E/M/11. Malaysian Airline (MAS) marketing strategy analysis

The increasingly intense local competition, the pressure on "slots", the aviation industry depression since 9.11 and the haunting terrorist attacks etc made the national flag carrier difficultly lurching ahead. Though recovery was seen in 2003, would MAS, a small fish in such a furiously turbulent pond be able to achieve its goals based on present marketing strategies? If not, what strategy should it adopt? What sort of ownership is most favourable for its development? What is most crucial for its success? In this essay, based on the general business environment analysis and its SWOT analysis compared with other competitors, great efforts will be focused on MAS current marketing strategy study and trying to seek more feasible and effective marketing strategies for its future development.