ENGLISH 2 - ENG2

MEMBERS: YAP KIM YUAN SCSJ-0019689

WONG WEI HAO SCSJ-0022082
DIINA DAYAPARAN SCSJ-0022081

Lecturer : Ms Nithya
INTRODUCTION
OF
MALAYSIA AIRLINES
MALAYSIA AIRLINE (MAS AIR)

• STATUS/IMAGE
 Airline own by Malaysia Government
 Malaysia representative BRAND
 International Flight
 Retained Profit 1 Billion

• Biggest crisis
 MH-370
 DEBT 11.7 Billion
 Technically Bankrupt
PESTEL ANALYSIS
OF
MALAYSIA AIRLINES
 • ASEAN open sky agreement, in December 2008.
Political • Airport taxes.
Legal

• The rapid growth of Asia fuels the growth of the

air travel in Asia.
Economy

• More people were willing to compromise on food

and other services in exchange for lower prices.
Social • An opportunity for LCC increase their revenues.
 • Online purchasing ticket
• Web check-in
Technology

• Malaysia, top 7th country with the highest

rainfall average.
• Raining usually start in between October to
Environment March
SWOT ANALYSIS
OF
MALAYSIA AIRLINES
 • Well established brand
• Preferred airline of Malaysians
• Owned partially by the government
Strength • 5 star airline

• Weak financial standing since the past

decade
Weakness
• Aviation tragedy involving mh370 & mh17
 • New venture into long-haul low cost carrier
sectors
• Expand firefly’s routes to other parts of Asia
Opportunity • Upgrade existing fleet to more efficient
aircraft

• Expanding number of low cost carriers

• Aviation tragedies
• Fluctuating price of jet fuel
Threats • Fluctuating exchange rate
POSTER’S 5 FOCES
OF
MALAYSIA AIRLINES
Threats of New Entrance

• RAYANI AIR
First Islamic-Compliant Airline(2015)

• Reason?
70% of the population is Muslim
Compatible to their religion
Rivalry Among Existing Firm

• AirAsia
LOW TICKET FARE (promotion)
Larger market of middle income citizens

• MAS Airline
Luxury services/seats

• Rise of Fuel Prices (2008)

THREATS OF SUBSTITUTIONS

• Airline/Air Transportation Industry

• Shorten down travelling time
• LUXURY!

• Ground/Sea Transport Company

More Safe(Emergency)
Cost lower
Bargaining Powers of Buyers

• Buyers/ Customers/ Client

• No Cost of Switching Services
Online Booking!

• MH-370 Accident
Image Affected
Loses Customer Loyalty
Bargaining Power of Supplier

• Strongest force of the Business

• Fuel Supplier
Prices change on FUEL!

• Employee
Trained/Professional Staff
Maintain 5-Star Standard