Marketing plan for malaysian airlines

3030 Words Dec 1st, 2003 13 Pages
HIGHER NATIONAL DIPLOMA IN COMPUTING AND BUSINESS APPLICATION

MARKETING PLAN FOR MALAYSIAN AIRLINE SYSTEM BERHAD

Prepared For : Datuk Mohamed Nor Yusof

Prepared By : Amit Sharma and Prashant Thukur

Report Date : 15th Dec 2003

CONTENTS

1.Executive Summary

2.Introduction

3.Situational analysis

4.Objective

*Short Term ( 1 year)

*Long Term ( 3 year)

5.Strategy

6.Tactics

7.Action Plan

8.Controls

9.Contribution of eMarketing

1.0 Executive summary

In Malaysian airlines marketing plan, we have highlighted its key areas by examining its strength and weaknesses. According to Mr. Datuk Mohamed Nor Yusof "MAS is the national flag carrier". Hence we have tried to identify the opportunities that are their in MAS's way to success. In
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*In June 2000, Malaysian airline was chosen as among the world's top five airlines for their product and service. This survey was carried out by In-flight Research services and covered 150 airlines around the globe.

*MLA is the first airline in the world to offer a 10.4 inch in-seat touch screen in the first and golden club class.

*One can even order a bouquet of flowers, to be delivered to your loved ones while traveling on the new B747-400 and the B777.

*Their marketing theme has been to portray MAS as having a very high standard in all its service areas. 'MAS' means gold in the Malay language hence their priority is to have golden smile, golden service and golden lounge.

*It has won numerous awards in the in-flight service.

Price

It refers to the price paid by the end user of the product in exchange for the services offered. It is a complex term and is concerned with discounts, type of customers etc.

*It is possible to have different prices for the same route depending upon time, class of travel, and when and where the ticket had been purchased.

*There is a certain amount of price discrimination enjoyed by the airlines for the type of passenger traveling. Prices may very for businessman, student, child etc.

*Fares range from �0 to �0 on economy class depending upon the time of the year and other factors.

*Fares have declined more than 35

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