Department of Mechanical Engineering

College of Engineering
MEMB 322 Mechanical Design Process
Statement of Requirements and Needs

Section :4
Group Number : 11
Group Name : The Blues
Project Title : Assignment 1: PCDL Model of
Malaysia Airlines and Other
Airlines Companies.

Team Members Date Signature

AHMAD IZZUDIN BIN AZMAN 9/11/2017
AHMAD AFIQ BIN AZAHARI 9/11/2017
MUHAMMAD HAFIFI BIN SHAMSUDDIN 9/11/2017
MUHAMMAD AZNAN BIN ALIUDIN 9/11/2017
NIRESHAH ASOKUMAR 9/11/2017

Supervisor Date Signature

Mr. CHUA YAW LONG

Statement of RAN Page 1 of 4

 MEMB 322 MDP

Revision Document Revisions

1 Added revised discussion about the company.
2 Updated the comparison table.

Statement of RAN Page 2 of 4 MEMB322

 MEMB 322 MDP

1 Introduction
The PCDL model shows how the different parts in the brand identity process
are connected and how each step must be fulfilled in order to create a strong
brand identity. If the brand is not positioned correctly, the brand message
cannot be communicated to the target audience. In order to deliver the brand
performance, the customer must have been reached by the brand message and
finally, all these factors affect the leveraging of the brand equity. In order to
sustain in the aviation business, Malaysia Airlines has followed all the guideline
of the PCDL model. This proves a lot on how the national airlines can sustain
their business in the industry since 1963 until now.

2 Project Deliverables
At the end of the assignment, the comparison in term of the application of PCDL
model in the business between Malaysia Airlines and other airlines such as
AirAsia, Malindo Air, and Singapore Airlines should be done.

3 Project Needs
Team members need to search thoroughly the information regarding this
assignment via trusted source such as research paper and journal.

4 Anticipated Issues
a. The references should be done carefully to avoid any misinformation.
b. There are limited source of information regarding Malindo Air.

Statement of RAN Page 3 of 4 MEMB322

Appendix 1

No Project Requirement Method of Compliance

1 Study about PCDL model Refer to the slide in Moodle

2 Do research on MAS company Use internet and newspaper to do
research
3 Do comparison between MAS and Air Asia, Build comparison table
Malindo, Singapore Airline

Statement of RAN Page 4 of 4