A Proposed service plan for Air Philippines Corporation

• Main Authors: Chan, Racquel K., Tan, ELizabeth, Te, Jan Charmaine K., Trajano, Melvina N.
• Format: text
• Language: English
• Published: Animo Repository 1998
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16834
• Institution: De La Salle University

Air Philippines Corporation (APC) is the second largest commercial airline in the Philippines that provides scheduled domestic passenger and cargo air transport services. At present, it directs its effort in becoming the second flag carrier. With the temporary closure of Philippine Airlines, its dream to have more of the market is now becoming a reality. However, Air Philippines is encountering some setback in their image as a good service provider. As seen in the survey result conducted by the proponents of this paper, Air Philippines often places third as compared to its competitors, specifically when it comes to customer-responsiveness and on-time reliability. For this reason, they are losing passengers to its competitors. The proposed programs to improve APC services include orientation, training, identifying the unique selling proposition, reformulating the company mission-vision, employee motivation, and customer-oriented programs. The said programs will be evaluated based on results from survey questionnaires, feedback from focus group discussions among flight attendants and sales performance before and after its implementation. The proposed service plan aims to increase sales by 10%, increase passenger load factor from 63% to 70%, and attain a market share of 25%. It also hopes to increase the number of passengers and cargo sales by 7% and 10.84%, respectively. Total investment amounts to P2.2 million, including promotional and advertising expenses, but the company may expect an earning of P 50 million if there is strict implementation of the tactics and strategies.