Cebu Pac

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  • Topic: Philippine Airlines, Cebu Pacific, Airline
  • Pages : 15 (3986 words )
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  • Published : April 6, 2013
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TABLE OF CONTENTS

Executive Summary……………………………………………………………………….4

I. External Environment Analysis……………………………………….5 a. Definition of Industry……………………………………………..…5 b. Macro environment…………………………………………………..5 * Demographic
* Economic
* Natural / Ecological
* Technological
* Cultural / Sociological
c. Threats and Opportunities

II. Analysis of Internal Environment……………………………………9 d. Overview of Company………………………………………………9 e. Microenvironment………………………………………………….10 * Suppliers
* Marketing Intermediaries
* Competitors
* Publics
* Customers
f. Value Chain Analysis…………………………………………………15 g. Strengths and Weaknesses………………………………………18

Business name: Cebu Pacific Air

Cebu Pacific Air is an airline company that is based on the NAIA terminal 3 at Pasay City, Metro Manila. It offers domestic and international flights within the region. It has other hubs within the country, which is in Mactan International airport in Cebu, DMIAA in Clark, Francisco Bangoy International Airport in Davao and in Iloilo International Airport. Cebu Pacific currently has 42 airplanes and 52 destinations. It’s current fleet as of today are: Cebu Pacific fleet|

|
Aircraft| In Service| Orders| Options| Passengers| Routes| Entry into service| Notes| Airbus A319-100| 10| —| —| 150| Domestic and International| 2005| | Airbus A320-200| 24| 20| —| 179

180| Domestic and International| 2005| Planes delivered from 2013 and onwards will be equipped with sharklets| Airbus A321neo| —| 30| 10| 220[29]| Domestic and International| 2017| | Airbus A330-300| —| 8| —| 436| Domestic and International| 2013[25][30]| To be leased from CIT Aerospace[31]| ATR 72-500| 8| 1| 8| 72| Domestic| 2008| One aircraft was written-off [32]| Total| 42| 59| 18| | | | |

EXECUTIVE SUMMARY

Cebu Air, Inc., operating as Cebu Pacific Air, is an airline based on the grounds of Ninoy Aquino International Airport (Manila Terminal 3), Pasay City, Metro Manila, the Philippines. It offers scheduled flights to both domestic and international destinations. Its main base is Ninoy Aquino International Airport, Manila, with other hubs at Mactan-Cebu International Airport, Clark International Airport.FranciscoBangoy International Airport and Iloilo International Airport. The airline is a subsidiary of JG Summit Holdings. Cebu Pacific is currently headed by Lance Gokongwei, presumptive heir of John Gokongwei, the chairman emeritus of JG Summit. The company has 1,182 employees (as of March 2007). In October 2010, the airline completed an IPO of 30.4% of outstanding shares. Cebu Pacific carried more than 10 million passengers in 2010.

Part 2: EXTERNAL ENVIRONMENT ANALYSIS

Definition of Industry
Cebu Pacific Air is an airline company and belongs to the airline industry, which offers domestic and international flights within the Philippines and the region. It was established on August 26, 1988 and started their operations on March 8, 1996. The airline company currently flies to 33 domestic destinations, and to 20 international destinations in 13 countries. As of the year 2006, the airline company has transported approx..3,406,000 passengers domestically. As of 2012, the passengers transported domestically and internationally has grew to approx., 13,260,000 which is around 420% growth for the airline company in 6 years.

Macroenvironment

A. Demographic
The Philippines is known as a country that is an archipelago by which flying to travel around the country would be useful and convenient for people who live in different places around the archipelago. The airline company’s passengers consists of children, kids, teens, young adults, adults up to the old people. It carries families and even bigger numbered people. The airline company even carries foreigners who wish to travel...
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