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TABLE OF CONTENT
S.No. Particulars Page No.
1 Company Profile 2
2 Actual Mission Statement and Evaluation Matrix 3
3 Proposed Mission Statement and Evaluation Matrix 3
4 Actual Vision Statement and Evaluation Matrix 4
5 Proposed Vision Statement and Evaluation Matrix 4
6 External Factors Evaluating Matrix 5
7 Internal Factors Evaluating Matrix 6

STRATEGIC MANAGEMENT 1
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COMPANY PROFILE
Blue Air was Romania's regardless ease transporter, beginning tasks in Dec-2004. The bearer's
essential focus is at Bucharest Otopeni Universal Air terminal, with smaller operational bases
at seven European plane terminals. The bearer works a naval force of Boeing 737 family flying
machine, flying all around to western European objectives. On 20-Aug-2013, Blue Discuss
Transport Aerian offered the organization to unused owners, Carrier Administration
Arrangements, including various private Romanian investors, the organization's title was thusly
changed to Blue Discuss - Carrier Administration Arrangements S.R.L. CAPA Profiles help
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STRATEGIC MANAGEMENT 2
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AIR BLUE ACTUAL MISSION STATEMENT AND

EVALUATION MATRIX

“Air blue will be perceived as the chief powerful adventure inside the transportation business.
We will offer our customers brought suitable transportation advantage inside geographical
zones and exhibit parts that can advantage from our organizations and will ensured an arrival
on venture and advancement rate enduring with current organization rules."

S.No COMPONENTS AVAILIBITY

1 Product and service No
2 Market survey No
3 Customer Yes
4 Technology Yes
5 Concern for survival profitability and No
growth
6 Philosophy Yes
7 Self-concept No
8 Concern for employee No
9 Concern for public image Yes

We are one of the main air organization working in avionics organization of Asia to supply
appeased of talk about voyaging association to our significant clients. We are making rapidly
by the unused creative development since we think quality insistence and customer tendency
are the segments of strength and improvement for an organization. we are too using this
thinking for the augmentation of publicize share, constant thing and grandstand headway and
additionally for dealing with expect of our esteemed representatives and watch out of each
significant customer and in fact for theirs general public standards and qualities.

S.No COMPONENTS AVAILIBITY

1 Product and service Yes
2 Market survey Yes

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3 Customer Yes
4 Technology Yes
5 Concern for survival profitability and Yes
growth
6 Philosophy Yes
7 Self-concept Yes
8 Concern for employee Yes
9 Concern for public image Yes

:
In Actual mission statement of Air blue there's no development and trend setting innovation,
exhibit or market, open picture and representative referenced. Henceforth, we proposed
increases that ASIA to demonstrate our publicize division, likewise figure up our chipping
away at development, and determined that we are offering regard to our client just as our
delegate.

AIR BLUE ACTUAL VISION STATEMENT AND EVALUATION

MATRIX

"Our vision is to frame Discuss blue the first refreshing air ship inside the world.
 Guaranteeing security starts things out.
 Giving Benefit Straight from the Heart.
 Empowering thing initiative.
 Conveying pervasive fiscal returns.
 Giving satisfying vocation openings

S.No COMPONENTS AVAILIBITY

1 Customer No
2 Customer Need No
3 Product and Services Yes
4 Company Value Yes

To be the best airline which ensures that security come in any case for exceptionally significant
clients with passing on predominant money related returns.

S.No COMPONENTS AVAILIBITY

1 Customer Yes
2 Customer Need Yes

STRATEGIC MANAGEMENT 4
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3 Product and Services Yes

4 Company Value Yes

To be the best flying machine industry which ensures that security come in any case for
exceptionally significant clients with passing on predominant money related returns.

EXTERNAL FACTORS EVALUATING MATRIX

W R S
Overall deregulation makes the skies progressively available, Open 0.24 4 0.96
Skies.
Dispatch rebate card/arrangements to the faithful client for utilizing 0.11 4 0.44
their administrations.
Low tolls empower piece of the overall industry development. 0.09 3 0.27

Tremendous potential in freight administration which lead 0.1 3 0.3

development of development

Practical shakiness leads good and bad times in fuel costs. 0.17 4 0.68

Threat of new contestant in air industry. 0.03 3 0.09

Deals decay because of contenders methodologies. 0.14 3 0.42

Tremendous potential in Middle East market to be served. 0.12 4 0.48

1 3.64

The absolute score of this EFE lattice is 3.64 which is better than expected, we took 8 factors
in this grid out of 4 dangers. The First and the most significant open door is about residential
and global courses reason of giving higher score to this is the center component of any aircraft
organization and we appraised this since Air blue is offering an assortment of local and
worldwide courses. The second most significant open door is rebate cards for the steadfast.
In low passages Airblue is responsive in light of the fact that they accuse of low as contrast
with other. In tremendous potential in load administration Airblue is most responsive in light
of the fact that they charge low and furthermore have numerous corporate customers. In overall
deregulation makes the skies increasingly available, Airblue is responsive in light of the fact
that with the progression of time Airblue is beginning the flights for various nations.
Since the complete weight score of our EFE framework for AIRBLUE is 3.64 that is over the
normal. The first and most basic risk that they are confronting is serving high potential in center
east market purpose behind giving high score to this danger is on the grounds that this assume
a significant job in any avionics administration and as indicated by our observation air blue
staff is more than moderate responsive towards this danger so we appraised this. The
subsequent risk is monetary flimsiness which leads ups and down in fuel costs we score this

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0.06 in light of the fact that fuel costs are continuously flawed and significant variable so of
costs go here and there it influences them and as this factor is dependable towards government
so staff isn't responsive in this current, that is the reason we appraised this 1. The other danger
is awful impression of nation because of fear based oppression as everybody knows in past
year the picture about Pakistan isn't great so this progressed toward becoming risk as this is
outside factor so staff of air blue is some way or another capable towards in so we rate this
danger .

INTERNAL FACTORS EVALUATING MATRIX

Give limits to understudies and businessperson 0.16 3 0.48

Working flights for Hajj Pilgrims 0.05 4 0.2

Monetary solidness which lead air blue to the main biggest aircraft 0.1 4 0.4
in Pakistan
Lesser workforce as a result of broad innovation utilization. 0.2 4 0.8

Continuous efforts to research trends an reinforce creativity 0.14 4 0.56

Doing less on the publicizing and advancement of aircraft. 0.07 2 0.14

Reservations unguaranteed 0.15 2 0.3

Possible conflict due to so many people, possible trouble staying 0.03 2 0.06
focused
High expense, may have trouble balancing cash flows of such a 0.06 1 0.06
large operation
Sometimes they conduct analysis however the advantage is seized 0.04 2 0.08
by little competitors.
1 3.08

:
E ticketing and remote checking is 0.2 significant which is an agreeable route for client and
with no hurried you can get your tickets effectively to you where it has 0.6 weighted score.
Providing arrangements to your client is 0.13 significant which help to hold to your client who
is progressively responsive contains 0.52 weighted score. Technology in air blue has 0.10
significances which assumes a significant job in carrier industry. Because of that your work
ends up simpler and simple to deal with where it is most responsive having weighted score of
0.4. They additionally work flights for hajj which is 0.01 significant, it encourages them to
bring more clients to their carrier administration further it is increasingly responsive having
0.03 weighted score.
They experiencing issues in creating brand mindfulness which is 0.08 significant through
which they can't bring more client towards them and individuals are incapable to remember
them though it is less responsive contains weighted score of 0.16. They don't have their
appropriate possess fixed and kept up office which is 0.07 significant. Because of that they

STRATEGIC MANAGEMENT 6
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can't contain generosity in giving wellbeing of their client with the goal that it is less responsive
having 0.07 weighted score. They more often than not don't spend a lot of cash in commercial
which is 0.04 significant. In light of it individuals don't know about this carrier which is need
purpose of them likewise it is less responsive having weighted score of 0.04.
They have little armada of airplane which is 0.02 significant; because of this they are
empowering to convey more travelers with them which is less responsive there having 0.06
weighted score.
Their reservations are unguaranteed which is significant issue for any aircraft further it is 0.03
significant. Because of absence of this administration they are less responsive with a weighted
score of 0.06.

STRATEGIC MANAGEMENT 7
 Emirates Air Blue
S.No. Critical Success Factor Weight Rate Score Rate Score
1 Number of Planes 0.12 1 0.12 3 0.36
2 market penetration 0.1 3 0.3 2 0.2
3 Customer Services 0.14 2 0.28 4 0.56
4 Europe Market Serve 0.06 4 0.24 2 0.12
5 Financial Profit 0.12 1 0.12 3 0.36
6 Customer Loyalty 0.19 3 0.57 2 0.38
7 Product Quality 0.09 4 0.36 4 0.36
8 Price competitiveness 0.18 1 0.18 3 0.54
1 2.17 2.88

 Both organizations are contending in the innovative accessibility and net revenue which are
second most significant factor. These elements are incorporated like more you have mechanical
progression more you aircraft would be ideal and obviously your net revenue will be increment.

 According to positioning of Pakistan's carriers. Air blue is on the top and PIA is the last on the
grounds that ,Air blue is far superior in administration quality while PIA has the most
unfortunate administrations which make it most noticeably terrible and the explanation of
disappointment PIA needs to improve its quality and brand picture as these third most
significant variables which will prompt better positioning. (3, 7, 8 &10) are the elements
wherein the two organizations have extreme challenge and working adequately yet Air blue
has preferable condition over PIA which is moreover the interest of greater part of the client.

 Marketing and notice has not all that much significance around here segment perhaps it's the
explanation of the two organizations are some way or another responsive. The normal business
rate is 2.5. Since the all out weighted score of CP Matrix of M/S Air Blue Airline is 3.33 out
of 4 (better than expected), and the absolute weighted score of CP Matrix of M/S PIA is
2.565(average) out of 4 that doesn't mean Airblue is superior to PIA. It implies Airblue is
underscoring more on basic achievement factors when contrasted with PIA.

 Client faithfulness and security are the top most segment it ought to be the first need of the
organization since it is the fundamental what client expect or need from any carrier. Air blue
is somewhat superior to anything PIA yet both organization need to take a shot at it.

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On x-axis of the IE grid, the IFE all out weighted score of 1.0 to 1.99 speak to powerless
position, 2.0 to 2.99 considered as Average and 3.0 to 4.0 on high limits is solid. On Y-pivot
score of 1.0 to 1.99 speak to low, 2.0 to 2.99 considered as Average and 3.0 to 4.0 is solid.

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INTERNAL
EXTERNAL
OPPORTUNITY:
 Presenting new residential
and worldwide courses like
Gulf, UK, Jordan, India and
so on.
 Low passages empower
piece of the overall industry
development.
 Worldwide deregulation
makes the skies
progressively available,
Open Skies.
 Huge potential in messenger
administration which lead
development of
development
 Launch rebate card to the
devoted client for utilizing
their administrations.
THREATS:
 Awful view of nation due to
fear based oppression.
 Huge potential in Middle
East market to be served.
 Threat of new contestant in
air industry.
 Economical flimsiness leads
ups and downs in fuel costs.
 Sales decay because of
contenders techniques.
STRENGTH:
 Money related strength
which lead air blue to the
second biggest aircraft in
Pakistan.
 Strong Management which
brisk choices.
 Innovative e-ticketing and
remote registration
advancements.
 Provide limits to
understudies and specialist.
 Lesser workforce on account
of broad innovation
utilization.
 Operating flights for Hajj
Pilgrims.
SO STRATEGY
 Use money to effectively
present new local and global
courses. (S1, O1) (Market
Development)
 Use solid administration
aptitudes and high money to
begin work in messenger
administrations. (S1, S2, O4)
Product Development Market
Penetration Concentric
Diversification
ST STRATEGY
 Use account and new creative
ticketing framework so as to
dodge danger of new
contestant. (S1, S3, T3)
Product Development
 Use money and solid the
board abilities in request to
limit contender's techniques
impacts. (S2, T5) In reverse
Integration Forward-
Integration Market
Penetration
WEAKNESS:
 Trouble in creating brand-
mindfulness in Pakistan
because of tense rivalries.
 Not having its very own
repair and upkeep offices.
 Doing less on the advertising
and advancement of carrier.
 Small armada of air
specialty's
 Reservations unguaranteed
WO STRATEGY
 Start dispatch administration
all together to create brand
mindfulness (w1,04)
 Start commercial and
advancement to pick up
client unwaveringness by
giving them rebate
card.(W2, O1, O2)
 Market Penetration Even
mix Concentric broadening
WH STRATEGY
 Increment Small armadas of
flying machines to bargain
successfully with practical
insecurity. (W5, T4) Repair
and support division to
contend rivals and make
your image name in Middle
East advertise. (W2,T2,T5)
Separation Market
infiltration
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 Airblue ought to embrace showcase advancement procedure with the goal that they can present
new residential and global courses inside the nation as well as all around the world. They ought
to apply item advancement technique so they can present messenger benefits moreover they
additionally need to create advertise infiltration procedure to adjust their crowd consideration
or to set concentric expansion procedure.

• Airblue ought to apply advertise improvement procedure for new imaginative ticketing
framework with the goal that they can maintain a strategic distance from risk of new
passageway. They ought to receive in reverse and advance reconciliation system likewise
advertise infiltration system so as to limit contender's procedure impact. They ought to receive
advertise infiltration procedure just as skyline combination system what's more, concentric
broadening with the goal that they publicize their messenger support and create brand
mindfulness likewise gain client faithfulness.

• They ought to embrace separation procedure and market infiltration system so that by fix and
support division they can contend matches likewise make their image name in Middle East
market.

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 Competitive advantage on the negative side of the X-axis
S.No. Components Value
1 Market Share -2
2 Customer Loyalty -3
3 Quality -1
4 Cost Levels -2
5 Product Range -2
-10
-2
Industrial stability on the positive side of the Xaxis
S.No. Components Value
1 Growth Potential 5
2 Substitutes 2
3 Life Cycle Stage 4
4 Customer Power 6
5 Entry Barriers 5
22
4.4

Environment stability on the negative side of Yaxis

S.No. Components Value
1 Political Uncertainty -3
2 Environmental Issues -2
3 Interest Rates -2
4 Cyclical -2
5 Technology -2
-11
2.2

Financial stability on the positive side of Y-axis

S.No. Components Value
1 Return on Sales 3
2 Cash Flow 4
3 Return on Assets 4
4 Gearing 5
5 Working Capital Intensity 3
19

5
 3.8

Computation of X-axis:
Computation of X-axis = IS+CA
Computation of X-axis= 4.4+ (-2.0)
Computation of X-axis= 2.4

Computation of Y-axis:
Computation of Y-axis = FS+ES
Computation of Y-axis= 3.8+ (-2.2)
Computation of Y-axis= 1.6

Financial Ratios
Liquidity 0.15
Cash Flow -4.81
Quick ratio 0.14
Earnings Per Share 2.21
Return On Investment -67.27%

(2.4, 1.6)
1.6

2.4

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Since the score of x-pivot for M\S Air blue is 2.4and the score of y hub M\S Air blue is 1.6 that
is the reason organization will lie in first quadrant (forceful quadrant ) in space grid and though
techniques which we can seek after are level combination, concentric broadening, advertise
infiltration, showcase advancement and item improvement.

We favored technique from the space grid are advertise infiltration, item improvement what's
more, concentric expansion.

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 Sales
Emirates PIA RMS IGR Profit
Current Year Previous Year
864
87423 86342 83832 1.042836 0.01252 million

1.0
4

We took information for BCG framework from PIA yearly's report. In spite of the fact that our
chose organization is Air Blue however there was no information accessible on web on the
grounds that the organization is private and they keep their information private.

Since the RMS of PIA is equivalent to 0.935 and the IGR of the organization is 0.0105 that is
the reason it is lie in second quadrant of BCG lattice and the procedures which can seek after
are showcase infiltration, advertise improvement, item advancement, concentric enhancement,
flat enhancement, in reverse combination, forward joining and if condition become most
exceedingly awful than conservation.

As per strategist the favored procedure from the BCG Matrix are Market Penetration, Item
Development, Backward Integration and Retrenchment.

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 Strategy A
Strategy B Strategy C
Internal Key Factors Enhance
Maintenance Product
Services Marketing Development
Weight A.S T.A.S A.S T.A.S A.S T.A.S
Give limits to understudies and
businessperson 0.16 3 0.48 2 0.32 3 0.48
Working flights for Hajj Pilgrims 0.05 2 0.1 3 0.15 3 0.15
Monetary solidness which lead air blue to
the main biggest aircraft in Pakistan 0.1 3 0.3 3 0.3 4 0.4
Lesser workforce as a result of broad
innovation utilization. 0.2 4 0.8 1 0.2 2 0.4
Continuous efforts to research trends an
reinforce creativity 0.14 1 0.14 4 0.56 4 0.56
Doing less on the publicizing and
advancement of aircraft. 0.07 2 0.14 2 0.14 3 0.21
Reservations unguaranteed 0.15 3 0.45 2 0.3 2 0.3
Possible conflict due to so many people,
possible trouble staying focused 0.03 3 0.09 4 0.12 2 0.06
High expense, may have trouble balancing
cash flows of such a large operation 0.06 4 0.24 3 0.18 4 0.24
Sometimes they conduct analysis however
the advantage is seized by little competitors. 0.04 2 0.08 2 0.08 2 0.08
1 2.82 2.35 2.88
External Key Factors
Overall deregulation makes the skies
progressively available, Open Skies. 0.24 3 0.72 3 0.72 4 0.96
Dispatch rebate card/arrangements to the
faithful client for utilizing their
administrations. 0.11 2 0.22 4 0.44 2 0.22
Low tolls empower piece of the overall
industry development. 0.09 4 0.36 4 0.36 3 0.27
Tremendous potential in freight
administration which lead development of
development 0.1 4 0.4 2 0.2 3 0.3
Practical shakiness leads good and bad times
in fuel costs. 0.17 3 0.51 3 0.51 4 0.68
Threat of new contestant in air industry. 0.03 1 0.03 4 0.12 2 0.06
Deals decay because of contenders
methodologies. 0.14 2 0.28 2 0.28 1 0.14
Tremendous potential in Middle East market
to be served. 0.12 3 0.36 1 0.12 2 0.24

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 1 2.88 2.75 2.87

Following are the three suggested strategies:

Fix and support is additionally essential to contend others and make their administration better
however this methodology has least weighted score 2.88 in contras of above two
methodologies.

Air blue is monetarily steady and has sound benefit be that as it may, there advertising is
exceptionally poor, they can gain more make their carrier progressively alluring also, better by
applying distinctive showcasing strategies, it can expand their market share, brand
mindfulness, and increment their deals.

The second prior strategy, in product development they can change their older plans and start
cargo services and they can hire corporate level travel agents to syndicate travelling process
for consumer in need, it can help to get the more customer, and can be threat to other airlines.
Definitely increases their market share and profit.

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