First of all, our praise and grateful is due to Allah SWT, The Almighty, and The Benevolent for His blessing and guidance in giving and granting us the inspiration to embark on this assignment and instilling in all of us the strength to see that this report becomes presentable.
Our deep gratitude and thanks goes to our parents for giving us the moral and financial support to pursue our study. Nobody can repay them accept Allah SWT and forever we will be indebted to them for their great sacrifice.
We would also like to express our gratitude to our respected lecturer, Puan Shaherah binti Abdul Malik who untiringly has helped us in a multitude of ways in brainstorming, planning, and explaining the method of doing the Mega project. We would probably face a lot of obstacles without the guideline given while completing the task.
We would like to thank our friends and classmates for sharing their ideas and knowledge with us and not to be forgotten. It certainly helped us in completing our task. We hope that this report would help others and also us in understanding about the company of Malaysian Airlines System Berhad (MAS).
Last but not least, we would also like to extend our deepest appreciation to the management of Tun Dr. Ismail library of Universiti Teknologi Mara (UiTM) Johor for providing us with the facilities vital in the completion of this Mega project.
EXECUTIVE SUMMARY LETTER
The global airline industry is in a state of turmoil and it is increasingly clear that the survivor and most certainly the winner will have to make radical changes to adapt to the new environment. Malaysia Airlines has been able to reduce its full year 2012 financial loss to RM430.74 million from a loss of RM2.52 billion in the previous year. This announcement came at the same time as some of regional competitors reported strong profits. A real business turnaround is an imperative for MAS.
The management team, and staff, however, believes strongly in ability to transform the business and, indeed, to go beyond expectations. MAS have done much to improve its performance over the last 5 years and indeed last year. MAS have much to be proud of, and this work will form the foundation of our success. With hard work, radical changes and some tough decisions, MAS can certainly be a survivor and a winner. The management team has dedicated itself to the development of a plan that builds off the actions to begin the turnaround. This turnaround plan will not only reverse the loss and return MAS to profitability, but also transform the company into a strong and vibrant institution one that is capable of withstanding external included shocks and aggressively tackling new opportunities.
In this report, certain parts have been as briefly about Malaysian Airlines Systems (MAS). The main part discussed are the short history about the firm (MAS), the SWOT analysis to identify specific competences. In short history, background of the company, vision, mission and future managing service quality is discussed. It is the mission of Malaysia Airlines System Berhad, as a corporation, to provide a transport service that ranks among the best in terms of safety, comfort and punctuality, distinguished and loved for its personal touch and warmth. MAS aim to set new world standards continually with our enhanced in-flight services, reliable ground support and excellent infrastructure and to respond to consumer demand for worldwide coverage. While, in SWOT analysis we have included the strength, weaknesses, opportunities, and the threats of MAS. Two tables of strategic audit have been also added to explain the internal factors evaluation (IFE) and the external factors evaluation (EFE). Besides that, we also discussed about the strategies analysis that develop a SWOT Matrix, SPACE Matrix, BCG Matrix, IE Matrix and QSPM, then we choose the best strategy to be...
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