Malaysia Airlines Berhad – Management Accounting
IntroductionMalaysia Airlines Berhad, formerly known as Malaysia Airlines System Berhad, MAS (its abbreviation which means gold in Malaysian language), is the national carrier of Malaysia and among the largest in Asia. It is a public company which incorporated on 1947 as Malayan Airways Limited and later changed its name to Malaysia Airlines System Berhad in 1st October 1972. On 1st September 2015, it changed its name to Malaysia Airline Berhad. Malaysia Airlines started their flight services initially from Subang Airport and later relocated to flights from Kuala Lumpur International Airport (KLIA) and offers great connection across the world. Its headquarters is located at Sultan Abdul Aziz Shah Airport in Subang, Wilayah Persekutuan. Malaysia Airlines has two subsidiaries, namely, Firefly and MASwing. Malaysia Airlines started with a 5-seated twin engined Airspeed Consul and slowly it has grown to become an award-winning airline servicing more than 110 destinations across six continents and offering different classes of seats for consumers to choose from. Malaysia Airlines has won a number of awards and this leads to pressuring other airline company. However, the disappearance of MH370 on 8 March 2014 and the drowning of MH17 on 17 July 2014 had made the safety conscious a priority for it to rebuild its brand and to win back its customers’ confidence.
SWOT AnalysisStrengthsStrong Brand NameMAS become a five-star brand over the years in domestic and international market. The most notable is including being the first airline with the “Worlds Best Cabin Crew” by Skytrax UK consecutively from 2001 until 2004, “5-star Airline” for 4 years from 2005 and 2009, as well as No.1 for “Economy Class Onboard Excellence 2006” – also by Skytrax UK.(Scribd) MAS also rewarded Malaysia Top 30 Brand in 2015. Besides, MAS has branded with slogan “Going Beyond Expectations” in guests mind. MASkargo won the ‘Excellent in Logistic – Air Cargo Service’ award from Technology Business Review magazine during 2006. MAS focused on the brand name which has become a huge strength for MAS in this competitive market. Efficient and Effective ManagementMAS have strong and well organizational management. MAS talented management team plays the important role in planning and controlling their service system. Malaysia Airline Management had faced many troubles and losses several times, the team management always have their strategy to make through this challenge for solving their service quality and reputation. Malaysia Airlines uncover its Business Turnaround Plan (BTP) in February 2006 which highlighted low yield, an efficient network and low productivity. Within one year, their team has recovered from the financial disorder and returning profitability as a result. (Sathiah Seelan Karappiah)