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maf680 (CASE STUDY)

MALAYSIA AIRLINE (MAS)
by

sharifah adina

on 19 October 2012

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Transcript of maf680 (CASE STUDY)

ISSUE Whether there is any other alternatives to MAS
cash flow crisis? THE PANELS STRENGTHS WEAKNESSES THREATS OPPORTUNITY FINANCIAL ANALYSIS INTERNAL ANALYSIS EXTERNAL ANALYSIS MALAYSIA AIRLINES STRATEGIC ANALYSIS EXTERNAL
ANALYSIS INTERNAL
ANALYSIS MALAYSIA AIRLINE STRATEGICS ANALYSIS EXTERNAL ANALYSIS ECONOMIC TECHNOLOGICAL SOCIAL POLITICAL Whether the Business
Turnaround Program (BTP) brings absolute success? Whether MAS practices
good Corporate Governance? 1 2 3 Turning Around MAS FORUM : Noor Alyssa Villamor Siti Maimunah Baharudin Financial Officer Economic Analyst Nurul Amina Aboo Hassan Nur Amirah Ab Wahab Strategic Manager Management Consultant Nurul Izzah Ab Rahman GOVERNMENT SUPPORT
POWERFUL STRATEGY STRONG BRAND (NAME/RECOGNITION) GOOD CUSTOMER SERVICES CAPABILITIES NETWORK IMPROVEMENT POOR MANAGEMENT SUBPAR PROFITABILITY DUE TO HIGH OPENING COST PRODUCT LINE EXPANSION ONLINE SALES COMPETITOR AND OVER CAPACITY ECONOMIC CONDITION AND RISING COST GLOBAL PANDEMIC AT
AIRBONE DISEASES BTP 1 BTP 2 Dato' Seri Iris @ Idris Jala CEO / MD of MAS = Year 2006 What ? To nurse MAS back
to profitability Revise the automation
of non-value activities Not customer driven 2006 - 2007 Why ? 60% of MAS routes were
unprofitable – RRPK Competition from other
countries lower
cost structures Intense low-cost
competition Rising cost of aircraft
maintenance Weaknesses in pricing &
revenue management Small routes but
use large aircraft How ? Mutual Separation Scheme Increase domestic price Major cost reductions Sold HQ Replace meal boxes Adopt regional alliances Firefly Low-cost
community airlines MASWings commuter
airline 2008 - 2013 What ? Also known as
Five Star Value Carrier (FSVC) Aimed to increase profit
by 50% to RM1.5bil by year 2013 Approach to be brand
& customer-driven Why ? Increase in fuel cost Public environmental
awareness Global economic crisis Liberalisation of aviation
policies in Asian region HOW ? Maximise aircraft utilisation Reconfigured design of fleet Formulate fuel strategy to manage
volatile fuel prices GENERAL PROFITABILITY OVERALL PROFITABILITY SHORT TERM FINANCIAL ANALYSIS Current assets movement, efficiency or activities ratio Analysis of long term solvency CURRENT ISSUE Internal management problem Government's
power Government
failure Financial
Position UNDERSTANDING
COMPETITORS STRATEGIC
LEADER DOWNSIZING COST
REDUCTION TECHNIQUES & GOOD MANAGEMENT PRACTICES SET UP LABORATORIES NEW PRODUCT OFFERINGS REFURBISH EXISTING AIRCRAFT The Panels IMPROVE
MARKETING STRATEGY IMPROVE
MARKETING
STRATEGIES CONDUCT SURVEY
Full transcript