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Basically, Malaysia Airlines was established from a joint initiative and venture of Imperial Airways and the Ocean Steamship Company of Liverpool, the Straits Steamship of Singapore. This collaboration had piloted to a proposal towards the government of the Colonial Straits Settlement (CSS) to operate an air services between Penang and Singapore as these states are very well-known during that very era. On 12 October 1937, the agreement had result the incorporation of Malayan Airways Limited (MAL) which is also the pioneer company for airlines industry in Malaysia during that particular time. Moreover, MAL had been brought to the skies with its initial commercial flight as the national airline of Malaya on April 1947. Equipped by a well-defined and vibrant team of visionaries, MAL had successfully become a major player in international airlines industry in less than a decade.
In addition, after the formation of Malaysia back in the year of 1963, the airline company had altered its name to Malaysian Airlines Limited (MAL) and directly became the first national carrier of the country. Just within 2 decades, MAL had consistently grew from a single aircraft company into a company with more than 2,400 employees and engaged the then newest 6 F27s, Comet IV jet aircraft , 2 Pioneers, 8 DCs and so forth. However, the whole aviation platform in the industry had changed with the separation of Singapore from Malaysia in the year of 1965. With this unfavorable situation, MAL became a bi-national airline and was further renamed as Malaysia-Singapore Airlines (MSA). Furthermore, a new business mission was introduced and the airline developed significantly with new routes to Perth, Taipei, Rome and London. Moreover, in 1973, the partners went separate ways and this had directly led to the formation of Malaysia Airlines (MAS) which served the country till today. Nowadays, Malaysia Airlines flies almost 50,000 passengers daily and cover more than 95 destinations, cover across six continents while operating from its primary hub at Kuala Lumpur International Airport (KLIA), Kuala Lumpur.
On top of that, Malaysia Airlines holds an excellence record of service as the company has prouldy received more than 120 for the past 10 years since its establishment. Specifically, the most notable recognitions is the “World’s Best Cabin Crew” by Skytrax UK consecutively from 2001 until 2004, Number one for “Economy Class Onboard Excellence 2006” and “5-star Airline” in 2005 and 2006 as well. This credit will only applied to the other three airlines in the world and Malaysia Airlines was also ranked second among 88 contenders in Aviation Week’s Top Performing Companies, which measures the financial viability of an airline.
Type of Business of Organization
Initially, Malaysia Airlines (MAS) have it own humble beginning since its incorporation until today. MAS have been well- perceived as the services company due to its nature core of business. Loads of achievements have been experienced by MAS due to its outstanding and remarkable services in the airline Industry. From a small private-owned company since its establishment, MAS had consistently growth to become one of the multinational companies in Airline Industry. This had shown that the services provided to its prospects had been well-accepted and recognized. Moreover, MAS is a public listed company that listed on the stock exchange of Bursa Malaysia under the name Malaysian Airline System Berhad. With the well projected business mission and goals, MAS had owned numbers of subsidiaries namely such as MASkargo, MAS Aerospace Engineering, MAS Academy Sdn. Bhd., MAS Golden Holidays Sdn. Bhd., FlyFirefly Sdn. Bhd., and newly created company MASwings.
Malaysia Airlines business environment
Basically, MAS is operated on the service-based entity that accommodates its customers with the excellence flying experiences. The services provided are always being reviewed from time to time as to stay relevant to the requirement from the customers. Moreover, the target market for MAS are consists of all the customers from the high-end till the low. This approach had been executed with the introduction of sales promotion via media and the establishment of subsidiaries within its business. Therefore, all customers can enjoy the five star services at the low price whenever they fly with MAS. On top of that, the main competitors for MAS are consisting of low-cost carrier such as Air Asia, Singapore Airlines, Thai Airlines and so forth. Therefore, due to the high numbers of competitors, MAS has continuously introduced its turnaround plan and its marketing strategy as to stay competitive in the Industry. Hence, with the well projected plan and initiatives, MAS has shown a great reputation and successfully captured the market in South East Asia countries.
Company Mission and Objectives
Malaysia Airlines Mission
- To champion the meaning of fly code (Malaysian Hospitality, MH) and provide air travel and transport service that rank among the best in terms of safety, comfort and punctuality.
- To generate sustainable value for its stakeholders and offer the highest quality of care and services to its customers.
- To continuously explore innovative ways of doing business and stay relevance to its core and inspiring motto; “Go Beyond Expectation”.
- To provide a growth-oriented workplace that recognizes the interests, rights and ideas of its employees as well providing a corporate environment that encourages high integrity and ethical standards; and ensures compliance with all regulations and laws.
Malaysia Airlines Objectives
The primary objectives of the company were to furnish the people of Malaysia with a proficient and profitable air transport system which would enhance the placing of the country in the world. Moreover, as the Malaysia flag carrier, Malaysia Airlines had played a vital role in contributing to the economic and social integration of the country as a whole. Malaysia Airlines will consistently commit to its planning as to maximize market penetration with a reasonable number of aircraft type and fleet resources.
Business Strategies and Success factors
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