Malaysian Airlines
Table of content
Executive summary 2
Introduction
Purpose 3 Scope 3 Method 3 Assumption and limitation 3 Background 3
Product 5
Price 8
Promotion 10
Place 12
Conclusion 13
Reference 14
Executive Summary
The purpose of this report is to present the business operating in the tourism sector and how the company segments its products and services in the market. Malaysia Airlines System (MAS) is a well-known aircraft carrier company that delivers their services to all passengers around the world to ideal destinations.
MAS use marketing mix such as Product, Price, Promotion and Place to broaden, advertise, and promote their offers to the market. They have built a strong brand name internationally, indicated by the three levels of product such as core product, actual product, and augmented product.
The Five Star Value Carrier is being established in February 2008 to ensure passengers are happy with the excellent service, quality, in-flight service, comfort and reasonable fare of MAS. E-Booking, E-Ticketing, E-Brochures and E-Check-in is available for the purpose of convenient. Enrich Club is also being run as a loyalty program for frequent flyer. Privileges will be offered to Enrich members and flyers are allow to accumulate they travel miles as points to accrued benefits.
MAS will place emphasis on delivering value for money, offering highly competitively priced tickets in all classes. The program Everyday Low Fares (ELF) is being launched by MAS to attract the attention of people. People would like to know more about travelling with MAS when “Everyday Low Fares” program is being advertised.
Malaysia Association of Tour and Travel Agents Fair (MATTA) played an important role for MAS. Visitors will gain awareness with the appearance of MAS in MATTA Fair because all kinds of sales and promotions can be found in the fair. This fair will be
Executive summary 2
Introduction
Purpose 3 Scope 3 Method 3 Assumption and limitation 3 Background 3
Product 5
Price 8
Promotion 10
Place 12
Conclusion 13
Reference 14
Executive Summary
The purpose of this report is to present the business operating in the tourism sector and how the company segments its products and services in the market. Malaysia Airlines System (MAS) is a well-known aircraft carrier company that delivers their services to all passengers around the world to ideal destinations.
MAS use marketing mix such as Product, Price, Promotion and Place to broaden, advertise, and promote their offers to the market. They have built a strong brand name internationally, indicated by the three levels of product such as core product, actual product, and augmented product.
The Five Star Value Carrier is being established in February 2008 to ensure passengers are happy with the excellent service, quality, in-flight service, comfort and reasonable fare of MAS. E-Booking, E-Ticketing, E-Brochures and E-Check-in is available for the purpose of convenient. Enrich Club is also being run as a loyalty program for frequent flyer. Privileges will be offered to Enrich members and flyers are allow to accumulate they travel miles as points to accrued benefits.
MAS will place emphasis on delivering value for money, offering highly competitively priced tickets in all classes. The program Everyday Low Fares (ELF) is being launched by MAS to attract the attention of people. People would like to know more about travelling with MAS when “Everyday Low Fares” program is being advertised.
Malaysia Association of Tour and Travel Agents Fair (MATTA) played an important role for MAS. Visitors will gain awareness with the appearance of MAS in MATTA Fair because all kinds of sales and promotions can be found in the fair. This fair will be