In partial fulfillment of the requirements in

Marketing Management 5

To: Ms. Ali R. Lapus

By: JB Variacion Buntas
James N. Hagutin
Roxette Ganancial
Nisel Salvana
Tracy Tumarong

SITUATIONAL ANALYSIS
Cebu Pacific Airlines has its forces that keep its business booming for years but on
the other hand it also has its weaknesses making the company not appealing to
some people.
Strengths
- Cebu Pacific has the most aircraft for a low cost courier in the country.
- Good business sheet keeps the business growing.
- It also has the youngest fleet in the world.
Weaknesses
- Website administration creates additional fee for passengers
- Its property and equipment amounted to 47.73 billion
- No airbus of Cebu Pac has ever reached Europe.
Opportunities
- Safety concerns of passengers are immediately lifted up to the top
management
- Strategic alliance to the TigerAir Group
Threats
- Upcoming typhoons in the Philippines
- The value of Philippine peso diminishes against US dollar making the fuel
expense a big factor.

MARKETING STRATEGY FOR CEBU PACIFIC

Presently, Cebu Pacific Airline has dominated the Philippines for domestic
flights. This is because they have lower cost rates than Philippine Airlines and the
others. With this, there is no problem in regards with their pricing because they
very effective on it.
Now, there are issues in regards with their services specifically on how they
treat their customers. What they should do is train their flight attendants and crews
to be able to have knowledge on how to properly serve and take care of their
customers. In this way, they would lessen the image of the company that their
crews arent hospitable moreover dont have the right values. Another issue would
be the issue on safety of their airplanes. Recently they have been on the news
because of that issue. This also affects why other people or customers tend to
choose the other flight companies than Cebu Pacific. What they should do is that
they should always have that maintenance check on their planes so that they can
make sure that their airplanes are safe to ride. They should also improve their
airplanes like buy newer and much more safe airplanes than their present ones.

However this would entail costs and could affect their lower rates promo,
but still it would be up to the management on how they would answer to this. On
the other hand, another marketing strategy that could be effective is that they could
offer snacks to their passengers. Just like Philippine Airlines Company they have
that free snacks every now and then depending on the passengers flight. If this
isnt effective, they should sell their snacks, which they do presently, but with a
much cheaper price so that their customers or passengers would love to buy their
offered snacks.
The company should also use the power of commercials on television to be
able to attract more customers. With this, customers would get to know more of
their company as well as they would know what present promos does the company
offer. Lastly, the company should promote their international flights more because
as of today the Philippine Airlines are the one that is dominating the international
scene. By this, the company should strongly compete with their competitor so that
they could also have the opportunity on dominating the international scene.

IMPLEMENTATION
Fast, easy and smooth shipping services that let you easily offer dynamic
shipping-related services. Cebu Pacific Airline supports new measures and
strategy to extend the services needed by the costumers. In terms of transportation,
the company implements even precise rules & policies to achieved the companys
mission in giving good services. Our efficient and reliable service implementation
helps the gap between the consumers expectation and the business decisions. They
specialized service quality to ensure that the costumers expectations are met. A
high service quality will increase the companys competitiveness throughout its
existence:
Assess the companys current state of service quality and provide solutions.
Design and implement a service quality measurement approach and program
to all areas.
Design a measurement system or recommend improvements to an existing
measurement system.
Analyze customer data in the system.
Make use of the customer data analysis results in identifying the effects of
its results in the business.
`

CONTROL

Every business needs effective control master plan to create and maintain an
attainable share of the market. Cebu Pacific Airline considers control methods to
generate advanced and equipped services such as administrative controls and
accounting controls. These methods provide substantial opportunities in the
company. Administrative controls supervise and record all the day-to-day
transactions. Its function secures the overall rules and regulations of the company.
It ensures proper management approval of the operations, human resources,
contracts, marketing and the record keeping among other administrative functions.
Accounting controls on the other hand checks all the accounting transactions of the
company. Nowadays, using accounting software like quickbook is widely used to
provide reliable and comprehensive results. That is why many company today
computerized order and transaction information so that accounting controls are
applied efficiently.

Financial Highlights