I am currently doing a Marketing Project in AIM and our group was tasked to create a marketing project targeted to the Domestic Airline Industry in the Philippines particularly of Cebu Pacific.
Based on our preliminary research, it is really interesting to note that there have been complaints about the deteriorating services of Cebu Pacific particularly the personnel side or customer relations and yet they still manage to hold on to domestic market share. However with the consolidation of the their competitors the battle of the domestic skies has now intensified. The acquisition of Philippine Airlines of the low-cost carrier Air Philippines and the unification of Asian Spirit and Sea Air has divided the market into three major blocks.
The first part of the project is more on analysis of the industry, the market, the company, and the forces that drives the industry. Second part of the project which we currently conducting for the second term is about a particular marketing program which I will reveal later on...
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