The Letter

EX FIDE AD VERITATEM MARKETING MANAGEMENT MM 105 ___________________________________________ MARKETING PLAN CEBU peaceable AIR __________________________________________ In Partial Fulfillment of the Requirements for the Degree Master in Management __________________________________________ RUEL T. VARGAS May , 2012 I. executive director SUMMARY In March 1996, Cebu Pacific entered the market with a foresee to give low fare, great value to everyone who wanted to fly. later on offering low fares to domestic destinations, CEB launched its international operations on November 2001 and now flies to Bangkok, Busan, Guangzhou, Ho Chi Minh, Hong Kong, Jakarta, Kota Kinabalu, Kuala Lumpur, Macau, Osaka, Seoul, Shanghai, Singapore and Taipei. Cebu Pacific is not just the leader in low fares and also in innovation and creativity! CEB is the first topical anaesthetic airline to introduce e-ticketing, prepaid excess baggage and female genital organ selection in the Philippines. Guests have also learned to name a uniquely upbeat flying experience with CEB, as this is the only domestic carrier that offers fun in the skies with its games on board popularly known as Fun Flights, unneurotic with its entertaining inflight magazine Smile.

Cebu Pacific has three major competitors in the Philippines namely: Philippine Airlines, Airphil Express and impulse Air. PAL has the greatest market share because it has more domestic and international destinations than CEB; therefore APX caters most of PALs domestic routes, while on the other hand, Zest Air has the lowest among the three because it has fewer destinations among the three. Cebu Pacifics major advantage is low price offerings, as employ low fare and still continues to offer promos like Go lite where they offer big discounts on flights internationally and domestically. This merchandising plan was constructed to continue CEBs success following its goals and objectives, keeping its current customers, building more trust for mentality consumers and... If you want to get a full essay, order it on our website: Orderessay

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