Malaysian Airlines SWOT Analysis, USP & Competitors

Posted in Airlines, Total Reads: 11865
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SWOT Analysis of Malaysian Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Malaysia Airlines

Parent Company

Penerbangan Malaysia Berhad

Category

International

Sector

Airlines

Tagline/ Slogan

"MH" is Malaysian Hospitality

USP

Premium Airline, Upper Middle Class, Middle Class

STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Premium international airlines

SWOT

Strengths

1. Strong Backing of Malaysian Govt

2. It has extensive operations in South Asia, Middle East, Australia and other global destinations

3. One of the most popular airlines across the world

4. Strong brand recall and visibility due to excellent advertising and marketing

5. The company has a strong workforce of over 20,000 employees

6. It covers over 50 international and 35 domestic destinations with a fleet size of over 100 

Weaknesses

1. Relying Heavily on International Onward Moving Traffic
2. Very Little Domestic Traffic and limited market share growth

Opportunities

1. Increasing Global Presence

2. More Routes internationally to popular destinations

3. More services and choices to customers at airport facilities

Threats

1. Rising Fuel Costs
2. Changing govt policies and regulations of regulatory bodies
2. Increasing Competition in SE Market

Competition

Competitors

1.Singapore Airlines
2.Jet Airways
3.Air India Express



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