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Swot Analysis for Mas

Autor:   •  March 24, 2012  •  Case Study  •  1,426 Words (6 Pages)  •  3,678 Views

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Title: SWOT Analysis for MAS

Malaysia Airlines (MAS) is the flag carrier of Malaysia. The airline starting the operatingearly in 1937 but only after 10 years they can really started the operating of airline. Their headquarters was located at Sultan Abdul Aziz Shah Airport in Subang.

1.0 Strengths

A) Government Support

MAS as a national flag carrier have a very important role to Malaysian reputation. Thefailure of MAS gives bad perception towards the Malaysian government. Hence, the governmentis giving attention and support to MAS as one of the Government Linked Companies (GLCs).Thus, MAS has the advantage of government support in order to protect it from financial distressor any other difficulties.

B) Powerful StrategyIn recent years, Malaysia Airlines has transformed itself into one of the world's mostrespected airlines. In 2006, the Business Turnaround Plan (BTP 1) was introduced to regain itsprofitability in 2007 and onwards, as a strategy to bring itself out of the financial crisis it hadfaced 2 years ago while maintaining the highest quality of products and services for its customers.In February 2008, Malaysia Airlines announced its Business Transformation Plan 2 (BTP 2) as abusiness plan that outlines the strategies that Malaysia Airlines will pursue in conquering theindustry-wide challenges and transforming itself over the next five years to emerge as the World'Five Star Value Carrier and as a leading player in the global aviation industry.

C) Strong Brand Name

The national carrier is one of only 6 airlines worldwide to be accredited a 5-Star Airlinestatus by Skytrax for 4 years in a row from 2006 to 2009. Its highly commendable cabin crewhas won World's Best Cabin Crew award in 2009, and holds the record as the only cabin crew inany airline to have won this recognition 6 times since the award was introduced in 2001. InMalaysia itself, Malaysia Airline has been awarded Malaysia Top 30 Most Valuable Brands in2008. Malaysia Airlines is also accredited by the International Air Transport Association withIOSA (IATA Operational Safety Audit) for its operational safety practices.

D) Good Customer Service Capabilities

Malaysia Airlines has always placed top priority on providing service excellence andwarmth. It continues to be an award winning airline and holds a lengthy record of quality serviceand best practices excellence. Malaysia Airlines launched Malaysian Hospitality, at which theairline put a strong command on its employees to treat customers as guests in one's home.

E) Network Improvement

Malaysia Airline believes that their hub-and-spoke strategy is a way to maintain theprofitability. In 2008, Malaysia Airline has signed a code share agreement


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