Malaysia Airlines Corporate Policy and Strategy Essay

This assignment requires a writer to write a report of any geological formation which is involved in transportation and communication industriousness. The aim and inclination of this report is to examine the strategical counselling flow to ane of the industries. The strategic focus process pull up s maintains be untold emphasise in this report where its importance in the organisation play an alpha factor in in guild for the organisation to grow and expand. Malaysia air hoses (MAS) comport been chosen as an organisation for this report. Malaysia air passages is a commercial air travel organisation where they ply transportation service throughout the world, specific eithery 850 refinements in 150 countries. The organisation companion profile go out formulate more than than about the recital of the organisation itself which atomic number 18 the fo under of the organisation, the year it lucre its service, location, service range, gross and beatover report.Af ter that, a strategic summary of the Malaysia Airlines go away be explained more which includes global surround, internal environment and agonistic environment. In general environment, the weakness of the organisation get hold ofs to consider to begin with the occupations and weaknesses itself get out flummox toll towards the organisation. The tool which is going to be hired to over get into the weaknesses be pest outline and swot analysis which consecutively serve its purposes to fagvas internal and outside(a) factors. In internal environment, a situation that confederacy impact Malaysia Airlines ph iodine line bequeath be prized. It is divided into two categories, rank chain analysis and resource based go out. Value chain analysis pull up s sorbs be hired to add value to the organisation itself fleck resource based view pull up stakes be pulmonary tuberculosis to explain how the resources of the organisation feces be use to stick an profit, competitiv ely. After do doing that, strategic formulation is necessitate for Malaysia Airlines.A squ are-toed plan and schema atomic number 18 needed to pass the organisation main objectives. Business aim scheme and corporate level strategy leave behind be use to explain the competitive advantage and how corporate p arnt functions its subaltern fraternity to grow and expand. International strategy is also in included in the strategic formulation in order for Malaysia Airlines to develop its level of competencies and forthcoming cap sufficientness in international arena. Implementation of that international strategy will take to action after evaluation and analysis. In the implementation strategy, a player with a broad s energise out of vision and mission is needed in order for the action plan to become reality. With a big(p) pebibyteership skill, the employees will be inspired to shape more competent to chance on the objective that had been restrict. All the exp lanation above are back up with proper references using journals, books, internet, articles and updated data from Malaysia Airlines from its companionship report. Lastly, a conclusion will be made to conclude any of the information from the report.1.0 Introduction Malayan Airline System Berhad is the primary winding airline of Malaysia. Malaysia Airlines (MAS) operates flights from Kuala Lumpur International Airport mainly and with a secondary hub at Kota Kinabalu and Kuching. From the report, the strategic management of Malaysia Airlines is analysed. The report is produced for Mr Mathew Teale. some of the resources in this report are based on report and journal. Besides, articles and in the altogetherspapers are also cosmos utilize as the secondary resources. Gather from a la mode(p) data, Malaysia Airlines has r nonetheless(prenominal)(prenominal)ue worth as much as RM13 billion.In stategy management, in that respect are scheme Analysis, schema Formulation and Strateg y Implementation which are the process to overcome that external factor which consist of objective to fulfil(Hambrick, 2007). low the effect of globalization, the world has changed in either orbit and those changes had influenced near of the corporation activities with hindrances to execute their strategy. A friendships finances will be make believeed if their management fails to formulate and implement the some efficient and sufficient strategy. Strategy analysis, strategy formulation and strategy implementation are the bedrock to solve invalidating factors regardless what is the lines. familiarity ProfileMalaysia Airlines was founded in 1937 through an idea by the Alfred Holts Ocean Steamship Company in liverpool work together with the Imperial Air flairs in from Britain and Straits Steamship Company in Singapore. This had build the outcome of Malayan Airways Limited(MAL) on the alike(p) year. As usual, this airline faced different fictional characters of industrial challenges throughout these seven decades. Therefore, the familiarity had emendd and repackaged their image and go. Malaysia Airlines dumbfounded their flight services originated in Subang Airport and after relocate to Kuala Lumpur International Airport (KLIA). Malaysia Airlines serve different class of guests in corporation pyramid. Therfore, Malaysia Airlines provide different class of seatings which are first class, business class, and economic class. harmonize to Malaysia Airlines Annual Report on 2012, incredible injustice of RM481,457,000 was hit after the bolshy on 2011 which was two billion.This shows the incapabilities of management in Malaysia Airlines to manage the company. Therefore, the management involve to be rearranged and organized. Besides, Malaysia Airlines are facing more competitors in the industry such as Airasia. To overcome this challenge, Malaysia Airlines tried to support with their competitors by providing high-pitched quality of service s in order to decoy customers faith and loyalty so that they could have perpetual coming back customers. Their strategy was a conquest and this cigarette be seen when several awards are awarded by Skytrax UK and World Travel Awards. The awards are the Asias Leading Airline(2011), Asias Leading Business Class Airline (2010) and volt Star Airline (2012). Malaysia Airlines built up their image as the elucidate airline in Malaysia by winning those award.2.0 Strategic AnalysisThe process of cooperateing a company to have further understanding regarding their external environment is what we call strategy analysis. Strategy analysis foot maximise an organizations potential, capability and interation betwixt environment. Profit fuck be achieved if Malaysia Airlines execute the three strategic processes which are analysis, formulation and implementation. By doing the analysis of external evnironment and evaluating the internal environment, we are equal to use the chances and disc over the industrial potential in the future.2.1 General EnvironmentIn order to stand by Malaysian Airlines in fitting itself to conquer the weaknesses, several analysis such as PEST, scenerio planning and SWOT are carried out. Besieds, general environment acts as a tool to make out the weakness in Malaysia Airlines which may bullock to external environment that changes rapidly (Henry, 200841).2.1.1 Scenario PlanningScenario planning is defined as procedure of visualizing what upcoming situation or events are probable, what their effects would be like, and how to respond to, or benefit from,them(Business Dictionary, n.d.). Scenario planning not only onlytocks help to identify future oppoturnity, but also helps an organization to progress critical last. This cigarette help an organization to utilize hazard and handicap away from the threat. The scenario planning is mention by Henry (2008) as a system to find changes and uncertainty in their industry and march on domi neering retrieveing and even decision do under spontaneus situation. However, Malaysia Airlines did not do proper scenario planning which make them faced great loss as stated in their annual report 2012. As a way to stop this situation continue to grow, Malaysia Airline should really consider and think deeply of their scenario planning. Besides, the ultimate growth of Airline industry shows influence to Malaysia Airline scenario planning. Therefore, Malaysia Airline should make use of PEST and SWOT analysis to identify deeply their mart environment.2.1.2 PEST analysisPEST analysis most commonly is used to measure a market. By doing the PEST analysis, Malaysia Airlines will link the entire four factors that may adjoin their business in general and competitive environment. As a Malaysian national swag airlines, it is compulsory and a must for them to follow and obey the political decision and presidencyal policies. Being an airline company in Malaysia, always need to cope with the taxes which have been a big obstacles in particular during economy crisis. According to Malaysia Airlines annual report 2011, Malaysia Airlines had experienced a huge loss as RM400 millions even before taxation is make.This shows how pathetic and badly the situation of the company was. Furthermore, our current Prime Minister Datuk Seri NajibTun Razak proclaimed that the minimum wage of snobbish sectors in Penisular has been set for RM900 and RM800 for those in Sarawak. This ontogenesiss the burden of Malaysia Airlines which has approximately 18,000 workers. As a way to overcome the new policy and adjusted to it, Malaysia Airliens hence introduced a new rewarding plan to their workers. t. In coping with the new policy, Malaysia Airlines has announced on their strategy to offer permanent staff a maximal two days of unpaid leave only and excluding their subdiaries which are Maswings and FIrefly.Airlines biggest expenses will be the crews issue and sack expenses. As global te rminate harm is emergence, it influenced Malaysia Airlines operational court for sure which will directly result the loss in their profit. Besides, unstable fuel legal injury that influenced economy will affect their shares price in stock exchange too. (sharif, Ranjbar and Arumugam , 2011). Furthermore, Malaysia Airlines had join ond their flight tatter fares as a way to cover up the administration and operating cost. As the increment of ticket fares occurred, local citizens with lower or spiritualist income holders to lessen their frequency to travel on flight. Besides, one of the undeniable factors is swelling which causes the value of money to be lowered extra money from the wages unable to do much extra occasion planning.Prior to the Asian Financial Crisis in 1997, Malaysia Airlines suffered in the massive losings of RM260million. As a way to overcome the crisis, the airlines cut a lot of routes which are un master(prenominal) such as Brussels, Darwin, Honolulu, Madrid , Munich and Vancouver. Besides, approximately a decade later in 2011, frightening loss of RM2.52billion was achieved by Malaysia Airlines and breaks its historical record. This incident had push the management to terminate the flight to Surabaya, Karachi, Dubai, Johannesburg in January of the same year. The action was unable to soothe the managements who later ceased the routes to Cape Tget, Buenos Aires and Rome in February 2011.For social factor, we know that in that respect are different graphic symbols of commonwealth with different preference in this country, so with different culture and thinking in society, not everyone would like to use flight as their transportation option. This is due to the fear factor that stuck in their heart to life insecure with the flight transportation. Therefore, safety is always one of the main feature to be concerned and make sure the society feel safe with their services. Safety instructions are being briefed before the flight depart ever y time and this rump prevent nut house to occur if there is any accident occurs. Besides, insurance is also one of the option for customer to purchase in their flight ticket. This faeces resign the insecurity of passengers when they choose to use Malaysia Airlines.In terms of technology, Internet has lead our world to globalization and information explosion era. Malaysia Airlines sees this as an opportunity to promote their company services to the youth conveniently. The customers bunghole purchase the flight tickets easily from their website rather than drive to their branches and queue up which will be even more expensive and time consuming. Hence, Malaysia Airlines is able to deduct and decrease strike cost and their budget in extra offices and infra twist. However, not everyone are well-skil conduct in using the internet and some of the rural areas in our country til now lack of such services which seems common in most of the city. Besides, realization or debit card is a necessity in order to purchase from online ticketing system which also will be a obstacle for some of the senior citizens. Lastly, we shall concern about the stability of Malaysia Airlines proxy horde which is overloaded sometimes.2.1.3 SWOT AnalysisSWOT analysis is a method where a grammatical constructiond planning kindle be done by evaluating the 4 factors which are strengths, weaknesses, opportunities and threats (Humprey, 2005). Malaysia Airlines can use SWOT at their own benefits to understand more about the external environment. Malaysia Airlines is a well cognise brand name which has become strength of this company to exploit. With its 70 age of experiences in the airline industry, this brand name has won the heart of the customers wheres loyalty is important to them. In addition, Malaysia Airlines are highly recognized by the international organisation. Plus, Malaysia Airlines are also has been supported by the Malaysian government for years. With this, they can depend on the government if they are having a pecuniary problem or other difficulties which can benefit them.Malaysian Airlines won a lot of prestigious awards in the prehistoric 10 years and their broad network of destinations also has become their strength that led the potential and loyal customers to choose them. Thereby, with this entire strength combine, chances of Malaysia Airline to win and take carry of the industry are higher. Malaysia Airlines and other companies are not excluded from the organisational weaknesses. The increase fuel price had cause Malaysia Airlines huge loss as much as RM1.36 million.Other than that, their operating cost such as landing fees ishigherthatin which are affecting their fiscal. This enti curse affected their profit and thus giving them problem to be dealt with. Price war with Air Asiaalso has affected their target in authoritative the local market.Since Malaysian income per capita is lower than other countries, therefore Malaysia Airl ines are now focusing more with the middle and upper class customers. Malaysia Airlines has analyse its opportunities in the market.Aircraft passengers have been growing as much as 13.5% every year. By this, Malaysia Airlines are going to take this opportunity to expand their services in other countries such as China and Japan where the people over there always travel abroad. The increasing verse of weight industry also have become a profitable sector for Malaysia Airlines. In 2010, the increasing numbers of air cargo service has move up to 26.5%. As a result of that, Malaysia Airlines can manage to get a lot of profit in this growing industry by exploiting the opportunities and turn it into a profit. In threats, fuel price have been a problem for Malaysian Airlines for years.Inevitably, Malaysia Airlines operating cost may also increase if the fuel prices increase. non only that, international airlines such as Cathay peace-loving Airways, Singapore International Airways and G aruda Indonesia Airways are competing with Malaysia Airlines internationally and Air Asia domestically. The threat of new entrant also be a factor for Malaysia Airlines to deal with if financial institution policy changes. Lower interest rate and credit loanword willallownew airliners to enter the industry. The more new airliners enter the industry the likelihood of Malaysia Airlines to push in the business will be higher. In order to cope with that, Malaysia Airlines need to be more traind.2.2 emulous EnvironmentAccording to mack (2010), competitive environment is defined or explained as a driving system for the business to compete positively in. At such, analysis proficiency of doorman Five Forces Framework is executed to understand the environment.2.2.1 Porters Five Forces FrameworkPorter five forces is a framework which analyzes the industry and business strategy development to determine the competitive strength (Porter, 1979). By using this analyzing technique, Malaysia Airlines can identify the threat of new entrants. Since the needs to start an airlines company are hard, consequently, the threat of new entrants has reduced. Furthermore, brand name is important to the customers these days. Adding to that, to go into this business not also need high superior but also need an establish brand name. Thus, rather than start an establish brand name, the new threat entrants will focus more on the loyal customer. The only new threat entrants Malaysia Airlines need to focus more are the international airlines. There are two companies that are competing a puckerst each other in the aircraft manufacturing industry which are Boeing and Airbus. Since Malaysia Airlines are choosing Boeing as their main aircraft, therefore, Boeing has no option to increase their aircraft prices.If Boeing increases their aircraft price, most probably Malaysia Airlines will change their aircraft to Airbus. Consequently, Malaysia Airlines can use its bar pull togethering power of consumer to bargain the aircraft price. This doubtlessly will be an advantage to Malaysia Airlines to save their buying cost that led Boeing with no other choice to sell its aircraft to Malaysia Airlines since theyre having a laborious time in competing in the aircraft manufacturing industry. The bargaining power of suppliers is depending on the numbers of alternatives the consumer has. For Malaysia Airlines, it is difficult to change to another aircraft manufacturer such as Airbus since their sustentation staff areexperienced with Boeings aircraft.By changing the aircraft manufacturer, Malaysia Airlines need to spend a lot of money to train their maintenance staff which and switching cost is high.Therefore, the power of suppliers cannot be a negative factor since Malaysia Airlines only rely on one aircraft manufacturer. Plus, the power of suppliers is insignificant where Malaysia Airlines has their own aircraft maintenance subsidiary company. For fuel, the bargaining power of suppliers is not really high since in Malaysia there is only little petrol organization and the price is set by the government.2.2.2 Strategic GroupsStrategic groups are used to classify or identicalness the companies that are having the similar business model or mixture of strategies applied. (Porter, 1980). As a well known 5 stars airlines company, Malaysia Airlines always offer unlike place of destinations throughout the world where Airasia only provide certain well-known(a) and popular destination. However, Airasia as the low cost carrier, has advantages in competition as they can always attract customers in Asia that always go for cheaper option.2.3 inhering EnvironmentAn internal environmental analysis is an extensive review of all aspects of a companys operations, internal guidance and mission. (wiseGEEK, n.d.). Value-chain analysis and resource-based view can be used as analysis tools.2.3.1 Value-chain AnalysisMalaysia Airlines primary income is based from logistics services and secondary activities are aircraft maintenance and technology development. By coordinate these value chain analysis activities, Malaysia Airlines can have a lower cost organize and increase the value of outcome product. By increasing the value of outcome product, Malaysia Airlines can compete better in the industry by understanding the connection between each of the value-chain activity. Additionally, a proper coordination with their union, customers and suppliers can reduce cost and adds up the bonding between customers and company itself. As its outcome, improvement of the runance in Malaysia Airlines primary and secondary activities can be achieved and higher profit can be gained in the process. .2.3.2 Resource-based ViewAirline industry was slammed pretty hard globally in previous years. Terrorists attack on 11st September 2001 still horrified the black Maria of passengers globally. The strong competitive environments by low cost carriers such as Airasia in Malays ia is also causing the national flag carrier to restructure their operations. Their resources such as airplanes and crews quality need to be concerned and regard into deeply. As the oldest flight carrier company in Malaysia, they shall use this advantage to continue to stay at the frontline in airline industry by using its available sufficient resources efficiently with the help of government and come up with efficient strategies as a way to compete and arouse its own potision in airline industry. .3.0 schema FORMULATIONFormulation of strategies is necessity in order for Malaysia Airlines to achieve its mission and objectives. An excellent structure and direct strategies will beneficiary to Malaysia Airlines in competing in the airline industry.3.1 Business take aim StrategyBusiness level strategy is very important where it will be use as a method to develop the strategy at a maximum level. In addition, it is crucial for Malaysia Airlines to implement and adapt to this str ategy because its a way for them to make use all of their resources and competency in the airlines industry to accomplish its corporate level strategy.3.1.1 exertion Life CycleIn any industries, establishment, growth, maturity and decline development formats have to go through including industry products. Malaysia Airlines has gone through the introduction phase where they had been through a lot of difficulties and up and down since 1937. yet unfortunately, Malaysia Airlines financial report has shown that the company is suffering from internal and external environment where they are facing profit losses. Malaysia Airlines is now in the growth stage where they are trying to impose a new efficient strategy to cover up their losses from 2008 to 2012.Malaysia Airlines profit are at the highest in 2008 as much as RM15,570,141 and decreasing slowly in the past 5 years and the lowest is in the year 2009 that decline as much as RM11,605,111. Factors that cause this financial downturn a re the increasing price of the fuel, competitiveness of other airlines, poor marketing strategy and high operating cost. In coping with this matter, Malaysia Airlines is now broadening their flight destination and suspend some flight from a destination that give less profit, improve quality of service in order to create customer demand and thus progressing in the growth stage.3.1.2 DifferentiationMalaysia Airlines impose specialisation strategy by creating various types of seat class such as Economic Class, Business Class and First Class. This is to ensure that all the garland of services that being offer are affordable for the different type of customers. It is also to increase the advantages in competing by delivering the value added product to mark Malaysia Airlines services from other airline competitors. Adding to that, by letting the customers choose what type of services they want, the loyalty of the customer would be increased. This shows that Malaysia Airlines are co ping with price sensitivity, switching cost, higher entry barriers and threat of substitutes, in the five forces. As a result, Malaysia Airlines has advantagefully competed in the airline price wars that let the company to gain back profit in 2011.3.2 Corporate Level StrategyCorporate strategy signifies actions for Malaysia Airlines to take in gaining its competitive advantage. Specifically, to help Malaysia Airlines in an advantage where they can control the market and maximise profit for a long period of time. Thus, this strategy helps Malaysia Airlines to improve its strategy and at the same time giving them a great position in commanding the market.3.2.1 Growth StrategiesAny company can practice four strategies specifically for the growing process. By now, Malaysia Airlines are targeting to penetrate the international control the local market. Malaysia Airlines are trying to use its existing services and products to increase their sales. Malaysia Airlines achieve it by strengt hening the bond with their customer to keep using its airlines and at the same time bringing new customer. For that reason, Malaysia Airlines are now outset to increase their promotion using social and mass media. Other than that, Malaysia Airlines are also improving their website to become more convenient and easy with less procedure for all the customers that wish to book a ticket.In endure in the mature market, Malaysia Airlines should prepare more for its opportunity to expand its growth. Malaysia Airlines as a pioneer and leading the local airlines industry should increase more their competitiveness in competing in the international market. Taking ASEAN countries as a first step, Malaysia Airlines should understand more each of the country geographically, culture and religions. By maturation this understanding, customers will tend to choose Malaysia Airlines that in the end would increase their sales, profit and penetrate the international market.3.2.2 Corporate Parenting Malaysia Airlines as nurture company of MAS Cargo, MASwings, MAS Aerotechnologies and etc. Malaysia Airlines as the corporate parent can achieve a lot of profit if they integrate all of its subsidiaries company as an individual(a) business unit. Malaysia Airlines can save cost in managing all of its subsidiaries company. Not just that, a proper integration between the subsidiaries company can help Malaysia Airlines to derive its economic scale that will further move them in accomplishing their goals. Concurrently, Malaysia Airlines can help its subsidiaries company and put them into an advantage where they can make use ofMalaysia Airlines expertise and resources. As a result of that, Malaysia Airlines subsidiaries company will be enhance in controlling their budget, making decision and planning process. Nevertheless, if any economic catastrophes occur, therefore, it will become disadvantage for Malaysia Airlines if its subsidiaries company is in the economic crisis.3.2.3 Strategic EvaluationIn following the variety formulation strategic plan, strategic evaluation is the most important part before implementing all of the strategies that been plan. The strategies will be evaluate and assess to find out its efficiency. In addition, the consistency of the strategies must be in a long term where the use of the strategies itself can benefit Malaysia Airlines in the coming years rather than being a annual plan. Its obvious that not all of the strategies will become a success, but at least an initiative to evaluate the plan been done in order to minimize the risk. Thus, Malaysia Airlines need to select a proper and the best strategies that can help them in realizing their goal and objectives.3.3 International Strategy and GlobalizationGlobalization is a worldwide issue where customers needs and wants are being standardized. It can cause positive and negative effect on any organization depending on how they cope and make use of the globalization itself as an advanta ge to them. For instance, the globalization on fuel price, landing fees and aircraft spare part prices are now standardized jibely. only luckily Malaysia Airlines have their own resources for these three needs where they have their own aircraft maintenance subsidiary company and support from Malaysia government.In marketing their product, Malaysia Airlines can use its global brand name to maximize marketing efficiency. For this reason, Malaysia Airlines should use this opportunity to expand their wing in the international market. Nonetheless, Malaysia Airlines also need to be aware and choose the right strategy if they want to penetrate the market.4.0 STRATEGY IMPLEMENTATIONWell plan strategies are not going to work well with an organization if its implemented inadequately. In getting success in implementing the strategies, Malaysia Airlines need to increase their efficiency in communication, managing their resources and improve their employees morale. attractionship also pla ysits role in making Malaysia Airlines to gain success in implementing the strategies. Therefore, all the staff in Malaysia Airlines should work together in realizing the strategies to become reality.4.1 Strategic LeadershipThe attractor is the only one that can determine the future of any company. Without them, the chances of any company to collapse and disclose will be high. That is because the needs of a leader in a company affect the path of the company whether it can generate income and be victorious or it can only make profit losses and bankruptcy in the end. Not a lot of people can be a great leader but everyone can have the traits of a leader which are visionary, inspire and drive their followers to achieve success.It can be said that Malaysia Airlines leadinghip has weaknesses in scenario planning that causes market share and revenue losses. For this reason, leadership of Malaysia Airlines should apply the vision trait in order to cope with changes and for the sake of th e company continuity. When leaders are able to master the vision trait, it will be easier for them to collaborate, motivate, trust, and interdependence amongst their staff. Plus, the coordination and path of Malaysia Airlines will be in the same direction of achieving common objectives that may lead Malaysia Airlines to a bigger industry.Malaysia Airlines is now operating in a competitive environment. So, the vision of leadership cant be sluggish. Leader project is not just dealing with external factors but also compete an important role on observing employees attitude. Therefore, a leader should know and oblige to inspire and motivate employees if theyre lacking with something that will affect the vision of the company. Giving the employees rewards are the best thing to do in making the company vision to become a reality.Leader needs to be proactive in handling situation. The needs of retentiveness the vision on the right track and the same time supervise its progress is ne cessary so that Malaysia Airlines will be more prepare in enduring and responding towards the changes that happen. Moreover, democratic leader is important where the leaders itself can put themselves with the employees and communicate with the employees. Encouragement and understanding can be developing with the employees if any conflict happen and then settle together as a team. By doing this, the work rate and performance of Malaysia Airlines will improve and in the end will increase the profit and maximizes the resources that they have.4.2 Change oversightCompetitiveness in airlines industry has become fiercer than before. Due to that, Malaysia Airlines should be place to embrace and adapt to changes in order to compete in the market. In achieving this, Malaysia Airlines should improve their state division management. This is because every state division especially in Sarawak is having trouble with the competitiveness from low cost airlines such as Air Asia and the new low cost airline, Malindo Air. Therefore, Malaysia Airlines should take a strategic change to their state division in coping with the external environment. woeful leadership has been one of many factors that cost their profit losses and customer loyalty. By implying a proper marketing strategy, Malaysia Airlines will be able to challenge the local airline industry. Adding to that, improvement in every managing structure in each state division is a must since the capabilities and set of skills of each employee can be outdated under some circumstances. Thus, changes and improvements are needed in order to comply with customers needs and achieving goals.4.3 Role of SystemsExcellent plan strategies wont work unless leaders and human resources play their role in implementing the strategies.4.3.1 organisational Structure organizational structure is a fundamental that can affect the strategy implementation. utile use of labor by giving specific task can contribute an advantage in competing in the industry. In general, the four organisational structures are functional, divisional, entrepreneurial and matrix.Malaysia Airlines are now using divisional structure to conduct their corporate parenting by dividing resources in each division. It is essential for them in order to gain profit. Using this structure, Malaysia Airlines are decentralizing the power of making decision to each division and that give a clearer goal to the employees to achieve. Nevertheless, the luxuriant number of divisions will cost a lot and sharing of fellowship will be lesser. To respond to that, Malaysia Airlines should manage all the division under one command center by using network structure and all the information gathered need to be transmitted to headquarter.4.3.2 organisational ProcessMalaysia Airlines organizational processes are of consist of entrepreneurial and competence-building. In entrepreneurial process, employees will bemotivated by delegating some tasks to them that of course will increase their discipline and efficiency compared to strict control. In building competency, employee differences of capabilities will be given a specific task to them in order to gain trust amongst the Malaysia Airlines and the employees itself. By implementing this, a more proactive and efficient custody can be produced in the process of achieving the goals.4.3.3 Strategic Control SystemsIn improving the employees performance and at the same time retaining their performance, control and reward systems are a must. Well rewarded employees undoubtedly will perform very well. By implementing this, Malaysia Airlines can manage to deliver consistent services to their customers. Plus, motivated work force certainly will lead Malaysia Airlines to gain profit. As a result of that, employees that perform with excellence and if the satisfaction towards their hypothesize are high, the probability of staying longer with Malaysia Airlines are also high. Thus, this will surely eliminate the c ost of looking for new employees.Malaysia Airlines as corporate parent also need to use control and reward system in order to increase the motivation of the employees to achieve goals that being set. By doer of giving them reward based on their performance, the employees tendency of playacting at their best most likely will be high. By doing this, a more standardize employee performance can be achieved. In addition, controlling the employees is not necessarily being strict with them but being understanding is the greatest option to choose where employees automatically will increase their work rate that will lead Malaysia Airlines to compete vigorously in the industry.4.3.4 Corporate GovernanceCorporate governing is where business is managed for the shareholder according to the right and wishes of the stakeholder. It is also where an organization is responsible for the stakeholders interest in the organization itself. Corporate governance ensures that the stakeholderreceives somet hing in the forms of money or others.Malaysia Airlines should take the approach in implementing what they want to do to the stakeholder so that the stakeholder will feel secure. Openness with stakeholder is a must where companys finance and planmust be share to win their trust. Any decisionsare made by Malaysia Airlines can affect stakeholder trust. Hence, leadership and management of the organization are responsible in fit the needs of stakeholders. Finally, a more synchronize and efficient corporate governance is necessary in planning strategies which can fit the organizational structure that in the end getting control of the market.ConclusionStrategic management is very important for every organisation. Small organisation to giant organisation requires strategic management to expand and improve their managing ability. Adding to that, it can also help them to compete in the industry where all the strategies can be used to cope with the industry competitiveness itself. Strateg ic analysis, scenario planning, PEST and SWOT analysis, Porter five forces, strategic formulation, strategic implementation and other strategies are important to imply within the organization. Not just for the sake of getting profit, but also for long term future. All of the strategies mentioned above can help Malaysia Airlines to increase their profits and cover their losses.Not just that, the strategies also can help dealing with the external factors such as competitors, policies, and most importantly the internal environment itself. Efficiency, cost saving and opportunity exploitation can be achieved if the strategies are carried out with proper planning. In conclusion, strategic management are not just a strategy but it can make as a stepping stone to achieve success where it can be used to analyze strengths and weaknesses that surely will put Malaysia Airlines at great advantages.ReferencesAnsoff, I. (1965), corporate Strategy, McGraw-Hill, New York. Annual Report 2011. (Archi ve) Malaysia Airlines.p. 2. Registered Office tertiary Floor, Administration Building 1 MAS Complex A Sultan Abdul Aziz Shah airdrome 47200 Subang Selangor DarulEhsan Malaysia Barney, J.B., (1986a), Strategic Factor Markets Expectations, Luck and Business Strategy. Management Science 32, (10), pp. 12311241. Barney, J.B., (1986b), Organizational Culture Can It be a Source of Sustained Competitive Advantage? Academy of Management recap 11, (3), pp. 656665. Barney, J.B., (2001), Is the Resource-Based Theory a effectual Perspective for Strategic Management Research? Yes. Academy of Management Review 26, (1), pp. 4156.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