Firefly: Malaysia Airlines and Airline Industry
Firefly is the wholly-owned subsidiary by the Malaysia Airline System Berhad (MAS). Firefly is launched on April 3rd 2007 as well as it is the Malaysia’s first community airline that operated under FlyFirefly Sdn Bhd. the Malaysia’s first community airline also known as a new Malaysian no-frills airline. The name of Firefly is come from the characteristics of agility, brilliance, charm, and fun. Firefly offers a full service point-to-point carrier. The head office of Firefly is located at Sultan Abdul Aziz Shah Airport in Subang, Selangor. The first flight of the Firefly was from Subang Sultan Abdul Aziz Shah Airport to Penang International Airport, on the 2nd April 2007. Besides Airline of Air Asia Berhad, Firefly is another low-cost airliner. It mean that Firefly has the separate management compare with MAS even though it is wholly-owned subsidiary by MAS. Firefly is operated in two hubs that are located at Sultan Abdul Aziz Shah Airport, Subang, Selangor and Penang International Airport. Penang is the second big hub after the Kuala Lumpur. The aim of the Firefly is to bring communities closer by overcoming geographical constraints, link the world to the communities we serve, and contribute to the economy of the communities by bringing trade and tourism. Firefly not only wants to bring together the community in Malaysia but also for travelers to visit both of our neighboring countries and throughout the region. Become the Malaysia’s first community airline, Firefly most emphasis on the safety and comfort it its flying experience. However, Firefly try their best to provide the best service to their customers such as getting their customers to the destination in the shorter time, cost effective and make flying Firefly as a fun.
3.0 Situation analysis Positive or negative of general environment in the airline industry will significant affect the growth of the Firefly Airline. In order to