Abstracts

The purpose of this paper is to illustrate the importance of studying the internal and external market forces that could contribute to a company’s sales decline. This piece also delves into the ensuing strategies-revamp in the corporation’s marketing mix to counter declining sales. As a scenario, this study would be taking the point-of-view of a Marketing Manager idealising and justifying the team’s actions in a sales boost bid.

For this paper, studies would be based on the national carrier of Malaysia, Malaysian Airlines System (thereafter referred to as MAS). They have been dogged by continuous sales decline since the beginning of this decade. In the beginning of 2006, the company recorded some RM 10 billions of loss for just over the past 2 years.

As of February 2006, the newly government-elected CEO Idris Jala overhauled operations to introduce the Business Turnaround Plan (BTP). According to the plan ‘MASWay’, their aims are to reach profitability......

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Title: Malaysia Airlines System
Approximate Word Count: 2305
Approximate Pages: 10 (250 words per double-spaced page)

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