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Swot Analysis Of Malaysia Airlines

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i. Strong brand name or image

In the earliest 1990s to 2007, Malaysia Airlines used the slogan of “Going beyond Expectation” to brand itself internationally. Currently, Malaysia Airlines is no stranger to the aviation world. They established the brand image in the domestic as well as in the international market.
Moreover, Malaysia Airlines have strong and well designed organizational structure that can strengthen the name of the brand. MAS have five core businesses such as passengers, cargo, ground handling, catering services and maintenance, repair and engineering (MRO). As a result that the company has recorded an increase in the number of passengers carried. The group has been leveraging its strong brand image to win the loyalty of customers to grow its market share.

ii. Strong backing of Malaysia government

Malaysia Airlines was listed on the stock exchange of Bursa Malaysia under the name of Malaysian Airline System Berhad. Khazanah has 69.4% stake in MAS and the government holds a golden share and has the right to sell the airline or not. The Government of Malaysia appointed Datuk Seri Idris Jala as the new CEO on 1 December 2005, to execute changes in operations and corporate culture. Moreover, Malaysia Airline is seen as strong brand due to excellent in advertising and marketing from the government.

iii. Perception of quality and services

While the perception might be bleak for MAS, but the A380 product is really attractive and was getting passenger load to
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