Malaysia 4a226e

BY GROUP 5

COMPANY PROFILE Parent Company - Khazanah Nasional Berhad, Malaysia Aviation Group Tagline/ Slogan - "MH" is Malaysian Hospitality

Segment - engers Preferring Comfort / reliability Target Group - Corporates / Upper Middle Class / Middle Class Positioning - Malaysia Airlines is the national carrier of Malaysia, offering the best way to fly to, from and around Malaysia

OBJECTIVE

• Highest level of safety • Satisfy legal requirements • Operations are conducted in the most efficient manner • Drive structural cost management

• Ability to map efficiency in each area of operations • Position as benchmark in the aviation industry

MISSION STATEMENT • To champion the meaning of fly code (Malaysian Hospitality, MH) and provide air travel and transport service that rank among the best in of safety, comfort and punctuality. • To generate sustainable value for its stakeholders and offer the highest quality of care and services to its customers. • To continuously explore innovative ways of doing business and stay relevance to its core and inspiring motto; "Go Beyond Expectation". •

To provide a growth-oriented workplace that recognizes the interests, rights and ideas of its employees as well providing a corporate environment that encourages high integrity and ethical standards; and ensures compliance with all regulations and laws.

STRENGTH AND WEAKNESS STRENGTHS 1. Strong Backing of Malaysian govt makes Malaysia Airlines a strong brand 2. Malaysia Airlines 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 of Malaysia Airlines due to excellent advertising and marketing 5.The company has a strong workforce of over 14,000 employees 6. Malaysia Airlines covers over 50 international and 35 domestic destinations with a fleet size of over 100 7. Excellent customer service and in-flight entertainment services offered by the airline

WEAKNESS 1. Limited domestic traffic of the airline 2. Malaysia Airlines has intense competition which means limited market share

COMPARISON • Cabin Crew Service • Catering

• In-flight amenities • In-flight Entertainment • Safety Procedures

• Seats

FUTURE PLANS • Leveraging alliance and strategic partnerships • Malaysian flavour to customer-centric products

• Performance and product improvements • Consolidation at KLIA Main Terminal Building • Fleet optimisation • Cost savings • Enhancing corporate governance • Investing in a talent pipeline