To work out Malaysia Airline’s stigmatization job, rebranding is necessary for them for their possible client to set Malaysia Airline as precedence pick when comparison among the air hoses. Harmonizing to Jonathan A. J Wilson ( 2014 ) , trade names are a ocular, aural and verbal encapsulation of distinguishing features for people to a peculiar merchandise or services ( Lessons from Malaysia Airlines: Damage Control and Should They Rebrand, para. 4 ) . Comparing same type of merchandises and services, branding ever influences people to set the trade names as their top picks.
He besides stated that cooperate trade names have their individuality and personality, associating all the employees, activities, merchandises and services to the administration ( Lessons from Malaysia Airlines: Damage Control and Should They Rebrand, para. 4 ) . Although Malaysia Airline gives us the pride as it is our national trade name, people avoid taking it as their top pick for their safety step when flight because the stigmatization is associates with air catastrophes.
Rebranding would be a solution for Malaysia Airline current state of affairs because rebranding which involves repainting its uniforms and relaunching it with new Sons and name is a strategic action for the air hoses after a clang ( Karl West, 2014, para. 1 ) . Harmonizing to Johnny Clark, an air power trade name adviser and manager of The DesignAir, their recognizable Sons and cooperate colorss were on the headlines of Television intelligence channels and newspaper forepart pages during the air clangs, doing deep impact in the people memory about the rider jet catastrophes.
Clark besides pointed out MAS demand to consolidate the current expression of their aircraft if their aircraft and the smart class of action would be to hasten the picture of their full fleet to the newer strategy ( Annette Ekin, personal communicating, July 2014 ) . By rebranding the Malaysia Airlines, people will take down their concerns and security guard towards the stigmatization because it is entirely new for them and the new stigmatization would forestall evoking of the memories of the scene of plane clang.
A name alteration would state the full universe that Malaysia Airlines have changed and they are ready for a new chapter in order to recover their clients. Comparing the air catastrophes happened in the yesteryear, the air power calamity in MH17 similar with the hiting down of Korean Air Lines flight KAL 007, a commercial bearer which sheered into Russian air space. To work out their stigmatization crisis, the air hose chose to recast into its new image, Korean Air.
The association of its old stigmatization which is a tail-fin logo, a ruddy Crane enclosed in ruddy circle with calamity and doomed flight is replaced with a stylized ruddy and bluishtaeguk, the Korean yin-yang. With its fresh expression, Korean Air now a top graded air hose for service and safety and able to last through the stigmatization crisis ( Karl West, 2014, para. 9 ) . Other than rebranding Malaysia Airlines, they need to reconstitute their concern by doing major internal alterations in the company.
Apparently, the first things they need to better is development of a flexible crisis response capableness. Paul Baines ( 2014 ) has stated the capableness of a company in managing challenges and crisis is a step of the company to last in the concern universe. ( What Malaysia Airlines must make to last, para. 5 ) Harmonizing to Paul ( 2014 ) , it is important for Malaysia Airline to organize a crisis response squad in order to response to the emotional demands of its public and besides conduct a station mortem the alterations they would pattern for managing crises better in future.
What Malaysia Airlines must make to last, para. 5 ) It is really of import for it to replenish its plane with planetary riders, particularly the Chinese and the Dutch which are the biggest community involved in the twin air catastrophes. The crisis communicating scheme should account for the media and general public peculiarly the households and internal staff. A crisis communicating squad would be responsible for when, what and how the informations will be conveyed to each audience ( Ben McCarthy, 2014, pg. 1 ) .
Reviewing the instance of MH370, the biggest mistake by Malaysia Airline is the slow reaction towards the crisis. Robert Jensan who is the main executive of Kenyon, a crisis and catastrophes direction company said that the first thing Malaysia Airlines should hold done is inform the airdrome to take a few actions without any holds. The arrival board of the flight should be taken off instantly, puting up a response country for the household members. Before the intelligence broke, the household members is required to remain in a protected country, procuring them from the media onslaught.
The precedence in the pandemonium should be the household members of the riders. Furthermore, Robert pointed out that Malaysia Airline should brief them before the media and be transparent in giving the information in their manus and cautiousness them about the guess that will necessarily originate and state them what to anticipate in the approaching yearss ( Amber Hildebrandit, personal communicating, March 12, 2014 ) . By holding good crisis direction squad in order for confronting challenges in the hereafter, Malaysia Airline is more ready to be exist as a competitory airliner.
Good crisis direction system would recover its clients because their right have been reserved. Refering about their customers’ right and demands, the Malaysia Airline would be remoulded as a responsible air hose company which put their clients need as their top consideration. By making this, they would work out their stigmatization job and fiscal job in the hereafter. Although recovering possible clients to replenish its plane would assist Malaysia Airline to help in its fiscal job, cutting cost and reconstituting the concern theoretical account are necessary.
Since high operating cost is one of the factor, failing in pricing and gross direction, gross revenues and distribution in the market can be overcome by forces transportation. Cut occupation can straight ease the fiscal load and the staying staffs will supply preparation once more so that they remain as extremely skilled and competitory employee to assist in determination devising in the planning for concern scheme for Malaysia Airline. In add-on, replacing the aircraft with the higher efficiency and fuel economy is inevitable for confronting the current escalating fuel.
It is to guarantee the output per path would be profitable to cover the high operating cost. To make so, reconstituting the path besides needed so that unprofitable path would be taken out and avoid fiscal lost. Although cutting cost and reconstituting concern theoretical account are effectual ways to work out their fiscal crisis, it would takes long clip to pattern the solution. Despite the clip taken, downsizing and reconstituting the path affect the forces lives.
Downsizing would do the employees to lose their occupations and beginning of gross while reconstituting the path may pretermit the demand of minority group who needs the winging service. For this ground, Malaysia Airline needs to manage it good by keeping several communications and dialogue with the employee and the populace so that it will non convey harm to its stigmatization any longer. The twin air power catastrophes in four months have brought terrible harm to the repute and fiscal position of the Malaysia Airline.
To last in this crisis, it is a biggest challenge faced by the air hose because the deficiency of experience managing in such job in the yesteryear. Malaysia Airline should work out both the jobs together as its’ interrelated. Rebranding and restructuring of the air hose would be a new chapter for the relationship between the air hose and clients. Lessons learned by the air hose would assist them to manage crisis better in the hereafter, procuring the national trade name of the air hose every bit good as the right of the riders.