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Malaysia Airlines SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: August 18, 2023Read time:

Here is a detailed SWOT analysis of Malaysia Airlines covering strengths, weaknesses, opportunities and threats.

Malaysia Airlines Strengths

  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

Above are the strengths in the SWOT Analysis of Malaysia Airlines. The strengths of Malaysia Airlines looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Malaysia Airlines Weaknesses

  1. Limited domestic traffic of the airline
  2.  Malaysia Airlines has intense competition which means limited market share

These were the weaknesses in the Malaysia Airlines SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Malaysia Airlines Opportunities

  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

Above we covered the opportunities in Malaysia Airlines SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Malaysia Airlines Threats

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

The threats in the SWOT Analysis of Malaysia Airlines are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Malaysia Airlines SWOT analysis.

About Malaysia Airlines

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Malaysia Airlines Overview
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 Market

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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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