Malaysian airline Essay

Purposes In ordinary, a marques nature of Airlines companionship might be precise alpha in the eye of quite a little (society). In fact, brand is dish out as a promise to customers fit up expectations and with a strong brand it deliver on what it promises by the development of a strong disposition (Aaker 2009, p. 3). This approach seems particularly considerably suited to the news report of Airlines Company, in which their brands report card as frame crumb be describe as a rattling eventful aspect. The goal of this study is to assess and analyses on the implication of stroke to the genius of Malaysia Airlines (MAS). In this project, I allow for explore how the disposition of MAS is affected, aft(prenominal) the accident on 8 March 2014 (BBC 2014). In particular, I allow focus on how MASs report and brand is significantly discredited by the disappearance of relief valve MH370 and how to fixate and rebuilding their paperand brands image aft(prenominal) the accident happen. Therefore, the moves arise on how to move and ensure the safety of MAS in their hereafter operations. Also, the study leave examine, interrogation and attempt to measure the institutionalize level of a customers perspective (the situational approach) towards MAS reputation after the tragedy occurred.Background In this age, reputation and brand is be abide by one of essential part of business environment. harmonize to Brigham (2010) claims a businesss most valuable asset is its fair name, brand and reputation, as a result brand reputational value is irre regulateable and connection must protect it (Brigham 2010, p. 1). Hence, the accident on race MH370 is plain affected the brand and reputation of MAS. As a result, I involve this topic, since it was the current issue in the eye of plurality around the world, referable to the Malaysia Airlines Flight MH 370 went missing less than an hour after take off. Also, the other reason Im interested to select this issue, beca procedure I deliberate this accident allow give a huge impress which can tarnish to the business reputation of MAS. Thus, this topic is important issue now, because it non right involves the partnership itself, but it related to international accident. Furthermore, I give postulate my study in a lit review, observe the global people handling regarding MH370 Flight incident, and take a survey and hearing stochasticly in Sydney about the conundrum of disappearance of MH370.Scope I ordain engage in literature review, in ordination to stash substitute(prenominal) data which is available on the news over a six-spot-week period, from 1 April to 13 May 2014 for approximately 6 hour per week. I will typically observe the discussion of general people regarding the mystery of missing savourless MH370 and stay around ten to fifteen minutes in inn to observe other people perspectives in the way they talk, heart and express about MAS reputation after the acciden t occurred. On some days I may come at other times of the day for survey. In this case, I will make a questionnaire regarding the people perspectives generally of MAS reputation after the MH370 Flight incident. This questionnaire will be given to a random people whom I meet in Sydney (city atomic number 18a) and I will destine the questionnaire as well by email and other social networking sites. Moreover, I will schedule structured interrogates, but I will interview arbitrarily to a general people in Sydney as informal question regarding their opinion and judgement about MAS reputation after the missing skim off MH370, as needed to clarify and provide insight perspective of MAS reputations value into specific conversations.Theoretical framework I will be guided most generally by the concept of stigmatisation in the international merchandising field, since branding is develop a companionship reputation in long term and it may be consider as one of the most important decisions made by marketing managers (Kohli, 1997, p. 206). The concept of branding leads to build a reputation in the disposition of consumer as company image (identity) as seen from the outside and it about company brand is who they are, what is their strength, integrity and reputation, so its not simply on how company logo is displayed, but rather than that, it involves the emotional and intellectual response to order audiences (Stine 2008, p. 2). The incarnate reputation can be consider as integrated image which is content identify, image, prestige, swellwill, esteem and standing (Wartick2002 as cited in dolphin 2004, p. 81). Also, the incarnate reputation is most influenced by the actions of an organization rather than a successful of PR campaign (Lewis 2001, p. 31).Consequently, based on research a good reputation allows a company to easily attract customers companies by the establishment of reputation for delivering high-quality productions and service (Ngwese and Zhang 2007, p. 30). Research show that a blind drunks reputation is consider to the success or failure of its brands, so it is very important for a firm to maintain or advance their reputation (Herbig and Milewicz 1993, p. 18). In addition, research show a good embodied reputation leads firms to call down financial and market proceeding, as a result the corporate reputation appears to emerge as a critical dimension of benchmarking of a firm performance (Lee and Roh 2012, p. 649). Hence, it is very important to commence a good reputation company must be truthful, reliable and consistent about the fling product or service in order to get a customer loyalty (Melewar, Nguyen and Abimbola 2013, p. 1).Brands and brandings have such a profound impact on the society as whole a not just on people who buy or utilize their product and service, thereof an ethical brand enhances the firms reputation, since such a good reputationreinforces the brand in turn (Fan 2005, p. 341). However, any unethical d oings of misconduct will seve depone damage or even abolish the total intangible asset of company, so in order to cover and advance company name, marketing managers must concern and implement 6Cs of corporate marketing which are corporate identity, corporate branding, corporate communications, corporate image and corporate reputation must be integrated under the comprehensive title of corporate marketing (Fan 2005, p. 341 and Balmer & Greyser 2006, p. 730). According to Kotler and Keller (2006), brands are very important for both the company and the consumers, because brands indentify the source or maker of a product and service and allow consumers either individuals or organization to assign state to a particular manufacture or distributor (Kotler and Keller 2006 as cited in Ngwese and Zhang 2007, p. 19).In this case, the brand reputation can be good or bad, strong or weak, its depend on how the company maintain their performance of reputation and it crystallizes how people fee l about that reputation based on whatever information they have about the brand is regarded and respected (Ngwese and Zhang 2007, p. 31). I am exploring the meanings of brand reputation of MAS which is apparently affected after MH370 Flight incident. In this research, I hope to achieve the solution on how to fix and rebuilding the reputation of MAS Company and find the solution on how to get a trust back from customer itself. Also, find the way on how to maintain the customer loyalty after accident happen. Moreover, conclude the sequel on how far the correlations regarding brand reputation can affect the consumers sensing. At the end, get the results regarding on the current level of customers confidence and trust in general people towards MAS reputation.Method1. Conduct a literature review on the implication of accident to the reputation of MAS.2. Observe the discussion of general people about the mystery of missing plane MH370, for case in collage or in a public place if somebo dy or friends talk about MAS Flight incident. Therefore, I will come closely and have a discussion with them in order to observe their opinion and judgementregarding their own way on how they talk, feel and express their perspectives about MAS reputation.3. Interview randomly to a general people in Sydney (city area) to clarify and provide insight into conversations. Thus, I will gauge to conduct these interviews shortly after conversation of interest to a general people who discusses regarding the accident to the reputation of MAS. The common system for the interviews is to begin with considerable and general questions and follow up on the interviewees response in order to capture the person meanings and get their perception and to avoid howling(a) my meanings on the interviewee. I will use structured interviews in order to ensure that answer can be reliably aggregated (consistent), in addition it can reach a large sample, so a legate sample is possible can be used to make st atements. bandage the interviews will not be formal but it structured, it more seeming as informal and the kinds of questions I will ask include the following(a) a. What do you feel regarding the mystery of missing plane MH370? b. What do you forecast about the reputation of MAS after the accident occurred recently? c. What do you retrieve that MAS should do in order to solve the tragedy of missing plane MH370? d. Do you still believe that MAS have a good reputation after the MH370 Flight incident? e. If you have a chance to tour going to overseas, do you still have trust to fly with MAS, disdain the missing Flight MH370? f. Do you believe that MAS will improve their focus of security and safety as their offered the flying service in the future?4. Conduct a simple survey by a questionnaire newspaper regarding the people perspectives generally of MAS reputation after the MH370 Flight incident. This questionnaire will be given to a random people whom I meet in Sydney (city are a) and I will distribute the questionnaire as well as by email and other social networking sites. The reasons, Im using questionnaires because its practical (I can do and conduct), realistic, sensible, handy, useful and convenient method. The outcome of conduct questionnaires can usually be quickly and easily interpret the result. 5. lay aside a research report that combines my understanding of own horizon and perception of the relevant theory and previous research with the outcomes of my empirical research.Simple Gantt mapLimitations Time constraints (limitation) of the semester require less time than may be pattern for research study. By collecting secondary data for only six hours a week for six-weeks, there are bound to be very difficult to evaluate the accuracy of secondary data, and the quality of internal secondary data may be exaggerated or biased, since I rely on secondary data from the news. Being an outsider may also limit what is revealed to me. The interview and sur vey it can be difficult to father reliable data on attitudes, opinion and values (unless validated questionnaires are used).Delimitations I am choosing to not find the data from primary resources which is not available (not exist) and its not allowing the access of data. Thus, Im used the secondary data from the news which is available, in order to look a broader of perspective regarding the understanding of general people in society towards the reputation of MAS. It is often cheaper and it saves time than doing primary research. Additionally, I will not use unstructured interviews because a lot more time consuming in comparison to other research methods and it can be difficult to interview a large sample, affecting the datas generalise and representativeness, also prone to digression and much of the data collected might be worthless.ReferencesAaker, J 2009, Building Innovative Brands, Stanford Graduate School of Business, pp. 1-38, viewed 5April 2014, .Balmer, M.T.J and Greyser, S .A 2006, Corporate Marketing Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation, European journal of Marketing, Vol. 40 Iss 7/8, pp.730 741, Emerald, viewed 2 April 2014BBC 2014, absentminded Malaysia Airlines plane, News Asia, viewed 1 April 2014, Brigham, A. F 2010, Your Brand Reputational Value Is irreplaceable Protect It, Forbes, pp. 1, viewed 5April 2014, .Dolphin, R. R 2004, Corporate reputation a value creating strategy, Corporate Governance, Vol. 4 Iss 3, pp.77 92, Emerald, viewed 4 April 2014Fan, Y 2005, Ethical branding and corporate reputation, Corporate Communications An International Journal, Vol. 10 Iss 4, pp.341 350, Emerald, viewed 2 April 2014Herbig, P and Milewicz, J 1993, The relationship of reputation and credibility to brand success, Journal of Consumer Marketing, Vol. 10 Iss 3, pp.18 24, Emerald, viewed 5April 2014Kohli, C 1997, Branding consumer goods insights from theory and practice, J ournal of Consumer Marketing, vol. 14 Iss 3, pp. 206 219, Emerald, viewed 5April 2014Lee, J and Roh, J.J 2012, Revisiting corporate reputation and firm performance link, Benchmarking an International Journal, Vol. 19 Iss 4/5, pp.649 664, Emerald, viewed 3 April 2014Lewis, S 2001, Measuring corporate reputation, Corporate Communications An International Journal, Vol. 6 Iss 1, pp.31 35, Emerald, viewed 4 April 2014Melewar, T.C, Nguyen, B and Abimbola, T 2013, Corporate branding, identity, image and reputation (COBIIR), Marketing Intelligence & Planning, Vol. 31 Iss 5, pp. 1, Emerald, viewed 3 April 2014Ngwese, E.R and Zhang 2007, Brand Reputation in International Marketing, Master of lore in International Marketing, pp. 1-65, University of Halmstad, viewed 4 April 2014, .Stine, G 2008, The Nine Principles of Branding, pole star Inc. Branding Solutions, pp. 1-33, viewed 5April 2014, .