Malaysian airline

Topics: Reputation, Brand, Brand management Pages: 6 (2197 words) Published: June 2, 2014

Assessment 1 - Research Proposal

“The Implication of Accident to the
Reputation of Malaysia Airlines (MAS)”

Student Name: Widi Prayudi

Student ID: UP2005

Assessment Due Date: Tuesday, 8 April 2014

Lecturer: Mr. Sandhy Patrick

The Implication of Accident to the
Reputation of Malaysia Airlines (MAS)

Research Proposal

Proposed Research Topic: “What is the implication of accident to the reputation of Malaysia Airlines (MAS)?”

Purposes: In general, a brand’s reputation of Airlines Company might be very important in the eye of people (society). In fact, brand is consider as a promise to customers “setting up expectations” and with a strong brand it deliver on what it promises by the development of a strong reputation (Aaker 2009, p. 3). This approach seems particularly well suited to the reputation of Airlines Company, in which their brand’s reputation as image can be describe as a very important aspect. The goal of this study is to assess and analyses on the implication of accident to the reputation of Malaysia Airlines (MAS). In this project, I will explore how the reputation of MAS is affected, after the accident on 8 March 2014 (BBC 2014). In particular, I will focus on how MAS’s reputation and brand is significantly damaged by the disappearance of Flight MH370 and how to fix and rebuilding their reputation and brand’s image after the accident happen. Therefore, the questions arise on how to convince and ensure the safety of MAS in their future operations. Also, the study will examine, test and attempt to measure the trust level of a customer’s perspective (the situational approach) towards MAS reputation after the tragedy occurred.

Background: In this age, reputation and brand is become one of essential part of business environment. According to Brigham (2010) claims a business’s most valuable asset is its good name, brand and reputation, as a result brand reputational value is irreplaceable and company must protect it (Brigham 2010, p. 1). Hence, the accident on Flight MH370 is apparently affected the brand and reputation of MAS. As a result, I choose this topic, since it was the current issue in the eye of people around the world, due to the Malaysia Airlines Flight MH 370 went missing less than an hour after take off. Also, the other reason I’m interested to select this issue, because I believe this accident will give a huge impact which can tarnish to the business reputation of MAS. Thus, this topic is important issue now, because it not just involves the company itself, but it related to international accident. Furthermore, I will conduct my study in a literature review, observe the general people discussion regarding MH370 Flight incident, and take a survey and interview randomly in Sydney about the mystery of disappearance of MH370.

Scope: I will engage in literature review, in order to collect secondary data which is available on the news over a six-week period, from 1 April to 13 May 2014 for approximately 6 hour per week. I will typically observe the discussion of general people regarding the mystery of missing plane MH370 and stay around ten to fifteen minutes in order to observe other people perspective’s in the way they talk, feel and express about MAS reputation after the accident occurred. On some days I may come at other times of the day for survey. In this case, I will make a questionnaire regarding the people perspective’s generally of MAS reputation after the MH370 Flight incident. This questionnaire will be given to a random people whom I meet in Sydney (city area) and I will distribute the questionnaire also by email and other social networking sites. Moreover, I will schedule structured interviews, but I will interview randomly to a general people in Sydney as informal question regarding their opinion and judgement...
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