Malaysia Airlines is the national carrier of Malaysia and one of Asia's largest, flying nearly 37,000 passengers daily to some 80 destinations worldwide across 4 continents. The distinctive Malaysia Airlines brand is an extension of the special culture of warmth and friendliness unique to Malaysians. This inimitable Malaysian sense of graciousness is branded as "Malaysian Hospitality" and symbolized by the acronym MH which is also the airline's flight code. Both Malaysia Airlines and its Kuala Lumpur hub (KLIA) are among the industry's most frequent winners of awards for quality service. In the latest SKYTRAX World Airline Awards (2012) announcement, Malaysia Airlines won awards for the World's Best Airline Cabin Staff, 5-Star Airline and Best Airline Signature Dish for its "Satay". Malaysia Airlines has now received the accolade of "World's Best Cabin Staff" by SKYTRAX over seven years, 2001-2004, 2007, 2009 and 2012 – the most for any airline (malaysiaairlines,2015) Is there a future for Malaysia Airlines after flights MH370 and MH17? Airlines often rebrand after a crash – repainting livery, tweaking logos or even changing their names. But after the loss of two of its planes, it will not be easy for Malaysia Airlines to survive After the back–to-back tragedies of MH17 and MH370, Malaysia Airline's reputation has been tarnished, Troubled Malaysia Airlines could be renamed in an attempt to save the company following two disasters in six months. The Asian air carriers reputation could not be lower after the disappearance of flight MH370 in March and the MH17 crash in east Ukraine earlier this month. Regardless of the causes behind the two tragedies, many have speculated the firms days are numbered if passengers decide flying with them isn't worth the risk. But in an interview with The Telegraph, Malaysia Airlines commercial director Hugh Dunleavy said he believed the company would eventually 'emerge stronger' from the crisis. (West, 2014) Create a Marketing report to cover the following questions 4 Tasks Task 1: In this section, the students are required to address the following questions with examples from ANY 1 brand selected from Malaysia Airlines: 1. By using a reputable source, define marketing. You can use definitions of marketing given by CIM or AMA or Kotler and explain how these are applicable to Malaysia Airlines 2. Conduct a brief Situation Analysis (SWOT) and explain how the Marketing Strategy is applicable to Malaysia Airlines (AC1.1) 3. Marketing concept is a business philosophy; whereas the term market orientation refers to the actual implementation of the marketing concept. Explain how Malaysia Airlines is using the marketing concept in their marketing activities 4. For any brand "customer satisfaction" play a key role in marketing activities. To improve the cost/benefits ratio and customer satisfaction Malaysia Airlines must spent significantly in terms of e.g. time, money, and manpower especially after back–to-back tragedies. a. Identify and briefly explain the possible costs and benefits of Malaysia Airlines for pursuing a marketing orientation culture Task 1 covers assessment criteria 1.1 & 1.2 Task 2: In this task, the students are required to address the following WITH EXAMPLES from the selected brand: 1. Provide a general description of macro and micro marketing environments. Then select two micro and two macro factors and discuss how these affect the marketing decisions of Malaysia Airlines. 2. Propose segmentation criteria that can be used by Malaysia Airlines and provide examples to clarify your answer, (e.g segments: Geographic segmentation, Demographic segmentation ...) 3. Which targeting strategy would be appropriate for Malaysia Airlines? e.g. undifferentiated targeting, differentiated targeting etc. 4. The research and development departments of Malaysia Airlines marketing study consumer behaviour extensively. They investigate a wide range of factors that impact on consumer behaviour such as music, marketing, lighting and advertising. This is not surprising, considering the fact that we live in a consumption-driven culture. We will focus on the basic constructs accepted today in the study of buying behaviour. a. Demonstrate how buyer behaviour affects marketing activities of Malaysia Airlines in different buying situations. Give examples to illustrate your answer 5. Propose a new positioning for Malaysia Airlines, with examples and justification. Task 3: In this task, the students are required to prepare a report to address the following: 1. In the second part of this report you will describe a new product /service range that could be developed to use in Malaysia Airlines. You must explain your product/product range feature, advantages and benefits to market your product to gain sustainable competitive advantage. The product /service idea/name may be generated by yourself 2. Identify various distribution strategies Malaysia Airlines could use. What is your view on the distribution strategy adopted for your newly developed product and service? 3. Explain how prices are set to reflect an organisation's objectives and market conditions in a newly selected market. Recommend a specific pricing strategy for new product which will reflect the different market conditions (AC3.3) 4. Illustrate how you can arrange promotional activities to achieve marketing objectives. Give examples of promotional activities that you can plan to increase your awareness and image. Recommend an integrated promotional strategy by combining some of the promotional mix elements such as advertising, direct marketing, personal selling, sales promotion, public relations, and word-of-mouth (AC3.4) 5. Now you have to plan a marketing mix for two different segments in consumer markets in your newly selected market (i.e.Business executives working for a large corporation, International students, etc. (AC4.1) 6. Analyse how the additional elements of the extended marketing mix (i.e. people, process and physical evidence) can be used by Malaysia Airlines to enhance customer experience and improve customer service7. How Malaysia Airlines can differentiate its products and service characteristics in B2B and B2C scenarios. Illustrate your answer with examples (AC4.2) 8. Show how and why international marketing differs from domestic marketing for Malaysia Airlines continues to hold its position in international markets with examples of international marketing strategies