MISSION STATEMENT

VISION
Airlines uniquely renowned for its personal touch, warmth and efficiency –
MALAYSIAN HOSPITALITY

MISSION
To provide air travel and transport service that rank among the terms for
safety, comfort and punctuality
WHO ARE WE AND WHAT WE DO
ORGANIZATIONAL CHART
MALAYSIA AIRLINES BERHAD
Malaysia Airlines Berhad is the national carrier of Malaysia offering the best way to
fly to, from and around Malaysia. The airline flies 40,000 guests daily on memorable
journeys inspired by Malaysia’s diverse richness. Malaysia Airlines embodies the
incredible diversity of Malaysia, capturing its rich traditions, cultures, cuisines and
warm hospitality on board, while opening up more of Malaysia’s destinations than
any other airline.
Incorporation date    : 7 November 2014
Destinations                : 53

Fleet                           
: A380-800: 06
: A330-300: 15
 : B737-800: 54
FIREFLY
Firelfy operates out of the Penang and Subang hubs. It provides
connections to various points within Malaysia, Southern Thailand,
Singapore and Sumatra. The airline aims to bring communities closer
by overcoming geographical constraints through its network of point-
to-point flights. Linking the world to its communities.

Incorporation date         : 13 June 1995

Destinations                    : 12

Fleet                                 
ATR 72-500: 12
MAS WINGS
Mas Wings, East Malaysia’s first commuter airline, caters to the air
travel needs of Sarawak and Sabah's travelling population by providing
affordable fares, convenient schedule and connections within the two
states in Borneo. As a subsidiary of the Malaysia Aviation Group, MAS
wings also links with Malaysia Airlines Berhad for greater connectivity
globally.
Incorporation date       : 17 May 2007
Destination : 23
Fleet                                 
ATR 72-500: 10
DHT: 6
MAS CARGO
MAB kargo, the cargo division of the Malaysia Aviation Group,
operates scheduled and chartered air cargo services, as well as
ground handling services. It also delivers through freighter
services and belly space capacity on Malaysia Airlines.
Incorporation date        : 17 September 2015
Destinations                    : 18

Fleet                               
A330-200F: 2
(excluding lease: A330-200F 9M-MUC)
MAB ENGINEERING
 
MAB Engineering is an internationally recognized
Maintenance Repair and Overhaul (MRO) facility that carries
out aircraft maintenance activities for the Group. They also
provide line maintenance services for international carriers
in Malaysia.

Incorporation date     : 22 May 2015

AeroDarat Service
AeroDarat Services Sdn Bhd (formerly known as MAB Ground
Handling Services Sdn Bhd), provides ground handling
services in KL International Airport and 15 other airports
across Malaysia, including ramp and cargo services.
AeroDarat focuses on enhancing the efficiency and
effectiveness of ground handling services to passengers,
aircraft as well as third party airlines.

Incorporation date         : 22 May 2015

MAB LEASING/MAB PESAWAT
These are dedicated aircraft leasing companies established
to provide customised and competitive aviation leasing
solutions and asset management to the Group’s airlines. MAB
Leasing and MAB Pesawat’s fleet includes all owned and
managed aircraft operated by the Group, featuring a range of
narrow-bodied and wide-body aircraft.

Incorporation date          : 30 November 2015

MALAYSIA AIRLINES – SWOT ANALYSIS
STRENGTH
Strong backing of Government of Malaysia makes Malaysia
Airlines a strong brand
One of the popular Airlines in the world
The company has strong workforce of over 9000 employee
Malaysia Airlines Cover over 50 international and 35
Domestics Destinations with fleet size over 100
Strong brand recall and visibility of Malaysia Airlines due to
excellent of advertising and marketing
Excellent customer service and in-fight entertainment offered
MALAYSIA AIRLINES – SWOT ANALYSIS

 WEAKNESSES
Malaysia Airlines has intense market competition which
means limited market share
Limited Domestic Traffic
MALAYSIA AIRLINES – SWOT ANALYSIS

 OPPORTUNITIES

 Increasing global presence of Malaysia Airlines by tie-ups

and partnerships-Partnership with Emirates/KLM
More routes internationally to popular destinations can
increase business. Latest Destination - Surabaya
 More services and choices to customers at airport facilities
 MALAYSIA AIRLINES – SWOT ANALYSIS
 THREATS

 Rising fuel costs can reduce margins of Malaysia Airlines

Changing govt policies and regulations of regulatory bodies –
Security Tax/Visa
Increasing competition in South East Asian market
MAB ACADEMY
MAB Academy offers quality education and training for the
Malaysia Aviation Group as well as other international
airlines and organisations. The company is continuing
established programs for cockpit and cabin crew and an ab
ignitio training for aviation mechanics and engineers.

Incorporation date         : 17 September 2015

AWARDS
Procurement Leaders World Procurement Awards, Procurement Team
Category
Loyalty & Engagement Awards 2017
 Gold – Best Use of Consumer Insights/ Data Analytics
 Silver – Best Use of Co-Creation/ Crowd Sourcing
 Bronze – Best Use of Relationship Marketing –B2C
Best First Class and joint Best First Class White
 The Cellars in the Sky 2016 Awards
International Air Transport Association (IATA) Fast Travel  Green
Certificate
 IATA'S Fast Travel Programme
Travel Personality of the Year Award - Peter Bellew
 TTG Travel Awards 2017
Gold Award For Best Event - Immersive Experience
AWARDS
Gold Award For Best Event - Immersive Experience
Marketing Events Awards 2017, Singapore
Bronze  Award For Best Event - Sponsorship Activation for its campaign #MHGlobal
Marketing Events Awards 2017, Singapore
Marketing Excellence Awards 2017

Gold - Excellence in Sponsorship Activation

Gold - Excellence in Loyalty Marketing
Silver - Excellence in Event Marketing
Silver - Excellence in Sponsorship Activation
Bronze - Excellence in Content Marketing/ Native advertising/ Branded Content 
Bronze - Excellence in Digital Marketing 
Bronze - Excellence in Performance Marketing
Bronze- Excellence in TV/Video Advertising
AWARDS
Share/Guide ICT Award 2017
Data Center Cloud Transformation
Putra Brand Awards
Gold - Transportation, Travel and Tourism
Indonesia Travel Tourism Awards 2017/18
Indonesia Leading Asean Airline
CONCLUSION
MAS is part of Malaysia’s History. It Is a symbol of national pride,of our
ambitions and our place in the world. In short,it is more than just a
company to us.
It has gone through a mix of good anf bad experiences as a Malaysia
National Flag carrier. From global economics downturn,fuel price hike
to air disasters have colored the journey of the airline.In spite of various
challenges,MAS is still around giving pressure
The disappearance of MH370 and downing MH17 have made a safety
conscious as the main priority for MH to rebuild the brand and to win
customer’s confidence. As such the positioning strategy has included
safety in the positioning statement as safest premier full service airline.
MALAYSIA AIRLINES BERHAD