Malaysia Airlines Marketing Analysis

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Malaysia Airlines, more commonly known as MAS was founded in 1947, as Malayan Airways. Its main hub used for local and international plane tickets is the Kuala Lumpur AIRPORT TERMINAL, the supplementary hub being Kota Kinabalu International Airport. Malaysia Airlines has plane tickets that cover the majority of Asia and flights that go on the Kangaroo Road between Europe and Australia. They also operate transpacific plane tickets from Kuala Lumpur to Los Angeles, via Tokyo. MAS includes two main flight subsidiaries that are MASwings and Firefly. Firefly targets plane tickets to tertiary metropolitan areas whereas MASwings prioritizes inter-Borneo plane tickets. Apart from that, MAS also offers a freighter fleet run by MASKargo, which commands freighter plane tickets as well as aeroplanes cargo-hold for all those Malaysia Airlines' passenger flights. Finally, MASCharter controlled charter flights using MAS' aircrafts.

2. 0 Market Conditions - Micro and Macro

2. 1 Micro Environment

Malaysian Airlines Systems (MAS) has endured financially throughout the past decades due to many factors, exactly like other major full-service carrier airlines company in other countries. Due to occurrences like the September 11th terrorist harm, the conflict in Iraq and Afghanistan as well as the outbreak of several infections notably the Influenza pathogen, the airlines companies across the world had suffered its consequences. To be able to examine Malaysia Airlines' microenvironment, the method used is the Porter's five pushes analysis which involves Threat of New Entrants, Power of the client, Vitality of the Supplier, Substitutes and Competitive Rivalry.

2. 1. 1 Risk of New Entrants

Malaysian Airlines Systems (MAS) is not afflicted by any dangers of new entrants for the international level because the business has been in the industry for a long period of time, making the business more stable and older through the service they offer in the airlines industry. Although the company may well not be threaten right now, there could be possible new entrants to the marketplace which might be created by merging several airlines company as one. These mergers may also offer competitive prices and services with their customers and may possibly dominate the full-service carrier market in Malaysia.

For the neighborhood market, Malaysian Airlines Systems (MAS) had been threatened by the new entries to the market notably Air Asia, and some other entrants such as Tiger Airways and Berjaya Airways. Although these companies concentrate on the low-cost carrier market, they have got made a dramatic effect to Malaysia Airlines' performance and procedures. There could be a possible reason that this style would continue in the future if MAS through its subsidiary company, FireFly cannot be as competitive as the other company.

2. 1. 2 Power of the Customer

The airlines industry is filled with operations that take a flight to many locations from many other locations. In Malaysia, there are other airlines company such as Emirates Airlines and KLM Airlines which offers value for money to customers to take a flight overseas mainly to European countries, which affects the procedures of international flights for Malaysia Airlines. The decision of the customers choosing which airlines they like are more open due to its variety of offerings from these trip operators with the competitive prices. Therefore, one company does not have the energy to monopolize the marketplace because of customer's have capacity to choose and select when they want to fly at the price they are prepared to pay. Based on a research, the energy of the airline flight providers has been decreasing in the past due 1990's with business airfares lowering dramatically up to 50%.

2. 1. 3 Vitality of the Supplier

Aircraft maker, Boeing has been dominating the marketplace of supplying aircraft to airlines companies across the world, alongside Airbus and other smaller companies. MAS has been buying planes from Boeing because the start of its procedures and because of this; supplier has the capacity to control the marketplace anticipated to limited options for the flight operators to choose from. Most of Malaysia Airlines pilots and staff have been trained to use the Boeing systems because the most planes held by Malaysia Airlines are from Boeing. Just lately, Malaysia Airlines experienced purchased a few current aircrafts from Airbus, notably the Airbus A380 Jumbo, for his or her upgrades to their airplane line-up. Boeing and Airbus has the ability towards their customers because they are monopolizing the marketplace for a long time and they produce high quality aircrafts and the safety precautions they provide are excellent.

2. 1. 4 Substitutes

For an extended distance travelling, substitutes aren't possible as there are no other form of vehicles that can compete with what flight companies may offer which is comfort, the ease of travel, the swiftness of visiting and also affordability when compared with other source of going such as by car, coach, busses or by sea. Traveling through air is also more environmentally friendly, in a position to save a lot of travelling time and can be considered affordable in the current time.

2. 1. 5 Competitive Rivalry

MAS has been rivalling with other big rival in the Asian flight market; one of the firms is the neighbouring airlines company, Singapore Airlines and Thai Airways. Singapore Airlines has been offering attractive special offers and discounts with their customers and these have damaged Malaysia Airlines operations and success in the full-service carrier market. The only path for these businesses to endure is through merging with other airlines company.

2. 1. 6 Prospects

Malaysia Airlines has been collaborating with a great many other airlines operators to share international routes mainly with Australia's Qantas Airways, where Malaysia Airlines can soar to more routes offering them with more revenue. Malaysia Airlines also needs to screen their performance for the unprofitable routes and lower them off from their offerings in order that they could avoid huge losses in the foreseeable future.

2. 2 Macro Environment

The meaning of Macro Environment is the major external and uncontrollable factors that affect an organization's decision making, and impact its performance and strategies. To evaluate the macro or external environmental factors, Infestation analysis can be used to provide information on the factors that relates to MAS.

2. 2. 1 Political Factors

It is vital to consider politics factors to the airlines industry in Malaysia due to its important nature in order to determine the future expansion of the company. Malaysia has been viewed as a peaceful and harmonious country to others, and has become about the most and famous destinations for tourist all over the world because the country is politically stable. Malaysia also has many attractive travel areas for people to check out which is considered safe to visit anywhere throughout these destinations. The federal government of Malaysia has been promoting and preserving its tourism belongings and also implements plans and legislation to safeguard the traders, customer and the general public, so that everyone feels relaxed when they are in Malaysia.

2. 2. 2 Economic Factors

In the past decade, global financial meltdown has happened notably in time 1998, 2003 and time 2008. This event has damaged the performance of the airlines industry internationally & most airlines companies got suffered a huge loss and individual bankruptcy. Malaysia Airlines is one of Airlines Company that received afflicted the most in this area. Malaysia has been categorised as a producing country, therefore, from days gone by global financial crisis, the purchasing vitality of individuals has gone down drastically and folks rather conserve more for important needs somewhat than getting on a trip for trip or business trip. Although Malaysia Airlines has been pressured by many other rivals in the airlines industry, they have tried to defeat it by starting their initiative plan such as, Everyday Low Fares promotion in which they feature attractive savings to any journey which has a great deal of unsold seats to attract more customers to travel with them. People prefer to fly with low-costs companies when the global financial crisis occurs.

2. 2. 3 Friendly Factors

Social factors are elements which contain demographic and ethnical concerns that affect the size of potential market and the needs of its customers. These factors includes beliefs, value, attitude, ideas and lifestyles of the person which might affect the business's external environment such as social, ecological, demographic, religious, cultural and educational. Federal has already put in place some ways to improve the travel and leisure and airlines industry by undertaking campaigns by investing in maintaining the attractiveness of the tourists' hotspots and excellent hospitality towards tourism industry. People still favor to travel by air due to its convenience. The change in the lifestyle of folks in Malaysia will most likely help raise the travel and leisure and airlines industry in line with the increase in gross national income per capital (GDP), to point that more people can afford to visit by air.

2. 2. 4 Technological Factors

Malaysia Airlines provides online services for his or her customers to book tickets online, plus they provide other deals such as hotel bookings, lease of car, travel cover and other commodities. In the recent years, Malaysia Airlines has improved its online system in which they put into practice the Passenger Services System (PSS). This technique ensures the smoothness of orders made online, snappier service delivery and also devotion programmes, specifically the Enrich loyalty programme. Malaysia Airlines has also been providing excellent in-plane entertainment systems such as digitalized entertainment screen for selected seating that consists of films, music on demand, game titles and interactive applications.

3. 0 Marketing Targeting

3. 1 Segmentation

Market Targeting is a marketing concept that helps marketers to diverge the marketplace into small items that include people of the same mind. Market segmentation can be divided into several areas such as geographic, psychographic and demographic segments.

According to demographic research, the average time of Malaysia Airlines people is 14. 6 years and typically amounts from 25 years and above. Most individuals of Malaysia Airlines earn high income that permits them to use their services anytime and it is also seen that the majority of their individuals are business people that travels on a regular basis.

Geographic segmentation The Kangaroo Route that Qantas Airways provides connects flights from Europe to major Australian and New Zealand gateways via Kuala Lumpur International Airport within 5 time.

3. 2 Evaluating Market Segments

3. 2. 1 Section Size and Growth

Demand for flights from Asia as well as THE UNITED STATES and European countries has increased at a higher rate since 2002, which considerably outpaced supply growth. Intra-Asian demand has increased by 40% in the same time span. The predicted Asian economic restoration ensures that MAS has an opportunity to profit from this excess demand. According with their Business Plan, MAS expects ASEAN passenger demand to increase by the year 2020.

3. 2. 2 Company Targets and Resources

To properly implement their Restoration Plan, MAS intends to further develop their branded customer experience. MAS projects to place their customers as top priority and you will be making investments in a number of tools as well as operations that may mobilize the organization and enable these to execute their perspective. Also, they will experience an overhaul that will allow them to excel on three major sizes which can be commercial effectiveness, journey procedures and cost management. They intend to continually improve in areas such as earnings management, direct sales, and intend on the consumption of social networking to assist in marketing. MAS also programs to make their service to a far more performance-based culture. Also, they are going to employ more suitable people for the older command of MAS and shall not wait to make key decisions to put that target into action. By reducing and creating a more limited plank of leaders, decisions will stop wasting time and they will once again turn into a competitive and being successful organisation, according to their Business Plan.

As MAS is to obtain 23 new aircrafts in 2012 with state-of-the-art passenger features, this will generate more sales and marketing functions focusing on the high quality sector. Also, in the first 1 / 2 of 2012, MAS launched their new short-haul brand which is flying an entirely new Boeing 737-800 fleet.

3. 2. 3 Selecting a Market Segment

Based on their home based business plan, Malaysia Airlines designs to target the high grade sector, similar to the strategy of Cathay. MAS gets the vision to be the 'preferred superior carrier' that may lead to competition between them and competition Cathay and SIA. Their focus on the prime sector is influenced by the expansion in demand in the last decade for local as well as international flights where demand greatly outstrips supply. MAS is adding emphasis on a top quality customer experience and their new superior carrier will focus on international flight vacation spots with high traffic rates which in turn will generate revenue at a quicker speed than before, matching with their Business Turnaround Plan.

3. 2. 4 Deciding on a Market-Coverage Strategy

While Malaysia proves to be always a fairly small country in comparison to other Parts of asia, MAS programs to harness Malaysia's geo-economic centricity in ASEAN which emphasises on their natural cost-competitiveness. Consistent with concentrating on the superior sector, Malaysia Airlines' network designs to include areas where their top quality travelers have a higher demand and also increase their network to protect the world's major economical hubs and parts. MAS plans to concentrate on the average person customer needs of local premium travelers. This is brought about by the launch of the new short-haul brand that will set expectations that emphasise on functional excellence, premium service and cost efficiency. Their new plan to concentrate on the top quality sector is highly publicized with several television ads, news alerts and general population service announcements which are easily accessible online, increasing the coverage of aforementioned advertising methods.

3. 3 Choosing & utilizing a setting strategy

MAS ensures maintenance staff, trip operation personnel, and ground team are world class trained on the technical skills, cabin team are highly trained and focused on excellent service. Based on MAS restoration plan in 2012 they'll buy 23 new aircrafts and slowly and gradually eliminate A330-200 and B747-400 aircrafts over the next 3 years. By 2015 they have the youngest fleet in your community, where their aircrafts would be outfitted with the best hardware. MAS will redo their approach of their branding, circulation and customer loyalty. They'll also bring back their commercial approach towards their customers.

3. 3. 1 Product differentiation

  • Service

MAS give attention to service quality which includes earned the business the status of a top-tier global brand. In 2004 Skytrax honored MAS 'Five Star'. This reputation has triumphed in them the 'Best cabin team' for four consecutive years. MAS staff are trained in their complex skills, their cabin crew is highly trained and committed to excellent service and professionalism.

  • Personnel

MAS makes sure maintenance staff, airline flight operation staff and ground team are top notch in their specialized skills. Cabin staff are experienced and focused on excellent service.

  • Location

MAS estimated that 60% of their routes aren't profitable on a fully cost allocated basis. To help with their recovery, they are lowering the capability on routes that have generated losses over the years.

  • Physical attributes

MAS will be buying 23 new aircrafts in 2012, and slowly and gradually get trip of the A330=200 and B747-400 aircrafts over the next three years. By 2015 they will have the youngest fleet of aircrafts which will be full equipped with the best hardware.

4. 0 Marketing Mix

4. 1 Product

In the 4P's of Marketing Blend, the term "product" identifies tangible, physical as well as the service provided. It characterised the direct product or service to fulfil the customer's needs. Malaysia Airlines has been providing up to date products and service. Among it is the e-Ticketing service. E-Ticket service is an online service that provides electronic tickets. With the purchase of e-Tickets, customers do not need to have to go to physical outlets to get their tickets but they can make their buys online and print the seat tickets as proof of purchase. It is more convenient to the customers and the airlines company also able to save controlling and administrative costs. Customers only need to bring a backup of the printed tickets that point out details such as reserving reference and purchase details. To purchase the e-Ticket, customers need a valid credit card and other approved payment methods.

Malaysia Airlines also provides easy payment to their customers. Presently, Malaysia Airlines accepts many different types of payment methods such as mastercard (Visa/MasterCard/American Exhibit), Local banks online bank (Maybank2U, CIMB Clicks) and also PayPal.

Malaysia Airlines Engineering and Maintenance is one of Malaysia Airlines' subsidiaries which are well known due to its top notch service. The benchmarks of service that they offer is on par with the work carried out abroad such as top Western companies in the same type of service and also have been in conformity with EASA as recognition for its competency and quality standard.

4. 2 Place

Malaysia Airlines fly to more than one hundred vacation spot across six continents plus they would grow their routes to new attractive destination in the future. They take flight domestically and also to international countries in THE UNITED STATES, South America, Europe, Central Asia, Midsection East, Australia, New Zealand etc. Malaysia Airlines has been recognised as Asia's Leading Airlines that offers intensive network to more than 100 locations worldwide. Lately, Malaysia Airlines offers new vacation spots such as soaring to Narita, Japan and cut off its unprofitable routes including those to Dubai, Johannesburg, Buenos Aires and Cape Town.

4. 3 Pricing

Malaysia Airlines happens to be implementing a new 'micro-segmentised' fare system for its' local network which protects 23 routes. This is in line with the 'Traveling to Gain Customers' facet of the MAS Business Turnaround Plan. Aside from price flexibility, every fare portion has its own set of conditions regarding aspects like ticketing deadlines and refunds. The revised fares allow travelers the choice to combine different one-way fare plane tickets to plan a personalized travel experience. Using the new fare system, customers can enjoy cheaper air fare rates. According to the managing director of MAS, Mr Idris Jala, MAS customers it's still in a position to enjoy a few of the lowest air travel rates internationally even although full fares for overall economy and business course have been brought up to typically 15% and 30% respectively. Research demonstrates Malaysia is behind Thailand in terms of the average fee of home fares. When inflation brought on living cost and in turn fuel costs to hike, Malaysia Airlines took into consideration that their customers would want less expensive air fares. They applied cost lowering strategies that positively damaged their air fares in addition to the overall Business Turnaround Plan. MAS packages to remain focused on the government's arrange for national integration initiatives which are currently offering trans-Malaysian fares that start from lower rates than before 21st August 2006. In addition they intend to continue offering special discounts to older persons, members of parliament and the like. Aside from these special discounts, MAS has ceased to offer its previously discounted price fares. During the execution of the new 'micro-segmented' fare system which is currently in action, Malaysia Airlines will still deem all transactions carried out with the previous fares valid. To make sure transparency of said transactions, all fares sold work immediately which is shown on the seat tickets of the customers which tallies with the recent lower over to nett fares shown on tickets.

4. 4 Promotion

MAS has power which is derived from its global acclaim as a 5-celebrity airline with a highly acclaimed brand backed by service orientated workers. MAS strives never to only provide comfortable long distance service, but luxurious service. Their knowledge in providing immaculate service from every aspect has already established MAS named "World's Best" for 3 consecutive years. Lately, travelers have bestowed upon Malaysia Airlines the "5-Star WorldAirline Ranking" in the 2006 Skytrax Passenger Survey. Involvement in the MATTA-MITM Rational 2006 was part of their Business Turnaround Intend to increase revenue via their existing routes plus deliver the their brand experience to customers and business affiliates. Eventually, MAS has increased its capacity to focus on the increasing quantity of web-surfers, Mastercard and Visa credit card users. The users is now able to pay for their seat tickets by contacting and scheduling via the decision center for plane tickets departing from Malaysia. Customers who choose for this method of payment also benefit from the extra convenience this is the ability to acquire their tickets anytime before their determined departure particular date from any Malaysia Airlines solution office in Malaysia or online. MAS has also added the capability to check-in and print out your boarding forward via the internet.

5. 0 Conclusion

In finish, Malaysia Airlines has identified the factors that are hindering their expansion as a corporation such as cost-effective factors affecting energy charges which in turn lead to a fare price hike. To rectify this and reduce losses, they may have devised a new business plan which is targeted on the premium sector that is currently

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