MASkargo, the cargo handling arm of Malaysia Airlines, handles the delivery of cargo round the world via its global network of routes. By 2004 it is faced with declining profitability, a high number of customer complaints about mishandled cargo and low staff morale. The senior management team must come up with a new strategy to ensure its survival.
The case allows for a detailed analysis of the challenges ? technological, competitive and financial ? facing service companies (in this case an airline cargo handler) in a context of deregulation, innovation and global competitive pressures. For MASkargo these include the measures it should take to overcome financial losses and reduce operating costs, and the strategies it should develop to improve competitive performance.
- cargo operations
- international competitive environment
- technological change
- customer orientation
- service excellence
- contract workers