Malaysia Airline System Berhad Company Profile
COMPANY PROFILE 1. Company’s Background Malaysia Airlines began in 1947 as Malayan Airways. However, it was renamed Malaysian Airways following the creation of the Federation of Malaysia in 1963. The company is publicly called Malaysia Airlines System. While MAS has grown to become Southeast Asia’s largest airlines, it also becomes one of the world’s premier international carriers. The MAS headquarters building in downtown Kuala Lumpur has been sold. Nevertheless, the new corporate headquarters is now at Sultan Abdul Aziz Shah Airport in Subang. Malaysia Airlines is listed on the stock exchange of Bursa Malaysia under the name Malaysian Airline System Berhad. MAS had been suffered high losses over the years because of the fuel price increases and poor management. Malaysia’s government overhauled the operations of the airline. Under Idris Jala who was appointed as the new CEO in 1 December 2005 leadership, Malaysia Airlines unveiled its Business Turnaround Plan (BTP) in February 2006 which highlighted low yield, and an inefficient network and low productivity. (Refer to Appendix II)
2. Corporate Objective To produce a strategic, timely creative campaign targeting TIME’s readership of international travelers for Malaysian Airlines. (Refer to Appendix II)
3. Corporate Mission To provide air travel and transport service that rank among the best in terms of safety, comfort and punctuality. (Refer to Appendix II)
4. Corporate Vision An airline uniquely renowned for its personal touch, warmth and efficiency. (Refer to Appendix II)
5. Corporate Logo [pic] This logo designed by Mara Institute of Technology later known as Mara University of Technology was introduced on 15 October 1987, retaining the essence of the moon kite, with a sheared swept-back look for a more aerodynamic posture. The red and blue divides equally in the mid-spine to connote equilibrium. (Refer to Appendix II)
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2. Corporate Objective To produce a strategic, timely creative campaign targeting TIME’s readership of international travelers for Malaysian Airlines. (Refer to Appendix II)
3. Corporate Mission To provide air travel and transport service that rank among the best in terms of safety, comfort and punctuality. (Refer to Appendix II)
4. Corporate Vision An airline uniquely renowned for its personal touch, warmth and efficiency. (Refer to Appendix II)
5. Corporate Logo [pic] This logo designed by Mara Institute of Technology later known as Mara University of Technology was introduced on 15 October 1987, retaining the essence of the moon kite, with a sheared swept-back look for a more aerodynamic posture. The red and blue divides equally in the mid-spine to connote equilibrium. (Refer to Appendix II)
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