Firefly: Malaysia Air carriers and Airline Industry

 Firefly: Malaysia Airlines and Airline Market Essay

2 . 0 Background towards the organization

Firefly is the wholly-owned supplementary by the Malaysia Airline System Berhad (MAS). Firefly is launched upon April 3 rd 2007 as well as it is the Malaysia's first community airline that operated below FlyFirefly Sdn Bhd. the Malaysia's initially community airline also known as a new Malaysian no-frills airline. The name of Firefly is come from the attributes of speed, brilliance, attraction, and entertaining. Firefly gives a full service point-to-point jar. The head office of Firefly is located by Sultan Abdul Aziz Shah Airport in Subang, Selangor. The initial flight from the Firefly was from Subang Sultan Abdul Aziz Shah Airport to Penang International Airport, on the subsequent April 3 years ago. Besides Aircarrier of Air Asia Berhad, Firefly is another low-cost airliner. It mean that Firefly gets the separate managing compare with MAS even though it can be wholly-owned part by POREM. Firefly functions in two hubs that are located at Sultan Abdul Aziz Shah Airport, Subang, Selangor and Penang Airport terminal. Penang is the second big hub following your Kuala Lumpur. The aim of the Firefly is usually to bring residential areas closer by simply overcoming geographical constraints, hyperlink the world towards the communities we all serve, and contribute to the economic climate of the areas by bringing trade and tourism. Firefly not only wants to bring together the city in Malaysia but also for travellers to visit both of our border countries and throughout the location. Become the Malaysia's first community airline, Firefly most emphasis on the safety and comfort that its traveling by air experience. However , Firefly make an effort their best to supply the best in order to their customers including getting buyers to the destination in the shorter time, cost effective and generate flying Firefly as a entertaining.

3. 0 Situation research

Confident or adverse of standard environment inside the airline market will significant affect the growth of the Firefly Airline. To be able to growth the position and struck the target of Firefly, it is necessary to understand the latest situation of external factor that can effect the Firefly Airline. three or more. 1General Environment

3. 1 . 1 Political

Totally Deregulation from the airline seeing that December 2008 allow the affiliate state to fly throughout other's terrain, make fuelling stop along with pick up the passenger in order to complete their very own journey to succeed in their destination. This deregulation brings the advantage such as improve the customer's choice and raise the competition. For some time, the political balance and government decision will directly affect the direction and decision of the company. For instance , the Malaysian government coverage to support and develop the Low Cost Travel and leisure sector (Bernama 2006) was good news very well for Firefly because Firefly applied the strategies of low priced carrier. One other example is Firefly overtook the assistance rural air service in year 2007 announced by simply Transport Minister Datuk Seri Chan Kong Choy (The star 2007). Datuk Seri Chan Kong Choy announced that the rural surroundings service was your responsibility from the government and they'll continue to financial assistance the cost for the operation of the rural air service to maintain the low-fare structure. As well, On the 24 March 2010, the state govt of Perak signed an agreement for approaches collaboration with Firefly in promoting tourism and foreign expenditure in their state. The decision in the state government brings good news to Firefly. Though this effort, Firefly can easily enhance their status and increase their profit. Ps: if a lot of words, can delete it or enhance opportunity.

three or more. 1 . 2 Economic


Firure1: Targeted traffic Update intended for Association of Asia Pacific Airlines (AAPA) Member Airlines Source: AAPA (2010).

From the determine 1, we could clearly notice that the increase twelve. 7% inside the passengers by November 2010 compared with The fall of 2009. The key reason for the increase in people is Asia Pacific company...