Malaysian Airlines : Getting Of Strategically

by Shabina Nur Binti Bashir Mohamed, Asst. Prof. Nor Khalidah Abu and M. S. B. Siddiq

International Journal of Marketing and Management Research, Vol. 8, Issue 1, (2017)


The discussion centers around the different facets of the external environment of Malaysia Airline specifically focusing on the background of the airlines, the Strength, Weaknesses, Opportunities and Threat Analysis as well as the Porter’s Five Forces Analysis.

The analysis is carried out to explore the external environment and to exemplify how one can make use of the strategic tools to assess the pertinent facets of the environment to overcome the crises.

This case has been developed as a basis for academic discussion for exemplifying the issues and perspectives of managing, leading and strategizing rather than to illustrate either effective or ineffective handling of any business or management situation. It is based on the information publicly available through company reports, brochures, pamphlets, leaflets, newspapers, magazines, websites, or other such material.

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