Name: Lee Mun Cheok

Student Id: 2104836

Company to consult: Malaysia Airline
Content: Technological

1.0 Technological
On 7 April 2022, Malaysia Airline have further expanded on the technology and distribution
contract with the Amadeus company. It is helping to improve the customer experience, such as cooperate
and travel trailersover in the future. The Amadeus company improve the travel flight ticket online
booking system for Malaysia Airline. This can help the customer of Malaysia Airline have a better online
booking service when buying the ticket for the flight. Besides, the online flight booking for the Malaysia
Airline that provide on the Amadeus online platform have also a seat choosing system for the customer
to choose the seat they’re like compared to the old time which the flight seat is randomly given.
2.0 Problem
For nowadays, technology have been developed and become more complicated. This causes the
technology that use by every airline company have the same technology skill, such as all the airlines
have a good service booking website and have touch screen technology in every seat in the flight to
entertain the customers. This causes the number of customers of Malaysia Airline decreases since every
airline also have the same modern technology.
3.0 Recommendation
Malaysia Airline should improve their online booking system or touch screen machine on the flight
by adding a new flight food choosing system. This can help the customer to choose they liked and can
also decrease the time for the stewardess to send the food because until today when during the time the
stewardess sending the food, they will ask which food you like and the selection for the food very less.
So, if Malaysia Airline can improve their food selecting system on their booking website or the touch
screen machine on the flight, it can bring a convenient for their customers.
4.0 Sun Zi’s Art of War Theory
The Sun Zi’s Art of War theory that can be use is “Those who arrive first at the battleground will
have sufficient time to rest and prepare against the enemy and those who arrive late at the battleground
will have to rush into battle when they are already exhausted” which have been stated by Sun Zi on
Chapter 6: Weaknesses and Strengths; topic 6.1 and 6.2. This theory stated that the first mover have a
better advantage compare to their enemy. If Malaysia Airline be the first person who have adding the
new food choosing system, they will have an advantage that more customers would like to book their
flight ticket since they have the new system or technology that other airlines do not have. Although the
other airlines have also added the same food selecting system, they will not get the advantage since
Malaysia Airline have a more mature system compared to their opponent such as AirAsia or Cathay
 Pacific.
Reference
Malaysia Airlines (2022). Malaysia Airlines expands technology and distribution contract with Amadeus.
Malaysia Airlines. https://www.malaysiaairlines.com/us/en/news-article/2022/malaysia-airlines-
expands-technology-distribution-contract-amadeus.html