Question

There are many Malaysia brands across different sectors such as banks, airlines, hotels, oil
and gas, education, automotive and many more. Choose a brand that you have experience
with and answer the following questions.
a) Describe your experience with this brand. (2
marks)

b) Based on your marketing knowledge, briefly discuss how this brand differentiate and
position their products or services for maximum competitive advantage. (10
marks)

c) Based on your understanding, briefly explain TWO (2) ethics that this brand practice in
their marketing strategy. (10
marks)

d) Explain the FOUR (4) political-legal factors that the brand should consider before
operating in a foreign country.

Answer 1

a) Malaysia Airlines:

I took a flight from Singapore to Shanghai. It was my first experience with Malaysia Airlines. The cost of tickets was cheap even though I booked it a day prior to my journey. My journey was comfortable and legroom space was also adequate. The food was really nice but the service was a little bit off. I asked them for water twice still they took half an hour to bring me a bottle. Overall, It was a great experience.

b) This brand differentiates and positions its products or service as follows:

1) Cheaper Price: As compared to other airlines, MAS provides tickets at cheaper prices. Even on the same day prices are not as high as others. This attracts the customer and they choose MAS over other airlines.

2) Service: They provide the best service to their passengers whether in food, comfortability, help, and everything. They treat their passengers as a god. There is no comparison of their service with other airlines,

3) Culture: They follow their tradition very religiously. Their dress code is somewhat similar to their tradition they wear sarong kebaya as their uniform. Everything is traditional from their cuisine to their hospitality.

c) Two ethics that Malaysian Airlines practice is as follows:

Providing Education and Training: MAS Airlines believed that giving training to hired employees is necessary. They should get familiar with their work environment thoroughly so that they can solve any problem easily. Without giving any training and education it is not right to blame them for any mishappening. This the ethics they follow for their employees. It helps in improving the service.

Appreciation: They believe in motivating their employees. They appreciate them for increasing their efficiency and morale. They motivate them through monetary and non-monetary factors. It helps to motivate the employees and retain the ability of learning. It leads to the growth of business only.

d) Four Political- Legal factors that a brand should consider before operating in a foreign country are as follows:

1) Regulatory Barriers: Always choose an experienced guide who can help you to understand the legal commitments of the foreign country so that they could not hamper your business. Don't avoid taking the experienced counsel because it will help you in the long run for sure.

2) Stability: Keep an eye on the local government when you are starting your business overseas. Always check the Protection policies, currency exchange rate, Laws, Transportation and labor available and etc.

3) Government Interference: Measure how much government interference in domestic companies, how much benefit they give to domestic companies. The tax provision for the companies from oversea.

4) Foreign Investment: In many countries, the government encourages foreign investment and provide subsidies to the companies but on the other hand many countries have extreme strict provision by which it gets tough for the company to implement their policies.