S/M/35. An analysis of the external & internal environment of Malaysia Airlines and the impact on its strategies

This paper aims to assess the global full service passenger airlines industry recently faced with a series of harmful events and threats. It also looks at the external and internal environment of Malaysia Airlines using the various strategic management matrices such as CPM, EFE & IFE Matrix, TOWS Matrix and IE Matrix. PEST analysis is also included as well as an analysis of the industry using Porter's 5 forces and Value Chain. Contains strategies used by MAS and recommendations for international airlines to prepare for the future and how they must change in order to stay competitive.