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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
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