SWOT Analysis of Malaysia Airlines• StrengthThe strength of Malaysia Airlines is its value and its service is different from other existing companies in Malaysia. Besides that, here are some points that can demonstrate the strength of Malaysia Airlines. • PersonalMalaysia Airlines is a company established for more than 66 years since 1947. The image of Malaysia Airlines is highly recognized throughout the world. Malaysia Airlines has its own promotion plan to promote its airlines by involving its flight attendants. This strategy seeks to describe the Malaysia Airlines Express cabin crew as “Malaysian hospitality”. The slogan "Going beyond expectations" was used to brand itself internationally by promoting service excellence. In 2008, Malaysia Airlines changed its business plan and launched a new strategic branding slogan which is "MH is Malaysian Hospitality". Malaysia Airlines emphasizes more on the hospitality of its cabin crew rather than the airline's extensive network. Malaysia Airlines always organizes training program for crew and staff. This will help them ensure the best service experience for their customers. • Management Malaysia Airlines has a strong and solid organizational structure. The management team plays an important role in planning and controlling organizational decisions. Sometimes the management team has faced difficulties, but they still have their own strategies or plans to overcome the problems. The management team has always ensured that they are able to take challenges as an opportunity to improve their reputation and the quality of the service they are provided. • Weaknesses Every existing business faces losses and difficulties when operating. ...... middle of the paper ...... and free 30kg hold baggage and other services that the customer expects will continue to choose Malaysia Airline as their primary choice for air travel for their next flight. The advantage of the Internet has intensified rivalries between all types of organizations. Everyone can browse the internet online using their desktop, laptop or mobile phone to book their flight and easily check-in manually. The Internet is very convenient for many people. But Internet service brings a lot of competition because everyone can be online, designing advertising and promotions can take customers away from competitors. Due to the latest news, the Boeing 777 (MH370) has already left for a few days, everyone blames Malaysia Airline for not taking any right action when the accident occurred. This issue will affect the image of Malaysia Airline and sales may decrease due to this case.