Malaysia Airlines Corporate Policy and Strategy

Powerful Essays
Executive Summary
This assignment requires a writer to write a report of any organisation which is involved in transportation and communication industry. The aim and purpose of this report is to examine the strategic management process to one of the industries. The strategic management process will be more emphasise in this report where its importance in the organisation play an important factor in order for the organisation to grow and expand. Malaysia Airlines (MAS) have been chosen as an organisation for this report. Malaysia Airlines is a commercial air travel organisation where they provide transportation service throughout the world, specifically 850 destinations in 150 countries. The organisation company profile will explain more about the history of the organisation itself which are the founder of the organisation, the year it start its services, location, service range, revenue and turnover report. After that, a strategic analysis of the Malaysia Airlines will be explained more which includes general environment, internal environment and competitive environment. In general environment, the weakness of the organisation needs to analyse before the problems and weaknesses itself will take toll towards the organisation. The tool which is going to be used to overcome the weaknesses are pest analysis and swot analysis which consecutively serve its purposes to analyse internal and external factors. In internal environment, a situation that can impact Malaysia Airlines business will be evaluated. It is divided into two categories, value chain analysis and resource based view. Value chain analysis will be used to add value to the organisation itself while resource based view will be use to explain how the resources of the organisation can be use to become an advantage, competitively. After done doing that, strategic formulation is needed for Malaysia Airlines. A proper plan and strategy are needed to achieve the organisation main objectives. Business level



References: Ansoff, I. (1965), corporate Strategy, McGraw-Hill, New York. Annual Report 2011 Barney, J.B., (1986a), Strategic Factor Markets: Expectations, Luck and Business Strategy. Management Science; 32, (10), pp. 1231–1241. Barney, J.B., (1986b), Organizational Culture: Can It be a Source of Sustained Competitive Advantage? Academy of Management Review; 11, (3), pp. 656–665. Barney, J.B., (2001), Is the Resource-Based Theory a Useful Perspective for Strategic Management Research? Yes. Academy of Management Review; 26, (1), pp. 41–56. Bryjolfsson, E., Renshaw, A.A., Alstyne, M.V., (1997), The Matrix of Change, Sloan Management Review Cadbury, A., (1992), Report of the committee on the Financial Aspects of Corporate Governance, Gee, London Chandler, A.D. (1962), Strategy and Structure Chapters in the History of the American Industrial Enterprise, MIT Press, Cambrige. Douglas, S. & Wind, Y. (1987),The myth of globalization, Columbia Journal of World business. Grant, Robert M. (2007) "Contemporary Strategy Analysis: Concepts, Techniques, Applications, 6th Edition", Wiley-Blackwell Hastings, S Hodgkinson, G.P. (1997) "The Cognitive Analysis of Competitive Structures: A Review and Critique", in: Human Relations, 50 (6), 625-654. Hunger, JD.&Wheelen, TL. (2000), Strategic Management : Year 2000 : The Global Millennium, 7th edn, Prentice Hall Henry, A Humphrey, Albert (December 2005). "SWOT Analysis for Management Consulting". SRI Alumni Newsletter (SRI International). Hitt, M. A, Ireland, D, Hoskisson, R, (2009), Concepts Strategic Management: Competitiveness and Globalization, ninth edition, South Western, a part of Cengage Learning Ireland, Hoskisson, Understanding Business Strategy Kanter, R.M. (1983), The Change Masters. Simon & Schuster, New York. Kaplan, R.S., Norton, D.P., (1996), Using the balanced scorecard as a strategic management system, Harvard Business Review, 74 (1), 75-85 Lindgren, M Lynch, R. (2009), Strategic Management, 5th edn, Prentice Hall Lussier,R, N, Achua, C, F (2010), Leadership: Theory, Application, & Skill Development, Fourth Edition, South Western Mintzberg, H., Waters, j.a., (1985), Of Strategies: Deliberate and Emergent, Strategic Management Journal, 6 (3), 257-72 Malaysian Airline returns to profit in 2007, exceeds financial targets Mohamed, ZA, Ho, JA. & Wong, FY. (2010), Strategic Management, Oxford University Press. Porter, M.E. (1980) Competitive Strategy, Free Press, New York, 1980. Porter, M.E. (2008) The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008.  "The MAS Way: Business Turnaround Plan." (Archive) Malaysia Airlines. 27 February 2006. p. 44.  Ulrich, D, Smallwood, N, (2012), What is Leadership?, Advances in Global Leadership, Volume 7

You May Also Find These Documents Helpful

  • Good Essays

    1. Statement of Purpose: Corporate Strategy & Policy Any meaningful organization has certain mission, objective(s) and goal(s) and a strategy to achieve them. Business environment consists of all those factors that have a bearing on the business, such as the strengths, weaknesses, internal power relationships and orientations of the organization, government policies and regulations, nature of economy and economic conditions, socio-cultural factors, demographic trends, natural factors, global…

    • 634 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Malaysia Airline

    • 707 Words
    • 3 Pages

    English only July 2007 PRIVATIZATION AND RE-NATIONALIZATION OF MALAYSIA AIRLINES (Submitted by the ICAO Secretariat) 1. BACKGROUND Malaysia Airlines (MAS) was incorporated as Malaysia’s flag carrier in 1971 following the breakdown of Malaysia-Singapore Airlines partnership. Since then, MAS has continued to expand its network and fleet. By mid-1980s, MAS had a total of about 60 domestic and international destinations in its network and a fleet of over 35 aircraft. However, MAS’s balance…

    • 707 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Malaysia Airlines

    • 349 Words
    • 2 Pages

    Malaysia Airline should reduce the price of ticket to attract more passengers. Although the profit will be reduce, but the increase of the number of passengers will cover it back. In long term, it will bring more benefit to the company. Malaysia Airline also needs to have more promotion to attract the low income of passengers. For example, promote special ticket for a group of students or for family to travel during the school holiday. This is because during holiday, many of the students and family…

    • 349 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Malaysia Airlines

    • 958 Words
    • 4 Pages

    Strategy in the Market Place: Malaysia Airlines (MAS) has announced their new business plan for year 2012, aiming to restore their profitability on the premium sector, as to become the preferred premium carrier. (Business Plan, Our Way Forward, December 2011, page7) By achieving the vision as to become the preferred premium carrier, they will be launching a new regional premium airline. In the first half of 2012, they will launch new short-haul brand, flying an entirely new Boeing 737-800 fleet…

    • 958 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Malaysia Airlines

    • 518 Words
    • 3 Pages

    Malaysia Airlines system is the symbol of flag carrier of Malaysia and owned by the government which is shelter under Tan Sri Md Nor Yusof as the Chairman, Ahmad Jauhari Yahya as the Managing Director and Mohd. Rashdan Mohd. Yusof as the Resign member. This airline is founded in 66 years ago on 1 May 1947 as the name of Malayan Airways then after Malaysia gained independence the airline being renamed as Malaysian Airways and it is started the commenced of operation in 41 years ago on 1 October 1972…

    • 518 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Malaysia Airlines System

    • 603 Words
    • 3 Pages

    MALAYSIA AIRLINE SYSTEM (MAS) Corporate Information Historical evolution Malaysia Airlines had its humble beginning in the golden age of travel. A joint initiative of the Ocean Steamship Company of Liverpool, the Straits Steamship of Singapore and Imperial Airways led to a proposal to the government of the Colonial Straits Settlement to run an air service between Penang and Singapore. The result was the incorporation of Malayan Airways Limited (MAL) on 12 October 1937. On 2 April 1947, MAL…

    • 603 Words
    • 3 Pages
    Better Essays
  • Good Essays

    Malaysia Airline System

    • 2772 Words
    • 12 Pages

    Company Perspectives: From a small air service that began with a 5-seater twin engined Airspeed Consul in 1947, Malaysia Airlines has grown into an award-winning airline with a fleet of more than 100 aircraft, servicing more than 110 destinations across six continents. Today, Malaysian Airlines System Berhad is a corporation with a vision of global expansion. The airline's network will grow extensively in response to consumer demand for worldwide coverage. The airline's enhanced in-flight services…

    • 2772 Words
    • 12 Pages
    Good Essays
  • Powerful Essays

    Malaysia Airlines System

    • 2394 Words
    • 10 Pages

    could contribute to a company’s sales decline. This piece also delves into the ensuing strategies-revamp in the corporation’s marketing mix to counter declining sales. As a scenario, this study would be taking the point-of-view of a Marketing Manager idealising and justifying the team’s actions in a sales boost bid. For this paper, studies would be based on the national carrier of Malaysia, Malaysian Airlines System (thereafter referred to as MAS). They have been dogged by continuous sales decline…

    • 2394 Words
    • 10 Pages
    Powerful Essays
  • Powerful Essays

    Airline Industry in Malaysia

    • 4657 Words
    • 19 Pages

    Industry Overview The airline industry is a large and growing industry. In the past years, air travel has been growing by 6% a year and scheduled airlines carried more than 1 billion passengers in 2008. The airline industry involves large capital requirements. For example, the requirements for aircraft, close monitor by the government regulations, competition from other tourist transport and the requirement to have high level of expertise to operate and manage. In the airline industry, aircraft manufacturer…

    • 4657 Words
    • 19 Pages
    Powerful Essays
  • Better Essays

    Corporate Governance is a concept in which it has been existence for decades; although not in the exact form that it has come to be understood today (Anandarajah, 2001). The term corporate governance was introduced in Malaysia in 1997 during the Asian Financial Crisis. It also drew the public’s attention on the weaknesses of the Malaysian corporate governance practice (Nor Azizah Zainal Abidin, 2007). Besides that, the downfall of Sime Bank, the Bumiputera Malaysian Finance (BMF) scandal, the irregularities…

    • 2443 Words
    • 10 Pages
    Better Essays