Marketing plan for malaysian airlines

 Marketing cover malaysian airlines Essay



Prepared For: Datuk Mohamed Neither Yusof

Made by: Amit Sharma and Prashant Thukur

Record Date: fifteenth Dec the year 2003


1 . Executive Brief summary

2 . Launch

3. Situational analysis

5. Objective

*Short Term ( 1 year)

*Long Term ( a few year)

five. Strategy

six. Tactics

six. Action Plan

almost 8. Controls

being unfaithful. Contribution of eMarketing

1 . 0 Business summary

In Malaysian airlines marketing program, we have highlighted its key areas simply by examining its strength and weaknesses. In accordance to Mister. Datuk Mohamed Nor Yusof " MAS is the national flag carrier". Hence we have tried to determine the possibilities that are their very own in MAS's way to success. In this process we had to look at the threats experienced by them and give appropriate suggestions. We have also reviewed about the airlines short-term and long-term objectives and various improvement plans. Through this report we certainly have discussed regarding the competition experienced by all of them. The internal audit covers the organizational factors (7ps) and SWOT research. For the external examine analysation of STEP evaluation is also carried out. By doing this we have come across different action ideas and techniques to over arrive its some weakness and satisfy the defined goals.

In recent times their have been massive growth in e-marketing, the contribution have been discussed.

2 . 0Introduction

A brief history of Malaysian Airline System Berhad could be traced in May 1947, when a rental service was started from Singapore to Kuala Lumpur. Malayan breathing passages ltd, begun by the ex - British Offshore Airways Organization (BOAC), Water Steamship Company. In 1957, Malaya started to be an independent state and flight was after that restructured in public limited company in 1958, owned or operated by the federation of Malaya and Singapore, Borneo Air passage, BOCA and Qantas. In 1963, the airline was renamed Malaysian Airways limited. After two year Borneo Airways merged with ZEICHEN, by increasing both carrier's fleet and network. In 1967, VACIO was renamed Malaysia -Singapore Airline (MSA). In the same year they expanded their international network to Manila, Perth, Sydney and Taipei.

MAS was incorporated in April the year of 1971 as Malaysia national company after a split in MSA with certified capital of RM 90 million. It took to the heavens on 1st October 1972, with a network comprising of 34 home and six international spots. MAS was installed as a member of Navigate Airlines Association (OAA) in the 13th Presidential assembly of OAA held in Sydney in 1972. It was has been renowned in November 1972 as Malaysian Airways System Berhad.

The trend amongst international air carriers in 1980's and Malaysian government very own inclinations to privatization business lead the partially privatization of MAS in1985. The initial general public issue was obviously a big achievement. In year 1994, the company referred to as Nalrui bought 29 % stake in MAS. To be able to prepare on its own for the future, the company has now created an e-Enterprise Model structure for the company. In 1990, it added new international destination, particularly Hochi Min city, Vienna, Nagoya, Darwin, Brisbane and Adelaide. Additionally, it joined the International Air Transport Affiliation (IATA) as an active affiliate in the same year. In October 30, 1994, through code writing arrangement the following cities arrived online- Belfast, Glasgow, Edinburgh, Leeds and Teeside in the united kingdom.

The company increased its companies to 128 destinations at the conclusion of 95.

3. 0Situation Analysis

In this we have protected MAS internal and external audit. Interior audit include organizational component that are 7ps and SWOT analysis. In external review we have protected STEP analysis and its completion.

3. 1Internal audit


This means the merchandise (or service's) quality, capabilities, features, and the level of assistance the organization has to offer.

*It is south East Asia's largest passenger carrier which lures over 114 destinations around six continents....