MAS is badly managed and seemed can't be able to find itself a direction ....

travellers wants budget airline, they think of AA, not MAS
(in fact MAS ticket price is more or less on par with AA during promotion which carried out quite frequently).

when travellers want to travel high class, they think of Thai, Cathay Pacific, Singapore Airline etc, not MAS..

the biggest problem with MAS is that they are neither here nor there..
the whole management team are still in total darkness with total no idea where the whole airline are heading to.

if they wanna be a reputable airline to compete with cathay pacific, singapore airline, thai airways or even china airline and others, they have lots of hard work to do..MAS is among 1 of the worst full serviced airline, although being rated as 5 star airline, based on passenger review.

before this they try to grab market share from air asia.
hence the promotion promotion price that lasted for months in 2013,
and they seemed succeeded. their passenger load factor increased.
it is obvious that passenger would prefer MAS than Air Asia if both airline is offering the almost same price, or even slight higher price for MAS.

they should carry this promotional price strategy for long term.
price is 1 of the single most effective method to let passenger get used to your airline while travelling.

but its a tragedy to see they discontinued the promotional price strategy in 2014.
the passenger load factor will definitely decrease in this quarter.
their lost will be widen in the next quarterly report.

its stupid to increase price, decease the passenger load factor..
flying an airplane full of passenger with cheap airfare is better than fluing an empty airplane!!

Due to the massive loses although the increase of passenger load factor, now MAS decide to increase the price, so definitely many people will stop taking MAS.
If their price is on par with other airline like Singapore airline or other airline, why would 1 choose MAS instead of those more premium airline?
The 1 thing that can sustain MAS from total collapse is the ONE WORLD programme they joined.

The reduce of passenger will cause drop in revenue and this DOES NOT reduce their expenses...
I doubt MAS cannot offer a retrenchment scheme with such a powerful union..
So with a lower revenue, the lost they made will be even worst!!

So the most effective way to reduce the losses is to increase the revenue...

They should study the strategy of RyanAir or AirAsia...