Lahore Business School

[STRATEGIC ANALYSIS OF PIA]

In this report strategic analysis of PIAC is given and a proposed strategy and implementation is
present
Strategic Analysis of PIA (Pakistan
International Airline)
Table of Contents
Overview.....................................................................................................................................................4
Company Snapshot......................................................................................................................................5
Fleet.........................................................................................................................................................6
Company in a Glance...................................................................................................................................6
Vision.......................................................................................................................................................6
Mission Statement analysis.....................................................................................................................6
Business Status........................................................................................................................................7
Offered Services......................................................................................................................................7
Brand marketing through sponsorships...................................................................................................8
SWOT Analysis.............................................................................................................................................9
1) Strengths.........................................................................................................................................9
2) Weakness........................................................................................................................................9
3) Opportunities.................................................................................................................................10
4) Threats...........................................................................................................................................10
PESTELD Analysis.......................................................................................................................................10
1) Political Analysis............................................................................................................................10
2) Economic analysis..........................................................................................................................11
3) Social analysis................................................................................................................................12
4) Technological analysis...................................................................................................................13
5) Environmental Analysis..................................................................................................................14
6) Legal Analysis.................................................................................................................................14
7) Demographic Analysis....................................................................................................................15
Porter’s five forces analysis.......................................................................................................................15
Bargaining Power of customers.............................................................................................................15
Bargaining Power of Suppliers...............................................................................................................15
Threat of Substitute Products................................................................................................................16
 Threat of New Entrants.........................................................................................................................16
Competitive rivalry in the industry........................................................................................................16
Value Chain Analysis..................................................................................................................................16
Primary activities...................................................................................................................................16
Inbound logistics................................................................................................................................16
Operations.........................................................................................................................................17
Marketing and sales...........................................................................................................................18
Service...............................................................................................................................................19
Secondary Activities...............................................................................................................................19
Procurement......................................................................................................................................19
Human Resource Management.........................................................................................................19
Technology........................................................................................................................................20
Infrastructure....................................................................................................................................20
Objectives 2010.........................................................................................................................................20
Financial Objectives...............................................................................................................................20
Strategic Objectives...............................................................................................................................20
Role of Corporate Governance..................................................................................................................20
Organizational Structure PIAC...............................................................................................................20
Organizational Structure Lahore Head Office........................................................................................22
Culture...................................................................................................................................................22
Leadership and decision making in PIAC................................................................................................23
Delegation Of tasks................................................................................................................................24
Employee Attitude.................................................................................................................................24
Employee training and attitude enhancement......................................................................................24
Employee satisfaction or dissatisfaction measures...............................................................................24
Violation of Code of Conduct (COC).......................................................................................................24
Recruitment and hiring procedures.......................................................................................................24
Communication pros and cons..............................................................................................................25
Exit Interviews.......................................................................................................................................25
Team work’s role...................................................................................................................................25
Influence of Groups on decision making................................................................................................25
Power and Politics.................................................................................................................................26
Financial Analysis of PIAC..........................................................................................................................26
EPS and DPS graph.................................................................................................................................26
PIAC Key Financial Data.........................................................................................................................27
Important Financial ratios.....................................................................................................................27
Liquidity ratios...................................................................................................................................27
Leverage ratios..................................................................................................................................28
Activity ratios.....................................................................................................................................28
Profitability ratios..............................................................................................................................28
Proposed Strategy Stage 2.........................................................................................................................30
SPACE Matrix.........................................................................................................................................30
Y Axis.................................................................................................................................................30
FS+ES= -1.14..........................................................................................................................................30
Financial Strength (FS).......................................................................................................................30
Environmental Stability (ES)..............................................................................................................30
X Axis.................................................................................................................................................30
CA+IS= -0.62..........................................................................................................................................30
Competitive Advantage (CA)..............................................................................................................30
Industry Strength (IS).........................................................................................................................30
Defensive Strategies..........................................................................................................................31
BCG Matrix (Boston Consulting group Matrix).......................................................................................31
Domestic............................................................................................................................................32
Foreign...............................................................................................................................................33
Analysis Description...........................................................................................................................33
Internal External Matrix (IE Matrix).......................................................................................................34
Analysis Description...........................................................................................................................34
0Grand Strategy Matrix.........................................................................................................................34
Small Share No Money......................................................................................................................34
Strong Share or Strong Money..........................................................................................................34
Strong Share and Strong Money........................................................................................................34
Sector Growth High...........................................................................................................................34
Sector Growth Low............................................................................................................................34
Analysis Description...........................................................................................................................35
 Common Strategies...............................................................................................................................35
Proposed Strategy Formulation Stage 3....................................................................................................35
Quantitative Strategy Planning Matrix (QSPM).....................................................................................35
Analysis Description...........................................................................................................................35
Proposed Strategy.....................................................................................................................................36
Structure to Strategy match......................................................................................................................36
Proposed Organizational Tree...............................................................................................................37
Supporting Organizational Structure.....................................................................................................38
Key principles.....................................................................................................................................38
Implementation and expected outcomes by proposed strategy and structure........................................40

Overview
Pakistan International Airlines, Pakistan s national flagship airline, has been a pioneer since its inception
in 1955. PIA was the first Pakistani airline from a non-communist country to fly into the People s
Republic of China and, in 1962 PIA set out to break the record for the fastest flight between London and
Karachi.

PIA continues to soar, ever committed to innovation and rich customer experience. With a fleet of young
airplanes, a crew dedicated to providing the highest standards of in-house service, and stellar
management, POA is a flight that is going places. However, recently, the profitability of PIA has been
witnessing a downside.

Year 2008 did not bring any significant improvement in the financial performance of PIA. The problems
of the past years recurred and compounded to give the company a higher net loss for the year. The
company is in a dire situation to salvage itself from further crises. A brief recap of year 2007 reveals that
during the year, the company experienced a series of financial, operational and marketing problems. In
the early part of the year, imposition of operating restrictions by EU caused considerable disruption in
the PIA schedule as well as significant curtailment in capacity.

With the airline brand severely dented, PIA lost market share as well as growth in business, which made
the situation still more difficult. The unprecedented hike in oil prices adversely impacted PIA s bottom
line. PIA, the late starter was unable to hedge the risk against the high oil prices and thus had to absorb
the burden of expensive fuel. Apart from the fuel cost, increases in pay to certain categories of
personnel and depreciation of the rupee vis-a-vis the US dollar towards the end of the year also
adversely affected the financial results.
The airline could not remain immune to ever-increasing competition due to an over supplied capacity
environment including entry of new operators in certain key markets. PIA managed to increase the
yields despite competition. However, this improvement was offset by reduced level of traffic. PIA s
revenues, thus, remained static for the year. The cash position of the company remained under strain
throughout the year and was managed by short/medium term borrowings from the market based on
GOP guarantees. However, a positive development during the last quarter of 2007 was the withdrawal
of EU operating restrictions, as PIA was able to satisfactorily address the issues highlighted by the EU Air
Safety Committee.

Company Snapshot
1) Company Name: Pakistan International Airlines
2) Nature of Business: Airline Service
3) Ticker: PIAC
4) Net Premium Comparison
a. Net Premium CY 07 PRs 70,480,734,000
b. Net Premium CY 08 PRs 89,201,257.000
5) Share Price (Average) PRs 3.17while closing for 2009 was PRs 2.61
6) Market Capitalization: 6,703,472,884
7) Total Loss for 2009 was PRs 5822 million (as of 31 st December 2009)
Fleet
Company as of December 2009 had 40 planes in it’s fleet

Company in a Glance
Vision
PIAC has a vision to be a world class airline, meeting customer expectations through excellent services,
on-time performance, innovative products and absolute safety

Mission Statement analysis

PIAC’s mission statement is as follows

“Employee teams will contribute towards making PIA a global airline of choice through

1. Offering quality customer services and innovative products

2. Using state-of-the-art technologies
3. Ensuring cost effective measures in procurement and operations
4. Developing safety culture

This mission statement addresses following core points of nine point mission statement analysis

1. Product and or service

2. Technology
3. Philosophy
4. Self-concept
5. Concern for people
6. Concern for survival growth and profitability

Business Status
PIAC is capitalized (publicized) and it’s the only airline in Pakistan to be in stock market. Though its full
privatization is announced by the GOP but it was never implemented due to Union power. Currently
89.1% shares of PIA are with government.

Several steps towards outsourcing of non-core business have been initiated. Catering units (starting with
Karachi Flight Kitchen), Ground Handling (starting with Ramp Services) and Engineering, are to be
gradually carved out of the airline and operated as independent companies.

Offered Services
Following services are offered by PIAC which are strategically very important for organizations market
demand.

1) News Paper and magazines are provided to all customers. The bi monthly “Hamsafar” is quiet
popular which was introduced in 1980 and still continues
2) Frequent flyer program allows passengers to receive free tickets, excess baggage vouchers,
cabin upgrades, and rewards and special deals. Awards +Plus offers three tiers of membership to
frequent flyers - Emerald, Sapphire and Diamond. A+ mile can be earned by flying PIA, and by
using the products of PIA's partners.
3) Livery has been with PIAC since its creation. It regularly changes the look of the planes the
average aircraft look remains for 3 years approximately. This gives it a new feel to travel in PIA
plane. Especially the four tail design has been quiet popular with customers, as it signifies the
four provinces of Pakistan.
4) Cargo service is strategically very important even though it was launched in 1970s but in 2003,
PIA launched a full courier service and introduced "PIA Speedex". The services were started in
Karachi, Lahore and Islamabad, expanding in a year to twelve cities. Today, the airline offers
 over seventy locations within Pakistan with shipments collected and delivered from customer
homes. From 2004 to September 2007 PIA Cargo operated two Airbus A300 Freighter aircraft
through MNG Airlines under wetlease/ACMI to Haan and Luton, initially these also operated to
Amsterdam, Basel and Cologne. If used properly this can become a winning strike for PIAC.

5) PIA maintained its operations to three Continents of North America. Europe and Asia while
serving 42 destinations around the world. Contributing from all major routes improved from last
year’s level with Pakistan region contributing 26% followed by UK 24%, Middle East 23%
America 14%, Europe 8% and Far East 6% only. Pakistan International Airlines Corporation,
through its subsidiaries, provides passenger and cargo air transport services. It also offers
engineering, baggage, charter, mail and telephone, and handling and related services. In
addition, the company operates as a promoter and investor in projects related to construction,
development, and operation of hotels, motels, and restaurants; and manages an airport hotel at
Karachi. It operates in the United States, Canada, Europe, the Middle East, Africa, and Asia. They
can be better understood by the following pie chart
Brand marketing through sponsorships
PIAC has been using brand marketing quiet efficiently through various sponsorships as described
follows. Their use in strategy formulation will be discussed ahead.

1) Pakistan International Airlines (PIA) supports a first-class cricket team that plays in the ABN
AMRO Patron's Trophy in Pakistan. PIA is also sponsoring the Pakistani team for the A1 Grand
Prix.
2) PIA also promotes the Shandur Polo Gala that takes place every year in the Chitral and Gilgit
regions of northern Pakistan during the summer period.
3) PIA is one of the official sponsors of the "Destination Pakistan 2007" festivals.
4) PIA also has its own Boy Scouts Association (PIA-BSA) working in partnership with Pakistan Boy
Scouts Association. After the earthquake, PIA-BSA was working in partnership with other charity
organisations to provide relief help.
5) PIA Planetariums located in Karachi and Lahore are owned by PIA, which enable the public to
see static aircraft as well as astronomy shows.
6) PIA Horticulture, set up in 1996, provides flowers for display in PIA's offices and for a range of
events, winning several awards and accolades at flower exhibitions across the country.
7) PIA also supports non-profit organisations within Pakistan such as; Al-Shifa Trust, Zindagi Trust,
The Citizens Foundation and Sind Institute of Urology and Transplantation (SIUT).

SWOT Analysis
1) Strengths
PIAC has following strengths in doing business in Pakistan

a. Monopoly in Pakistan market

b. Huge financial advantage being 89.1% shares with GOP
c. Younger planes as compared to competition
d. Reach to international destinations
e. Brand advantage
f. Experience curve advantage
g. Broader target market
h. Point to point frequency
 2) Weakness
PIAC has following weaknesses

a. Corruption is at level high and lack of accountability

b. High amount of debt
c. Dysfunctional and inefficient organizational structure
d. Uncooperative and non-professional crew
e. Hold of union (Union has higher than average power)
f. Inefficient use of resources (Human and Technological)
g. High influence of Government officials on rules and regulations
h. Offer free travelling to most of government officials, supporters, MPAs, MNAs, and
other government guests. (lack of business professionalism in revenue generation)
i. Overstaffing in last 10-12 years
j. Low rewards and appraisal
k. High fares when compared with domestic competitors
l. Low salary of engineers and high salary of pilots (discrimination effect)

3) Opportunities
PIAC has following opportunities

a. Lowered oil prices

b. Ability to have maximum route and fleet reach
c. Demand for low cost airlines is growing due to global crisis
d. Shifting customer trend to national airline due to racism in various countries
e. Industry recovery for airlines is predicted in couple of years
f. Better recruitment policy
g. Speed ex which is domestic can be international
h. Better training programs

4) Threats
PIAC would face following threats

a. High interest rate in Pakistan

b. 5 major accidents involving PIA’s planes
c. Technical failures have started growing in planes increasing customer distrust for
safety
d. Strong competition by Air Blue
e. Dollar to PRs rate is increasing (money is devaluing)
f. EU is expected to restrict planes from entering air without Euro2 standard emission
system.
 g. Government may capitalize this sector; in this case their biggest advantage of
holding monopoly would end.
h. Fluctuating fuel prices
i. Terrorism
j. Time taken by embassy to accept visa
k. Open sky policy and single euro sky policy
l. High debt can affect its resource purchasing

PESTELD Analysis
1) Political Analysis
Political factors and regulations are most crucial in case of PIAC, the reason it being held by government
in major share. Politically Pakistan is a destabilized country, dictatorship and loose democracy are some
of the main threats PIA is facing from political factors. Some of the important factors that can have an
effect on PIAC are discussed below

a. GOP vs. Judiciary war has proved to be disastrous for our nation and it is expected
to go further in near future. This may be a change maker in government. A change in
government for PIAC means change of business owners. This can be a bad effect on
PIAC. If it happens.
b. Political distress in our neighboring country like Afghanistan has an adverse effect
on our international airline industry.
c. Government’s policy to continue support in “war against terror” has increased
insecurity level in Pakistan which means fewer visitors come to our country and
hence les revenue for PIAC, as its main reliance is on customer revenue.
d. Government has already announced it is going to privatize PIAC if this happens in
near future things may look bright.
e. As this is a political government hence higher officials and management are basically
supporters of this particular government, if there is a midterm election which would
mean a change in government this also mean change in higher management.
f. Defense ministry has already announced its intent on allowing small route planes to
travel within cities, this can decrease the customer reach for PIAC.
g. As the above Pie chart shows one of the biggest market of PIAC is Europe and UK
(32%) hence current intent of EU to implement standard of euro 2 emission for all
flights crossing Europe may make most of PIAC aircrafts useless.
h. Government’s current release of educational barrier for parliamentarians means
less educated owners for PIAC hence decreasing its chances for profitability
i. Government’s latest act of outsourcing non-core business issues like catering
handling and engineering units as separate companies has proved to be profitable
for organization.
2) Economic analysis
PIAC is mostly dependent on customer revenue; hence economic condition of its target market is very
important in its profitability and strategy formulation some of the key developments important to our
organization strategically are discussed below.

a. Global crunch has struck hardest on two nations UK and America, as most of the
economy of countries like Spain and Switzerland are highly dependent on UK and
America’s economy hence they are also badly affected. Now considering the fact
that 58% of flights by PIAC are for America, UK and Europe. Means sudden loss in
customer base. Hence decreasing revenues.
b. Pakistan’s per capita income has decreased and is expected to decrease even more
in coming years hence decreasing consumer’s buying power.
c. Interest rate in Pakistan is very high hence making it hard for investors to invest in
PIAC.
d. Pakistan’s stock market is graded at B3 level that means a market risk premium of
14.25, hence decreasing the involvement of capital from stocks.
e. Inflation has decreased from record high 25.3% average in August 2008 to 8.87% in
October 2009 and expected inflation this year is expected to go to 11% as revised by
IMF after deliver 7.6billion in reserves, which will in turn decrease the buying power
of PIAC customer; this is to talk about core inflation. This can have both good and
bad effects. The bad part is local travellers would decrease and may go to cheaper
travelling with Air Blue. The good part is this will increase the customer travelling to
international destinations.
f. The non-food inflation stood at 19.3 percent, against 5.9 percent in the
corresponding period of last year. The non-food inflation is also high because of hike
in transport group, fuel and lighting group and house rent index. The downward
adjustment of petroleum prices in the month of November is neutralized by
frequent hikes in electricity and gas prices. Hence the decrease in petrol price is
ineffective for PIAC customers.
g. Population below poverty line is expected to go below 23% as measured for 2001 it
was 35% of population according to CIA world fact book. This means an increase in
customer demand and base.
h. The World Bank (WB) and International Finance Corporation’s flagship report ‘Ease
of Doing Business 2010’ ranked Pakistan 85 among 181 countries around the globe,
that is very low as compared to other countries, hence decreasing good financers
coming to Pakistan.
i. Measured by purchasing power, Pakistan had a 30 million strong middle class in
2005, which according to a latest survey of standard chartered has increased to 35
million, they are the core customers of PIAC hence this indicator is a positive one for
us. If we look at upper and upper middle class, it has grown from 6.8 million in 2002
to 17 million in 2010. Hence this also is a good indication if seen with the fact that
not many international airlines are present and working from Pakistan.
3) Social analysis
Socially Pakistan is very diverse and dynamic even though there are many social and cultural changes
going on in our country these days as always some of those changes important to PIAC are discussed
below

a. There is an explosive elevation in youth’s education level, hence the

understandability of services and businesses has grown this in coming years would
affect all businesses including PIAC. As the customer becomes more educated he
demands that extra mile from its service provider. Aviation falls in service sector
hence satisfaction of customers is core competitive advantage.
b. Due to instability in Pakistan more and more people are immigrating to better
countries hence PIAC being among three carriers and being monopoly in
international travel to Pakistan can benefit from this
c. There is an ever growing number of people for Hajj and Umrah, in last couple of
years PIAC has lost in this easy ground as well increasing prices when the petrol
prices are lowering purchasing power of customers is decreasing is a fatal move for
this type of opportunity. The estimates show an increase of 15% per year in people
wanting to go to religious travels. This may be viewed as an opportunity for PIAC, if
dealt with properly.
d. Pakistan’s Major population is now in 25-45 years limit hence this being the biggest
chunk should be considered most important in strategy formulation. Some of the
good things about this is PIAC’s periodic change of look that may be used as an
appeal in this respect.
e. As described above major population of Pakistan is in 25-45 years limit. The age of
brand development hence this can also be viewed as an opportunity to develop
strong brand loyalty for the prospective customers. As in coming years more and
more people above this age would perish and new ones would enter.
f. If we observe the level of checking for PIAC customers on international airports, it is
fairly visible that travelling on PIAC means an hour wasted in extensive search and
verifications. People are more and more connected as compared to yesterday hence
this type of news for educated people means bad for the business.
g. Pakistan’s youth is more attracted to entertainment during flight as compared to the
previous generation which preferred noisy floor and dirty toilets. Now people
demand healthy and tolerable environment.

4) Technological analysis
In aviation industry technology is what runs the business, this means technology is of key importance in
customer retention. Some of the technological changes coming and having effect on PIAC are discussed
below.

a. An American firm “Viper Jet” has recently devised a two seater plane for youth
equipped with all the gadgets and navigation function along with auto pilot and is
 available in international market for 12.3 million, that’s like buying a new car for
your son. This if viewed with the political factor number 6 increases a threat for
PIAC in domestic market in future.
b. GOP is considering reviving Railways, introducing more modern tracks. If this is done
then the sole profit taker of PIAC the cargo service called “Speedex” will face a
threat.
c. Air blue is currently buying 6 new air busses for its international fleet this will also
become a serious threat to PIAC.
d. PIAC currently has planes from Boeing, which is considered as a fuel guzzler when
compared with air bus used by air blue.
e. Most of the successful international airlines have gained success through
introducing rebate on internet purchases in order to cut down charges on employed
agents. This is absent here, though online ticket purchasing is present but they lack
giving rebate on those tickets.
f. America is now developing air highways for its domestic users this means PIAC has
to purchase new planes to coup with this advancement as well.
g. Introduction of new holographic calling may lead to lower number of people
returning to homeland to meet their relatives.
h. In order to meet current trend of people toward emission Laminar Flow is
considered a Key to reducing emissions in future aircraft, this technology is due in
coming six-seven months.
i. Distributed-aperture electro-optical systems that combine with helmet-mounted
displays to allow a pilot to “look through” the airframe, in any direction, to enhance
situational awareness when maneuvering navigating at low altitude will advance this
year and is considered to be a good solution for safety measure

5) Environmental Analysis
Environment plays an important role in shaping businesses some of the key factors that may affect PIAC
are discussed below

a. The eruption of volcano in Iceland has every one in surprise and has made PIAC’s
flights to be delayed, some new advancement in engine is required to make it able
to go through that type of ash
b. There has been an increasing distress over global warming and this is clearly shown
as discussed above by EU’s intent to restrict the air to emission standards.
c. UK being the top market of PIAC, the environment in UK is rapidly changing for last
few years, last winter they hit their lowest degree in 25 years, same was the case
with Spain, which observed lest temperature recorded in 32 years. This year is
expected same and hence providing PIAC another delay in flights.
d. PIAC high reliability on Boeing has proven to be costly not only to PIA but also to
environment as more fuel and more heat is put into our atmosphere.
6) Legal Analysis
Pakistan is changing rapidly on legal grounds; some of the factors in this change having an impact on
strategy of PIAC are discussed below.

a. CAA is expected to legalize personal travelling in air by general public hence proving
to be a problem
b. IATA has already warned PIAC on two occasions for its technical failures during flight
and once during takeoff, one more failure and according to the law PIAC will be
facing fines for its behavior.
c. Introduction and empowerment of Judiciary has given way to “Musabqati
commission” which is now closely watching PIAC’s moves.
d. PIAAC is charging 30% on rescheduling and refunding for tickets within 48 hours of
flight departure and 50% after departure for both discounted and full fare tickets
this is in clear violation of competition commission ordinance Section 3(1), read with
section 3(3)(a). And may cause issues in future.

7) Demographic Analysis
PIA has segmented its target market according to demography hence its immensely important to
understand demographical changes in Pakistan before planning for a business here. Some of the key
factors regarding demography are as follows

a. Demographic segmentation of PIAC is based on income segmentation, according to

the world fact book of CIA the number of people coming to middle class increased
hence making an opportunity for PIAC
b. PIAC also has occupational segmentation with his customers. As the “ war against
terror is increasing threat to our country and safety, the number of tourist coming
to Pakistan are decreasing
c. According to a latest survey the percentage of women in Pakistan is 51% which is
slightly higher as compared to men. Hence making an opportunity for PIAC.

Porter’s five forces analysis

Bargaining Power of customers
Bargaining power of customers is low in our case due to following reasons

1. PIAC has a monopoly in Pakistan

2. There are only three service providers including PIAC that’s very low competition when
compared to other countries
3. Due to current terrorist threats, most of world’s leading airlines have stopped operating from
Pakistan.
4. There is only one substitute for air travel that is by sea and most people do not prefer that as it’s
pretty time taking
 5. PIAC does not distinguish between full fare and discounted fare tickets unlike competitors giving
more bargaining power to customers on behalf of its competitors., PIAC charges 50% for
rescheduling and refunding after departure of flight which is not in any sense comparable to Air
Blue and Shaheen Air charging 2000PRs. This also is a drawback for customers.

Bargaining Power of Suppliers

Bargaining power of suppliers is high in case of PIAC due to following reasons

1. There are only two suppliers of public air travel, Boeing and Airbus.
2. The agents working for PIAC are large in number as compared to other airlines but not many are
interested in replacing them
3. Oil companies are already giving fuel on debt to PIAC hence making them strong and reducing
our bargaining power against it
4. The operation is mainly dependent on CAA for airports and defense department which set
ground rules for every procedure.

Threat of Substitute Products

The threat of substitute products is very little as people are not used to travel by sea and there is no
other substitute

Threat of New Entrants

Threat of new entrant is low based on following reasons

1. PIAC has complete monopoly in major international routes

2. This is a business which requires high starting capital, and slower returns
3. Market in Pakistan is very limited
4. Market in Pakistan in terms of travellers is already saturated to some extent
5. Pakistan ranks on 139th position out of 190 countries based on buying power of people hence
making it less attractive for these tertiary level services.
6. Emirate airways which had suspended their flights to Pakistan have again continued it for twice
weekly to and from Peshawar, this is to account that in 2006, 07 and 08 emirates total market
share in Pakistan was third highest in country when PIAC was leading. Market share was 10.3%.
Hence the renewal of this service is a threat to PIAC.

Competitive rivalry in the industry

Competitive rivalry is overall less when seen the whole industry there is a little hint when comparing
PIAC with Air Blue.

Value Chain Analysis

PIAC’s value chain analysis now would give us the idea what are the effects of current strategic position
of this organization. To simplify and to understand properly we would divide this section in two parts
 1. Primary Activities
2. Secondary activities

Their description is given below

Primary activities
Activities which are directly involved in delivering service of PIAC are as follows

Inbound logistics
Inbound logistics of PIAC are as follows

 PIAC takes fuel from international suppliers and due to its current debt situation it’s limited to
take only fuel it can afford, it has also taken sovereign guarantee of GOP in more than one
situations so it is most likely a guarantee may not be useful in near future
 PIAC has its fleet of 40 airplanes which is something to boast about in Pakistan market.
 Maintenance of these planes as well as ground checking operations (checking of planes before
takeoff) are owned by PIAC itself and very well trained and well equipped
 In terms of engine renewal and checking facility PIAC has following ground realities the
department name is PK-MRO. It has capability to have maintenance as follows.
o Boeing 747-300 RR RB211 (A, C, and D base checks)
o Boeing 747-200 CF6/JT9D (A, C and MBC/inter D)
o Boeing 777 GE90 (A and C)
o Boeing 737-300 CFM56 (A and C)
o Airbus A300B4/B2 GE CF6 (A, C, QBC, MBC, and D base check)
o Airbus A310-300 GE CF6 PW4152 (A, C, MBC, and D base check)
o ATR 42-500 PW127 (A and C)
 Having fully functional maintenance facility “PK-MRO” has saved company $20Million in 2009
for not offloading engines to KLM.
 PIA takes planes mainly from Boeing and currently the fleet is fully capable.
 Finances to run the company comes from GOP and Profit from operations.

Operations
Following are main operational activities for delivering the service.

 Now introduced automated dispatch of post flight report

 Have departure control system (Sabre) on 14 airports and in 2009 extended it to 7 new
destinations
 Enhanced flight monitoring system in comparison to domestic competitors adding to flight
processing
 Currently installed graphical user interface of check in system at major domestic airports (KHI,
LHR and ISD) hence improving check in response and shorter passenger queues at check in
  Centralized load control setup named “SABRE steady state” or “Load Manager” hence load
sheets of all domestic and international stations can now be prepared in KHI decreasing
processing time (time of service).
 CLC (central Load control is now working in 16 out of 36 stations this load sheet preparation is
done by most domestic competitors by handling agents at certain cost.
 Superior flight system as discussed above has resulted in better resource utilization and
improved flight punctuality (flight delays decreased from 337 in 2008 to 208 in 2009)
 This has also resulted in improvement of baggage revenue which has been 80 million greater
than the target revenue of PRs 1 billion.
 PIAC has the most advanced simplified and standardized maintenance program.
 To insure smooth sailing of operation introduced “Lean Six SIGMA” for best practices and
techniques in industry.
 Reduction in material expenses according to 2009 financial report due to these operational
practices
 To drive down operational cost from 2010 June PIAC would use new Boeing 777 by agreement
with Thales. It has the capability of full flight simulator. It also has reduced carbon foot prints of
device due to this agreement PIAC has been certified by “European Aviation Safety Agency
(EASA)-part 145” in accordance with its new rules
 During Hajj operations PIAC engineering provides one spare B747 at Jeddah for any unforeseen
delay hence improving technical reliability which was in 2009 shown at 99.5%
 In 2009 for distinguished passenger handling and operational techniques Saudi Authorities
awarded a shield to PIAC.
 To improve the practice during Hajj operation now direct flight are sent from major cities hence
improving time taken for service.
 Due to good operational practices PIAC once in 4 years became profitable in operational level as
revenue in 2009 went up by 6.4% year on year, yield increased 7.0% in 2009

Marketing and sales

Marketing activities of PIAC have been used to very limited standards. Following are main marketing
activities of PIAC.

 Marketing department is comprised of a very small unit called “SVP Sales” which comes under
Manager Director.
 Most marketing if any is done by advertising in newspapers.
 PIAC’s main focus of marketing its product is through two main tactics
o Sponsorship. As described earlier PIAC sponsors a number of teams and groups both for
games and social cause.
o Sales agents. PIAC has a vast network of sales agents who convince people to buy their
tickets.
 PIAC‘s pricing as described earlier is not of much appreciation. It is not only high priced as
compared to the utility the consumer gets out of it but also it is against the rules. “Details are
given above”. The pricing strategy is done by manager director. Under him “SVP Sales”, “SVP
 finance”, “Director Finance”, “Deputy managing director”, “SVP IT “and “SVP Monitoring and
Appraisal” comes the joint effort of all these departments give PIAC its pricing.
 PIAC’s recent joint venture with “Pakistan Remittance Initiative” allows customers to send
money to Pakistan through legal channel and also win tickets for free in achieving a minimum
remittance slab.
 PIAC frequent flyer program aka “Award+Plus” program has main focus on corporate clients.
This is done by decentralizing redemption process. This has not only gathered corporate clients
and retained them but also has saved 1.5 million per annum by introducing an in-house online
redemption system.
 Business Plus was another initiative toward corporate client but it has grown old and weak
which needs replacement or re-launch.

Service
Service of PIA is done by following activities

 The pick and drop service of PIAC is pretty fast and reliable it works as a combined department
with ticketing.
 It is coordinating with the help of a central information system PIAC personal (SIS)
 The kitchen and catering have been privatized as separate bodies
 The hostesses and stewards are well trained through training programs

Secondary Activities
Activities which whilst they are not directly involved in operations, may increase effectiveness or
efficiency of service delivered they are as follows

Procurement
Procurement activities of PIAC are listed below

 PIAC purchases in flight amenities, inflight equipment, inflight sales/mail order products,
beverages, Wines, spirits along with uniform, office supplies and equipment through open
bidding process from private sector.
 PIAC takes IT products from private organizations again through bidding. It is done by IT
department and is responsible for smooth flow of their information system.
 Engineering supplies department of PIAC is the purchasing authority for procurement of aircraft
parts, non-aircraft parts (e.g. simulators or spares) to support aircraft maintenance and
operations. This is done through tender notices as well. And it is directly in relation with PKMRO.
 R&D department is absent as told by management of PIAC

Human Resource Management

Human resource management is done through following activities
  The distribution of employees is as follows

Rank # of Employees
BOD 11
CEO 1
Head Auditor 1
Pilots 78
Co-pilots 189
Engineers 243
managers 13
Auditors 2
Corporate Security 1
others 17961
Total 18500
 The head office is in Karachi so every operation is done in the head office, but all the regional
offices take orders and do their work as assigned by the Head office
 The decision making is done at higher level of organization. The detail will be discussed ahead in
the role of corporate governance
 Motivation has always been there for the employees since day one in the form of handsome
salary and bonuses along with steady and hefty increments. But due to crisis this has been on a
slow basis for some time.

Technology
As discussed earlier PIAC is one of those Pakistani companies which do not implement strict and focused
R&D departments hence technology is least of the worries for PIAC.

Infrastructure
The infrastructure of PIAC is geo divisional. The main control body as defined earlier is head office in
Karachi, which controls all other departments and offices. The detail of how it works will be ahead.

Objectives 2010
On January 15 2010, the 323rd BOD meeting was held to define strategic and financial objectives for this
year they are as follows

Financial Objectives
The board approved Corporate Budget for the year 2010 with a revenue target of Rs114 billion that is
more than 20 percent higher as compared to the unaudited revenues of 2009

Strategic Objectives
To achieve the above revenue following strategic objectives were given
  Introduction of new /additional flights, real time Pax Revenue Management System
 Introduction and success of Pakistan Remittance Initiative (PRI)
 Increasing market share by5%
 Successful monitoring of routes

In this meeting according to the management of PIAC cost cutting measures including debt swap, fuel
price hedging, review of contracts, aeronautical charges and ATR fleet economics were discussed in
details.

Role of Corporate Governance

Organizational Structure PIAC
The organization’s hierarch of department is as follows it also shows the chain of information flow
The diagram above clearly indicates a closed or mechanistic culture of this organization
Organizational Structure Lahore Head Office
When we see the Lahore head office organizational structure the picture becomes clearer it is as follows

As we can see the district manager is in control and directly taking information as well as giving order to
each and every department showing autocratic leadership style followed in PIAC.

Culture
The seven characteristics of organizational culture in PIAC are given below

CHARACTERISTICS PIA
INNOVATION AND RISK TAKING Low
ATTENTION TO DETAIL Low
OUTCOME ORIENTATION High
PEOPLE ORIENTATION Low
TEAM ORIENTATION High
AGGRESSIVENESS Low
STABILITY High
The results show that PIAC focuses more on the goal rather than means to achieve it. Therefore,
employees are not highly valued in PIAC. The characteristics and values form the organizational
structure which determines the behaviour of employees and the effectiveness of the organization are
Leadership and decision making in PIAC

r
k
is
c
D
m
g
n
a
M
v
e
L
p
o
T
A public organization, PIA, has an autocratic style of leadership. The decisions are made by the top level
management without involving their employees. These decisions are primarily policy-based decisions
like the purchase of new planes, replacement of new fleets and changes in the fares of tickets.
Delegation Of tasks
Delegation of authority is limited due to the centralized structure of PIA. The authorities reserve the
right to make decisions in interim board meetings. The middle level management is not even allowed to
speak for or against the top level management or to give any type of interviews.

Employee Attitude
At PIA, every employee is expected to show complete responsibility through their attitudes and avoid
behavior which clashes directly with the organization’s interest. In case of deviant workplace behavior,
administrative action is taken against the employee according to the standing rules of PIA.

All human resource issues are dealt in accordance with the POLICIES AND PROCEDURES MANUAL
(Volume 1 and 2). This document deals with every aspect of employee behavior.

Employee training and attitude enhancement

A PIA Training Center (PTC), operating in Karachi, conducts training coursesto augment the skills of
employees while the scope for enhancing their attitudes (beliefs and emotions) through these courses is
meager.

Employee satisfaction or dissatisfaction measures

If PIA believes that dissatisfaction or absenteeism is affecting the productivity level of employees, then
the root cause of such factors is identified. If a genuine reason emerges, the employee is assisted in
rectifying the situation; if not, then the employee might get a letter of warning.

Employees at PIA can express dissatisfaction through the ‘Suggestion Boxes’ located at various sites of
PIA. Furthermore, quarterly employee co-ordination meetings are held where all employees can share
their views with their bosses and subordinates.

Violation of Code of Conduct (COC)

If the code of conduct is violated in PIA, a ‘Show Cause Letter’ is issued while in severe cases the
employee is suspended until a proper investigation takes place.

Recruitment and hiring procedures

An entire Recruitment and Selection Division is functioning in the HR & Administration Department.
Decisions are taken by the top management of PIA regarding the attributes required for hiring. An
assessment form, based on certain characteristics such as personality, skills and qualifications, is used to
evaluate a candidate. The verdict of the management is forwarded to the recruitment division which
then initiates the procedure of recruitment and selection.

After difficult circumstances the Human Resource Department is now fully functional and policies and
procedures are now in place. New recruitments with clearly defined levels of skill and competence in all
areas are being made. New inductions both on the management side and specifically the operational
side of cockpit crew, cabin crew and ground engineers will continue at regular intervals so that the
shortages experienced in these areas are fully taken care. The policy is to promote people from within
the airline at all levels. However, where PIA does not find the relevant competencies they hire people
from outside which is based on market salaries. Salaries of all the employees including operational crew
have been considerably enhanced in an effort to align PIA salaries with regional airlines over a period of
time.

Communication pros and cons

The organizational structure of PIA is centralized, therefore decision-making is a time-consuming process
and delays occur in downward communication. Though, it is believed that the current Chairman is
inclined towards a decentralized system, the effectiveness of such an approach in PIA remains to be
seen.

Effective communication is essential in all organizations and it becomes even more essential in an
organization like PIA due to its large size and expanded network. It is necessary that people from various
departments communicate between each other to have an overall uniformity. Previously fax was widely
used to transmit information,however, with the technological advancement e-mails are used for this
purpose. Another mode of communication is through letters.

Exit Interviews
At PIA, exit interviews depend on the immediate supervisors and Departmental Heads. Some of them
are keen on the idea, others are not: there is no clear policy for exit interviews.

During downsizing employees are offered different packages such as a ‘Golden Hand Shake’ in which
employees are paid a lump sum amount for their services. This is done to maintain a healthy
relationship between the management and the employees and also to make employees feel that they
are being taken care of in the organization.

Team work’s role

In an airline industry almost all tasks are performed through team work and PIA is not any different.
From ticket reservation to the landing of the plane team work is the decisive factor. Employees work in
various teams such as ground staff, cabin crew, flight attendants, office staff etc. All these teams have
different sets of tasks to perform but cohesion among these teams is necessary to run the day to day
operations. Considering the diverse nature of employees PIA has, it is difficult to make team work
efficient so it is major challenge for them.

Influence of Groups on decision making

The sheer size of the organization leads to the formulation of various formal and informal groups at PIA.
The informal groups influence the overall decision making process to some extent due to the nature of
the workplace. These informal groups are formed because many employees have been there in the
organization for several years and they share common interests.

One more important factor is the highly politicized environment of the organization which allows and
pampers such groups from top level management.
Power and Politics
In PIA employees are less empowered which means all the power rests with the top level management
and they can exercise it at their will. Also their power cannot be challenged by the employees and
compliance to the decisions being made by them is essential. We can also say that in PIA that legitimate
power is exercised. This also leads to high employee dissatisfaction because in order to be influential
one needs to have personal contacts. This is the reason employees focus more on networking rather
than concentrating on their jobs. We were not able to get an insight on the various political issues in the
organization but it is a common observation that illegitimate political behavior is a common practice. It
is present in the form of nepotism, intentionally damaging the image of other employees.

Financial Analysis of PIAC

The financial analysis of PIAC is as follows

EPS and DPS graph

The price of the share is taken on Y Axis and on X Axis timeline is taken. This graph shows the EPS and
DPS of PIAC in past 5 years

Current Price (4/30/2010)=2.88PKR

PIAC Key Financial Data
Ticker: PIAA Country: PAKISTAN

Exchanges: KAR Major Industry: Transportation

  Sub Industry: Airlines

103,250,358,000
2009 Sales Employees: 18,036
(Year Ending Jan 2010).

Currency: Pakistan Rupees Market Cap: 6,704,742,482

Fiscal Yr. Ends: December Shares Outstanding: 2,328,035,584

Share Type: A Share Closely Held Shares: 1,877,656,017

Important Financial ratios

Liquidity ratios

Net working capital (to fulfill short term obligations)

= current assets –current liabilities

=16,880,558-68,817,616

=51937058

Current ratio
= current assets/current liabilities

= 16880558/68817616

= 0.2452

Quick Ratio
= (cash equivalent + short term investment + accounts receivable)/current liabilities

= (16880558-3987423)/6887616

= 1.8719

Cash ratio
= (Cash + Cash equivalent)/Current Liabilities

= 742945/16880558
= 0.044

Leverage ratios

Debt to total assets

=total liabilities| total assets

=180,786,020|160,013,178

=1.12982

Debt to equity ratio

=total liabilities| total stock holders’ equity

=180,786,020|49,054,745

=3.685393

Activity ratios

Fixed asset turnover

=Sales| fixed assets

=94,563,765|143,132,620

=0.660672

Total assets turnover

=sales| total assets

=94,563,765|160,013,178

=0.590975

Profitability ratios

Gross profit margin

=Gross profit | sales

=15,934,338|94,563,765

=0.168504

Operating profit margin

=EBIT| sales

= 13,308,764| 94,563,765

=0.14074
Net profit and loss margin
=net income | sales

= 5,822,431| 94,563,765

=0.06157

Return on total assets (ROI)

=net income or loss| total assets

=5,822,431| 160,013,178

=0.03639

Return on equity (ROE)

=net income| total stock holders’ equity

=5,822,431 |49,054,745

=0.11869
Proposed Strategy Stage 2
SPACE Matrix
Internal Strategic Position External Strategic Position

Y Axis Financial Strength (FS)

Environmental Stability (ES)
 ROI =+1
 Barriers to entry=-1
 ROE=+1
 Inflation=-5
 Profitability Ratios=+2
 Technology change=-3
 Activity ratios=+3
 Competitive pressure=-4
 Leverage Ratios=+1
 Demand variability=-1
 Liquidity Ratio=+2
 Average= -2.8
FS+ES= -1.14  Average= +1.66

X Axis Industry Strength (IS)

Competitive Advantage (CA)
 Growth Potential= +3
 Market Share=2
 Market Entry= +1
 Customer Loyalty=-1
 Technology Knowhow=
 Direct Flight (point to
+2
point)=-1
 Financial Stability= +2
 Huge and Young Fleet=-2
 Fuel Price Stability= +1
 Service Quality =-3
 Human resource
 Management Experience
availability=+2
(Professionalism)=-5
 Government Support=+1
CA+IS= -0.62  Average = -2.33
 Average= 1.71
 Conservative Aggressive

+6

+4

+2

-6 -5 -4 -3 -2 -1 +1 +2 +3 +4 +5 +6
-2

(-0.62,-1.14) 3.00) -4

-6 Competitive
Defensive

The graph indicates the PIAC to be in Third Quadrant which is defensive strategy quadrant

Defensive Strategies
In the defensive quadrant the company may use one of the following strategiesrectifying internal
weaknesses and avoiding external threats. Defensive strategies include retrenchment,divestiture,
liquidation, and concentric diversification.

BCG Matrix (Boston Consulting group Matrix)

PIAC is the only SBU PIAC has it has an international share of 38.04% (projection based on last year’s
increase or decrease in share) making it a benchmark in its industry in relation to Pakistan. Domestically
the market share is 74.61(projection based on last year’s increase or decrease in share) making it a cash
cow.
 Domestic
SBU Revenue Revenue% Profit Profit% Relative MS Growth rate
PIAC 94,563,765 100 (5,822,431) 100% 100% -0.01

Ma
rke
t
Gro
wt
h

PIAC

Relative Market Share

 Foreign
SBU Revenue Revenue% Profit Profit% Relative MS Growth rate
PIAC 94,563,765 100 (5,822,431) 100% 100% -0.05

Ma
rke
t
Gro
wt
h

PIAC

Relative Market Share

Analysis Description
The company lies in both cases in cash cow but according to “Strategic management: concepts and
cases, / tenth editionBy Fred R. David” if the company’s growth rate is too slow and productivity is
declining then the best way to solve the problem may be in retrenchment or divestiture. In some cases
when the portfolio is strong then we can opt for diversification.
Internal External Matrix (IE Matrix)
The IE matrix of PIAC is as follows

Analysis Description
The above diagram indicates that PIAC lies in the middle order of “HOLD and MAINTAIN”. Inthis type of
situation the company may either use “market penetration” or “product development”. In the case of
PIAC we see the market penetration is not of much use hence product development in the form a visible
and distinctive brand identity may be taken in mind. Here product may very well be in the form of PIAC
as a pure Pakistani Brand Airline.

0Grand Strategy Matrix

Small Share No Strong Share or Strong Share and

Money Strong Money Strong Money

Sector Growth High

PIAC
Sector Growth Low
Analysis Description
PIAC’s Domestic and International share is highest in the market but the growth in this sector in couple
of last years is negative. One main important point to ponder is PIAC has financial problems these days
because of debt. In this type of situation as the diagram above indicates you have the opportunity of
strategies likes the following

 Cost Reduction
 Add related products and services for existing customers
 Add new products and services for new customer base
 Underserved Niche (very small)
 Market domination
 Strategic partnership
 Joint ventures

Common Strategies
The most common strategies from above analysis have been

 Cost reduction through “retrenchment” or “divestiture”

 Product development through “ concentric diversification”
o For this purpose joint venture may be used

We will further analyze them in the stage 3 of proposed strategy formulation

Proposed Strategy Formulation Stage 3

Quantitative Strategy Planning Matrix (QSPM)
Analysis Description
The QSPM clearly tells that cost reduction is the most important and first thing to do in this type of
environment cost reduction may be done in one or more than one following areas, which ever suites
best

 raw material procurement

 logistics - inbound and outbound
 production ( process ,time and work study, maintenance ,automation)
 energy
 human resource ( out sourcing )
 sales & marketing
 finance
Raw material procurement is almost impossible in current financial condition of PIAC; no doubt PIAC is
already working on production in its case deliverance of service, Human Resource Management Is the
focus point of all the problem as far as the analysis (SWOT) goes. Sales and marketing have already been
started to develop to automation and e ticketing compromising

Proposed Strategy
We propose the retrenchment strategy or turnaround strategy by the help of rightsizing.

Our main goal is to go through a temporary belt-tightening, which will allow the firm to pursue a growth
strategy at some future point

Structure to Strategy match

This topic may be considered most important in this analysis and report. The structure of organization is
very important in creating resonance between people and profits. Higher benefits in form of huge
profits and above average returns are only for organizations which have structures according to their
strategies

“Main problem of PIAC is the fact that it is not adaptable in nature when it comes to change. This is to
exclude image on logo or fleet. This is greater than this this is to consider that every strategy comes with
its own proposed structure”
 Proposed Organizational Tree
Our proposed strategy is to cut down cost byrightsizing strategy in which we try to lay off our extra
burdens in term of termination of employees who ever is involved in “triads”, in this way try to break
that chain down. Guerilla warfare may also be used to break down these people and groups trying to
influence decisions.

Professional Core
• Qualified professionals, technicians,
managers
• They own the organizational knowledge;
hard to replace
• Task culture
• Number of people decrease

Flexible Labor Force Contractual Fringe

• Part-time and temporary workers (fast • Takes on increasingly larger proportion of
growing) work
• Role culture • Example: advertising,
• Employees’ treatment influences their Research, computing, catering are done outside
output the organization by agencies
• pay for output, not for input

Results from shamrock organization

More than decentralized organization

Small center, no direct control over other

Key Principles:Traditional organization, Inverted Doughnut,

Supporting Organizational Structure
For the above explained shamrock organization tree we have suggested following organizational
structure

Key principles
In defining we would take following key principles

 Peters’ and waterman’s eight “excellent” attributes

 A hybrid custom designed structure which is a mixture of mechanistic and organic model of
organization
 The 3 rules for conquering complexity
 Introducing “fun” element in operations and work environment
 Person does best when he is doing what he is made for or he believes so
 Departments remain the same
 Our structure will only define approach and factors on those departments
 Distribution of power will be discussed
 We would try to decrease the turnaround time with our approach in order to increase efficiency
and service quality
 “Corporate
Planning” Team
Project 5 a

Project 1 “H.R.” Project 5 “Corporate

Team Development” Team

Board of Directors
“PEC” Team
Project 5 b

Project 2 Project 3
“Finance” Team “Marketing” Team

Project 4 “Flight
Operations” Team
“PK-MRO” Internal &
External Profits

“PK-MRO” Project
Team Project 6
Catering Team Internal “PK-MRO” internal
Operations Project 4b Team Project 4a

Communications Team
Managing SIS
Implementation and expected outcomes by proposed strategy and
structure
Our proposed structure is in accordance with our strategy implementation according to following table
Challenges for PIAC
Corruption
High Amount of debt
Dysfunctional and inefficient
structure
Uncooperative and
nonprofessional crew
Hold Of Union
High Influence of Government
Officials on rules and regulations
Inefficient use of resources
Free travelling by Government
officials
Effect of proposed strategy
Right sizing will decrease people
size and increase transparency
Reducing size and increasing
efficiency will increase profits
Reducing size of employees will
allow company to smoothly
change its structure according to
need
Reducing size by eliminating
politics players and lazy workers
will do the charm, introduction
of projects or task oriented work
will increase efficiency and
customer value as well
Same as Above
If power is not delegated easily
this strategy will snatch the
power back to the company and
employees
The strategy in itself tells if
someone is not utilizing the
resources properly he should be
terminated in the name of
structural change and cost
reduction
This is an issue which can only be
resolved after resolving all
others because it needs
employee understanding that
company we are working for is
Effect of proposed structure
If every department is in contact
there is a less chance of un
necessary expenditure
Reduced size will be justified by
team work (2 and 2 makes 22)
Structure was inefficient because
it had one channel for downward
communication this is now
countered with introduction of
SIS
The structure proposed in
organizational tree clearly
indicates a large number of
contractual employees who are
project and task based
The unions are made mostly by
people who have been working
in an organization for 5+ years
because they develop related
causes and benefits but
introduction of output pay will
make employees realize they are
going to be paid for what they
do
Introduction of teams on basis of
project will increase mutual
understanding about work and
decrease related benefits of
employees “use of cyclic teams is
recommended
The proposed structure gives
more room to transparency as
original
Same as left block

overstaffing
Low rewards and appraisal
High fares in domestic market
Salary discrimination
ours which is absent now
Probably the biggest issue and
mother of all evil this can only be
eliminated by using proposed
strategy
After reducing cost benefits must
be shared with customers to
gain a brand resonance
Same as above
The use of output based teams
will eliminate the issue of
discrimination and introduce a
new culture of competitive
environment within the
company
Using teams instead of
departments will make the
problem disappear because in
this way only necessary people
will be hired
Once the company gets out of its
current problems the teams will
themselves behave as entities to
give new ideas on their fronts
Same as above
The teams defined in structure
will allow the people to work as
groups and give outputs as
groups and also to suffer
problems as groups increasing
their interest in job and
decreasing their interest in leg
pulling

Hence we can safely say that there is a match between Structure and Strategy

Strategy to skill and management style match

The skill of the people working with PIAC is very important in implementing the proposed strategy. Basic
skills we recommend for this strategy are as follows

This diagram breaks down skills in three categories

 Top level management

 Middle level management
 Functional level management
Strategy to Shared Value and System Match
Shared values recommended by us for the implementation of this strategy proposed is the Belief Model
for Leadership as explained under

Proposed Belief Model

Ability
 Leadership of a profitable business
 Ability to execute and implement change

External Behavior
 Practice Future Scenario Planning
 Move fast and change faster
 Find Humor In Tense Moments
 Think Logically and in benefit of internal people and customers
 Celebrate everything
 Quick respond to feedback
 Take the competition seriously but not yourself
 Publish employee newsletter with stories and information

Emotions (Sustained)
 Fun
 Empathy
 Creativity
  Motivation
 Love
 Supportive
 Flamboyant
 Outrageous
 Playful exterior and serious interior

Emotions (Transitory)
 Compassion and Humility

Testing Of Proposed Model

We can test the effectiveness of this proposed belief model by following measures

 We can test the communication flow

o If the proposed model is implemented properly the information flow down and up will
be open and efficient
o If the proposed model is not implemented properly the information levels will not be
open, in this case find out why and where communication is blocked
 Test through sigh sound and feel that system being used is stable and suitable for the required
tasks. The model proposed is self-sustainable due to the introduction of “change” and may be
modified to tailor according to task. If values are not working at all align the system to proposed
model properly.

Strategy Evaluation
The proposed strategy should be evaluated twice a year using balance score card and if change is
necessary the situation must be viewed with De Bono’s six thinking hats in the following order

Blue, Red, White, Yellow, Black, Green, Red, Blue

Following balance score card is proposed for the evaluation