Philippine Airlines

Topics: Ninoy Aquino International Airport, Philippine Airlines, Philippines Pages: 5 (1184 words) Published: October 17, 2012
IV. Market / Clientele
a. Specific Target Market/Clientele
Their specific target markets are the Business Travelers, Students who are having their tour inside and outside the country, the Domestic and International Tourists, the Visiting Friends and Relatives, the Group Inclusive Tour, the Overseas Filipino Workers, and Niche Market.

b. Competitors
Cebu Pacific
* The airline was established on August 26, 1988, and started operations on March 8, 1996. It is based on the grounds of Ninoy Aquino International Airport (Manila Terminal 3), Pasay City, Metro Manila.The airline is a subsidiary of JG Summit Holdings. It is currently headed by Lance Gokongwei, presumptive heir of John Gokongwei, the chairman emeritus of JG Summit.Cebu Pacific carried more than 10 million passengers in 2010. Zest Air

* formerly Asian Spirit,It is based on the Asian Aeronautics Hangar in the General Aviation Area in Pasay City, Metro Manila.Its main base is Ninoy Aquino International Airport, Manila, and with a hub at Mactan-Cebu International Airport, Cebu. It is the first airline in the Philippines to be run as a cooperative.

Air Asia
* is a low-cost carrier based in the Philippines. The airline is the Philippine affiliate of AirAsia, a budget airline based in Malaysia. It is a joint venture between Filipino investors and AirAsia International Ltd, a subsidiary of AirAsia Inc. The joint venture was approved on December 7, 2010 by the Board of Investments. The Filipino group includes Antonio Cojuangco, Jr., Michael Romero, and Marianne Hontiveros. Minor:

c. Advertising Strategies
The way they advertise their promos, their activities, plans and programs are by Web Online, Flyers, and Newspapers.

d. Promotional Activities
The Philippine Airlines promote their activities by tying up with the Theater Plays, Musical Plays like Phantom of the Opera, they are having short promos, Sales Blitz, promoting by Media, they are participating in the Travel Mart, they are having Tour and Travel Exhibition, and the PAL Corporate Circle.

V. Rules and regulations set by the Department of Tourism
Section 20. Minimum Requirements. - For purposes of accreditation, the following are the minimum requirements for the operation and maintenance of an air transport. a. Life-saving device -Adequate life-saving devices shall be provided in accordance with the requirements prescribed by the Air Transportation Office. b. Communication Equipment -Adequate communication equipment shall be provided in accordance with the requirements of the Air Transportation Office. Section 23. Documents Required to Support Application for Registration of Aircraft as Tourist Transport. The application shall be supported by the following documents: Air Transport

A copy of the Certificate of Public Convenience and Necessity issued by the Civil Aeronautics Board; A copy of the transportation rates as approved by the Civil Aeronautics Board; Pictures of the plane showing the side, back and front views thereof with the company's name and/or logo imprinted at its sides; List of operations and maintenance officials and personnel with their ATO licenses; Copy of the routes to be served and flight schedules; and such other papers or documents as may be required from time to time by the Department.

VI. Evaluation of Study
SWOT (Strength, Weaknesses, Opportunities, and Threats)
* Strengths

* Weaknesses

* Opportunities
Internet Advertising
People use internet worldwide and a great way of communicating is through the web, utilizing the internet could expand the reach of PAL to its potential passengers. This could help the company to attract new customers and update the current situation of the company. * Threats

Close Competition
There has been a stiff competition in the airline industry in the Philippines. Moreover, threats also increase...
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