a strategy that will help in telling the
strategy to be applied. Apart from that, the target will tell the kind of services to offer in addition
to where the advertisements should be concentrated. Malaysia Airlines had to identify its target
market as one of the ways to ensure that it gets to rise from the fallen state. The corporate
business that mainly includes the travelers between the age of 30-40 years old constituted the
primary market of the airlines. The markets will always have an extra trait that acts as an
advantage to the airlines and pushes for its growth from one level to another. The corporate
business tended towards being ready to pay extra money compared to the average travelers.
Apart from that, they are very loyal in their working. Hence, they will exercise their loyalty to
the Malaysia Airlines leading to its growth from one level to another. Such individuals are
majorly known to occupy the upper middle class in the society in addition to some of them
operating under the managerial standards. Such individuals are also common among the C –
level, and Directors having their basis in the Asian Pacific business (Selcen Ozturkcan, 2018).

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The setting of targets has to be done on the vast market rather than being centralized at
one point. Malaysia Airline Limited had also to have the secondary market, that mainly included
the leisure travelers. Such travelers are susceptible to prices. Apart from that, they will display a
great desire for good deals. The Airline set its plans to be in line with such expectations, will lead
to its rise from the fallen state.
Brand Positioning
Brand is a significant factor in determining the general performance of a company. The
airline targeted to brand itself as the safest premier in Asia in addition to offering the best luxury
full-service airline. The services will be offered to both the short haul and long-haul travelers.
The set measures in achieving such strategy is by allowing for the providence of the state-of-the-
art ground handling services. Apart from that, the cabin amenities were improved. The result will
be the customers who were filled with fear regarding the previous incidents will regain the
confidence towards the company.
Market strategy
Malaysia Airline Limited experienced significant tragedies that affected the reputation
regarding the company. Most of the customers developed fear regarding the company as they
had no assurance of their safety. The common disasters included the downing of MH17 in
addition to MH370. MH17 crashed after being spotted at the wrong place. Hence, most of the
customers developed an understanding of the situation. However, there is no apparent reason for
the downing of the MH370. The crashing has been related to a terrorist attack. Since then first-
time flyer feared making use of the Airlines. Apart from that, individuals perceived the company
differently. There was need to come up with strategies that will win the customer’s trust. Some

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of them included the improvement of safety. Apart from that, there much focus was directed on
the premium services hence, drawing their attention once again as they will be better compared
to the other airline services.
Setting the goals right
Vision serves as a guide to any company successful company. The vision will lead to the
company having the right goals that will propel the steps to achieving the goals. Malaysia
Airlines Limited, therefore, decided to choose on the kind of service that will be targeted to the
society. The premium airline service was the best service to offer as a way of ensuring that they
be competitive in addition to providing that cost differentiation is achieved. Some of the services
that mainly constituted the premium airline services included the offering of the best in-flight
operations. There was too the setting of strategies that will propel commercial excellence. One of
the measures was to improve the direct sales through the website. Apart from that, the media
capabilities built were extremely strong and social. The cabin crew service was too enhanced
making the passengers more interested in making use of the airline for flight services (Truxal,
2016).
Cost Optimization
The profits tell the levels of operation of a company. A high-profit level will mean low
operation cost. The company had to regain its lost glory. Hence, there was a need to come with
strategies that will cut down on the cost incurred in running the company. For example, the cost
of fuel consumption was cut down in addition to reducing the turnaround time.

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Product and service
Excellency serves as the ultimate source of joy to many. Proper distribution and
coordination of roles will lead to creativity and excellence in working. Hence, the Malaysia
Airlines limited had to subdivide the working in the company to different sections.
Fleet status
The safety of the travelers making use of a plane is of much importance in shaping the
airline be competitive. Malaysia Airlines had to ensure that it beats the other companies
regarding the services that they will have to offer in the society. The Airline worked to improve
in the state of the fleets by making use of best in-hardware. Apart from that, there was an
upgrade of technology used in the fleets and the ensuring high levels of energy saving. The result
was that it posed a competitive situation to other airlines such as the Singapore Airlines.
Lifestyle and comfort
As a way of ensuring that customers get to incline their desires more t
owards the company, the airline ensured to uphold a bit of lifestyle providing high levels
of comfort. Malaysian airline is more than an airline code. The airline offers three types of class
service to their customers.
First Class only on (A380s)
One will be in a position to have the premium experience while traveling in the class.
Some of the common privileges include the fast internet connectivity in addition to an excess
baggage allowance of 50 kilos.

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Business Class
There is a great diversity in the individuals making flight travels from one place to
another. The Malaysia Airline ensured that the care of all was properly provided. For example,
the frequent travelers were catered for through the providence of the business class. It has lots
associated benefits, for example, the special lounge while still on the ground and the unbeatable
in-flight services. Apart from that, they offer an excess baggage allowance of 40 kilos.
Economy Class
The services in the class are outstanding in addition to being affordable. One traveling in
the class will be in a position to enjoy the comfort seats that are provided. The meals are served
when warm and at affordable prices. Ensuring that no one succumbs to being a victim of cold
meals. The are cases when the travelers need special meals mainly due to the medical and
religious reason. The Airline has ensured to cater for such travelers fully ensuring that they are
comfortable through their operation. There is too a chance offered for the selection of the desired
seats. The seats vary depending with various comforts associated with them. For example, we
have the places with extra seat space disembarkation. Apart from that, there are too the friend
and family seats. There are too seats located near the window allowing for great views in
addition to easy aisle walks. All these services are offered at a nominal fee. As a result, one will
have a choice to make, and the best options are also offered in the process.
Technology and Convenience
The customer’s operations and support play an important role in telling the strength of
business in carrying out its activities. Technology was one of the best-applied strategies to ensure
the company gets to improve from its current level of operation. The technique was mainly
applied in the social media network. One of the unique measures that the Malaysia Airlines did

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take is to see to it that the customers have the freedom to choose on the individuals they will sit
next to drawing their basis on their social media profiles through Facebook. The technology was
only seen with the Malaysia Airline a factor that made them attain a higher marketing position
compared to the other Full-Service Carriers. There was the launching of the “MH Buddy”
application that greatly helped in facilitating such matching of the passengers. Apart from that,
the existing friends also have a chance to select seats together. The result is that one can easily
carry out a blind date.
MH mobile –for all mobile devices
The Making work easier has always been the target that many will purpose to achieve
through their interaction in the society. Travelers are spread out through the nations and finding
themselves physically to book a flight will always take much of their time needs to handle
different other activities. The Malaysia Airline Limited worked to eliminate such strain as a way
of ensuring that most customers get to subscribe to the services offered by the company. It
introduced online booking and payments in the company regardless of your location. Making use
of such a technology will allow for online payments to be made especially via PayPal or the use
of credit cards. Apart from that, there was the facilitation of paperless boarding pass freeing the
travelers from the strain of carrying several hard documents.
The health condition was also a factor to strictly put in consideration. The health services
accessed in other Full-Service Carriers were minor; hence, they only attended to minor issues.
Proper positioning in the market for proliferation led to the Malaysia Airlines Limited offer a 24-
hour service to any emergency medical assistance needed. Apart from that, travel assistance was

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also part of the benefits associated with its operation allowing them to increase the confidence of
any traveler intending to travel with the company (Rebecca Tiessen, 2014).
Many in the society have always desired growth. As a result, individuals will always
ensure to make use of any possible time fully to contribute to making the growth a reality.
Communication being the route of all growth activities, it has to be made effective to facilitate
fast growth. Malaysia Airlines did understand such an aspect of growth and used it in ensuring
that passengers get to even coordinate their activities while on a flight from one place to another.
They introduced the MH sim that facilitated connection while traveling overseas. The passengers
were able to communicate without incurring high roaming charges properly. The service was
made available for Malaysia, Australia, and New Zealand, However, plan to make it global are in
progress (Roland Schegg, 2017).
Price
Several full-service carriers in Malaysia facilitate the transportation of goods and
services. The offering of such services incurs some charges that are to be determined by the
airline limited. Malaysia Airlines Limited, as a way of ensuring that it gets to improve in its
performance in the society, it has provided to strategically position its pricing to be moderate and
affordable compared to the other full-service carriers. The action was as a result of the need to
make use of the differentiation strategy especially as there was a need to deal with cost
differentiation effectively. Such an approach will be applied primarily on the online ticketing
section of booking. Charges through such platforms are in most cases cheaper compared to those
on frontline counters. Hence, many will always preferer using such a method (Rod Hill, 2010).
.

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Promotion /Communications
Every step will always have its starting point. The whole promotion process will kick off
with a compressive brand awareness that is to be carried out within Malaysia, Asia, the
neighboring nations gradually expanding the same to be global. The awareness will be guided by
one primary objective of making the products and the services being provided within the airport
to being known to the whole world. Their knowledge of the same will serve as the first step of
convincing them to seek their services from the company. The plan guiding the working process
is to see to it that the MH brand awareness improvement becomes a reality. Apart from that, the
brand health matrix has to attain significant improvements. The media forms used in the
marketing within the airline can primarily e termed as traditional. However, there will be
incorporated in ensuring to spread the message regarding the raising of the brand. Apart from
that, there will need to explore the search engines marketing strategies. In facilitating such
functions, the best search engine will be used. Some of the common search engines include the
direct mails, e-mail blasé and google. Different groups in the society need support from
companies. The airlines will ensure that it does offer sponsorship to the various football teams in
addition to a few others as a way of making the brand known (StachowiczStanusch, 2016).
Implementation, Evaluation and Control
Implementation Timeline
Strategy Start Date End Date Department

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Launch brand awareness campaign- 1/12/2015 31/1/2016 Marketing
the journey part 1
revamp website-integration of new booking 1/12/2015 15/1/2016 IT
mobile devices friendly
from social media division-operation 1/12/2015 31/12/2015 IT
and support
Revamp loyalty program-Enrich 1/12/2015 31/12/2015 Marketing
Training-safety recruitment training, cabin- 1/12/2015 ongoing HR
Alliances, engineering, ground handling
Review current routes and publish the 1/12/2015 31/1/2016 Marketing
Updated routes
Review fleets management 1/12/2015 ongoing Operations

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maintenance, replacement
Review and publish new pricing 1/12/2015 15/1/2016
Operations/Marketing
Launch brand awareness campaign 1/1/2016 31/4/2016 Marketing
the journey part2
Evaluation and Control
The setting of strategies is never the end of working. There is a need to ensure the proper
working of the approach. Hence, need to carry out an effective evaluation and control process.
The process will draw its basis on the efficiency controls, the profitability controls, strategic
control and finally on annual plan controls. Such kind of working will be to ensure proper
achievement of the objectives under the operating circumstance of the company. The monitoring
of the progress will also be continually done. In the case of occurrence of an error, there will
need to apply the corrective measures (Kerzner, 2013).
Conclusion
Malaysia Airlines has been in existence for several numbers of years. Through the days,
it has undergone several experiences, some of them that have been exciting while others were
extremely worrying. One can generally tell that the Airline has been undergoing an uphill battle.
However, despite the challenge being severe the solution to the condition can easily be attained.
Such will be a reality with the providence of a string support the entire family of the Malaysia

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Airlines. The family will primarily include the employees and the Malaysian people regardless of
their location.
There is a need to ensure that the national icon receives full protection and preservation
regardless of the prevailing condition. The Malaysian government has proved such a trait by
guaranteeing that provides support to the Malaysian Airline. Such national support will also
mean that the airline is obligated to serve not only the political commitments but also the socially
related commitments that will play a significant role in retaining the profitability objectives.
Many have the understanding that Malaysia Airlines is commercially driven. However, there is a
need for it to ensure that it properly juggles between offering the national service interests and
the commercial interests. The laid plan through the report presents a tactical move by the
Malaysia Airlines to retrieve its lost glory.

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