32 theSun | TUESDAY DECEMBER 16 2008

media & marketing

Etihad ups the ante to capture market share

SINCE Etihad Airways launched its
services in Malaysia early last year, the
airline has been attempting to capture
a bigger share of the market.
Constantly improving its services
to cater to its passengers, the airline
recently introduced its latest A340 -
600 aircraft, the longest Airbus airliner
in operation with a fuselage length of
75.3m and a range of 14,360km.
The airbus has a seating capacity of
286 – 12 passengers in Diamond first
class, 30 in Pearl business class and
244 in Coral economy class.
Customers can enjoy world-class
cuisine, award-winning flat beds in
premium cabins and the widest seat
in economy, as well as more than 500
hours of on-demand in-flight entertain-
ment, said Etihad’s country manager,
Adam Phillips.
“In just 18 months, Etihad has es-
tablished itself as one of the popular
airlines operating in the country and
we hope to maintain the leading
position in Kuala Lumpur,” he said
recently.
Currently, the airbus only flies to
Toronto and London and will expand
its routes to destinations such as
Melbourne, India, Moscow and China
by year end.
He said Etihad is on target of car-
rying six million passengers this year,
up by 4.6 million passengers last year,
a 67% year-on-year increase as the
airline expanded its global network
and added new aircraft to its fleet.
Phillips said they are confident of
achieving its target by running various
marketing efforts such as promoting
Etihad at the Malaysian Association
of Tour and Travel Agents Fair and
ExpatExpo.
The Abu Dhabi-based airline has
signed a new codeshare agreement
with Malaysia Airlines, expanding its
global network by providing passen-
gers with greater access to destina-
tions in Asia.
Etihad will place its two-letter
‘EY’ code on Malaysia Airlines’ flights
between Kuala Lumpur and Langkawi,
Penang, Kota Kinabalu and Kuching.
In turn, Malaysia Airlines will place
its ‘MH’ code on Etihad’s services
between its home of Abu Dhabi and
Bahrain, Doha and Muscat in the Gulf
region.
The codeshare flights provide
closer co-operation between the
two airlines on a range of other joint
initiatives, including collaboration on
frequent flyer programmes, ground
handling, customer support, cargo and
airport lounge access.
“The codeshare arrangement
with Etihad is timely as Malaysia is a
favourite destination for visitors from
the Middle East as well as an ideal
transit country when they travel to our
destinations from Asean countries, the
Orient, Australia and New Zealand,”
said Malaysia Airlines managing direc-
tor Idris Jala.

M’sians value career advancement: Survey

by Angela Sargunan
newsdesk@thesundaily .com
MALAYSIANS are more
concerned about good
career opportunities and
relationships with senior
management than their
global peers, according to on
a ‘Global Workforce’ study
by Towers Perrin.
The global professional
services firm polled about
94,000 workers from 21
countries, including 3,162
from Australia, Malaysia and
Singapore.
In Malaysia, more than
800 employees of mid-sized
and large organisations were
surveyed.
The study revealed three
critical factors that would
keep Malaysians engaged at
the workplace:
» Excellent career
development opportunities
(58% versus 36% globally);
» Organisation’s reputation
as socially responsible (62%
versus 57% globally); and
» Senior management’s
action to ensure long-term
success (63% versus 54%
globally).
Malaysian workers
polled identified good career
opportunities as the most
important reason not to seek
alternative employment
elsewhere.
In this area, Malaysian
organisations performed
well, with almost six out
of 10 employees positive
about their career prospect,
compared with less than
four in 10 among their global
peers (36%).
“Our Global Workforce
study has found that most
Malaysian workers value
career advancement
opportunities and a highly
supportive management
compared with other
workers around the world,”
said Towers Perrin Malaysia
country manager Michael
Drawhorn.
“This means that if
organisations in Malaysia
want to retain and engage
their staff, they need to offer
them adequate development
opportunities and support
workers in their efforts to
develop and work at higher
standards,” he added.
The survey showed
that Malaysia has a more
engaged workforce than the
rest of the world. Almost one
in four Malaysian workers
is engaged (24%) compared
with one in five globally
(21%).
Furthermore, more
than half of them said
they would not leave if
employers systematically
“engage” them by offering
advancement and training
opportunities.
“Engaged employees are
more than just happy or
loyal. They are emotionally
aligned to the company,
and freely give their time,
energy, creativity and
knowledge to their work,”
said Towers Perrin-ISR Asia
Pacific managing principal
Dr Hamish Deery said.
He said while Malaysian
companies performed well
on the global stage, there
was a significant pool of
untapped talent that
could be drawn
upon for improved
performance.
Deery said
Malaysians
identify
closely
with the
concept
of engagement.
A majority of them are
more engaged with their
respective employers
because they believe in an
organisation’s objectives
(69% versus 54% globally)
and understand clearly how
their unit contributes to the
company’s overall success
(81% compared with the 72%
globally).
“Engaged workers are
vital members of the team
because they add the most
value to their organisations.
These are highly motivated
employees who bring
passion and focus to the
business and are willing
to go the extra mile to
ensure it succeeds.
“So they can
naturally
contribute to
greater
customer satisfaction and
ultimately, a healthier
bottom line,” he said.
Seven out of 10 polled
acknowledged that their
supervisors treat people
with respect; recognise or
appreciate good work; and
encouraged people to take
initiative.
However, almost half
of those polled had mixed
or unfavourable feelings
about senior management’s
interest in staff well-
being and their level of
openness and honesty in
communication.

Drawhorn (left) and Deery present the results of their study.