Strategies
A lot of airplane companies come out with different strategies such as Air Asia, Malindo Air
and Firefly to make their company better than their competitors. To compete with their
competitor in the business environment, a company needs to make a strategy to achieve
their long terms objective and can be successful for doing their business. Marketing strategy
is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage.
The main goal of a marketing strategy is to satisfy customer by implement marketing plan
such as use a low cost product to attract customers.
Customer relationship marketing
This strategy was important for Malaysia Airlines (MAS) because retaining existing
customers is cheaper than attracting new ones and engaging in relationship
marketing activities is pertinent to retain its high lifetime value customers. MAS have
their own customer relationship program which is Enrich. Malaysia Airlines (2014)
Enrich is Malaysia Airlines Frequent Flyer Programme and it aims to recognise and
reward frequent flyers with free travel and special benefits. Membership also is free
and open to individuals above 2 years old. It is the best customer relationship
marketing program to retain our customers to be loyal to our company but MAS plan
