Skip to Content
  • Offices

    Offices

    North & Latin America
    • Atlanta
    • Austin
    • Bogota
    • Boston
    • Buenos Aires
    • Chicago
    • Dallas
    • Denver
    • Houston
    • Los Angeles
    • Mexico City
    • Minneapolis
    • Monterrey
    • Montreal
    • New York
    • Rio de Janeiro
    • San Francisco
    • Santiago
    • São Paulo
    • Seattle
    • Silicon Valley
    • Toronto
    • Washington, DC
    Europe & Africa
    • Amsterdam
    • Athens
    • Berlin
    • Brussels
    • Copenhagen
    • Dusseldorf
    • Frankfurt
    • Helsinki
    • Istanbul
    • Johannesburg
    • Kyiv
    • Lisbon
    • London
    • Madrid
    • Milan
    • Munich
    • Oslo
    • Paris
    • Rome
    • Stockholm
    • Vienna
    • Warsaw
    • Zurich
    Middle East
    • Doha
    • Dubai
    • Riyadh
    Asia & Australia
    • Bangkok
    • Beijing
    • Bengaluru
    • Brisbane
    • Ho Chi Minh City
    • Hong Kong
    • Jakarta
    • Kuala Lumpur
    • Manila
    • Melbourne
    • Mumbai
    • New Delhi
    • Perth
    • Seoul
    • Shanghai
    • Singapore
    • Sydney
    • Tokyo
    See all offices
  • Alumni
  • Media Center
  • Subscribe
  • Contact
  • Brazil | Português

    Select your region and language

    Global
    • Global (English)
    North & Latin America
    • Brazil (Português)
    • Argentina (Español)
    • Canada (Français)
    • Chile (Español)
    • Colombia (Español)
    Europe, Middle East, & Africa
    • France (Français)
    • DACH Region (Deutsch)
    • Italy (Italiano)
    • Spain (Español)
    • Greece (Elliniká)
    Asia & Australia
    • China (中文版)
    • Korea (한국어)
    • Japan (日本語)
  • Saved items (0)
    Saved items (0)

    You have no saved items.

    Bookmark content that interests you and it will be saved here for you to read or share later.

    Explore Bain Insights
  • Industries
    Main menu

    Industries

    • Aeroespacial e Defesa
    • Agronegócio
    • Química
    • Construção e Infraestrutura
    • Bens de Consumo
    • Serviços Financeiros
    • Healthcare & Life Sciences
    • Máquinas e Equipamentos Industriais
    • Mídia e Entretenimento
      Industries
      Mídia e Entretenimento
      • Media Lab
    • Metais
    • Mineração
    • Petróleo e Gás
    • Papel e Embalagens
    • Private Equity
      Industries
      Private Equity
      • Due Diligence
      • Exit Planning
      • Firm Strategy & Operations
      • Portfolio Value Creation
    • Setor Público e Social
    • Varejo
    • Tecnologia
    • Telecomunicações
      Industries
      Telecomunicações
      • Capital Expenditure
      • Telco Digital Transformation
    • Transporte
    • Turismo & Lazer
    • Energia & Renováveis
  • Consulting Services
    Main menu

    Consulting Services

    • Customer Experience
    • Sustainability
    • Innovation
    • M&A
    • Operations
    • People & Organization
    • Private Equity
    • Sales & Marketing
    • Strategy
    • AI, Insights, and Solutions
    • Technology
    • Transformation
  • Digital
  • Insights
    Main menu

    Insights

    • Industry Insights
    • Services Insights
    • Bain Books
    • Webinars
    • Bain Futures
    View all Insights
    Featured topics
    • Tariff Response
    • Artificial Intelligence
    • Thriving in Uncertainty
    • Executive Conversations
    • Macro Trends
    • Private Equity Report
    • M&A Report
    • Healthcare Private Equity Report
    • Paper & Packaging Report
    • Technology Report
    • CEO Insights
    • CFO Insights
    • COO Insights
    • CIO Insights
    • CMO Insights
    View all featured topics
  • About
    Main menu

    About

    • What We Do
    • What We Believe
    • Our People & Leadership
    • Client Results
    • Awards & Recognition
    • Global Affiliations
    Further: Our global responsibility
    • Sustainability
    • Social Impact
    • World Economic Forum
    Learn more about Further
  • Carreiras
    Main menu

    Carreiras

    • Trabalhe Conosco
      Carreiras
      Trabalhe Conosco
      • Find Your Place
      • Nossas áreas de trabalho
      • Equipes integradas
      • Estudantes
      • Programas e estágios
      • Eventos de Recrutamento
    • A Vida na Bain
      Carreiras
      A Vida na Bain
      • Blog: Inside Bain
      • Histórias de carreira
      • Nossas pessoas
      • Onde trabalhamos
      • Apoioao seu crescimento
      • Grupos de afinidade
      • Benefícios
    • Impact Stories
    • Nosso Processo Seletivo
      Carreiras
      Nosso Processo Seletivo
      • O Que Esperar
      • Entrevistas
    FIND JOBS
  • Offices
    Main menu

    Offices

    • North & Latin America
      Offices
      North & Latin America
      • Atlanta
      • Austin
      • Bogota
      • Boston
      • Buenos Aires
      • Chicago
      • Dallas
      • Denver
      • Houston
      • Los Angeles
      • Mexico City
      • Minneapolis
      • Monterrey
      • Montreal
      • New York
      • Rio de Janeiro
      • San Francisco
      • Santiago
      • São Paulo
      • Seattle
      • Silicon Valley
      • Toronto
      • Washington, DC
    • Europe & Africa
      Offices
      Europe & Africa
      • Amsterdam
      • Athens
      • Berlin
      • Brussels
      • Copenhagen
      • Dusseldorf
      • Frankfurt
      • Helsinki
      • Istanbul
      • Johannesburg
      • Kyiv
      • Lisbon
      • London
      • Madrid
      • Milan
      • Munich
      • Oslo
      • Paris
      • Rome
      • Stockholm
      • Vienna
      • Warsaw
      • Zurich
    • Middle East
      Offices
      Middle East
      • Doha
      • Dubai
      • Riyadh
    • Asia & Australia
      Offices
      Asia & Australia
      • Bangkok
      • Beijing
      • Bengaluru
      • Brisbane
      • Ho Chi Minh City
      • Hong Kong
      • Jakarta
      • Kuala Lumpur
      • Manila
      • Melbourne
      • Mumbai
      • New Delhi
      • Perth
      • Seoul
      • Shanghai
      • Singapore
      • Sydney
      • Tokyo
    See all offices
  • Alumni
  • Media Center
  • Subscribe
  • Contact
  • Brazil | Português
    Main menu

    Select your region and language

    • Global
      Select your region and language
      Global
      • Global (English)
    • North & Latin America
      Select your region and language
      North & Latin America
      • Brazil (Português)
      • Argentina (Español)
      • Canada (Français)
      • Chile (Español)
      • Colombia (Español)
    • Europe, Middle East, & Africa
      Select your region and language
      Europe, Middle East, & Africa
      • France (Français)
      • DACH Region (Deutsch)
      • Italy (Italiano)
      • Spain (Español)
      • Greece (Elliniká)
    • Asia & Australia
      Select your region and language
      Asia & Australia
      • China (中文版)
      • Korea (한국어)
      • Japan (日本語)
  • Saved items  (0)
    Main menu
    Saved items (0)

    You have no saved items.

    Bookmark content that interests you and it will be saved here for you to read or share later.

    Explore Bain Insights
  • Industries
    • Industries

      • Aeroespacial e Defesa
      • Agronegócio
      • Química
      • Construção e Infraestrutura
      • Bens de Consumo
      • Serviços Financeiros
      • Healthcare & Life Sciences
      • Máquinas e Equipamentos Industriais
      • Mídia e Entretenimento
      • Metais
      • Mineração
      • Petróleo e Gás
      • Papel e Embalagens
      • Private Equity
      • Setor Público e Social
      • Varejo
      • Tecnologia
      • Telecomunicações
      • Transporte
      • Turismo & Lazer
      • Energia & Renováveis
  • Consulting Services
    • Consulting Services

      • Customer Experience
      • Sustainability
      • Innovation
      • M&A
      • Operations
      • People & Organization
      • Private Equity
      • Sales & Marketing
      • Strategy
      • AI, Insights, and Solutions
      • Technology
      • Transformation
  • Digital
  • Insights
    • Insights

      • Industry Insights
      • Services Insights
      • Bain Books
      • Webinars
      • Bain Futures
      View all Insights
      Featured topics
      • Tariff Response
      • Artificial Intelligence
      • Thriving in Uncertainty
      • Executive Conversations
      • Macro Trends
      • Private Equity Report
      • M&A Report
      • Healthcare Private Equity Report
      • Paper & Packaging Report
      • Technology Report
      • CEO Insights
      • CFO Insights
      • COO Insights
      • CIO Insights
      • CMO Insights
      View all featured topics
  • About
    • About

      • What We Do
      • What We Believe
      • Our People & Leadership
      • Client Results
      • Awards & Recognition
      • Global Affiliations
      Further: Our global responsibility
      • Sustainability
      • Social Impact
      • World Economic Forum
      Learn more about Further
  • Carreiras
    Popular Searches
    • Agile
    • Digital
    • Strategy
    Your Previous Searches
      Recently Visited Pages

      Content added to saved items

      Saved items (0)

      Removed from saved items

      Saved items (0)

      Forbes.com

      Pulling out of a tailspin

      Pulling out of a tailspin

      Successful turnarounds require leadership that understands the diverse elements of change and makes sure that every one is in place.

      By Till Vestring and Satish Shankar

      • min read

      Article

      Pulling out of a tailspin
      en

      This article originally appeared on Forbes.com.

      Like many national carriers in Asia and throughout the world, Malaysian Airlines Systems faced woes that have become familiar to even the most casual followers of the airline industry. Fuel prices spiral and so do labor costs, even in a relatively low-labor-cost nation like Malaysia. Add to this intensifying competition.

      By December 2005, MAS was losing money so fast it only had three months' worth of cash left in its coffers.

      That's when the government-owned company turned to an outsider named Idris Jala. Unlike his predecessors, the 48-year-old executive had no experience in the airline industry. But he does know how to turn red ink black. Most of his career had been spent with Royal Dutch Shell (nyse: RDSA—news—people ), where he helped turn around troubled business units.

      Even so, this would be a tough job for MAS's new managing director and CEO. The struggling airline had endured several unsuccessful government and private market turnaround attempts over the years. But on Jala's second day on the job, the prime minister publicly announced that this time, the government wouldn't bail out the airline.

      Jala not only took on the challenge, but exceeded expectations. Within a year after his arrival, the company posted two consecutive profitable quarters, and then a third that was fodder for headlines: In the first quarter of 2007, it earned $37.7 million, more than double the $14.4 million it had anticipated earning in the entire year. Those dramatic returns caught the attention of airline industry observers.

      What they found is a turnaround story that could serve as a model for other airlines and companies in any capital-intensive industry looking to return to profitability and position themselves for growth—without substantial government support. Jala's plan set a standard because he strictly adhered to a systematic approach for keeping his change plan on track, and he had a slavish devotion to a change system in which all elements reinforce each other.

      Acting quickly and decisively, Jala and his team diagnosed MAS's starting point and plotted their course. He put the right people in the right jobs. He made hard decisions over and over. He tracked results and adjusted the course as necessary. He held people accountable and left nothing to chance.

      For Jala, diagnosing his current situation meant finding out why MAS's yield—how much money it makes per passenger per kilometer—was so low. He found, among other ills, that the carrier was too aggressively discounting prices, failing to charge for excess baggage and holding on to unprofitable routes. After careful analysis of the data, Jala focused on the few key areas that would drive profitability.

      In a 47-page document, Jala's team spelled out the four major areas for improvement: revenue/yields, network, productivity and costs. The plan laid out goals that seemed impossible, but were in fact within the airline's reach. Jala wanted a $511 million improvement in the bottom line over three years.

      The next element of his turnaround involved creating milestones and rallying the troops around them. To accomplish this, Jala held so-called "laboratories"—prolonged brainstorming sessions that involved key managers and, if necessary, outsiders. The objective was to craft plans to achieve critical interim goals, such as improving the company's cash position. The laboratory team broke down the projected improvement by activity—sales of specific assets, better borrowing terms and other key issues—and assigned responsibility for each one.

      With plans in place, Jala then created a system for keeping people accountable and maintaining the momentum. At MAS's monthly management meetings, managers describe what they have done to improve the profit-and-loss statements that they are responsible for. By monitoring progress, MAS could see the tactical moves necessary to engineer the turnaround.

      Senior management focused on tactics in each of the four major areas for improvement. To boost yield and revenues, the airline segmented customers and became more selective about offering discount fares. It also got stricter about excess baggage. To improve its network efficiency, MAS sought government approval to stop flying unprofitable domestic routes. At the same time, MAS launched its own low-cost carrier, Firefly, to fly six domestic routes that had no air service. The airline improved productivity by reducing manpower by 15%, cutting overhead and maintenance costs. In a recent interview, Jala explained, "We only focus on activities that have big financial impact."

      Tracking the performance of its moves—a critical element to any successful turnaround—became an obsession that kept MAS sharply focused on its journey. Jala's turnaround plan had spelled out in detail the anticipated effect of every move on the profit-and-loss statement. Every route has a profit-and-loss statement, as well as a regional manager responsible for overseeing that P&L, who closely follows a small number of performance indicators—such as cash in the bank, and sales and passenger load—that align with his initiative's overall goals.

      As other turnaround artists have learned, paying close attention to the numbers is critical if you intend to keep a change program on course. By every indicator, the national carrier has found a patch of smooth sky. In the first quarter of 2007, revenues grew by 21%. Since Jala's arrival, the all-important passenger-per-kilometer yield rose 27%, from 20.5 to 26.1. The seat factor—how many people the airline flew relative to its total capacity—was up two percentage points to 75%. And MAS's new price structure has attracted more customers.

      Like other change masters, Jala keeps raising the bar. Just as he was posting profits, he pushed the organization to shoot for an even higher profit target, from $14 million to between $85 million and $199 million. He announced the purchase of new aircraft to replace aging planes and expand MAS's fleet. And Jala raised the full-year earnings forecast.

      A turnaround as dramatic as MAS's isn't magic. It's the result of leadership that understands the diverse elements of change and makes sure that every one is in place.

      Till Vestring and Satish Shankar are partners in Bain & Company's Singapore office. While Bain cannot identify clients under confidentiality agreements, its partners may write about a mix of client and non-client companies.

      Related Industries
      • Advanced Manufacturing & Services
      • Aerospace & Defense
      Aerospace & Defense
      A new formula for airline profits

      Price motivates the vast majority of passengers. How should airlines respond?

      Read more
      Linking loyalty and growth

      How leaders use Net Promoter® to tap customer feedback and shape winning strategies.

      Read more
      Aerospace & Defense
      Defense M&A

      Bold moves will determine the winners as a continent rearms.

      Read more
      Aerospace & Defense
      Improving Program Performance in Aerospace and Defense

      At MRO Europe, Bain Parners Katherine Kajzer-Hughes and Massimo Sabella discuss how outcome-driven reform is essential to success.

      Read more
      Aerospace & Defense
      Defense Investment at a Turning Point

      Private investment in new entrants is up sharply, but large shifts in market share will take years, given long investment and development cycles.

      Read more
      First published in agosto 2007
      Tags
      • Advanced Manufacturing & Services
      • Aerospace & Defense

      How We've Helped Clients

      An Aerospace Leader Bounces Back with a Three-Part Transformation

      See more related case studies

      A Defense Company Surmounts Industry Challenges with Cost Management

      See more related case studies

      Airline grounds planes to rise above financial cloud

      See more related case studies

      Quer saber mais?

      Ajudamos líderes do mundo todo a lidar com desafios e oportunidades cruciais para suas organizações. Juntos, criamos mudanças e resultados duradouros.

      Selected for you

      Global Private Equity Report 2026

      Powering forward in a new era: Our annual report examines key trends shaping the dealmaking landscape.

      For you

      Bain Insights. Our perspectives on critical issues global businesses face in today's challenging environment, delivered monthly.

      *I have read and understand Bain’s Privacy Notice.

      Please read and agree to the Privacy Policy.
      Bain & Company
      Contact us Sustainability Accessibility Terms of use Privacy Cookie Policy Sitemap Log In

      © 1996-2026 Bain & Company, Inc.

      Contact Bain

      How can we help you?

      • Business inquiry
      • Career information
      • Press relations
      • Partnership request
      • Speaker request
      See all offices