The document provides a strategic management analysis of Cebu Pacific, highlighting a 6.20% revenue increase and a 414% net income rise in 2015. It discusses the airline's competitive positioning amid challenges like increased competition and decreasing demand due to external factors. The analysis includes financial metrics and references various sources for additional context on Cebu Pacific's performance and market position.

1. LEVINE JADE L. LULU
YRA D. SALAZAR
BA 190 – Strategic Management
University of the Philippines
Prof. Mita Angela M. Dimalanta
Cebu Pacific:
Space Matrix, BCG Matrix, & Positioning
Map

2. SPACE MATRIX
INTERNAL ASSESSMENT
Financial Position
Cebu Pacific recognizes a 6.20% increase in Revenues for the year 2015 4
Cebu Pacific’s Net Income increased by 414% for the year 2015 7
The airline’s current and quick ratio is below average in 2015 1
Cebu Pacific’s has a high inventory turnover (61.47) in 2015 6
18
Industry Position
Open sky policy provides geographic freedom 5
Liberalization increased competition in the airline industry 3
Philippine tourism having more impact and importance in 2015 6
Innovations on online booking and reservations 6
47
EXTERNAL ASSESSMENT
Stability Position
Decreased demand of air travel because of natural disasters -5
Inflation (causes higher prices and decreased purchasing power) -4
Competitiveness of other airlines in the industry -6
-15

3. SPACE MATRIX
Competitive Position
Low cost air fare -1
Cheap promotions -2
Very well-known airline in the Philippines aside from Philippine Airlines -3
Popular in social media -1
-7
Conclusion
FP Average is 4.5
IP Average is 11.75
SP Average is -5
CP Average is -7
Directional Vector Coordinates:
x-axis : -7 + 11.75 = 4.75
y-axis : -5 + 4.5 = -0.5

4. SPACE MATRIX
(4.75, -0.5)

5. BCG MATRIX

6. POSITIONING MAP

7. REFERENCES:
AirAsia (2016) Code of conduct. Retrieved from: http://www.airasia.com/ph/en/about-us/airasia-code-of-conduct.page
Belcher, L. M. (n.d.) Ways to Promote Ethical Conduct. Retrieved from: http://smallbusiness.chron.com/ways-
promote-ethical-conduct-24132.html
Cebu Pacific (2016) Code of Business Conduct and Ethics. Retrieved from: https://www.cebupacificair.com/about-
us/Corporate%20Governance%20Documents/Code%20of%20Business%20Conduct%20and%20Ethics.pdf
Cebu Pacific Air. (2015). Annual Report. Retrieved from https://www.cebupacificair.com/about-
us/Annual%20Reports/2015%20Annual%20Report-CebuPacific.pdf
David, F.R. (2011). Strategic Management: Concepts And Cases (13th ed.). New Jersey: Pearson Education, Inc.
Department of Tourism. (2015). Tourism in the Philippines. Retrieved from
http://iro.ph/article_doc/e2589d97_Department%20of%20Tourism,%20September%202015.pdf
Guttery, B. R. (1998) Encyclopedia of African Airlines. London: McFarland & Company, Inc., Publishers.
London: Progressive Digital Media. Cebu air, inc. : Leisure and arts - company profile, SWOT & financial
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Morales, P. (2014). Marketing Case Analysis for Cebu Pacific Air: Now, Everybody Can Fly. Retrieved from
http://www.slideshare.net/princessmorales921/marketing-case-analysis-38031317
Ng, J. & G. Raghuvanshi. (2014, January 8). Cebu Air to Buy Tigerair Philippines. The Wall Street Journal. Retrieved
from http://www.wsj.com/articles/SB10001424052702303933104579307200028672052
Penaranda, N. (2014) Strategies of Cebu Pacific in Attracting Passengers over Airline Competition [Prezi]. Retrieved
from: https://prezi.com/kg0cjr5inc9r/strategies-of-cebu-pacific-in-attracting-passengers-over-ai/
Quizon, L.M. (2011). 10 Step Marketing Plan Cebu Pacific [PowerPoint Slides]. Retrieved from:
http://www.slideshare.net/louiemarkquizon/10-step-marketing-plan-cebu-pacific
Remo, A. (2016). Tourism contributes P1.4T to GDP. Philippine Daily Inquirer. Retrieved from
http://business.inquirer.net/208861/tourism-contributes-p1-4t-to-gdp
Skyscanner. (2016). Philippine Airlines Cheap Flights & Promo Fares. Retrieved from
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