Malaysia Airlines Corporate Policy and Strategy
Executive Summary
This assignment requires a writer to write a report of any organisation which is involved in transportation and communication industry. The aim and purpose of this report is to examine the strategic management process to one of the industries. The strategic management process will be more emphasise in this report where its importance in the organisation play an important factor in order for the organisation to grow and expand. Malaysia Airlines (MAS) have been chosen as an organisation for this report. Malaysia Airlines is a commercial air travel organisation where they provide transportation service throughout the world, specifically 850 destinations in 150 countries. The organisation company profile will explain more about the history of the organisation itself which are the founder of the organisation, the year it start its services, location, service range, revenue and turnover report. After that, a strategic analysis of the Malaysia Airlines will be explained more which includes general environment, internal environment and competitive environment. In general environment, the weakness of the organisation needs to analyse before the problems and weaknesses itself will take toll towards the organisation. The tool which is going to be used to overcome the weaknesses are pest analysis and swot analysis which consecutively serve its purposes to analyse internal and external factors. In internal environment, a situation that can impact Malaysia Airlines business will be evaluated. It is divided into two categories, value chain analysis and resource based view. Value chain analysis will be used to add value to the organisation itself while resource based view will be use to explain how the resources of the organisation can be use to become an advantage, competitively. After done doing that, strategic formulation is needed for Malaysia Airlines. A proper plan and strategy are needed to achieve the organisation main objectives. Business level
This assignment requires a writer to write a report of any organisation which is involved in transportation and communication industry. The aim and purpose of this report is to examine the strategic management process to one of the industries. The strategic management process will be more emphasise in this report where its importance in the organisation play an important factor in order for the organisation to grow and expand. Malaysia Airlines (MAS) have been chosen as an organisation for this report. Malaysia Airlines is a commercial air travel organisation where they provide transportation service throughout the world, specifically 850 destinations in 150 countries. The organisation company profile will explain more about the history of the organisation itself which are the founder of the organisation, the year it start its services, location, service range, revenue and turnover report. After that, a strategic analysis of the Malaysia Airlines will be explained more which includes general environment, internal environment and competitive environment. In general environment, the weakness of the organisation needs to analyse before the problems and weaknesses itself will take toll towards the organisation. The tool which is going to be used to overcome the weaknesses are pest analysis and swot analysis which consecutively serve its purposes to analyse internal and external factors. In internal environment, a situation that can impact Malaysia Airlines business will be evaluated. It is divided into two categories, value chain analysis and resource based view. Value chain analysis will be used to add value to the organisation itself while resource based view will be use to explain how the resources of the organisation can be use to become an advantage, competitively. After done doing that, strategic formulation is needed for Malaysia Airlines. A proper plan and strategy are needed to achieve the organisation main objectives. Business level
References: Ansoff, I. (1965), corporate Strategy, McGraw-Hill, New York. Annual Report 2011 Barney, J.B., (1986a), Strategic Factor Markets: Expectations, Luck and Business Strategy. Management Science; 32, (10), pp. 1231–1241. Barney, J.B., (1986b), Organizational Culture: Can It be a Source of Sustained Competitive Advantage? Academy of Management Review; 11, (3), pp. 656–665. Barney, J.B., (2001), Is the Resource-Based Theory a Useful Perspective for Strategic Management Research? Yes. Academy of Management Review; 26, (1), pp. 41–56. Bryjolfsson, E., Renshaw, A.A., Alstyne, M.V., (1997), The Matrix of Change, Sloan Management Review Cadbury, A., (1992), Report of the committee on the Financial Aspects of Corporate Governance, Gee, London Chandler, A.D. (1962), Strategy and Structure Chapters in the History of the American Industrial Enterprise, MIT Press, Cambrige. Douglas, S. & Wind, Y. (1987),The myth of globalization, Columbia Journal of World business. Grant, Robert M. (2007) "Contemporary Strategy Analysis: Concepts, Techniques, Applications, 6th Edition", Wiley-Blackwell Hastings, S Hodgkinson, G.P. (1997) "The Cognitive Analysis of Competitive Structures: A Review and Critique", in: Human Relations, 50 (6), 625-654. Hunger, JD.&Wheelen, TL. (2000), Strategic Management : Year 2000 : The Global Millennium, 7th edn, Prentice Hall Henry, A Humphrey, Albert (December 2005). "SWOT Analysis for Management Consulting". SRI Alumni Newsletter (SRI International). Hitt, M. A, Ireland, D, Hoskisson, R, (2009), Concepts Strategic Management: Competitiveness and Globalization, ninth edition, South Western, a part of Cengage Learning Ireland, Hoskisson, Understanding Business Strategy Kanter, R.M. (1983), The Change Masters. Simon & Schuster, New York. Kaplan, R.S., Norton, D.P., (1996), Using the balanced scorecard as a strategic management system, Harvard Business Review, 74 (1), 75-85 Lindgren, M Lynch, R. (2009), Strategic Management, 5th edn, Prentice Hall Lussier,R, N, Achua, C, F (2010), Leadership: Theory, Application, & Skill Development, Fourth Edition, South Western Mintzberg, H., Waters, j.a., (1985), Of Strategies: Deliberate and Emergent, Strategic Management Journal, 6 (3), 257-72 Malaysian Airline returns to profit in 2007, exceeds financial targets Mohamed, ZA, Ho, JA. & Wong, FY. (2010), Strategic Management, Oxford University Press. Porter, M.E. (1980) Competitive Strategy, Free Press, New York, 1980. Porter, M.E. (2008) The Five Competitive Forces That Shape Strategy, Harvard business Review, January 2008. "The MAS Way: Business Turnaround Plan." (Archive) Malaysia Airlines. 27 February 2006. p. 44. Ulrich, D, Smallwood, N, (2012), What is Leadership?, Advances in Global Leadership, Volume 7