Cebu Pacific Strategic Mktg
CHAPTER 1
INTRODUCTION
Cebu Pacific Air is owned by one of the Philippines’ business mogul, JG Summit Holdings Inc. JG Summit Holdings Inc. is owned by the Gokongwei Family which is also the owner of several multi-billion companies such as Universal Robina Corporation which is into food industry, Robina Land Corporation which is into Real Estate Industry and is responsible in building the Robinson’s Malls, United Industrial Corporation, a Singapore-based real estate company responsible for Marina Bay and several establishments in Orchard Road, Singapore, which JG Summit is one of the largest individual shareholder, Robinsons Bank, a financial institution and lastly, JG Summit Petrochemical Corporation, a polyolefin (plastic-making) industry.
Cebu Pacific started as an airline company that is often criticized by others because of its poor performance and disappointing services. The company was involved in a lot of controversies starting the plane crash in 1998 in Mt. Sumagaya, Northern Mindanao, Philippines. The crash killed all the people on-board including 99 passengers, 2 pilots and 3 flight attendants.
Now, Cebu Pacific is our countries number 1 low-cost carrier. This phenomenon makes half of the country craving for more flights and promo fares. One of the most famous promos of in the history of our airline industry is the Piso Fare. It was the most loved promo because in just P1.00 you can now travel to any parts of the country and even abroad.
The company brainstormed and created a perfect yet simple attack against their detractors that made them where they are now. The Marketing Department suggested giving the lowest airfare that no other airline company could give and every Filipino could afford.
Cebu Pacific does not only bring their customers to their desired destinations, but they also brought themselves to them by being the first local airline that opened the doors to online ticketing services in their company website.
SCOPE AND
INTRODUCTION
Cebu Pacific Air is owned by one of the Philippines’ business mogul, JG Summit Holdings Inc. JG Summit Holdings Inc. is owned by the Gokongwei Family which is also the owner of several multi-billion companies such as Universal Robina Corporation which is into food industry, Robina Land Corporation which is into Real Estate Industry and is responsible in building the Robinson’s Malls, United Industrial Corporation, a Singapore-based real estate company responsible for Marina Bay and several establishments in Orchard Road, Singapore, which JG Summit is one of the largest individual shareholder, Robinsons Bank, a financial institution and lastly, JG Summit Petrochemical Corporation, a polyolefin (plastic-making) industry.
Cebu Pacific started as an airline company that is often criticized by others because of its poor performance and disappointing services. The company was involved in a lot of controversies starting the plane crash in 1998 in Mt. Sumagaya, Northern Mindanao, Philippines. The crash killed all the people on-board including 99 passengers, 2 pilots and 3 flight attendants.
Now, Cebu Pacific is our countries number 1 low-cost carrier. This phenomenon makes half of the country craving for more flights and promo fares. One of the most famous promos of in the history of our airline industry is the Piso Fare. It was the most loved promo because in just P1.00 you can now travel to any parts of the country and even abroad.
The company brainstormed and created a perfect yet simple attack against their detractors that made them where they are now. The Marketing Department suggested giving the lowest airfare that no other airline company could give and every Filipino could afford.
Cebu Pacific does not only bring their customers to their desired destinations, but they also brought themselves to them by being the first local airline that opened the doors to online ticketing services in their company website.
SCOPE AND
References: * Chris Rowthorn and Greg Bloom (2000). Philippines. Lonely Planet * Rogelia Pe Pua and Elizabeth Protacio – Marciano, “ Sikolohiyang Pilipino (Filipino Psychology): A legacy of Virgilio G