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Dates Mohamed Nor Hussy “MASS is the sectional flag carrier”. Hence we have tried to identify the opportunities that are their in Amass way to success. In this process we had to look at the threats faced by them and give appropriate suggestions. We have also discussed about the airlines short term and long term objectives and various improvement plans. In this report we have Marketing plan for Malaysian airlines By partisan_31 may discussed about the competition tacked by them. The internal audit covers the organizational factors (ups) and SOOT analysis. For the external audit analytics of STEP analysis is also done.
By doing this we have come across various action plans ND tactics to over come its weakness and meet the defined objectives. In recent times their have been massive growth in e-marketing , its contribution has been discussed. 2. Introduction The history of Malaysian Airline System Bertha can be traced back in May 1947, when a charter service was started from Singapore to Koala Lump. Malay airways Ltd, was founded by the former British Overseas Airways Corporation (BOCA), Ocean Steamship Co. In 1957, Malay became an independent county and airline was then restructured into public limited company in 1958, owned by the federation of
Malay and Singapore, Borneo Airways, BOCA and Santa. In 1963, the airline was renamed Malaysian Airways Ltd. After two year Borneo Airways merged with MALL, by increasing both carrier’s fleet and network. In 1967, MALL was renamed Malaysia – Singapore Airline (AMASS). In the same year they expanded its international network to Manila, Perth, Sydney and Taipei. MASS was incorporated in April 1971 as Malaysia national carrier after a split in AMASS with authorized capital of ARM 100 million. It took to the sky on 1st October 1972, with a network comprising of 34 domestic and 6 international destinations.
MASS was installed as a member of Orient Airlines Association (AAA) at the 13th Presidential assembly of AAA held in Sydney in 1972. It was renamed in November 1972 as Malaysian Airways System Bertha. The trend amongst international airlines in sass’s and Malaysian government own inclinations to prevarication lead the partial prevarication of MASS minion. The initial public issue was a big success. In 1994, the company called Annual bought 29 % stake in MASS. In order to prepare itself for the future, the company has now developed an e-Enterprise Model structure for the company.
In 1990, it added new international estimation, namely Hooch Min city, Vienna, Nagoya, Darwin, Brisbane and Adelaide. It also Joined the International Air Transport Association (DATA) as an active member in the same year. In October 30, 1994, through code sharing arrangement the following cities came online- Belfast, Glasgow, Edinburgh, Leeds and Outside in the UK. The company increased its services to 110 destinations by the end of 1995. 3. Situation Analysis In this we have covered MASS internal and external audit. Internal audit consist of organizational factor that are ups and SOOT analysis.
In external audit we have overdo STEP analysis and its completion. 3. 1 Internal audit Product This means the products (or service’s) quality, functions, features, and the level of service the organization has to offer. *It is south East Sais’s largest passenger carrier which flies over 114 destinations across six continents. *Malaysian airlines have a modern fleet of more than 100 aircrafts, including the BOSS and 8747-SASS. *It is the first airline in the world to offer a Business centre in the sky, a fully equipped working environment for its esteemed travelers, first and golden club class passengers.
In June 2000, Malaysian airline was chosen as among the world’s top five airlines for their product and service. This survey was carried out by In-flight Research services and covered 150 airlines around the globe. *MEAL is the first airline in the world to offer a 10. 4 inch in-seat touch screen in the first and golden club class. *One can even order a bouquet of flowers, to be delivered to your loved ones while traveling on the new 8747-400 and the 8777. *Their marketing theme has been to portray MASS as having a very high standard in all its service areas. MASS’ means gold in the Malay language hence their priority is to eave golden smile, golden service and golden lounge. *It has won numerous awards in the in-flight service. Price It refers to the price paid by the end user of the product in exchange for the services offered. It is a complex term and is concerned with discounts, type of customers etc. *It is possible to have different prices for the same route depending upon time, class of travel, and when and where the ticket had been purchased. *There is a certain amount of price discrimination enjoyed by the airlines for the type of passenger traveling.