Strategenic Planning

EXECUTIVE SUMMARY

In this paper, it is all about the Strategic Planning and the researcher used the Airline Industry (Cebu Pacific Airline) to discuss and evaluate the strategic potential of airline organization. The researcher needs to critically evaluate the organization’s current and external and internal strategic position, strategic choices and its implication in view of the industry life cycle.

Cebu Pacific Airlines is leading in the market as it got a total score of 3.45 because its major strengths are its advertising and price. 

In external analysis, the researcher used the PESTLE Analysis to discuss the external analysis of Cebu Pacific Airline. And also used the External Factor Evaluation (EFE) Matrix analysis to further analyse and critically evaluate the internal analysis.

External Factor Evaluation (EFE) Matrix analysis is based on the evaluation of Economic Analysis of the external factors affecting the business in getting the potential opportunities and threats for Cebu Pacific Airlines. Cebu Pacific current competitive position or business strength in the industry is above average. Over-all, it has been coping up well with the factors which can positively or adversely affect its financial positioning, especially in the current period.

The researcher used the “Porter’s five Analysis” to have better understanding of the industry analysis of the Cebu Pacific Airline. To have better understanding the current strategic position of the Cebu Pacific Airline, the researcher need to understand the internal factor analysis within the company and it used different kind of matrix analysis (i.e. BCG Matrix, TOWS analysis matrix, Internal-External Matrix, Strategic Position and action Evaluation Matrix and Grand Strategy Matrix) in order to critically evaluate the current internal strategic position, strengths, competences and strategic challenges.

The researcher believes after the analysis, marketing penetration and Horizontal Integration as business...