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HIGHER NATIONAL DIPLOMA IN COMPUTING AND BUSINESS APPLICATION MARKETING PLAN FOR MALAYSIAN AIRLINE SYSTEM BERHAD Prepared For Datuk Mohamed Nor Yusof Prepared By Amit Sharma and Prashant Thukur Report Date 15th Dec 2003 CONTENTS 1Executive Summary 2Introduction 3Situational analysis 4Objective Short Term 1 year Long Term 3 year 5Strategy 6Tactics 7Action Plan 8Controls 9Contribution of eMarketing 10 Executive summary In Malaysian airlines marketing plan we have highlighted its key areas by examining its strength and weaknesses According to Mr Datuk Mohamed Nor Yusof MAS is the national flag carrier Hence we have tried to identify the opportunities that are their in MASs way to success In this process we had to look at the threats faced by them and give appropriate suggestions We have also discussed about the airlines short term and long term objectives and various improvement plans In this report we have discussed about the competition faced by them The internal audit covers the organizational factors 7ps and SWOT analysis For the external audit analysation of STEP analysis is also done By doing this we have come across various action plans and tactics to over come its weakness and meet the defined objectives In recent times their have been massive growth in e-marketing its contribution has been discussed 20Introduction The history of Malaysian Airline System Berhad can be traced back in May 1947 when a charter service was started from Singapore to Kuala Lumpur Malayan airways ltd was founded by the former British Overseas Airways Corporation BOAC Ocean Steamship Co In 1957 Malaya became an independent county and airline was then restructured into public limited company in 1958 owned by the federation of Malaya and Singapore Borneo Airways BOCA and Qantas In 1963 the airline
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