Ethiopian Airlines started "“Vision 2010”" in 2005, which aimed to increase passenger traffic to 3 million, revenue to  billion and employees to 6,000 by 2010. By the year 2010 Ethiopian had exceeded all goals set in "“Vision 2010”", and the company's net profit for the fiscal year ended 2010-6-30 was  million. The results were attributed in part to an aggressive marketing campaign and major cost-cutting measures. The remaining shareholding will be held by the government of Malawi and private Malawian investors. Malawian Airlines started operations in . For the operation year 2013–14, Ethiopian Airlines was ranked the most profitable airline in Africa and 18th most profitable airline in the world with a profit of $228 million.