Malaysia Airlines: The Marketing Challenge after MH370 and MH17 Harvard Case Solution & Analysis

A US$392 million, prior to this loss, together with the inability to compete with lower-cost carriers, had presented a great challenge to MAS. Management was intending to initiate a cost-cutting strategy when the world shocked to manage pricing and also the competitive challenges of the aviation industry. The catastrophes considerably affected customer confidence, as reflected in the declining booking rates and stock prices of the company's.

Malaysia Airlines The Marketing Challenge after MH370 and MH17 Case Solution

With its name badly damaged, MAS was faced with many hard-hitting questions from various stakeholders about the airline's prospects. Many felt there was a demand to transform the whole business model. The top executives pondered various alternatives, including a rebrand of the airline, a new discounted pricing structure to construct a private equity infusion volume, a merger and filing for bankruptcy. Each alternative would need to be considered very carefully, as the changes made to the company would decide the future of MAS. Neeraj Pandey and Gaganpreet Singh are subsidiaries of National Institute of Industrial Engineering (NITIE).

This is just an excerpt. This case is about SALES & MARKETING

PUBLICATION DATE: June 01, 2015 PRODUCT #: W15214-HCB-ENG

 

Malaysia Airlines: The Marketing Challenge after MH370 and MH17 Case Solution Other Similar Case Solutions like

Malaysia Airlines: The Marketing Challenge after MH370 and MH17

Share This