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Malaysia Airlines Berhad SWOT & PESTLE Analysis

ID : 521018353| Aug 2021| 19 pages

COMPANY PROFILE -Malaysia Airlines Berhad

Business Sector :Aviation

Operating Geography :Malaysia, Asia, Global

About Malaysia Airlines Berhad :

Malaysia Airlines Berhad (MAB) is a flag carrier airline based in Sepang, Malaysia. The company flew its first commercial flight in 1947 and was initially known as Malayan Airways Limited. It is the part of Malaysia Aviation Group, serving over 50 destinations across different nations in the world and operating approximately 300 flights per day. MAB joined one world in 2013, and after joining it the company began to offer the best connectivity with world-class journeys to over 1000 destinations across 150 countries and access to approximately 650 airport lounges globally. Apart from operating from its home base, Kuala Lumpur International Airport, the company operates in Europe, the Middle East, Australasia, North and South Asia, and Southeast Asia. As of early 2021, the MAB has around 12,000 employees in 53 cities. In 2021, the company was awarded with COVID-19 7-Star Rating by airlineratings.com 2020. On August 2021, the airline announced that it has been appointed by the National Sports Council (NSC) as its Official Airline Partner for the Tokyo 2020 Paralympic Games.

Malaysia Airlines Berhad’s unique selling proposition or USP lies in being one of the leading airlines in Malaysia serving global destinations. Malaysia Airlines Berhad’s vision is to become, “An Airline of Excellence.”

Malaysia Airlines Berhad Revenue :


RM 1.8 billion – FY ending 31st December 2020
RM 5.2 billion – FY ending 31st December 2019

Competitive Analysis of Malaysia Airlines Berhad

SWOT
PESTLE
The SWOT analysis for Malaysian Airlines is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Established player in Asian region catering to large number of destinations
2. Strong partnerships with other airlines, groups and companies
3. Strong focus on improving customer experience through consumer-centric offerings
4. Strong developments in technology and digital transformation through partnerships
5. Successful and strong restructuring activity by Malaysian Airlines
1. Malaysian Airlines was subject to litigation due to missing airplane with passengers resulting in loss of brand and consumer confidence
2. The airline is in heavy debt, losses and faces threat of bankruptcy
3. The airline faces issue of poor management
OpportunitiesThreats
1. Improve and expand the Journify App
2. Promote and expand medical tourism within airline
3. Expand destination offerings and increase destinations across the globe
4. Willingness-to-Pay forecasting for revenue optimization
1. Stiff competition from LCCs and other players especially in the Asia region
2. Travel restrictions imposed by countries due to pandemic affected operations
3. Malaysian Airlines experienced a data security breach via a third-party IT service provider
4. Malaysian air passenger traffic to contract in 2021
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Detailed SWOT Analysis of Malaysia Airlines Berhad

Strength

1. Established player in Asian region catering to large number of destinations: Malaysia Airlines is a part of the Malaysia Aviation Group (MAG), a global aviation organization. Malaysia Airlines Berhad’s locations are focused in Malaysia, South East Asia, North and South Asia, Australia, New Zealand, Europe and the Middle East. The airline delivers premium services and offers superiors connectivity to 1000 locations across 150+ countries. With its hub in Kualalampur, the airline’s fleet consists of 15 A333, 6 A359 and A332 and 44 B738. The airline is supported by Khazanah Group and the Malaysian Government as well. The aviation leader provides various commercial services specialized and tailored to traveler needs, such as MHbiz Travel, Government Travel, Flight Simulator, Charter Services, MHexplorer, AMAL and Enrich BizConnect, for government officials, corporate travel and tourism travelers. Malaysian Hospitality is world renowned, and Malaysia Airlines’ hospitality and services are world class, with its superior luxury and business class travel, Golden Lounge, In-flight offerings such as movies, TV, games, music, tasty in-flight meals and duty-free shopping. The airline has received various awards for its premium and high-quality services. In 2021, Malaysia Airlines received a 7-star rating by airlineratings.com 2020, received the Putra Brand Award (Putra Brand Icon for the Year 2020, Transportation, Travel and Tourism Category Platinum Award), HR Excellence Awards 2020 (Gold- HR Leader of the year, Gold- Excellence in Workplace Culture, Silver- Excellence in Digital Transformation). In 2020, the airline won various award in the Cellar in the Sky Awards, Graduan Award among many others.

2. Strong partnerships with other airlines, groups and companies: Malaysia Airlines has expanded and improved its operation through various partnerships in recent years. Malaysia Airlines (MH) has collaborated with Japan Airlines (JL) since July 25, 2020 to further optimize the convenience of travelling between Japan and Malaysia, allowing customers to benefit from more flight choices. The airline recently signed an agreement with Japan Airlines to allow usage of Japan Airline’s airport lounge at Narita and Kansai International Airport, marking another milestone for Malaysia Airline-Japan Airlines joint business partnership. Both the airlines are leveraging each other’s strengths to improve customers’ travel experiences. Malaysia Airline also became the first official partner of Team MAS, a flagship partnership programme for all sports assets under the Ministry of Youth and Sports Malaysia, National Sports Council of Malaysia and the National Sports Institute of Malaysia, equivalent to the Olympic Partner Programme of the International Olympic Committee. Malaysia Airlines has also partnered with ReveMax and other tech companies to bring about digital transformation in the airlines and is also a part of the oneworld Member Airlines, an alliance of various airlines flying to more than 50 destinations.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

Major Brands :

  • Firefly
  • MASwings
  • MASkargo
  • Malaysian Aerospace Engineering Sdn Bhd
  • Miascor Catering Services Corporation
  • Maskargo Logistics Sdn Bhd
  • Malaysia Airlines Capital V Cayman Limited
  • MAS Airline System Sdn Bhd
  • MAS Golden Holidays dn Bhd
  • Aerokleen Services
  • MAS Golden Boutique
  • Malaysia Airlines Capital (L) Limited
  • Malaysian Airline System Berhad (Italy, Singapore, Australia)
  • Kelip-kelip Labuan Limited
  • Syarikat Pengangkutan Senai Sdn Bhd
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Check Out Analysis of Other Relevant Companies

References used in Malaysia Airlines Berhad SWOT & PESTLE Analysis Report

1. About us - https://www.malaysiaairlines.com/my/en/about-us.html

2. The BP Healthcare and Enrich by Malaysia Airlines partnership cares for all Malaysians’ wellbeing - https://www.malaysiakini.com/announcement/568903

3. Journify | Home - https://journify.malaysiaairlines.com/content/journify/my/en/home.html

4. Malaysia Airlines partners ReveMax to enhance revenue strategy -https://www.theedgemarkets.com/article/malaysia-airlines-partners-revemax-enhance-revenue-strategy

5. Another reboot — can Malaysia Airlines get it right this time - https://www.theedgemarkets.com/article/another-reboot-%E2%80%94-can-malaysia-airlines-get-it-right-time

The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2021). Malaysia Airlines Berhad SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/malaysia-airlines/ [Accessed 25 Sep, 2021].

In-text: (SWOT & PESTLE.com, 2021)

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Malaysia Airlines Berhad SWOT and PESTLE analysis has been conducted by Muskan Arya and reviewed by senior analysts from Barakaat Consulting.

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