Malaysia Airlines: The Marketing Challenge after MH370 and MH17
商品編號：9B15A028
出版日期：2015/06/01
再版日期：2015/06/01
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Library)
涵蓋議題：Value communication;customer;turnaround
難易度：5 - MBA/Postgraduate
內容長度：14 頁
地域：Malaysia
產業：Transportation and Warehousing;
事件年度：2014
The chief executive officer of Malaysia Airlines (MAS) had the daunting task of sustaining a business that had suffered the tragic loss of two of its airliners in a span of just four months. Prior to this, a US$392 million loss, as well as the inability to compete with lower-cost carriers, had posed a great challenge to MAS. Management was planning to initiate a cost-cutting strategy to manage pricing and the competitive challenges of the aviation industry when these incidents shocked the world. The disasters greatly impacted customer confidence, as reflected in the company’s declining booking rates and stock prices. With its reputation severely damaged, MAS was faced with many hard-hitting questions from various stakeholders about the airline’s prospects. Many felt there was a need to transform the entire business model. The top executives pondered various options, including rebranding the airline, a new discounted pricing structure to build volume, a private equity infusion, a merger and filing for bankruptcy. Each option would have to be considered very carefully, as the changes made to the business would decide the future of MAS.
教學手冊：8B15A028;
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