MAS aspires to become the World’s Five Star Value Carrier. We believe that we have to reinvent ourselves to achieve this vision. Our transformation journey towards achieving this vision is tough but exciting. It will require leadership, teamwork and relentless passion to pursue this vision. Our vision will be supported by the mission to be a consistently profitable airline. The strategy is to transform MAS into a Five Star Value Carrier (FSVC) i.e.providing 5-Star products and services at affordable prices. There are 5 bold steps which make up the FSVC Virtuous Cycle of Profitable Growth:
Step 1 - 5-Star: We must maintain the high quality products and services offered (5-Star) and these have to
be constantly matched to the specific needs of our customers;
Step 2 - Lower Costs: We must reduce our structural and operational costs (without compromising on safety
and security);
Step 3 - Competitive Fares: With a lower cost base, we will be able to offer low and competitive fares to our
customers, and still be able to make a profit;
Step 4 - Get more customers, more revenue: With high quality products and services at low/competitive
fares, more passengers will choose to fly on Malaysia Airlines. This translates into more revenue;
Step 5 - Grow network, build capacity: With more revenue and profit, we can invest in growing our network
and building our capacity. We will open up more routes and acquire more planes, and this leads us to
sustainable, profitable growth......
http://www.malaysiaairlines.com/uploads/en/downloads/common/Business%20Transformation%20Plan%20%28BTP%202%29.pdf
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