CEBU PACIFIC AIR. INC.

Company Background

Cebu Pacific Air (PSE: CEB) entered the aviation industry on March 1996
and pioneered the “low fare, great value” strategy. We have since then flown
over 150 million passengers and counting.

CEB is the largest carrier in the Philippine air transportation industry,

offering low-cost services to more destinations and routes with higher flight
frequency within the Philippines than any other airline. CEB
currently offers flights to 37 Philippine and 26 international destinations,
spanning Asia, Australia, the Middle East, and USA.
 CEB operates a 66-strong fleet of 48 Airbus (4 A321ceo, 36 A320 and 8 A330) and 18 ATR
(8 ATR 72-500 and 10 ATR 72-600) aircraft,one of the most modern aircraft fleets in the
world. Between 2018 and 2022, Cebu Pacific will take delivery of 3 Airbus A321ceo, 32 Airbus
A321neo, and 6 ATR 72-600 aircraft orders. It began long-haul services in the 3rd quarter of
2013. CEB is also the preferred and dominant air cargo carrier in the Philippines. We provide
competitive, fast, flexible and straightforward air cargo services to an extensive network, for
individual shippers and cargo agents. Our guests have also learned to anticipate a uniquely
upbeat flying experience with CEB, as we are the only carrier offering fun in the skies with our
“Fun Games” on board.
 Company Profile
The airline was established on 26 August 1988 and started operations on
March 8, 1996. Republic Act No. 7151 which grants franchise to Cebu Air,
Inc. was approved on 30 August 1991. Cebu Air, Inc. subsequently acquired by
JG Summit Holdings (owned by John Gokongwei.) Cebu Pacific currently flies
to 37 domestic destinations and 27 international destinations in 15 countries
across Asia and Oceania. Cebu Air, Inc. is one of the largest low-cost carriers
in Asia. Cebu Pacific Air, Inc. provides an extensive network of domestic and
international services within Asia and to the Middle East.
ORGANIZATIONAL
STRUCTURE
 BOARD OF
DIRECTORS

PRESIDENT AND CHIEF

EXECUTIVE OFFICER

CHIEF EXECUTIVE
CORPORATE ADVISER
SECRETARY

LOYALTY DIVISION

CHIEF
OPERATIONS CHIEF
ADVISER: FINANCIAL
HUMAN COMMERCIAL CARGO - FLIGHT SAFETY
OFFICER:
RESOURCES PLANNING OPERATIONS - AND INTERNAL
- FUEL,
INFLIGHT QUALITY AUDIT
PROCUREMENT
SERVICES - AND FACILTIES
MARKETING AND AIRPORT MANAGEMENT -
CORPORATE SERVICES AND COMPTROLLERS
DISTRIBUTION
AFFAIRS GSE - CREWING HIP - TREASURY CHIEF
ENGINEERING
- NETWORK - LEGAL - INFORMATION
AND FLEET
CONTROL - CORPORATE OFFICER
MANAGEMENT
SECURITY - FINANCE -
CATERING - INVESTOR
PROGRAMS - RELATIONS -
OFFICE OF THE FLEET
CHIEF ADVISER PLANNING
TRAINING AND
STANDARDS
DEFINITION OF TERMS
1. Board of Directors
A group of individuals elected to represent shareholders. Every public company must have a
board of directors. Some private and nonprofit organizations also have a board of directors.
2. President Chief and Executive Officers
In general, the chief executive officer (CEO) is considered the highest ranking officer in a
company and the president is second in charge. In corporate governance and structure,
many permutations can take place, so the roles of both CEO and president may be different,
depending on the company.
3. Chief Executive Adviser
Partnering with the Executive Leadership and the wider Senior Leadership Teams,
the Chief Executive Advisor shares accountability for influencing organizational-wide
leadership to ensure the Blood Service delivers on its strategic and business goals.
4. Corporate Secretary
The integrity of the governance framework, being responsible for the efficient administration of a
company, ensuring compliance with statutory and regulatory requirements and implementing decisions
made by the board of directors.
5. Loyalty Division
A feeling of strong support for opposing groups, ideal’s, etc.
6. Human Resources
A personnel of a business or organization, especially when regarded as a significant asset. It is a
department of a business organization that deals with the hiring, administration, and training of
personnel.
7. Marketing and Distribution
Distribution (or place) is one of the four elements of the marketing mix. Distribution is the process of
making a product or service available for the consumer or business user who needs it. This can be done
directly by the producer or service provider, or using indirect channels with distributors or
intermediaries.
8. Commercial Planning

Form of strategic management or planning when launching a product. Steps will include setting an objective,

reviewing the business environment, developing and implementing the strategy and evaluating the process after it is

in place.

9. Corporate Affairs

It is responsible for creating and communicating a favorable public image for his employer or client. He often does

this through media campaigns designed to reach investors, consumers, employees, industry analysts, customers,

government agencies and other stakeholders.

10. Cargo

Goods, materials, merchandise, or wares carried on board an aircraft, ship, train, or truck and for which an air waybill,

or bill of lading, or other receipt is issued by the carrier. Personnel carried onboard are classified as crew or

passengers.
11. Chief Operation Adviser

It is a senior executive tasked with overseeing the day-to-day administrative and operational functions of a business.

The COA typically reports directly to the chief executive officer (CEO) and is considered to be second in the chain of

command.

12. Chief Financial Officers

It is the officer of a company that has primary responsibility for managing the company’s finances, including financial

planning, management of financial risks, record-keeping, and financial reporting. In some sectors, the CFO is also

responsible for analysis of data.

13. Chief Information Officer

It is the corporate executive in charge of information technology strategy and implementation. In many companies,

CIO’s report directly to the chief executive officer (CEO), and at some companies, the CIO sits on the executive board.
14. Safety and Quality
It is a condition of being protected from or unlikely to cause danger, risk, or injury or being protected
from harm or other non-desirable outcomes. The standard of something as measured against other
things of a similar kind, the degree of excellence of something.
15. Internal Audit
It is an independent, objective assurance and consulting activity designed to add value and improve an
organization’s operations.
It helps an organization accomplish its objectives by bringing a systematic, disciplined approach to
evaluate and improve the effectiveness of risk management, control, and governance processes.
16. Engineering and Fleet Management
It is a scientist and inventors often get the credit for innovations the advance the human condition, but it
is engineers who are instrumental in making those innovations to the world. Fleet managers make
decisions regarding the kinds of vehicles to purchase and how many are needed. Some companies buy
automobile outright, others lease vehicles to meet the company’s needs.
CEBU PACIFIC AIR, INC.
OBJECTIVES
Becoming Global – what we offer will appeal to customers across the globe. Wherever we

operate, individuals and business travelers alike will want to fly with us whenever they can.

Premium Services – we will make sure all of our customers enjoy a unique premium service

whenever and wherever they come into contact with us. Our customer will recognize that the

service we offer is worth paying a little bit more of.

Preferred Airline – remain the top choice for international flights for premium customers as

well as cargo, economy and shorter flight.

Meet Customer’s Needs – explore the latest options and products to enhance customer’s

loyalty.
PRODUCTS AND SERVICES
OFFERED
Web-in Check Service
Fun Shop
Duty Free Shopping
Go MasterCard
WWF Bright Skies
Cargo Services
CEB Biz Corporate and Government Partner
RECOGNITION AND AWARDS
 Cebu Pacific: “The most successful low-cost carrier in the world.”

Cebu Pacific: The airline with flying colors

While we consider our passengers the best judge of our service, we're proud to say that we've been
recognized and awarded by a number of travel institutions and groups, affirming our unyielding
commitment to excellence.
MISSION AND VISION
 Mission
Cebu Pacific Air, Inc. brings people together through an
affordable, reliable mode of travel, a fun filled experience that
delivered with a true heart and soul for service.
Cebu Pacific Air, inc. provides an opportunity for everyone to
travel anywhere and everywhere they wanted with fun-filled
experience that is conveyed with passion for excellent service.
 Vision
We enhance the quality of life of the communities we serve and are an
active partner in the nation’s progress. Cebu Pacific Air, Inc. is
internationally renowned as the most successful low-cost carrier in the
Asia-Pacific region.
We take pride in bringing the best domestic airline and the Filipino
travelers’ first choice. We are reputed for our unparalleled genuine, warm
and caring service. We are recognized for our innovation and commitment
to excellence and we are the industry and academe benchmark of success.
CORPORATE SOCIAL
RESPONSIBILITY
The Cebu Pacific Air donating to each village a Portable Solar home system
that will ensure villagers a sustainable supply of electricity. Apart from
community service, CEB also devotes itself to other causes through its
corporate social responsibility programs. These would include relief
operations, the environment and education.
Organizations supported include WWF for Bright Skies for every Juan, World
Vision, GMA Kapuso Foundation, Gawad Kalinga and The Jesuit Volunteers
Philippines Foundation, Inc. CEB’s partnership with the WWF for Bright
Skies for every Juan provides passengers a chance to contribute to climate
adaptation efforts through CEB’s online booking system.
 Submitted by:

Correa, Rhea Mae

De Rama, Josh Anne Irish
Fernandez, May Ann
Glorioso, Aira
Legaspi, Maria Aidyn
Paelmo, Jaizel L.

Submitted to:
Dr. Ricardo Wagan

BSBA 1-A