马航与亚航3年财务分析报告Word下载.docx

1、Air Asia Value.10CHAPTER THREE Analysis of Annual Report Of The Two Companies.11Annual Report of 2011.12Annual Report of 2012.18Annual Report of 2013.23CHAPTER FOUR Compare Bar charts Of The Tree Years.36Conclusion.43Reference.44INTRODUCTION :Malaysia Airlines which was established in 1947 as Malaya

2、n Airways is a government-owned full service airline of Malaysia and it has the largest aircraft fleet in Southeast Asia （Llc, 2010）.MAS is principally engaged in the business of air transportation as well as the provision of related services. Besides being an airline, the group also involved in air

3、craft maintenance, overhaul and repair, cargo and aircraft handling （Malaysia, 2011）. The headquarters of MAS is located on the grounds of Sultan Abdul Aziz Shah Airport in Subang, Kuala Lumpur （Wong, Sundaram & Chin, 2006）. The main air transport hub of MAS is the Kuala Lumpur International Airport

4、 （KLIA）, while its secondary hubs are at the Kota Kinabalu International Airport, Kuching International Airport as well as Penang International Airport （Travel China Guide, 2013）. In 2012, MAS has a fleet of 109 aircrafts which frequent 60 destinations in 30 countries aross Asia, Europe, North Ameri

5、ca and Australiasia （Appendix 2）. MAS also has 2 subsidiries namely Firefly and MASwings. Firefly operates schedule flights from Penang International Airport and Sultan Abdul Aziz Shah Airports.MASwings operates flights to Borneo and Indonesia. MAS also owns a cargo freighter fleet, known as MASkarg

6、o. They manage freighter flights, as well as aircraft cargo hold-capacity for the MAS passenger flights.MAS had experienced three periods of unprofitability, namely in 1997, 2005 and 2011 （Malaysia, 2011）.MAS is also listed on the stock exchange on Bursa Malaysia by the name Malaysia Airline System

7、Berhad.Prior to 2014, MAS has one of the worlds best records with only two fatal accidents in 68 years of service. The two incidents that had happen were （a） On 4th December 1977, 93 passengers and 7 crews were killed when a scheduled domestic flight from Penang to Kuala Lumpur crashed at Tanjung Ku

8、pang and （b） On September 15, 1995 34 people were killed when a Fokker 50 crashed while approaching Tawau （Siva & Scott, 2014）.However, due to the recent flight MH370 disappearance with 239 persons aboard and flight MH17 which was shot down with 298 passengers and crew, this credibility statement wa

9、s revoked （., 2014） After years of being acknowledged for its excellence in service, comfort and quality, MAS is now being heavily criticized for every single decision they make and take.In August 2014, Khazanah Nasional which owned 69.3% of the airlines has announced its intention to buy over the s

10、hares from the other shareholders at 27 sen each and de-list MAS from Malaysia stock exchange on Bursa Malaysia. Over in the Bursa Malaysia MAS shares are valued ar RM0.255 only compared to Rm6.20 back in 2009. At the moment, MAS is expected to be losing money over the next couple of years based on

11、the rising jet fuel pricing and current weak yield. Details of the restructuring plan which will be undertaken by Khazanah Nasional is yet to be announced （, 2014）.MALAYSIA AIRLINE BACKGROUND :Malaysian Airlines was founded in 1971 when a joint airline venture between Malaysia and Singapore ended. T

12、he Malaysian airline started as a regional carrier but rapidly expanded service worldwide.Malaysia Airlines achieved a significant milestone in 2012 when it received its first Airbus A380-800. On 1 July 2012, Malaysia Airlines cemented its position as one of the leading airlines in the world with th

13、e historic launch of its A380 scheduled service between KL International Airport and London Heathrow.On 1 February 2013, Malaysia Airlines became a full-fledged member of oneworld alliance and is now connected to some 850 destinations in 150 countries across the oneworld alliance network. The airlin

14、e holds a lengthy record of excellence, having received more than 100 awards in the last decade.LOCATION :Malaysia Airlines is a Premium Airline based in Malaysia - Operates flights from Kuala Lumpur International Airport On this website you can find latest news, announcements, promo tickets and fre

15、e seats.THE ADDRESS OF AIRASIA IN MALAYSIA :VISION :MAS changes its vision statement from time to time according to what the company wants to do in the future. Some of the vision statement used by MAS are as below:-Year 2005 - To become the airline, uniquely known for its personal touch, warmth and

16、efficiency （Malaysian Airline System Berhad Annual Report 04/05, 2005）. Year 2009 - To be the worlds five star value carrier （FSVC） （Malaysian Airline System Berhad Annual Report Annual Report 2009）Year 2010-To be the Number One Airline in Asia by 2015（Malaysian Airline System Berhad Annual Report A

17、nnual Report 2010）Year 2012 until now -To be the Preferred Premier Carrier （Malaysian Airline System Berhad Annual Report Annual Report 2012 & 2013）MISSION :MAS also changes its mission statement from time to time according to what the company wants to do at the moment in order to achieve its goal i

18、n the future. Some of the mission statement used by MAS are as below:Year 2005 - To provide air travel and transport service that rank among the best in terms of safety, comfort and punctuality.Year 2009 2010 - To be a consistently profitable airline （Malaysian Airline System Berhad Annual Report An

19、nual Report 2009& 2010）Year 2012 until now : Our Journey towards making our Vision a reality requires us to:Put our People first and be the Employer of ChoiceAnticipate, consistently deliver and exceed customer expectationsBuild on our recognized personalized and sincere Malaysian Hospitality servic

20、eInnovate to make travel and doing business with us hassle-freeSustainable value creation for our shareholdersMALAYSIA AIR KEY STRATEGIC :The 4 strategic objectives of Malaysia Airline are :1-Building a profitable network by carrying out route rationalization exercise.2-Winning back customers by int

21、roducing state of art passenger amenities. 3-Relentless cost focus4-Bridge the funding gap SOWT ANALYSIS :Shown below the internal factors such as strengths and weaknesses, and external opportunities and threats to business objectives, a SWOT Analysis of Malaysia Airline .1-Strengths :1-Good custome

22、r service2-Technology advancement3- Strong Backing of Malaysian Govt4- It has extensive operations in South Asia, Middle East, Australia and other global destinations5- One of the most popular airlines across the world6- Strong brand recall and visibility due to excellent advertising and marketing7-

23、 The company has a strong workforce of over 20,000 employees8- It covers over 50 international and 35 domestic destinations with a fleet size of over 1002-Weaknesses :1-Dependents on technology and internet2-Customer complaints3-Disaster with regards to plane losses and accidents; terrorism.4-Govern

24、ment interference and regulation5-High in operation cost6-New entrant to provide the price sensitive services8- Relying Heavily on International Onward Moving Traffic9- Very Little Domestic Traffic and limited market share growth3-Opportunities :1- Increasing Global Presence2- Higher fuel costs3-. G

25、lobalization4- Importance and developing of tourism5- Economic downturns6- Continuing developing and spreading IT across the world7- More Routes internationally to popular destinations8- More services and choices to customers at airport facilities4-Threats:1-Rising Fuel Costs2- Changing govt policie

26、s and regulations of regulatory bodies3- Increasing Competition in SE Market4-Accidents, terrorist attacks and disaster4- Bargaining Power of Supplier5- Fluctuating oil prices6- IT system disruptionMALAYZI A AIRLINES TOWS matrix :StrengthsWeaknessOpportunitiesSO Strategies5-Star quality products and

27、 serviceCompetitive fares Grow network and build capacityWO strategiesReplace fleet with new airplanes to cut costCut down on non- profitable routesOvercome over staffing and low productivityThreatsST StrategiesImprove fuel efficiencyImprove corporate governanceWT StrategiesTrain employees using ADD

28、IETotal reward system for employeesOvercapacity due to new airlines1-SO StrategiesImage of a five star value carrier whereby customers seek quality air travel and real value for money has to be maintained at all time. Although the reputation has been tarnished following the MH17 and MH370 incidents

29、MAS must maintain service excellence and quality as its targeted customers do not make decisions solely on price. Improving on online booking system, MAS passenger service system and building brand loyalty on delivering true Malaysian Hospitality at affordable quality. MAS must strive to set affordable fares for standard package with optional services. MAS must be leisure focused besides being business focused. It should also lower distribution cost and grow its networking. Fleet should be tightly matched with yield to prevent too many em