Marketing plan for Malaysian airlines Sample

Executive sum-up

In Malaysian air hoses selling program. we have highlighted its cardinal countries by analyzing its strength and failings. Harmonizing to Mr. Datuk Mohamed Nor Yusof “MAS is the national flag carrier” . Hence we have tried to place the chances that are their in MAS’s manner to success. In this procedure we had to look at the menaces faced by them and give appropriate suggestions. We have besides discussed about the air hoses short term and long term aims and assorted betterment programs.

In this study we have discussed about the competition faced by them. The internal audit covers the organisational factors ( 7ps ) and SWOT analysis. For the external audit analysation of STEP analysis is besides done. By making this we have come across assorted action programs and tactics to over come its failing and run into the defined aims. In recent times their have been monolithic growing in e-marketing. its part has been discussed.

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The history of Malayan Airline System Berhad can be traced back in May 1947. when a charter service was started from Singapore to Kuala Lumpur. Malayan airways limited company was founded by the former British Overseas Airways Corporation ( BOAC ) . Ocean Steamship Co.

In 1957. Malaya became an independent county and air hose was so restructured into public limited company in 1958. owned by the federation of Malaya and Singapore. Borneo Airways. BOCA and Qantas. In 1963. the air hose was renamed Malaysian Airways limited company After two twelvemonth Borneo Airways merged with MAL. by increasing both carrier’s fleet and web. In 1967. MAL was renamed Malaysia -Singapore Airline ( MSA ) . In the same twelvemonth they expanded its international web to Manila. Perth. Sydney and Taipei.

MAS was incorporated in April 1971 as Malaysia national bearer after a split in MSA with authorised capital of RM 100 million. It took to the sky on 1st October 1972. with a web comprising of 34 domestic and 6 international finishs. MAS was installed as a member of Orient Airlines Association ( OAA ) at the 13th Presidential assembly of OAA held in Sydney in 1972. It was renamed in November 1972 as Malaysian Airways System Berhad.

The tendency amongst international air hoses in 1980’s and Malayan authorities ain dispositions to privatization take the partial denationalization of MAS in1985. The initial public issue was a large success. In 1994. the company called Nalrui bought 29 % interest in MAS. In order to fix itself for the hereafter. the company has now developed an e-Enterprise Model construction for the company.

In 1990. it added new international finish. viz. Hochi Min metropolis. Vienna. Nagoya. Darwin. Brisbane and Adelaide. It besides joined the International Air Transport Association ( IATA ) as an active member in the same twelvemonth. In October 30. 1994. through codification sharing arrangement the undermentioned metropoliss came online- Belfast. Glasgow. Edinburgh. Leeds and Teeside in the UK. The company increased its services to 110 finishs by the terminal of 1995.

Situation Analysis

In this we have covered MAS internal and external audit. Internal audit consist of organisational factor that are 7ps and SWOT analysis. In external audit we have covered STEP analysis and its completion.

Internal audit

Merchandise. This means the merchandises ( or service’s ) quality. maps. characteristics. and the degree of service the organisation has to offer.

  • It is south East Asia’s largest rider bearer which flies over 114 finishs across six continents.
  • Malaysian air hoses have a modern fleet of more than 100 aircrafts. including the B777s and B747-400s.
  • It is the first air hose in the universe to offer a Business Centre in the sky. a to the full equipped working environment for its honored travellers. first and aureate nine category riders.
  • In June 2000. Malayan air hose was chosen as among the world’s top five air hoses for their merchandise and service. This study was carried out by In-flight Research services and covered 150 air hoses around the Earth.
  • MLA is the first air hose in the universe to offer a 10. 4 inch in-seat touch screen in the first and aureate nine category.
  • One can even order a corsage of flowers. to be delivered to your loved 1s while going on the new B747-400 and the B777.
  • Their selling subject has been to portray MAS as holding a really high criterion in all its service countries. ‘MAS’ means gold in the Malay linguistic communication therefore their precedence is to hold aureate smiling. aureate service and aureate sofa.
  • It has won legion awards in the in-flight service.

Monetary value. It refers to the monetary value paid by the terminal user of the merchandise in exchange for the services offered. It is a complex term and is concerned with price reductions. type of clients etc.

  • It is possible to hold different monetary values for the same path depending upon clip. category of travel. and when and where the ticket had been purchased.
  • There is a certain sum of monetary value favoritism enjoyed by the air hoses for the type of rider going. Monetary values may really for man of affairs. pupil. kid etc.
  • Fares range from economic system category depending upon the clip of the twelvemonth and other factors.
  • Fares have declined more than 35 per centum since deregulating in 1978. Their has been an addition in competition which has given manner to dismiss menus.

Topographic point. Topographic point means where and when the client bargains and consumes the merchandise or service.

It is sometimes refers to as the selling channels. physical distribution and location.

  • Malaysian air hoses have established efficient client attention centres in metropolitan metropoliss of the states they operate. and joined IATA as an active member.
  • They have done use of e-ticketing through electronic distribution. MAS provide air hose tickets which are charged through recognition card over the cyberspace. For travel on domestic sectors and for travel between Malaysia and Singapore. one can do usage of Malaysia Airlines Electronic Ticketing ( MASET ) installation
  • The reserves can be done through call centres which are situated in states like Argentina. Australia. Belgium. Canada. Germany and many more.

Promotion. It means the publicities mix or the communications mix. This includes advertisement. gross revenues publicities. promotion. and even word of oral cavity.

  • Malaysian air hose advertizements appear on a regular basis on major telecasting channels. magazines and dailies. They have just sum of hoardings in major topographic points around the universe. their current marketing them ‘Going Beyond Expectations’ is being popularized.
  • In-flight shopping has been reintroduced with a invigorated expression and feel. the construct provides the clients with the exhilaration of a ‘shopping avenue in air’ .
  • They offer halt over bundles for their riders. which gives them best travel option at sensible monetary values. This includes hotel adjustment. transportation from the airdrome etc.
  • Malaysian air hose has introduced particular inducements bundles in their promotional offer. They have put together an attractive inducement plan for outstanding winners. It offers them the exclusivity and acknowledgment.

When one books an inducement plan for a group of 40 or more. it includes the undermentioned services and installations:

In flight services

  • Group siting – agreements can be made to hold your group seated together.
  • Personalized headrest screens with your company logo printed on.
  • Personalized bill of fare cards with your company logo printed on.
  • Special welcome aboard proclamation.
  • Special give-always.
  • Screening of corporate pictures.

Land services

  • Group check-in installation.
  • Special inducement luggage labels. giving them that excess acknowledgment.
  • Where possible. off airport check-in at suited locales. to add that excess touch.
  • Special agreements can be made for in-migration clearance.
  • Special privileges have been introduced for authorities and pupil traveller which come under the undermentioned classs
  • The authorities functionaries. federal authorities. authorities companies and authorities corporations.
  • The semi-government functionaries
  • Members of societies under authorities ministries.
  • Students of Government or private learning establishment.
  • Members of pupil associations. nines or societies.
  • Parents who have kids analyzing abroad.
  • The frequent flyer plan which reward the repetition client with free tickets and other benefits is the best and the most popular.
  • To promote Malaysia Airlines as a universe category air hose they sponsored several high profile international events in selected key markets. In athleticss. Malaysia Airlines sponsored events such as the Hong Kong

Golf Open. Le Tour de Langkawi. Asiatic Ten games tour and the English cricket board circuit.


In a service oriented organisation the people or staff members are the most of import component of marketing mix. They form the anchor and are the embassadors of their organisation. They are trained and recruited under personal supervising. Since they hold huge importance. the organisations occupation is to maintain them happy in return.

Intensive preparation of the staff members is done in which client satisfaction is of premier importance. In Malay linguistic communication ‘mas’ means gold. Their selling subject covers aureate smiling. aureate service and aureate sofa. The crew is recruited from assorted states across the Earth to hike service quality. The demand for Nipponese. Korean. Spanish. south African speech production crew has been identified as a precedence to better in-flight service.

In May 2002. Malayan air hoses were given the ‘best cabin staff 2002’ award in a study conducted by skytrax research of London. U. K. they accessed the cabin staff on the undermentioned qualities ;

  • Staff efficiency
  • Staff cabin presence
  • Service heed
  • Consistency among staff
  • Attitude and consistence of staff

Physical grounds

In the service sector physical grounds holds great importance for its clients. since they want a cogent evidence of the quality of intangible service provided to them. This is seeable in the signifier of edifices. uniform of the staff. Son and other seeable assets.

  • Their offices and client attention sections are situated in premier concern locations which are easy accessible. They have similar insides in all which are delighting for the clients.
  • Through telecasting and magazine commercials they have popularized their logo of the winging kite which describes their being.
  • Malaysian air hoses counters at the airdromes have friendly and good appareled staff with their hallmark uniform.


It refers to the internal minutess and communications that are required to run a concern.

  • Following the Bali bombardment calamity. in Oct 2002 promotional menus and bundles were introduced to promote travel demand to the finish. This proven successful and the coveted consequences were achieved. This shows that through internal communicating procedure the Malaysian air hoses gained client assurance during hard times.
  • Malaysian air hoses. showed important recovery in 2002 get the better ofing weakened demand caused by planetary economic lag in 2001 and the September 11 incident in the United States.


  • Malaysian air hoses proficient crew is trained to run into the highest international criterions and cabin crew is gracious and trained to go to to the riders every demand. Malaysia Airlines provides an odd service.
  • It is an award-winning air hose with a fleet of more than 100 aircraft. serving more than 114 finishs across six continents. In 1997. Malaysia Airlines took bringing of the Boeing 777 supplying travellers more comfort in the air.
  • Malaysia Airlines flies daily from Amsterdam to Kuala Lumpur with direct connexions to more than 40 major metropoliss in Asia.
  • The air hose has excellent in-flight services. dependable land support and first-class substructure which have made universe records.


  • The biggest failing of the company is its hapless fiscal public presentation. Poor hard currency coevals in the company has led to their overdependence on adoptions.
  • Malaysian air hoses deficiency in strong selling strategies. The targeted market by and large does non come to cognize about latest strategies and promotional offers.
  • Their web site is ill constructed and is non user friendly. This has an inauspicious affect on gross revenues.
  • Their growing in footings of addition in finishs is about dead. They need to update in this field.
  • They have a superb air hose web in Asia. Europe and Australia. They need to escalate in other states like America.


  • There is monolithic growing in the touristry industry in south east Asiatic part which can be productively cashed on.
  • The new Kuala Lumpur airdrome has been rated one of the best in the universe. which is pulling many tourers and prospective investors to the state.
  • Malaysian air hoses have chances of spread outing its web in the trans-Atlantic and U. S part.


  • There has been an addition in competition in the air hose industry which has led to greater outlooks. hence new strategies has to be introduced on regular intervals.
  • Post September 11 onslaught and the Bali bombardment calamity at that place has been uncertainness in the air hose concern. It has resulted in fright in the heads of travellers around the universe.

External audit



A successful organisation demands to update their resources on regular intervals. They have to accommodate to the technological alterations around them. A latest invention that affects the concern and the whole market has to be introduced. so that they remain at par with their rivals.

  • Malaysia Airlines took bringing of one B747-400 in April 2002. two B777-200 in April and June2002. The two A330-200 delivered late are planned to be utilized for enlargement into Asia.
  • They have done use of e-ticketing through electronic distribution. MAS provide air hose tickets which are charged through recognition card over the cyberspace.


  • High positive correlativity between Malaysia’s economic public presentation and the enlargement of the Malayan air hose industry.
  • Tension between Malaysia and foreign state may stifle foreign investing and support.
  • Unpredicted fluctuation in exchanged rate can ensue in a alteration of the air hoses future operations.
  • The September 11th onslaughts on U. S. A lead to the downswing in the universe economic system. This had an impact on international travel.


A concern gets affected by the statute law and ordinances of the authorities.

  • Leadership turnover will Impact the way and gait of economic enlargement for Malaysian air hoses.
  • Government support for consolidation and deregulating of Malayan air power industry will impact MAS’s profitableness and success in future old ages.
  • In 2001. Malayan authorities approved the air hoses petition for a fare addition for services within peninsular Malaysia which contributed to a 10. 4 % addition in gross.


Short term aims

To accomplish systematically high degree of service from land to air. embracing flight reserves. look into in staff. catering and in-flight service. Guaranting safety and security throughout all operations. Concentrating on employees by heightening the human capital of the air hose. This is maintaining in head happy employee = happy customer= happy stockholder. Adopting a client haunted civilization to accomplish client satisfaction through first-class cordial reception and dependability. To sell un-utilized tickets under assorted strategies and therefore seek to keep full aircraft to minimise losingss. Keeping in touch with the touristry section of many authorities and forming halt over bundles.

Long term aims

Amplification of MAS presence and growing through strategic and aggressive enlargement to countries with strong market potency and profitableness in order to construct fortify and develop competitory advantage. Care of good fiscal by accomplishing and prolonging profitableness. Using engineering as a cardinal stratergic concern enabler. To increase return on investing. Increasing good will of the company in long tally by concentrating more in the personal relationship section. Geting the latest aeroplanes to add to the bing fleet. so as to be at par with the rivals.

Malayan air hoses chief concern is to better its fiscal place. It has won awards in many Fieldss but still has range for betterment because of so much competition. The assorted strategic programs for the air hoses are as follows:

  • To modernize and update the fleet of aircrafts to run into the competition degree.
  • In chase of its web growing scheme the restructuring of Malaysian air hoses paths should go on with great focal point on increasing frequence and capacity to Asia and other parts.
  • For corporate history development scheme. more units have to be set up aiming local. regional and corporate histories.
  • Promotion of Malayan air hose as universe category air hose should be done by concentrating on the major events taking topographic point around the universe.
  • Malaysian air hose demands to upgrade nutrient and drink service which has been enduring losingss recently.
  • To conveying in-flight service to higher degrees of client satisfaction.
  • Incorporation and repositioning of Grads. the privilege card for pupils.
  • Increasing client satisfaction and convenience degree by doing the ticket booking hassle free. pre going cheque clip tenseness free and by supplying convenience to people necessitating particular aid ( old and handicapped ) .


  • The catering concern of MAS has been enduring losingss recently. They should better in this country or wholly dispose it off.
  • Recently MAS has acquired one B747-400 and two B777-200 and leased two A-330-200. They should go on to get the latest aircrafts to vie with others in the air power industry.
  • Expansion of air services to newer finishs in Australia. Philippines and indo China should be done.
  • The company’s mission is to emerge as the Prime Minister bearer in the Asiatic part. codification sharing agreements and other regional cooperation enterprises should stay a precedence.

Action program

  • The two A-330-200 delivered late are planned to be utilized for enlargement into Asia.
  • Together with the ministry of conveyance Malaysian air hoses should work in tandem and unafraid extra traffic rights required penetrate new growing markets in Australia. Indochina and Philippines.
  • To develop and strengthen agreements with spouse air hoses to organize codification sharing confederation.
  • High profile international events in the field of art and athleticss should be sponsored jointly with Malaysia Tourism publicity board ( MTPB ) . Particular discounted bundles for the riders should be introduced who want to take part in such events.
  • Introducing new thoughts which gain clients confidence like new version of in-flight proclamation text and other sweetenings for e. g. picture and audio programmes with monthly programme alteration and nickelodeon functionality.
  • The nutrient and drink section should be wholly disposed off or many new thoughts should be introduced like debut of noodle service. light supper. extended drink list and multi culinary art bill of fare.

Contribution of e-Marketing

With bulk of population now online. the cyberspace has become one of the most powerful selling tool available for concern of all sizes. As in the instance of MAS. it 85 % of concern comes from travel agent. 50 % comes though the CRSs therefore it incurs an mean cost of US $ 3. 80 and remainder comes through MAS’s ain web ( KOMMAS ) .

With e-marketing MASs can supply air hose tickects through recognition card over the cyberspace and the client will be offered insurance through dedicated independent Financial advisers.

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Marketing plan for Malaysian airlines Sample. (2017, Jul 20). Retrieved from