Internship Report Business Policy & Strategy: Pakistan International Airline
Internship Report Business Policy & Strategy: Pakistan International Airline
Internship Report Business Policy & Strategy: Pakistan International Airline
PRESENT TO,
Mrs. Shahnaz Gul
PRESENT BY
Miss Reema Javed
Roll No. 66
B.S Economics
Session 2010- 2014
INTRODUCTION
Vision
PIAs vision is to be a World class
airline, meeting customer
expectations through excellent
services, on-time performance,
innovative products and absolute
safety
Mission
Employee team will contribute towards
making PIA a global airline of choice
through:
EXTERNAL ASSESSMENT
STEPEL Analysis
SWOT Analysis
EFE Matrix
STEPEL ANALYSIS
Social Factors
Technological Factors
Economics Factors
STEPEL ANALYSIS
Political Factors
Political instability
Political pressure
Environmental Factors
Fuel emission
Green fuel
Legal Factors
Busines
s
growth
rate
PIA
SWOT ANALYSIS
Strength
Point to point frequency (Lahore to
London)
High quality services
People oriented Organization (No language
problem)
Govt. sponsored organization
Perfect timings
Abroad Pakistanis prefer PIA (patriotism)
Healthy internal environment
Opportunities
Traffic ethnic
Better recruitment policy
Big markets available that are un served
Speed ex, courier service domestically can
be internationally
Low cost carriers
Better training programs
Have an opportunity to grow and expand
throughout the country
Weakness
Less international traffic
Liquor is not served so less traffic
Weak rewards & appraisal
Less effort in the field of marketing
High Fares
Over staffing (over burdened
employees)
Lack of professionalism
Low salary of engineers
Threats
All domestic and international carrier
Fluctuating petrol prices
Government changing
Barriers to investment for abroad due
to country conditions
Time taken by embassy to accept visa
Terrorism
Busy flight schedule
Open sky policy
High amount of loan
EFE MATRIX
Key External Factors
Weights Rating
Weighted
Score
Opportunities
1. Traffic ethnic
1. Big markets available that are un served
1. Speed ex, courier service domestically can be
internationally
1. Low cost carriers
1. Have an opportunity to grow and expand throughout
the country
Threats
1. All domestic and international carrier
1. Fluctuating petrol prices
1. Government changing
1. Barriers to investment for abroad due to country
conditions
1. Time taken by embassy to accept visa
1. Restricted vise system
1. Visa rejection cases
1. Economic slump
Total
Pakistan International Airline
0.13
0.09
4
3
0.52
0.27
0.05
0.10
0.04
0.08
0.09
0.36
0.08
0.03
0.05
4
3
2
0.32
0.09
0.10
0.07
0.14
0.08
0.07
0.10
0.12
1.00
2
2
3
3
0.16
0.14
0.30
0.36
2.80
Aero Asia
Shaheen
Score
Rating
Score
Service Quality
0.13
0.39
0.13
0.26
Market Share
0.15
0.45
0.15
0.15
Advertisement
0.07
0.14
0.07
0.07
Customer
Expectation
0.20
0.40
0.40
0.20
Safety
0.15
0.45
0.45
0.30
Reliability
0.10
0.30
0.20
0.10
Social
Responsibility
0.09
0.27
0.18
0.18
Patriotism
0.10
0.40
0.30
0.30
Total
1.00
2.80
1.88
1.56
CUSTOMER EXPECTATION
CONVENIENCE, CARE, AFFORDABILITY
SERVICES
INNOVATION
SAFETY
RELIABILITY
INTEGRITY
COHESIVENESS
SOCIAL RESPONSIBILITY
STRATEGIES UNDERTAKEN
MANAGEMENT STRATEGIES
Administration
Decision making
Motivation and incentives
Pakistan International Airline
MARKET SEGMENTATION
Demographic Segmentation
Geographic Segmentation
Behavioural Segmentation
Income segmentation
Occupation segmentation
occasional segmentation
Psychographic Segmentation
Social Class
Pakistan International Airline
Targeting
PIA is targeting
INCOME LEVEL
High class
Middle class
Product
Price
Promotion
Placement
People
Process
Physical evidence
Pakistan International Airline
MARKET SHARE
PIA
Other
67%
33%
International 30%
70%
Domestic
80
60
40
20
0
PIA
Other
Financial ratio
OTHER STRATEGIES
Procurement
Commercial Supplies
IT Products & Services
Engineering Supplies
R&D
CONTROL PROCEDURES
Marketing control
Quality control
Hr control
Finance control
PROBLEM SECTIONS
Political inference
Union inference
Bureaucratic structure:
Government hurdles
Lack of coordination
Lack of expertise
Poor Management
Centralized culture
Out dated technology
Weak HR department
Lack of Check & Balance
No delegation of authority
Poor Strategic decisions
Non profitable routes
Pakistan International Airline
Sub problems
STRATEGIC ALTERNATIVES
IMPLEMENTATION PLAN
IMPLEMENTATION 2012
Retrenchment
Downsizing
Product Development
Decentralization
IMPLEMENTATION 2013
Privatization
Strengthen HR
Bring Revenue
Performance appraisal
Job description
Job specification
Job designs
Job analysis
New job opportunities
Online job offering
Marketing Development
IMPLEMENTATION 2014
Financially Balanced
Promotional Plans
Agency Relationship
Media Planning
Total quality management
Research & development
CONCLUSION