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ORGANIZING - MALAYSIA AIRLINE BERHAD (INTRODUCTION (History (Malayan…
ORGANIZING -
MALAYSIA AIRLINE BERHAD
INTRODUCTION
Member of Oneworld Airlines Alliance
History
Malayan Airways Limited (1947)
Malaysian Airways Limited (1963)
Malaysia Singapore Airline (1966)
Malaysia Airline System (1972)
Achievements
The World's 5-Star Airline
Asia's Leading Airline
Develop skilled employes
Cabin crew
Engineers
Pilots
ANALYSIS
Nationalization
Business Turnaround Plan (GLC)
Route rationalising
Rescheduled
Project Omega and Project Alpha
New aircraft purchases
Financial struggle (1997 - 2005)
Third unprofitability
aircraft losses
rising fuel costs
Mismanagement
Renationalisation
restructuring
Reduced workforce
New CEO
rebranding
Brand overhaul
SUGGESTION
monitor trends
use new trends
use high-impact marketing
some promotions
Financial
Keep Financial Score
motivate staff
Cultivate strong coworker relationships
Conclusion
One of the well-known airline alliance
Provide the best customer service
Factory of skilled employees
Best connectivity with seamless journey
Struggle paid off
Won numerous award
Weakness
Offering
Expensive
Persennol
Lack of strategies