Case Study :Malaysia Airlines

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Year

History

1947

• Known as Malaysia Airways Ltd. (MAL) • British Overseas Airways • Corporation (BOAC - now British Airways), Ocean Steamship Company of Liverpool and the Straits Steamship Company of Singapore. • End of 1947, Malayan Airways engaged in an expansion exercise and MAL began providing regional flight services. • MAL's entry as a member of IATA.

1958

• MAL was launched as a public limited company. • MAL then entered the jet age with the purchase of Vickers Viscount aircraft

1960

• MAL propelled into other far-flung regions of Asia. The acquisition of an 82-seater Briston Britania in 196 made mass transport by air a reality.















1976

Computerized its whole operation

1980

• MAS became the first major government agency to be privatized

1986

• First flight service to the United States

1987

• End of the year, established itself as an international carrier of choice, offering 34 domestic routes and 27 international destinations.

1991

• Expand its fleet of aircrafts





























Assets Turnover

80 70 60 50 40 30 20 10 0 MAS QANTAS

TATO 1.1

FATO 1.7

A/C R O 10.2

ITO 33.4

07

12

15 6

31















Assets Turnover 80 70 60 50 40 30 20 10 0

















Profitability 20

10

















Margin Analysis 30

20

















Credit Ratio 1.5

















Long Term Solvency MAS 207.6

QANTAS

SINGAPORE

CATHAY

THAI

















Growth Over Prior Year % 150 100 50





























































































































































































































































































Route Revenue





























Weight

Rating

Weighted Score

1. Highl Highly y rec recog ogniz nizab able le bran brand d name name

0.15

4

0.6

2. Total revenue increase by 5 %

0.11

3

0.33

3. Low labour costs compared other airline.

0.02

4

0.08

4. Accredited Accredited by internatio international nal bodies(rec bodies(rec eive ei ved d more mo re than 100 awards in the last 10 years).

0.07

4

0.28

5. Strong technical skills and and highly trained cabin crew

0.05

4

0.2

6. Wide variety of customers and has loyal customer

0.05

3

0.15

Strengths















Weaknesses 1. Cargo capacity down -12%

Weight

Rating

Weighted Score

0.02

2

0.04

2. High costs included staff costs and 0.07

1

0.07

0.03

1

0.03

0.06

1

0.06

5. Marke Marketing ting skills are inefficient

0.03

2

0.06

6. Fuel price increases by 37%

0.14

1

0.14

aircraftmaintenance up by 11%. 3. High rate of airlines tickets compare others 4. Net income decreases by RM 711 million.

















MAS Critical Success Factor

















Operational Problems

































• MALAYSIA Airlines says its net profit of RM876mil for the second quarter of 2011 is its highest ever quarterly profit. That’ That ’s true but that’ that ’s not the whole truth.



















































































Strategic Strategic Analysis Analysis





















































































































Case Study :Malaysia Airlines

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