P/M/641. Report on Malaysia Airlines

The paper reports on the position of Malaysia Airlines (MAS) describing their background and conducting SWOT and marketing mix (7P’s) analysis. Internal and external audit of the company is performed; their objectives, strategies and tactics are outlined; an action plan of approaching the target market is offered; the ways of controlling MAS performance are discussed; the advantages of selling tickets online are reviewed.

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.

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.