Philippines Orient Airways
I. Case Overview
Philippine Orient Airways (POA) is an airline company that focuses on domestic operations. They took part of the market share when the Company was incorporated in January 21, 1997, and formally started operations after receiving the Operator’s Permit from the Government. With granting of the 5-year Certificate of Public Convenience and Necessity (CPCN), it gave POA the approval to provide scheduled services. The contract was extended to the next 25 years upon passing of the Legislative Franchise in June 22, 1998. This was to serve primary routes, to develop secondary routes and international destinations, for the public’s convenience. Following this was the issuance of the Air Carrier Operating Certificate (ACOC) to operate scheduled and non-scheduled flights.
In order for POA to deserve these certifications, 13 of their stations utilized the online Gabriel Reservation System to enable fast, accurate and customer-friendly reservation and booking services. Then, followed the cutover of all stations to Departure Control System – an automated check-in system allowing efficient passenger registration and boarding.
In 2002, POA already operated 11,310 flights and carried 502,000 revenue passengers. But in 2003, the numbers went down to 8,150 flights and 457,870 revenue passengers. At present, they are maintaining a fleet size of 10 aircrafts, and having 855 employees (52 pilots, 131 flight attendants and stewards, and 672 ground personnel).
Vision
To be a chosen global airline that surpasses world-class standards
Mission
POA shall:
• Deliver the first-rate customer service combining Filipino hospitality and world-class competence
• Carry people and cargo at the least cost and earliest time
• Provide its employees with an ideal working atmosphere
• Provide its stockholders profitability and fair gain on their investments
Products
1. Festival Adventures - tour packages- roundtrip airfare, hotel accommodation, daily
Philippine Orient Airways (POA) is an airline company that focuses on domestic operations. They took part of the market share when the Company was incorporated in January 21, 1997, and formally started operations after receiving the Operator’s Permit from the Government. With granting of the 5-year Certificate of Public Convenience and Necessity (CPCN), it gave POA the approval to provide scheduled services. The contract was extended to the next 25 years upon passing of the Legislative Franchise in June 22, 1998. This was to serve primary routes, to develop secondary routes and international destinations, for the public’s convenience. Following this was the issuance of the Air Carrier Operating Certificate (ACOC) to operate scheduled and non-scheduled flights.
In order for POA to deserve these certifications, 13 of their stations utilized the online Gabriel Reservation System to enable fast, accurate and customer-friendly reservation and booking services. Then, followed the cutover of all stations to Departure Control System – an automated check-in system allowing efficient passenger registration and boarding.
In 2002, POA already operated 11,310 flights and carried 502,000 revenue passengers. But in 2003, the numbers went down to 8,150 flights and 457,870 revenue passengers. At present, they are maintaining a fleet size of 10 aircrafts, and having 855 employees (52 pilots, 131 flight attendants and stewards, and 672 ground personnel).
Vision
To be a chosen global airline that surpasses world-class standards
Mission
POA shall:
• Deliver the first-rate customer service combining Filipino hospitality and world-class competence
• Carry people and cargo at the least cost and earliest time
• Provide its employees with an ideal working atmosphere
• Provide its stockholders profitability and fair gain on their investments
Products
1. Festival Adventures - tour packages- roundtrip airfare, hotel accommodation, daily
References: Kotler, P., Keller K.L. (2009). Marketing Management (13th Ed). Singapore: Pearson Education South Asia Pte Ltd.