LEVINE JADE L. LULUYRA D. SALAZAR

BA 190 – Strategic ManagementUniversity of the Philippines

Prof. Mita Angela M. Dimalanta

Cebu Pacific:Space Matrix, BCG Matrix, &

Positioning Map

SPACE MATRIXINTERNAL ASSESSMENT  

Financial Position  Cebu Pacific recognizes a 6.20% increase in Revenues for the year 2015 4Cebu Pacific’s Net Income increased by 414% for the year 2015 7The airline’s current and quick ratio is below average in 2015 1Cebu Pacific’s has a high inventory turnover (61.47) in 2015 6  18Industry Position  Open sky policy provides geographic freedom 5Liberalization increased competition in the airline industry 3Philippine tourism having more impact and importance in 2015 6Innovations on online booking and reservations 6  47

EXTERNAL ASSESSMENT  Stability Position  Decreased demand of air travel because of natural disasters -5Inflation (causes higher prices and decreased purchasing power) -4Competitiveness of other airlines in the industry -6  -15

SPACE MATRIXCompetitive Position  Low cost air fare -1Cheap promotions -2Very well-known airline in the Philippines aside from Philippine Airlines -3Popular 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 = 4.75y-axis : -5 + 4.5 = -0.5

 

SPACE MATRIX

(4.75, -0.5)

BCG MATRIX

POSITIONING MAP

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https://www.cebupacificair.com/about-us/Corporate%20Governance%20Documents/Code%20of%20Business%20Conduct%20and%20Ethics.pdf

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