Malaysian Airlines

Topics: Airline, Malaysia Airlines, Cathay Pacific Pages: 12 (3465 words) Published: September 20, 2009
Table of content
Executive summary2
Assumption and limitation3
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 held in Malaysia every year for a short period of time and it encourages people to purchase and know more about travel with MAS.

The purpose of this report is to present how Malaysia Airline System (MAS) operate in its business in the tourism sector and describe how the business segments its market and how this segmentation is reflected in its marketing strategy.

The main focus of this report is the segmentation about MAS and how it segments its business in the market.

A wide range or sources was used in the creation of this report. Both primary and secondary sources were used such as textbook, journal articles, newspaper articles from the internet and annual reports of the company.

Assumption and limitations
It is assumed that the information found is accurate and the limitation was the information found from the internet.

Malaysia Airline (MAS) operates flights from its home base, Kuala Lumpur International Airport (KLIA). It has also build up a strong brand name in the aviation industry for service and safety, coupled with numerous awards.

There are two strong competitors for MAS. They are Qantas (Qantas, 2008) and Cathay Pacific Airline (Cathay Pacific, 2008). The reason why they are strong competitors is because they offer similar product and services in the same field. Buyers’ perceptions of risk will be reduced when unfamiliar products are involved (Erdem et al., 1999). People would choose to travel with MAS because of the well-known brand name.

Customer analysis and retention system will be set up in order to enhance its customer retention and satisfaction (William Reed, 1998). To keep all passengers at satisfied level while they are travelling with MAS, advance technologies and excellent skills of services will be provided.

MAS also broke the Great Circle Distance Without Landing record on a Boeing 777-200ER in year 1997 (Malaysia Airlines, 2008). This record then increased the trust...
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