Malaysia Airlines is already gaining success in its vision although few challenges it faces

regularly. Though it is already running through its own strategies, but after researching all the
situations, we did came up with few solutions:

1. Low Cost Flights for Economy Passengers: For the economy class passengers, where
travel is the most important issue than the other facilities - Malaysia Airlines can introduce
some low cost flights for the short route travelers. These flights will not contain any facilities
like, serving food and beverage in the flight.

2. Making Alliance to Reduce Competition: Malaysian Airlines are soon to be threatened by

the foreign airlines. To overcome this situation, they can build an alliance with other local
carriers to reduce the competition.

3. Use of Secondary Airports to reduce maintenance cost: Primary Airports are more
expensive. So, the maintenance cost goes high automatically when low cost flights or, local
flights are being operated from the Primary Airports. Malaysia Airlines can reduce it
maintenance cost by starting their low cost venture or, operating local flights from secondary
airports.

4. Outsource the Crews and Staffs: Malaysia Airlines is operating its business in almost all
over the world. Malaysia Airlines can differentiate the salary scale instead of maintaining
same salary scale, as in some places Labor Cost is not that much high as Malaysia. They can
hire more Crews and Staffs from those countries where labor cost is cheaper than the
Malaysia.

Conclusion During the early years the market for global air transport industry used ta be very
challenging. The market growth was very slow and relative operational cost was high. MAS
was a victim during that period but it managed to survive the turmoil during its operating
period with successful. MAS being primary national carriers, it does not possess total liberty
to operate based on free market that concern on-profit maximization. After the introduction of
BTP in 2006, MAS has managed to become profitable with a record-breaking profit of RM
610 million.
Following are the potential objectives and strategies to be implemented for MAHB based on
the TOWS matrix above.

OBJECTIVE
1. To impose differentiation strategy by creating various types of seat class
2. To improve corporate strategy signifies actions for Malaysia Airlines to take in
gaining its competitive advantage.
3. To improvise the variety formulation strategic plan in strategic evaluation
4. To gain
5.

Objective 1:

Malaysia Airlines impose a strategy for differentiation by developing various kinds of seat
groups, including economic, business and class. This means that the selection of services
offered to various consumers is affordable. It is also intended to boost the benefits of
competition by providing the value-added commodity to distinguish Malaysia Airlines from
other competitors. Furthermore, the consumer's loyalty would be increased by allowing
customers to choose which type of service they want. That demonstrates that in five troops,
Malaysia Airlines handle price sensitivity, switching costs, increased entry barriers and
threats. In the airline prize wars that enabled the company to make profit in2011 Malaysia
Airlines successfully competed.