Strengths -Differentiation based on value, service, and price -Universal appeal to wide variety of customers -Established and highly-recognizable

brand image -Innovative features that distinquish the company name -Talented management team -Strong, well-designed organizational structure Weaknesses -Some underdeveloped channels -Underdeveloped distribution system -Marketing primarily focused on London market -Ineffective utilization of alliances and partnerships Opportunities -Increased tourism with the improvement of the economy -Alliances and mergers -Airline growth post-recovery because of the trimming of the airlines since 2000 -Latin America as a low-terror, high growth potential market -280 airports within Europe -No major carriers dominating Intra-EU aviation market -Germany, Spain, and France -Asian market expectation Threats -Terrorism leading to decreased tourism and confidence in the airlines -Health problems -Regulation problem for airlines aiming to merge or grow -On-going supply surplus resulting in maintained low revenues -Internet booking allowing greater price transparency -Improved telecommunications decreasing business travel You could adapt a similar structure to what applies to Malaysia Airlines; What affects one international airline might not affect another, so you're better off looking through the financial and shareholder reports for Malaysia Airlines.

Malaysia Airlines is government owned organization which is flag holder of Malaysia. It has different ports and hubs from where it operates all its flights. It has its presence in several different countries. Now moving toward the SWOT analysis of Malaysia Airlines following were the major points which came in front.

Strengths
Biggest strength of Malaysia Airlines is that it has been successful in continuing non-stop flights from several different cities all around the world. Due its high dividend of 2% amounting to RM15, 400,000 in last year and its still improving so the company is gaining popularity among shareholders as well (Spence, 1974). The company focuses on strong branding which has made it to enter very restricted markets as well thus it is a huge strength of this company. Total revenue of Malaysia Airlines has been increased by 15% which has been its biggest strength this year. Cargo and passengers revenue has also been increased by 34% and 15% respectively which is again very big strength for the company (Miller and Franco, 1961). Another major strength of Malaysia Airlines has been its quality distribution system which has proved to be most efficient in last many years.

Weaknesses
Malaysia Airlines exercised a financial restructuring which resulted badly and thus company bared huge costs of that which was the biggest weakness it ever had. While looking the financials and capital structures of Malaysia Airlines we came to know that Annuity system of the company is weak which leads its profits down at many positions (Schiller, 1984). Company has proved itself very sensitive to Equity markets, which is not a good sign because it lowers the Earning per share thus creating unsatisfied shareholders. Operating profits of the company are lowering day by day due to which weak operating performance of the company is getting more severe. Financial ratios like net profit margin has seen a decline from 24 to 18 and then 16 last year which is getting to bring more severe results for the firm if not controlled.

Opportunities

 Emerging new markets and expansion of businesses especially airlines in foreign markets has given a huge opportunities to Airlines to exaggerate their businesses. Strong and steady growth of annuity markets are giving huge opportunities to company to extend their business (Fama and Michael, 1983).

Threats
In financial and equity markets recovery is seen, which is a good sign for financial performance of Malaysia airlines and other companies as well. Malaysia Airlines is focused at generating a tough brand name but faces the threat of aconstant low interest system. Due to huge competition and pricing pressures on the company it is becoming a threat that company will have to lower its prices to extreme levels (Jensen, 1986). Estate tax regulations are also a big threat for Airlines and other taxable organizations. Intense competition in life insurances has also made the survival of Airlines harder.

References
Fama, Eugene F. and Michael C. Jensen, (1983), Separation of Ownership and Control, Journal of Law and Economics, 26, 301-325. Jensen, Michael C., (1986), Agency Cost of Free Cash flow, Corporate Finance, and Takeovers, The American Economic Review, 76, 323-329. Schiller, Robert J., (1984), Stock Prices and Social Dynamics, Brokkings Papers on Economic Activity, 457-510. Spence, Michael, (1974), Competitive and Optimal Responses to Signals: An analysis of efficiency and distribution, Journal of Economic theory, 7, 296-332. Miller, Merton H. and Franco Modigliani (1961), Dividend Policy, Growth, and the valuation of shares, the Journal of Business, 34, 411-433. Malaysia Airline, Returns & Profits. (2010). http://www.eturbonews.com/1442/malaysian-airlinereturns-profit-2007-exceeds Accessed: 22 Feb 2011.

Malaysian Airline System Berhad - SWOT Analysis company profile is the essential source for top-level company data and information. Malaysian Airline System Berhad - SWOT Analysis examines the companys key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. Malaysian Airline System (or the group or MAS) is principally engaged in the business of air transportation and the provision of related services. Apart from airline services, the group is also involved in cargo and maintenance services. It is headquartered in Subang, Malaysia and employs 20,000 people. The group recorded revenues of MYR12,980.4 million ($4,022.6 million) in the financial year ended December 2010 (FY2010), an increase of 14.5% over FY2009. The operating loss of the group was MYR343.3 million ($106.4 million) in FY2010, compared to an operating loss of MYR879.4 million ($272.5 million) in FY2009. The net profit was MYR234.5 million ($72.7 million) in FY2010, a decrease of 54.9% compared to FY2009. Scope of the Report - Provides all the crucial information on Malaysian Airline System Berhad required for business and competitor intelligence needs - Contains a study of the major internal and external factors affecting Malaysian Airline System Berhad in the form of a SWOT analysis as well as a breakdown and examination of leading product revenue streams of Malaysian Airline System Berhad -Data is supplemented with details on Malaysian Airline System Berhad history, key executives, business description, locations and subsidiaries as well as a list of products and services and the latest available statement from Malaysian Airline System Berhad Reasons to Purchase - Support sales activities by understanding your customers businesses better - Understand prospective partners and suppliers - Keep fully up to date on your competitors business structure, strategy and prospects - Obtain the most up to date company information available

Malaysian Airline System Berhad - SWOT Analysis company profile is the essential source for top-level company data and information. Malaysian Airline System Berhad - SWOT Analysis examines the companys key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy. Malaysian Airline System (or the group or MAS) is principally engaged in the business of air transportation and the provision of related services. Apart from airline services, the group is also involved in cargo and maintenance services. It is headquartered in Subang, Malaysia and employs 19,147 people. The group recorded revenues of MYR11,309.9 million ($3,221.2 million) during the financial year ended December 2009 (FY2009), a decrease of 24.8% compared to FY2008. The operating loss of the group was MYR628.3 million ($178.9 million) during FY2009, as compared to the operating profit of MYR303 million ($86.3 million) in FY2008. The net profit was MYR490.2 million ($139.6 million) in FY2009, as compared to the net profit of MYR244.3 million ($69.6 million) in FY2008. Scope of the Report - Provides all the crucial information on Malaysian Airline System Berhad required for business and competitor intelligence needs - Contains a study of the major internal and external factors affecting Malaysian Airline System Berhad in the form of a SWOT analysis as well as a breakdown and examination of leading product revenue streams of Malaysian Airline System Berhad -Data is supplemented with details on Malaysian Airline System Berhad history, key executives, business description, locations and subsidiaries as well as a list of products and services and the latest available statement from Malaysian Airline System Berhad Reasons to Purchase - Support sales activities by understanding your customers businesses better - Qualify prospective partners and suppliers - Keep fully up to date on your competitors business structure, strategy and prospects - Obtain the most up to date company information available