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Airline Industry Analysis

ASSIGNMENT QUESTION Strategic Management

Choose your company or any MNC company that you are familiar with and:

1) Explain the nature of the firm business

2) Undertake a SWOT analysis of the firms business to identify areas of strategic importance and the corresponding strategic drivers/ Critical Factors (CF) the firms has to focus on to provide the company a competitive advantage.

Table of Contents

Acknowledgement Page 2
Background of Malaysia Airlines System Page 3 - 4

Business Strategy Page 5 - 6

SWOT Analysis Page 7 - 12
• Competitive Analysis
• Value Chain Analysis
• Core Competencies
Critical Success Factors Page 13 - 15

Conclusion Page 16

References Page 17 -

Acknowledgement

First of all, I would like to express my sincere gratitude to Mr. Ravinthiran, our tutor for Strategic Management module. He is a jovial and a very knowledgeable person as he shared his experiences in the business and organizations. He had also given us ample information on the subject matter and enhanced my interest in Strategic Management.

I would also like to thank my friends and family who had given me support and guidance throughout the completion of this assignment.

Thank you.

Background of MAS

The glory days of the tourism world has opened a new path for the local transportation system to bloom especially the air transportation. In the year 1937, Malayan Airway Limited (MAL) was established. As years passed, on 13th September 1972, MAS Airlines was officially launched by Tun Dr. Ismail Abdul Rahman in Kuala Lumpur International Airport.

As a flag carrying national airlines, three colors form the flag are chosen which are red, white and blue. The majoring color is red because it reflects the vibrancy and excitement that is the essence of Malaysia. The MAS symbol is the Kelantan kite called the ‘Wau Bulan’....