Strategy Used by Malaysian Airline

1. Introduction

The organization which we have been selected to complete our assignment is Malaysia Airlines System Berhad . Malaysia Airlines began in 1947 as Malaysia Airways and develop as publicly called Malaysia Airlines System in 1963. Malaysia Airlines System Berhad or MAS is the government-owned flag carrier of Malaysia. MAS non-aeronautical revenue sources include maintenance, repair and overhaul and aircraft handing. Besides that, the old MAS headquarters built in downtown Kuala Lumpur which has been sold and the new corporate headquarters is now at Sultan Abdul Aziz Shah Airport in Subang.

The objective for MAS is to produce a strategic, timely creative campaign targeting TIME's readership of international travelers for Malaysia Airlines. With the corporate mission is to provide air travel and transport service that rank among the best in terms of safety, comfort and punctuality to passengers. Next, MAS also hope for be an airline uniquely renowned for its personal touch, warmth and efficiency for the future which is the vision for the organization.

To fulfill the organization's objective, vision and mission, MAS had decided many strategies such as the campaign "every day low fares" which has been strongly opposed by Asia's largest low-cost carrier.

Until today, MAS become the proud national airline of Malaysia that flies to over 100 destinations across the global and domestic destinations. Since 1963, the organization has built up a strong brand name in the aviation industry for service and safety. So that MAS successfully won with numerous awards from international bodies such awarded a 5-star rating by Skytrax beside Asiana Airlines, Cethay pacific, Qata Airways and Singapore Airlines.

2. Content

Sun Zi's Art of War was written by Sun Zi who was an ancient Chinese military general, strategist and philosopher who is traditionally believe. Sun Zi was born in the late spring and autumn period of china and named as Sun Wu. He was an active as a general and strategist and served to the king of Wu in the late sixth century BC.

Sun Zi's Art of War is the oldest known military classic in Chinese literature. It is also the most revered and well-known Chinese military text outside of China. Most historians believe that the book existed and was probably written in 400-320 B. C., about 100 years after the birth of Confucius and Lao Tzu, two well-known Chinese philosophers. Thus the book is over 2,410 years old today.

A close study and examination of Sun ZiBingfa will reveal that Sun Zi was never a people that promote the necessary of war. From his opening chapter and in many parts of his other chapters, Sun Zi recognized the high costs of going to war because it will burden the people and country. It should be avoid in any cost

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