COMPETITIVE PROFILE MATRIX OF INTERNATIONAL CABIN ATTENDANT TRAINING

(ICAT)

ANALYSIS:

The CPM analysis reveals that ICAT is the strongest player in the industry with relative strengths in
Financial Position, Physical Facilities, and Management Qualification and experience. On the other
hand, TESDA prevails in Market Share, Price Competitive, and Qualified Trainees. Both ICAT AND
TESDA have relative strength with equal score on Advertising, Trainers/ Instructors/ Staffing,
Curricula and Program Content, and Clear Strategic Direction. Magsaysay Careers is the weakest of
them all but have equal relevance on Financial Position and Physical facilities and Equipment and
Management qualification and experience with TESDA. All three competing firms are of equal score
on Strong Online Presence in Internet or Cyber Space. The companies should create their strategies
according to their strengths and weakness and improve their ratings in the most significant industrys
areas.