PIA IFE MATRIX

Weighted
Key Internal Factors Weight Rating
Score

Strengths

1. PIA is a Flag Career National Airline of Pakistan 10% 4 0.4

2. It has more than 50 % market share [1] 9% 4 0.36
3. It has booking offices for international and
6% 3
domestic flight in all major cities 0.18
4. E-ticketing system available for ease of online
5% 3
customers 0.15
5. Government Sponser Company 5% 4 0.2
6. Overseas Pakistani preference due to Patriotism 7% 4 0.28
7. Availability of Halal meat at all flights 4% 3 0.12
8. Polyglot staff on board 5% 3 0.15

Weakness

9. Higher Operation Cost 12% 2 0.24

10. Overstaffing (391 staffers per plane [2]) 11% 2 0.22
11. Lack of Professionalism in employees 8% 2 0.16
12. Highest fare as compared to other domestic
6% 2
airlines 0.12
13. Food quality is not appropriate for domestic
4% 1
flights 0.04
14. Less marketing activities as compared to
3% 2
competitors 0.06
15. Less international traffic 5% 2 0.1
Major Weakness 1, Minor Weakness 2, Minor Strength 3, Major Strength 4
100% 2.78

PIA needs to minimize its operation cost as well as alleviate overstaffing. Training and development also
the main factor due to which the weighted score lies between the minor and major weakness and
strength respectively. PIA should start marketing as well as CSR Programme in order to improve its
reputation in market and potentials customers and should start other’s countries international flights.
PIA IFE MATRIX

Weighted
Key External Factors Weight Rating
Score

Opportunities

1. Pilgrimage tour market unserved 15% 4 0.60

2. Have an opportunity to expand throughout the
10% 3
country 0.30
3. Customer reservation through the mobile
8% 3
system can generate more revenue 0.24
4. PIA has an opportunity to catch the middle east
8% 4
market share subjected to upgrades its fleet 0.32

Threats

5. Government change 12% 3 0.36

6. Increasing petrol price resulted in increase fare 10% 3 0.30
7. Another domestic airline can capture market
10% 2
share 0.20
8. Country’s terrorism negative image 10% 2 0.20
9. Overstaffing 7% 3 0.21
10. Less promotion activities as compared to
5% 2
competitors 0.10
11. New Entra 5% 2 0.10
Major Weakness 1, Minor Weakness 2, Minor Strength 3, Major Strength 4
100% 2.78
PIA needs to avail the opportunity by starting flights for Iran Iraq Pilgrims also have an opportunity to
expands its business across the country with the help of sales promotion, PIA can capture middle east
market share by increasing its fleet size. Threats facing are overstaffing, political unrest and instability
new entrants, and fewer promotion activities as compared to competitors