A Strategic Plan for

ALLIED AIRLINES

Submitted to

The Marketing Management Department

College of Commerce

University of Santo Tomas

In Partial Fulfillment of the Requirements for the

Degree of Bachelor of Science in Business Administration

Major in Marketing Management

By:

Auring, Madame C.

4M3

2nd Semester, AY2015-2016

 ii

CERTIFICATE OF ORIGINALITY

I hereby declare that this submission is my own work. To the best of my

knowledge and belief, it contains no material previously published or written by

another/other person(s), nor material to which a substantial extent has been accepted

for award of any other degree or diploma of a university or other institute of learning,

except where due acknowledgment is made in the text.

I also declare that the intellectual content of this Strategic Plan is the product of

my own work, even though I may have received assistance from others on style,

presentation, and language expression.

Auring, Madame C.

Date: ____________________

iii

ACKNOWLEDGMENTS
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TABLE OF CONTENTS

Page
 Title Page i
Certificate of Originality ii
Acknowledgments iii
Table of Contents iv
Summary of Tables vi
Summary of Figures viii
Summary of Appendices ix
I. Executive Summary 1
Scope and Limitations 2

ABBRIEVIATED CONTENT vi

SUMMARY OF TABLES

Number Description Page

 4.1 Gross Domestic Product, Philippines (at Constant 2000 Prices) 25
4.2 Percentage Inflation Rates (1996=100) 27
4.3 Cross Rates of the Peso (in Pesos per US Dollar) End-of-Period 30
4.4 Overseas Filipinos Cash Remittances (in Thousand US Dollars) 32
4.5 Percentage of OFW Households by Type of of OFW Remittances,
Philippines, End-of-Period 2007-2013 and Third Quarter of 2014 40

ABBRIEVIATED CONTENT viii

SUMMARY OF FIGURES

Number Description Page

 3.1 Correlation between GDP and Domestic and Foreign Travel 34
3.2 Correlation between Inflation Rate and Domestic and Foreign
Travel 36
4.1 Philippine Carriers, by Segment 54
5.1 Allied Airlines, Sales Revenue Components (2014) 63
5.2 Allied Airlines Financial Analysis 71
5.3 Allied Airlines Current Ratio 77
5.4 Allied Airlines Cash and Cash Equivalents 80

ABBREVIATED CONTENT
ix

SUMMARY OF APPENDICES

Letter Description Page

A Allied Airlines Orgabizational Chart 115

B Allied Airlines Salary Scale 116
C Allied Airlines Accountability Chart 117
D Airline Industry, Approximate Market Shares (Units) 2014 118
E Criteria for Socio-Economic Classification of Philippine Homes 120

ABBREVIATED CONTENT 1

I. EXECUTIVE SUMMARY
 2

SCOPE AND LIMITATIONS

The paper that follows shall be governed by the following academic parameters:

1. The paper shall present a Strategic Plan for Allied Airlines covering the calendar

years 2017-2019.
2. The effective cut-of date for information to be included in the paper is January 15,

2016. As such, all developments beyond said date is no longer included in the scope

of the study.

3. All industry and company information, and financial statements of the company and

its competitors acquired from the Securities and Exchange Commission, Allied

Airlines itself, and other relevant industry sources are deemed accurate.

4. Responses to questions posed by the researcher to the officers and staff of the

subject company are presumed accurate and free from omissions and

misrepresentation.

5. When two or more information acquired by the researcher from secondary sources

are seemingly contradictory, the writer undertook efforts within his capability to

determine which of the information acquired is accurate and/ or is consistent with the

logical course of events.