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MUHAMMAD AQLAN RUSYAIDI BIN MOHD RAMLI

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AM2204010823

Lecturer Name: NORHAYATI BINTI WAHIB Lab group / Tutorial group / Tutor (if applicable):

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1
 0722 SESSION

KOLEJ UNIVERSITI POLY-TECH MARA

FACULTY OF EDUCATION, HUMANITIES AND ARTS (FEHA)

- BACHELOR OF BUSINESS ADMINISTRATION (HONOURS)

HUMAN RESOURCE MANAGEMENT

(AB201)

PRINCIPLES OF MARKETING
(MKT2013)

GROUP ASSIGNMENT:

MALINDO AIR REPORT

WEIGHTAGE:

(15%)

PREPARED BY:
NAME ID
MUHAMMAD AQLAN RUSYAIDI BIN
AM2204010823
MOHD RAMLI
SECTION : 4

PREPARED FOR : MISS NORHAYATI BINTI WAHIB

DATE OF SUBMISSION: 6th NOVEMBER 2022 / SUNDAY / WEEK 13

0722 SESSION

TABLE OF CONTENT
2
1.0 INTRODUCTION - MALINDO AIR

2.0 MARKETING STRATEGY (4P)

2.1 PRODUCT

2.2 PRICE

2.3 PLACE

2.4 PROMOTION

3.0 SUGGESTIONS AND RECOMMENDATIONS

4.0 CONCLUSIONS

5.0 REFERENCES

6.0 APPENDIX- SLIDE

7.0 RUBRICS

3
1.0 Introduction

Batik Air Malaysia (formerly known as Malindo Air) is a Malaysian hybrid

full-service carrier and an associate carrier of Indonesia's Lion Air Group,
with headquarters in Petaling Jaya, Selangor, Malaysia. Mr. Chandran
Rama Murthy, personal assistant executive to the president and director
of Lion Air, was appointed as CEO of Batik Air Malaysia. The airline's
inaugural flights began operations on March 22, 2013. For its jet routes,
Batik Air Malaysia provides seat pitches of 32" and 45" for economy class
and business class, respectively, and free baggage allowances of 40 kg
for business passengers and either 20 kg or 30 kg for economy
passengers depending on their ticket category. In June 2015, Malindo
became the first Malaysian airline to offer in-flight Wi-Fi services. The
combination of facilities, services, and low-cost fares placed Batik Air
Malaysia in the hybrid airline category.

In early 2017, the airline is expected to rebrand Malindo Air to "Batik Air
Malaysia," which will focus on international routes while its associated
airline, Batik Air, serves domestic routes in Indonesia. The airline has
gradually begun to display the Batik Air Malaysia logo and livery on its
aircraft. In 2016, Malindo began an interline agreement with Turkish
Airlines and Qatar Airways. The airline has also expanded its parallel
turboprop service, focusing mainly on secondary routes within a 2-hour
radius of Sultan Abdul Aziz Shah Airport. Pioneer destinations include
Penang, Johor Bahru, and Kota Bharu; the flights commenced in early
June 2013.

In mid-2012, Lion Air signed a commitment with Boeing for five 787
Dreamliner’s for Batik Air, intending to have them delivered by 2015. Lion
Air later cancelled this deal and temporarily shelved its plans for the long-
haul expansion of Batik Air in 2014 due to its EU blacklist at that time.
Furthermore, the carrier operates a network of scheduled passenger
4
services throughout Malaysia, and has spread its wings to regional
destinations in Indonesia, Thailand, Bangladesh, India, Singapore, Nepal,
Sri Lanka, Australia, and Pakistan cover an extensive network of almost
40 routes in the region. Malindo Air prides itself on offering its customers
attractive fares, on-time flights, and excellent customer service both on
the ground and in- flight. In-flight connectivity services Malindo Wi-Fi and
Malindo Mobile were introduced in June 2015, as a product enhancement
on board its B737-900ER fleet. Currently, Malindo Air has 800 flights per
week to over 40 destinations. Malindo Air takes pride in its premium
service business model, whereby comfort is made available for all. With
attractive fares and premium services such as those from full-service
airlines to boot, Malindo Air has a growing presence as the ultimate
choice for travellers young and old. In 2016, the premium carrier had
plans to further expand its route network to cover more of the Asian
region.

Next, in an official press release issued by Malindo Air dated August 26,
2019, Captain Mushafiz Mustafa Bakri, Director of Safety, Security, and
Quality of Thai Lion Air, has been announced as the new CEO, replacing
the current CEO effective September 23, 2019, while Chandra Rama
Muthy is to be appointed as Group Strategy Director, Lion Group. On
October 23, 2020, it was reported that Malindo Air had decided to cut
more than half of its workforce as part of measures to mitigate the effects
of Covid-19 on their business. With that, the hybrid full-service airline is
said to have laid off about 2,200 employees, or more than half of its 3,200
workforces. On April 28, 2022, Malindo Air was rebranded as Batik Air
Malaysia in line with the Lion Group’s goal to establish a common identity
for the full-service airlines within the group. Following this, the Boeing 737
MAX 8 was reintroduced into the fleet. Batik Air Malaysia's Boeing 737
MAX 8 finally officially began its first flight with the airline on June 2, 2022,
from Kuala Lumpur to Kota Kinabalu as OD1002. (Media wiki, n.d.)

Lastly, the reasons we choose Malindo Air are because Malindo Air is
certified as a 3-Star airline for airport quality, onboard products, and staff
service. The product rating includes seats, facilities, food and drink, IFE,
hygiene, and others, and the service rating is for cabin staff and ground
staff. even though it only gets a 3-star rating. Although the price is quite
high, it is between a comfortable flight and guaranteed safety. Malindo Air

5
offers a good onboard product standard for domestic and short-haul, and
a comfortable seat in economy and business class. Meal and snack
standards are also good. Cabin staff service can be good, but it lacks
consistency and is below that of some Indonesian competitor airlines.
Airport service is fair at the home base in Jakarta. The objective I found
from this assignment is, we can find out the standards and tangibles
between the airlines that exist in every Asia. This will make it easier to
compare flights that are more comfortable and worth using.

2.0 MARKETING STRATEGY

2.1 PRODUCT

On the point, the original name Malindo signifies a cooperative pact

between Malaysia and Indonesia. The name Malindo signifies a
cooperation pact between the two countries, which comes from the names
of the countries - Malaysia and Indonesia. Malindo Air operates from
Kuala Lumpur International Airport (KLIA) and Sultan Abdul Aziz Shah
Airport (also known as Subang Airport, Subang SkyPark, or LTSAAS) in
Subang, Selangor, Malaysia. The airline currently operates a young fleet
of Boeing 737-900ER, 737-800 and ATR 72-600 for domestic and
international flights. Commencing operations on March 22, 2013, Malindo
Air is the first airline to operate the new B737-900ER dual class layout in
Malaysia. The airline's inaugural flight departed from Kuala Lumpur to
Kota Kinabalu, Sabah, Malaysia, on March 22, 2013, and has since
expanded to include popular regional destinations in Thailand, India,
Indonesia, Singapore, and Nepal, with the first international flight
departing to Dhaka, Bangladesh, on August 28, 2013. Malindo Air started
ATR72-600 operations from Sultan Abdul Aziz Shah Airport, Subang Sky
park, on June 3, 2013.

There are many products in the company Malindo air, among them food.
The food, which is in this water malindo company, has the same
systematics available in other eateries, as it has to be treated with
yourself. Not enough of that, Malindo Air also provides free meals for each
passenger as the price has been compounded with their flight ticket. This
is very much the main focus for its passengers. Among the foods sold at
this Malindo Air company are sandwiches, nasi lemak, teppanyaki
chicken, rice biryani, pasta, and many other foods that are tasted

6
throughout the country. Besides that, it also sells various types of drinks,
such as boxed water, canned water, and mineral water, to complement
the dishes served to the guests. A good trip is one worth remembering. At
Malindo Air, they go the extra mile to make every one of our guests' trips
memorable by providing special assistance to eligible passengers. This is
very helpful for the passengers. Malindo Air, too. Provide special
assistance for passengers who are more in need, such as, Guests with
walking disabilities, for guests who need mobility assistance, we are open
to making special arrangements to facilitate their journey, such as
allocating front seats and providing wheelchair-friendly services. If they
need help with a disability or any additional support or in-flight support,
they can tell Malindo Air to make their job easier. This is necessary to
make it easier for passengers and to provide perfect comfort. In addition,
passengers with diabetes can also be given special assistance. If they
have diabetes, they are allowed to carry enough insulin, syringes, and
hypodermic needles on board as part of their hand bones. However, the
item must be accompanied by a doctor's letter confirming the need to
carry the items so that no desired problems, such as misuse of
medication, occur. Some medical conditions are generally unacceptable
for air travel, as they have a risk of being spread to other passengers.
Malindo Air also provides special assistance for incapacitated hitchhikers
(OKU).

In addition, Malindo Air also offers a limit on the amount of checked

baggage that you can carry with you for free, depending on the route,
travel class, and ticket terms and conditions. For most destinations, the
free check-in baggage allowance is determined by weight (the weight
system); this is known as the baggage allowance. This can help the
passenger bring more items to his destination. Malindo Air also does not
want its passengers to be uncomfortable, so it has reclining leather seats
with 32" seats for Economy class and 45" seats for Business class.
Suitable for tourists who are looking for comfort and value. (Malindo
Airways Sdn Bhd, n.d.)

7
 BOEING737-8GP

FOOD & BEVERAGE SERVICES

SPECIAL ASSISTANCE PASSENGER

BAGGAGE ALLOWANCE

COMFORTABLE SEATING

2.2 PRICE
Malindo Air, which calls itself a "hybrid airline" and offers low-cost flights
with full airline services, is rumoured to be stepping up competition with
Air Asia. For Kuching and Kota Kinabalu, its current special rates begin at
RM38 and RM68, respectively. They'll emphasize in their marketing that
Malindo provides economy-class service at a reasonable cost. Malindo
also offers air bridges for the comfort and safety of customers, has
affordable tickets, and flies out of MTB KLIA.

8
Travelers from Indonesia, Korea, Japan, and China will be able to travel
directly to Kota Kinabalu thanks to Malindo Air's intention to make the city
a second hub, increasing the city's tourism, economy, and employment
prospects. Chandran Rama Muthy, a Malindo Air executive Last year, its
Indonesian sister business, Lion Air, handled 30 million passengers, and
Malindo Air anticipates diverting between 5 and 10 percent of its traffic to
its locations in Malaysia and the Asian area. For its first international route
in June, Malindo Air is presently considering Delhi, India. Print
advertisements, periodicals, outdoor ads, social media, and blogger
initiatives are used to popularize marketing efforts. Radio and television
commercials will be the main focus of the campaign's next phase.

Malindo Air is upbeat about its pricing strategy because Malindo Air, a
young hybrid airline, is certain that with its sustainable, market-driven cost
structure and ticket pricing approach, it can shake up the Malaysian
aviation industry. The CEO of Malindo Airways, Chandran Rama Muthy,
stated that the company thinks its present, cheap air rates are
maintainable with regulated cost structures. Contrary to the predictions of
a number of analysts and aviation specialists, the low-ticket rates offered
by Malindo Air would not be financially viable due to significant operational
costs. According to Chandran, there are four key cost components in the
airline industry: aircraft, maintenance, fuel, and organizational costs.
According to Chandran, Malindo Air also intends to use the Lion Group,
which runs Indonesia's Lion Air, to obtain aircraft replacement parts at a
lower cost. Chandran explained that Malindo Air's pricing approach was
more dependent on the ecosystem of supply and demand.

The check-in luggage allowance has been decreased by Malindo from 30

KG to 0/15/20/30 KG, depending on the price category. Malindo now
offers a Super Saver rate that is less expensive without a checked bag.
Malindo also discontinued providing complimentary lunches beginning in
October 2019. Instead, meals must be paid for with MYR 10 online or
MYR 15 aboard. If tourists require some entertainment, have bags to
check in, and want a value-for-money package, Malindo is a better option.
On the other hand, if users can cope with 7 kg of hand luggage without
any frills, Air Asia will get guests where they need to go for the lowest
price.

9
The Centre of Aviation announced in 2016 that MALINDO had been able
to pick up over half of the extra passengers for that year. The fact that
MALINDO has surpassed several other well-known airline businesses is
making headlines.

Mr. Chandran has stressed that trying to close gaps in the industry is the
best way to accomplish this growth. They must be familiar with customer
preferences, as well as traveller needs and trends. In order to provide
value for money, MALINDO then seeks to accommodate these
preferences in the most cost-effective manner possible. The majority of
passengers are highly satisfied with the leg room, luggage allowance, on-
board meals, in-flight entertainment, and business class amenities,
according to MALINDO, which is also committed to soliciting feedback
from passengers. By conducting ongoing, routine market research to learn
about the various trends in the travel industry, the best flight dates at the
best prices can be offered as part of a strategy.

Malindo Air typically uses penetration pricing as its pricing approach.

Businesses use penetration pricing as one of their marketing methods to
draw people to new goods or services. The penetration price involves
establishing low starting prices for new goods or services. Pricing
products lower than competitors' helps attract customers. In order to get
clients to learn about new items, this marketing technique relies on low
pricing concepts. In essence, the cost is to encourage customers to try
new goods.

Price between malindo air and air asia

Malindo KL to KL to JB to
air penang=RM118 Langkawi=RM148 Kuching=RM294

Air asia KL to KL to JB to
penang=RM143 Langkawi=RM154 Kuching=RM354

Example of the tiket

10
2.3 PLACE

Malindo Air is a Malaysian premium airline with headquarters in Petaling Jaya,

Selangor, Malaysia. The name Malindo signifies a cooperative pact between the
two countries, derived from the countries’ names – Malaysia and Indonesia.
Malindo Air operates from the Kuala Lumpur International Airport (KLIA) and the
Sultan Abdul Aziz Shah Airport (also known as the Subang Airport, Subang Sky
Park, or LTSAAS) in Subang, Selangor, Malaysia. The Japanese carrier currently
operates a young fleet of Boeing 737-900ER, 737-800 and ATR 72-600 aircraft
for both domestic and international flights.
Commencing operations on March 22, 2013, Malindo Air is the first airline to
operate the brand new dual-class layout B737-900ER in Malaysia. The airline’s
inaugural flight took off from Kuala Lumpur to Kota Kinabalu, Sabah, Malaysia, on
March 22, 2013, and has since expanded to include popular regional destinations
in Thailand, India, Indonesia, Singapore, and Nepal, with the first international
flight departing for Dhaka, Bangladesh, on August 28, 2013. Malindo Air started
its ATR72-600 operations from Sultan Abdul Aziz Shah Airport, Subang Sky Park,
on June 3, 2013.
Next Malindo air, has to the carrier operates a network of scheduled passenger
services throughout Malaysia, and has spread its wings to regional destinations in
Indonesia, Thailand, Bangladesh, India, Singapore, Nepal, Sri Lanka, Australia,
and in-flight connectivity services Malindo Wi-Fi and Malindo Mobile were
introduced in June 2015 as product enhancements on board its B737-900ER
fleet. Malindo Wi-Fi and Malindo Mobile, in-flight connectivity services, were
introduced as a product enhancement on its B737-900ER fleet in June 2015.
Currently, Malindo Air has 800 flights per week to over 40 destinations.
Besides that, Malindo Air takes pride in its premium service business model,
whereby comfort is made available for all. With attractive fares and premium
services such as those from full-service airlines to boot, Malindo Air has a
growing presence as the ultimate choice for travellers young and old. In 2016, the
premium carrier had plans to further expand its route network to cover more of the
Asian region.

11
 landing airport

2.4 PROMOTION

● Advertising

● General Enquiries

Email: [email protected]
Operating Hours : 9am - 6pm
Monday to Sunday

● Malindo Business Class

+603 - 7841 5353

Operating Hours: 9am - 6pm
Monday to Sunday

● Customer service

+603 - 7841 5388

● Malindo Air
12
C-5-05, Block C, Oasis Ara Damansara,

2 Jalan PJU 1A/7A Petaling Jaya 47301

Selangor, Malaysia

● Contact Malindo Air

(+603) 7841 5388

In the meantime, they do have advertising and provide advertising space on their
website for information so that other customers can find out their information.
They seem to have provided advertising space for others to know and identify
places where other people or customers can contact them directly, which is
through the call centre room, which means they also provide customer service
rooms for each different flight centre in their country. where it creates two sections
that customers can make calls to, namely the "general inquiries" section and the
"Malindo Business Class" section. There, they have also left their phone number.
It is a great facility for the public or their customers to get information or have any
confusion about their flights or their advertising. And they also say their slogan,
"We will be happy to assist you," which shows that they are very willing to serve
and answer all questions from customers.
It is extremely beneficial for customers to leave feedback or suggestions. It is
extremely beneficial for customers to leave feedback or suggestions.

In addition, they also advertise examples of how the public or customers want to
make a reservation. And one of the ways is to find flights and start your search by
completing the flight details. The second step is to choose and book a flight. Flight
information, such as airlines, schedules, and fares, can be viewed on the search
results page. Therefore, for the population where the route is managed by
payment There are several payment methods. Make your choice. Malindo air, too.
In addition, the fourth is that there are several payment methods that can be
chosen for the payment process. The fifth option is to receive an e-ticket. They
put things like this in advertisements because they are very helpful and beneficial
to customers.

13
Malindo Air popular routes include;
Flight Ticket Kuala Lumpur-Singapore Flight Ticket Penang-Kuala Lumpur Flight
Ticket Kota Kinabalu Flight Ticket Kuala Lumpur-Lumpur Flight Ticket Melaka-
Langkawi Flight Ticket Johor Bahru-Lan

At the same time, they, namely Malindo Air, have created a company
advertisement in another way, namely they have also created a "telegram
channel". Where are the latest updates in the marketing and advertising scene? It
is very good because it can give various information and ideas about Malindo
Water to more customers. In addition, for more information on how advertising in
Marketing Magazine will help your business, please feel free to contact our sales
managers in your respective countries. They also use marketing magazines for
advertising where it is;

Southeast Asia marketing magazine:

Naomi Cranswick, General Manager, Business Development, can be contacted
on +65 6423 0329 or
email her directly at [email protected]
Please contact us if you would like a copy of our latest media kit.

Marketing magazine, North Asia:

Karen Yung, Regional Business Development Director, can be contacted on +852
2861 1882 or
email her directly at [email protected]

Please contact us if you would like a copy of our latest media kit.

Malindo Air expects to channel between 5 and 10% of the traffic to its destinations
in Malaysia and regional Asia. Malindo Air is currently looking at Delhi, India, as
its first international route this June.

Furthermore, the marketing campaign is published via print ads, magazines, out-
of-home ads, social media, and blogger initiatives. The next phase of the
campaign will focus on radio and television ads.

14
For the latest promotions, there are some recent promotions being made or
advertised by the Malindo Air company. Which is there a few latest promotions
which is the special offer that make by malindo Air;

15
Malindo Air does, in fact, have several social media platforms that they
use to develop or promote their business. There are several social media
sites that are used to promote the airline. Facebook, TikTok, Telegram,
Instagram, and Twitter are among those that are actively used for
promotion. Each of these social media applications is indeed used for
various purposes, and it must be one of the strategies to make various
sales advertisements for them. known to many. That's all, just many.
Facebook, they released promotional postings of ads made by their
company which is Voucher Rm50 for Cuti-cuti malaysia

16
17
3.0 SUGGESTION AND RECOMMENDATIONS

3.1 According to Jonny Kramer, the food and inflight meals have always
been a challenge for airlines, yet it’s one of the first things passengers’
comment on when they have both a good and bad experience. When in
flight, passengers lose around 30% of their ability to taste food, which in
retrospect has probably not always been a hindrance. However,
passenger expectations are growing as they anticipate more and better
food options from airlines. For example, Singapore Airlines, which won
first place in the Travellers’ Choice award for 2018, has several reviews
specifically stating the quality of the in-flight food, such as "the food is
great, and you can pre-order what you like from the chef's book and
menu." So what other airlines are doing to keep up with the competition is
improving their culinary credentials. World-class airlines around the world
enlist the help of celebrity chefs to create attractive business class menus,
and attracting business class passengers is essential to the success of

any airline. Additionally, airlines like Singapore Airlines provide a variety of

food cuisines as a taste of culture from around the world. By catering to
the many, which also includes dietary needs, an airline is providing not
only better customer service, but a reason for passengers to choose one
airline over another. Other than that, I need to use the power of
influencers because influencer marketing is currently booming. All major

18
industries are looking at influencer marketing as the best way to get a
better ROI. The airlines should also implement effective influencer
marketing strategies. There are numerous advantages to using an
influencer marketing strategy to help any airline grow their business. As
influencers have millions of fans, people love the things that those
influencers promote. Also, due to the extreme trust of the influencers,
people are likely to trust you as well. You can also apply the storytelling
formula to increase airline brand awareness. (Geyser, W. 2022)

3.2 Continuous pricing, in particular, can bring about the benefit. Wireless
transaction protocol (WTP) is now better understood. Airlines now have
little insight into customers' willingness to spend. It is based on the idea
that passengers always make reasonable and predictable judgments,
which is not the case. Overall revenue management and consistent
offerings open the prospect of additional collaborations for airlines,
allowing them to include more ancillary services and third-party interlining.
Continuous pricing is based on a new type of system concept, the Offer
Management System (OMS), as well as a new definition of an offer. An
offer is a recommendation from an airline to a consumer for a group of
items at a specific price. Customers will have the ability to choose or
reject mandatory and optional items in the airline's offer. Pricing that has
been optimized can either increase the number of pricing points or make
them infinite to improve the ATPCO-filed prices. ATPCO created the
architecture for the initial solution, which was dubbed Dual RBD. It
intelligently classifies RBDs into major and secondary categories, giving
you 182 pricing points to choose from. The main benefit of this strategy is
that no modifications to schedule filing are required, and system
communication will proceed as usual. However, you need to update your
inventory system's fare structure. Follow the ATPCO implementation
instructions to establish optimal pricing. When it has too many price points
under a single RBD, use optimal pricing. This strategy can also be used in
conjunction with price adjustments, and the pricing will be adjusted.
(Justin Jander, 2022)

3.3 Connectivity at the Hub. Most airlines have one or more hubs where
they operate most of their flights. The job of the network planning team at
an airline is to ensure that most passengers will be able to go to the
destination of their choice in the airline’s route network. For example, if

19
you are flying out of Daytona Beach International Airport, the only nonstop
flights are to Atlanta, Charlotte, and New York-JFK. At these airports, the
flights are timed to allow passengers to connect to another flight that will
eventually bring them to their final destination. Local traffic between point
A and point B is important, but airlines can also get more traffic flow by
getting passengers from connecting flights at the hub. Airlines can predict
revenue and profitability on a route depending on the time of day. If the
flight is scheduled at a time of the day where there are no possibilities of
connections to other cities, then the airline might not do as well as a flight
that is timed for inbound and outbound connections. Some flights have an
optimal time for local traffic, while other flights are timed for passenger
connectivity. When an airline flies’ multiple times a day between two cities,
the flights are usually evenly spread out during the day. Business
travellers usually enjoy taking a flight early in the morning and returning
home at the end of the day after their meetings. (Nicolar bernier,2017)

3.4 Use unique promo codes that give passengers the right deal at the
right time. Everyone loves feeling like they are having a great day. But
when customers feel like they're getting a special deal that’s unique to
them, and that is the essence of value added. especially when that deal
comes at the perfect time. It’s no secret that the travel industry as a whole
has a problem with customers who don’t take action. It’s understandable,
of course. Booking flights, hotel stays, and car rentals requires
commitment. And that’s not something today’s consumer takes lightly. It’s
why the travel industry has an astonishingly high shopping cart
abandonment rate of around 80%. Today’s travellers expect to be able to
compare numerous deals and take their time deciding which is best for
them. Unique, single-use promo codes can show them that the best deal
for them is the one that’s on the screen right now. When and how to use
them is up to them, but investing in the software that creates promo codes
can also give them some exciting options. It can send prospects a unique
offer if they navigate away from the site or if they stay on a certain page
for a long period of time. It can send a follow-up email with a promo code
attached to return a customer to an abandoned cart, but beware of
overusing this tactic or your abandonment rates will soar. It can even
gamify discounts by making them perform specific actions on your website
in order to get special discounts. Or they could have special offers that
appear on the website or social media pages and lose value the longer
20
they go unclaimed. Or they could have special offers that appear on the
website or social media pages and lose value the longer they go
unclaimed. There are so many possibilities that will add value to the
customer and give them a reason to keep coming back to the online
presence. (Chris Giddin, 2022)

21
4.0 CONCLUSIONS

In order for airlines to perform effectively in a competitive environment that

only provides marginal profits, they need efficient decision making and
management practices that optimize technology and reduce costs. Airlines use
tactics based on scientific and mathematical methods to arrive at conclusions
favourable to cost minimization and profit maximization. It is evident that safety in
aircraft control is paramount to the industry as a whole. Relevant measures need
to be put in place to safeguard it against possible environmental, structural, and
operational disruptions. Through the use of turbulence detection systems, more
resources could be saved in addition to averting disasters and crises. Air control
systems and air traffic management work in tandem by simplifying traffic
operations while at the same time enhancing safety.

However, as commercialized air travel expanded, customers had more

companies to choose from, resulting in increased competition. Competition is not
necessarily a bad thing; it can expand a market and lower prices for consumers,
but it can create issues in the aviation business. An airline company is first and
foremost a business designed to make money, and they need to make enough
money to compete with other airlines. Airlines make money when their planes are
up in the air and lose money when their planes sit on the ground, so in order to
turn the largest profit possible, planes are kept on the ground for as little time as
possible. This means that routine maintenance can be rushed, planes that are
inadequate for safe flight can be cleared to be put back in circulation, and pilots
may be unfit for duty for experience or health reasons. It is for these reasons that
when the airline industry is run according to capitalist ideals, it becomes
unethical.

The reason for her long commute is because commuting just prior to a
flight is cheaper than renting a hotel in the city a pilot is scheduled to take off
from. This commute left her exhausted for the flight and unfit to fly. These are just
a couple of the many examples that show clear evidence of capitalism and greed
causing the airline industry to make choices that put passengers at risk. In order
to start solving this, the airline industry needs to be more strictly regulated and the
inner workings of airlines observed more closely.
(6131 words)

22
5.0 REFERENCES

● Malindo Air (2022) Wikipedia. Wikimedia Foundation. Available at:

https://ms.wikipedia.org/wiki/Malindo_Air (Accessed: October 30, 2022).

● Air, M. (no date) Malindo Air - Smarter Way to Travel, Malindo Air -

Smarter Way To Travel. Available at: https://www.malindoair.com/

(Accessed: October 30, 2022).

● Giddins, C. (n.d.). 6 promotional ideas for airlines. Insights from Uniqodo.

Retrieved November 10, 2022, from https://blog.uniqodo.com/6-

promotional-ideas-for-airlines

● Sabre. (2017, January 3). 4 considerations airlines must make when

planning new routes. Sabre. Retrieved November 10, 2022, from

https://www.sabre.com/insights/4-considerations-airlines-must-make-
when-planning-new-routes/

● Author Justin Jander, About the Author Justin Jander is a Director of

Product Management, Author, A. the, Justin Jander is a Director of

Product Management, & Jander, M. C. by J. (2022, October 13). What
exactly is dynamic pricing in the airline industry? PROS. Retrieved
November 10, 2022, from https://pros.com/learn/blog/what-exactly-is-
dynamic-pricing-airline-industry

● Kramer, J. (n.d.). Top 5 features that make a great airline. Top 5 Features

That Make a Great Airline. Retrieved November 10, 2022, from

https://blog.v-hr.com/blog/top-5-features-that-make-a-great-airline

● Geyser, W. (2022, August 16). What is influencer marketing? - the

ultimate guide for 2022. Influencer Marketing Hub. Retrieved November

10, 2022, from https://influencermarketinghub.com/influencer-marketing/

● Hande, S., & Profile, V. M. C. (2017, November 20). AirAsia vs Malindo

Air-which one is better? The Airline Blog.

https://www.airlineblog.in/2017/11/airasia-vs-malindo-air-which-is-
better.html

23
● Malindo upbeat over pricing strategy. (2014, August 21). The Edge

Markets. https://www.theedgemarkets.com/article/malindo-upbeat-over-
pricing-strategy

● Magazine, M. (2019, March 20). MALINDO AIR: A True Competitor in the

Skies. MiBrand. https://mibrand.my/malindo-air-a-true-competitor-in-the-

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https://www.malindoair.com/about-us

24
6.0 APPENDIX

25
26
27
28
29
30
 NOVEMBER 2021/MKT201/MKT2013
GROUP ASSIGNMENT RUBRICS

Please enclose the rubrics used for the assessment

GROUP FINAL PROJECT – WRITTEN REPORT (20%)

Course Name: Principles of Marketing Students’ Name:

Course Code: MKT201/ MKT2013 Students’ ID:
Group No: Section:

Criter Weig 0 1 2 3 4 Max

ia ht Marks
1. Introduction 1.5 No – The – Missing 2 – Missin The introduction covers any 6
introducti The or more g1 three of the following:
on was introduction elements element
given. is vague and needed. listed − the name and
lacks detail – Vague – Acceptabl background of
– Explanation introducti e the company,
is not in on introducti
on − a clear and sufficient
paragraph
format description of the
company’s products and
services,

− reason for choosing the

company’s product and
service
− The objective of
the assignment
 NOVEMBER 2021/MKT201/MKT2013

Criter Weig 0 1 2 3 4 Max

ia ht Marks
2. 4 No Vague Acceptable Most of the A detailed description of 16
Market discussio discussion explanation but description the product strategy
ing n is lack of detail/ is presented
strateg given not in – What the product has
y - paragraph form. to offer such as
Produc brand, product line,
t positioning, quality,
packaging,
differentiation, and
service
– picture of the
product and the
product line
– Very clear evaluation
of the product strategy

3. 3 No Vague Acceptable Most of the A detailed description 12

Marketi discussio discussion explanation but description of the distribution
ng n is lack of detail / is presented (place) strategy
strateg given not in paragraph – location of their
y - form. business
Place operation
– distribution intensity
– Delivery
service?
Online?
– Very clear evaluation
of the distribution
strategy
 NOVEMBER 2021/MKT201/MKT2013

Criter Weig 0 1 2 3 4 Max

ia ht Marks
4. 5 No Vague Acceptable Most of the A detailed description 20
Marketi discussio discussion explanation but description of the promotion
ng n is lack of detail / is presented strategy
strategy given not in paragraph
- form. – Information
Promoti regarding
on advertising, sales
promotion, personal
selling, direct/digital
marketing, and
public relation
– Pictures of
their
promotion
– Very clear evaluation
of the promotional
strategy
5. 3 No Vague Acceptable Most of the A detailed description 12
Marketi discussio discussion explanation but description of the pricing strategy
ng n is lack of detail / is presented
strateg given not in paragraph – Price of the product
y - form. – Product mix pricing
Price – Price
adjustment
strategy
– Very clear
evaluation of
the price
strategy
 NOVEMBER 2021/MKT201/MKT2013

Criter Weig 0 1 2 3 4 Max

ia ht Marks
6. Suggestions and 6 Very clear suggestion and 24
No Vague Brief Clear
recommendatio recommendation on the
suggestion suggestions suggestions and suggestions and
ns marketing strategy.
s and and recommendation recommendation
recommen recommendati s on the s on the – Product
dations ons on the marketing marketing – Price
given marketing strategy. strategy. – Place
strategy.
– promotion
7. Conclusion/ 1.5 The conclusion Only a minor The conclusion was relevant 6
A major part
summary No was irrelevant part of the to the assignment.
of the
conclusi to the conclusion was
conclusion
on was assignment. relevant to the
was relevant
given. assignment.
to the
assignment.
8. Essay 1 Very poor Poor essay Traces of Some formats All formats are 4
A formats essay format and formats but are available available with the
such as format no does not with some APA correct APA
Cover Page, and no referencing follow APA referencing referencing style.
Table of referencin referencing style
Content, g style.
page
numbering,
and APA
format
references

Total 25 Tot 100

al
 NOVEMBER 2021/MKT201/MKT2013

GROUP FINAL PROJECT – VIDEO PRESENTATION

(10%)

# Weig 0 1 2 3 4 Mar
ht ks
The group is well dressed for the
1 1.25 Very Po Acceptabl Go 5
presentation
poor or e od
The purpose of the presentation
2 1.25 Very Po Acceptabl Go 5
is communicated
poor or e od
3 1.25 Very Po Acceptabl Go Organised and easy to follow 5
poor or e od
4 2.5 Very Po Acceptabl Go Creative presentation 10
poor or e od
Presenters have a good
5 1.5 Very Po Acceptabl Go 6
understanding of the
poor or e od
topic
6 1.5 Very Po Acceptabl Go Presenters are well-prepared 6
poor or e od
Presenters speak clearly and
7 1.25 Very Po Acceptabl Go 5
effectively
poor or e od
Time for presentation is used
8 1.25 Very Po Acceptabl Go 5
effectively
poor or e od
9 1.25 Very Po Acceptabl Go Impressive presentation slides 5
poor or e od
1 1.25 Very Po Acceptabl Go Good teamwork 5
 NOVEMBER 2021/MKT201/MKT2013
0 poor or e od
1 1.5 Very Po Acceptabl Go Excellent Introduction 6
1 poor or e od

# Weig 0 1 2 3 4 Marks
ht
Excellent description and
1 1.75 Very Po Acceptabl Go 7
evaluation of product strategy
2 poor or e od
Excellent description and
1 1.75 Very Po Acceptabl Go 7
evaluation of distribution strategy
3 poor or e od
Excellent description and
1 1.75 Very Po Acceptabl Go 7
evaluation of promotional strategy
4 poor or e od
Excellent description and
1 1.75 Very Po Acceptabl Go 7
evaluation of price strategy
5 poor or e od
Excellent
1 1.75 Very Po Acceptabl Go 7
recommendation/suggestion
6 poor or e od
1 0.5 Very Po Acceptabl Go Conclusion 2
7 poor or e od
Total 100