Marketing plan for malaysian airlines

Essay by prashant_31may December 2003

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HIGHER NATIONAL DIPLOMA IN COMPUTING AND BUSINESS APPLICATION

MARKETING PLAN FOR MALAYSIAN AIRLINE SYSTEM BERHAD

Prepared For : Datuk Mohamed Nor Yusof

Prepared By : Amit Sharma and Prashant Thukur

Report Date : 15th Dec 2003

CONTENTS

1.Executive Summary

2.Introduction

3.Situational analysis

4.Objective

*Short Term ( 1 year)

*Long Term ( 3 year)

5.Strategy

6.Tactics

7.Action Plan

8.Controls

9.Contribution of eMarketing

1.0 Executive summary

In Malaysian airlines marketing plan, we have highlighted its key areas by examining its strength and weaknesses. According to Mr. Datuk Mohamed Nor Yusof "MAS is the national flag carrier". Hence we have tried to identify the opportunities that are their in MAS's way to success. In this process we had to look at the threats faced by them and give appropriate suggestions. We have also discussed about the airlines short term and long term objectives and various improvement plans.

In this report we have discussed about the competition faced by them. The internal audit covers the organizational factors (7ps) and SWOT analysis. For the external audit analysation of STEP analysis is also done. By doing this we have come across various action plans and tactics to over come its weakness and meet the defined objectives.

In recent times their have been massive growth in e-marketing , its contribution has been discussed.

2.0Introduction

The history of Malaysian Airline System Berhad can be traced back in May 1947, when a charter service was started from Singapore to Kuala Lumpur. Malayan airways ltd, was founded by the former British Overseas Airways Corporation (BOAC), Ocean Steamship Co. In 1957, Malaya became an independent county and airline was then restructured into public limited company in 1958, owned by the federation of Malaya and Singapore, Borneo Airways, BOCA and Qantas. In...