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Case Question 2:

MAS’s CEO, Izat has established two new strategies that increase MAS’s differentiation advantage. He use the competitive advantage approach which he will execute distinctive edge for meeting their customer. Firstly, he used emphasizing customer service strategy. As we know customer is valuable thing to the organization so we must act in brightly, friendly and helpful to them. This is because to make our customer more interested and satisfied with our services and productivity. Therefore, as MAS’s CEO, Izat must train their employees on how to be a good and effective staff in customer service departure. Thera are 5 key element to be excellent customer service. Firstly, you must know your customer, then meet or exceed your customers expectations, make it easy for them to contact you, respond towards their complaints appropriately and lastly turn one-time buyers into repeat customers. As a result it will increase MAS’s differentiation advantages from others company. Beside, as we know one of the key elements of a successful marketing strategy is the acknowledgement your customer needs. So to more focus on this strategy Izat will identify their customer groups and their needs through market research and finally it will addressing them more successful than his competitors. Therefore, he can create marketing strategy that makes his company strengths and matches them to the needs of the customers that he want to target. For example, if a particular group of customers is looking for quality first and foremost, then Izat as CEO in Malaysia Airlines should planning marketing activity that will draw attention to the high quality company services that he could provide towards his customers. This will keep the increase MAS’s low- cost carrier advantage.
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