Description
SWOT ANALYSIS OF MALAYSIA AIRLINES
Malaysia Airlines Parent Company Category Sector Tagline/ Slogan USP Penerbangan Malaysia Berhad International Airlines "MH" is Malaysian Hospitality Premium Airline, Upper Middle Class, Middle Class STP Segment Target Group Positioning Passengers Preferring Comfort / reliability Corporates / Upper Middle Class / Middle Class Premium international airlines SWOT 1. Strong Backing of Malaysian Govt 2. It has extensive operations in South Asia, Middle East, Australia and other global destinations 3. One of the most popular airlines across the world 4. Strong brand recall and visibility due to excellent advertising and marketing 5. The company has a strong workforce of over 20,000 employees Strength 6. It covers over 50 international and 35 domestic destinations with a fleet size of over 100 1. Relying Heavily on International Onward Moving Traffic 2. Very Little Domestic Traffic and limited market share growth 1. Increasing Global Presence
Weakness Opportunity
2. More Routes internationally to popular destinations 3. More services and choices to customers at airport facilities 1. Rising Fuel Costs 2. Changing govt policies and regulations of regulatory bodies 2. Increasing Competition in SE Market Competition Singapore Airline Air Indai Competitors Jet Airways
Threats
doc_236281094.docx
SWOT ANALYSIS OF MALAYSIA AIRLINES
Malaysia Airlines Parent Company Category Sector Tagline/ Slogan USP Penerbangan Malaysia Berhad International Airlines "MH" is Malaysian Hospitality Premium Airline, Upper Middle Class, Middle Class STP Segment Target Group Positioning Passengers Preferring Comfort / reliability Corporates / Upper Middle Class / Middle Class Premium international airlines SWOT 1. Strong Backing of Malaysian Govt 2. It has extensive operations in South Asia, Middle East, Australia and other global destinations 3. One of the most popular airlines across the world 4. Strong brand recall and visibility due to excellent advertising and marketing 5. The company has a strong workforce of over 20,000 employees Strength 6. It covers over 50 international and 35 domestic destinations with a fleet size of over 100 1. Relying Heavily on International Onward Moving Traffic 2. Very Little Domestic Traffic and limited market share growth 1. Increasing Global Presence
Weakness Opportunity
2. More Routes internationally to popular destinations 3. More services and choices to customers at airport facilities 1. Rising Fuel Costs 2. Changing govt policies and regulations of regulatory bodies 2. Increasing Competition in SE Market Competition Singapore Airline Air Indai Competitors Jet Airways
Threats
doc_236281094.docx