Malaysia Airlines expects to incur a smaller than budgeted loss for 2016, giving the group confidence that it will meet its target of returning to profitability by 2018. A rebranding is also in the cards for late 2017 or early 2018, followed by a relisting in 2019.
The group has significantly cut costs over the past year and has started to work on improving the revenue side through a new sales and marketing push. Lower and more competitive fares are being introduced in hopes of boosting sagging load factors.
However, Malaysia Airlines still needs to overcome several challenges to complete its turnaround successfully. This is the sixth and final part of a comprehensive series of analysis reports on Malaysia Airlines' new business plan and outlook.
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