Marketing plan for malaysian airlines

HIGHER NATIONAL DIPLOMA IN COMPUTING AND BUSINESS APPLICATION

MARKETING picture FOR MALAYSIAN AIRLINE SYSTEM BERHAD

Prepared For : Datuk Mohamed Nor Yusof

Prepared By : Amit Sharma and Prashant Thukur

Report Date : fifteenth Dec 2003

CONTENTS

1.Executive Summary

2.Introduction

3.Situational analysis

4.Objective

*Short condition ( 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 down highlighted its light upon areas by examining its strength and weaknesses. According to Mr. Datuk Mohamed Nor Yusof MAS is the national flag newsboy. Hence we have tried to identify the opportunities that are their in MASs way to success. In this process we had to look at the threats set somewhat by them and give appropriate suggestions. We have also discussed about the airlines short term and long term objectives and various onward motion plans. In this report we have discussed about the competition set about by them. The internal audit c all overs the organizational factors (7ps) and SWOT analysis. For the away 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 quantify their have been massive growth in e-marketing , its contribution has been discussed.

2.0Introduction

The chronicle of Malaysian Airline System Berhad can be traced patronage in May 1947, when a charter service was started from capital of Singapore to Kuala Lumpur. Malayan airways ltd, was founded by the former British Overseas Airways crapper (BOAC), Ocean Steamship Co. In 1957, Malaya became an independent county and airline was indeed restructured into public limited company in 1958, owned by the federation of Malaya and Singapore, Borneo Airways, BOCA and Qantas. In 1963, the airline was renamed Malaysian Airways ltd. After two...

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