Malaysia Airlines SWOT Analysis, USP & Competitors

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SWOT Analysis of Malaysia Airlines with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Malaysia Airlines

Parent Company

Khazanah Nasional Berhad, Malaysia Aviation Group





Tagline/ Slogan

"MH" is Malaysian Hospitality


Malaysia Airlines is a Malaysia based airline serving global destinations

Malaysia Airlines STP


Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class


Malaysia Airlines is the national carrier of Malaysia, offering the best way to fly to, from and around Malaysia

Malaysia Airlines SWOT Analysis


1. Strong Backing of Malaysian govt makes Malaysia Airlines a strong brand

2. Malaysia Airlines 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 of Malaysia Airlines due to excellent advertising and marketing

5. The company has a strong workforce of over 14,000 employees

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

7. Excellent customer service and in-flight entertainment services offered by the airline


1. Limited domestic traffic of the airline

2. Malaysia Airlines has intense competition which means limited market share


1. Increasing global presence of Malaysia Airlines by tie-ups and partnerships

2. More routes internationally to popular destinations can increase business

3. More services and choices to customers at airport facilities


1. Rising fuel costs can reduce margins of Malaysia Airlines
2. Changing govt policies and regulations of regulatory bodies
2. Increasing competition in South East Asian market



1. Air India

2. Singapore Airlines

3. Etihad Airways

4. Emirates

5. Qatar Airways

6. Qantas Airways

7. Lufthansa

8. British Airways

9. Turkish Airlines

10. Air France

11. Virgin Atlantic

12. United Airlines

13. Jet Airways

The table above concludes the Malaysia Airlines SWOT analysis along with its marketing and brand parameters.


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