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NATIONAL UNIVERSITY College of Business and Accountanc
!EARIN! TO"AR#S ASEAN INTE!RATION $01%&
A STRATE!IC 'ANA!E'ENT (A(ER )OR
S'ALL AN# 'E#IU' ENTER(RISE *S'E+
)a,i-as T,ansit Co./an
In Partial Fullment for the Course Requirement
BUSINESS POLICY AN S!RA!E"Y
Submitted to:
OSELITO A 2UINTO3 'BA
Submitted by:
BUENAVENTURA R3 ARIEL B
1st Se.este,3 AY $014 $01%
TABLE O) CONTENTS
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Intro#u$tion %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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Business Prole
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Business Assessment %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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)ision an# *ission E+aluation %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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Finan$ial Assessment %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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S-O! Anal.sis %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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Strategi$ Con$lusions %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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Strategi$ Re$ommen#ations %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%Page &&
Referen$e %%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
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I INTRO#UCTION
*etro $ities2 of all si3es2 fa$e a $risis of ur4an trans5ort% es5ite
in+estments in roa# infrastru$ture2 an# 5lans for lan# use an# trans5ort
#e+elo5ment2 all $ities fa$e the e+er in$reasing 5ro4lems of $ongestion2
tra6$ a$$i#ents2 air2 an# noise 5ollution% Large $ities are fa$ing a ra5i#gro7th of 5ersonal +ehi$les 8t7o 7heelers an# $ars9 an# in me#ium an# small
$ities #i:erent forms of interme#iate 5u4li$ trans5ort 5ro+i#e# 4. the
informal se$tor are struggling to meet the mo4ilit. #eman#s of $it. resi#ents%
Pu4li$ trans5ort is a $riti$al element of ur4an trans5ort s.stem% A great
em5hasis nee#s to 4e gi+en to the 5u4li$ trans5ort s.stem 4e$ause it o:ers
the most e6$ient utili3ation of limite# resour$es ; energ. an# lan#% At
5resent2 a range of 5u4li$ trans5ort o5tions are a+aila4le for #i:erent $it.
si3es% A $areful anal.sis is require# to sele$t the most a55ro5riate te$hnolog.for a gi+en $it. si3e%
Rail 4ase# s.stems ha+e often 4een re$ommen#e# 4ase# on their
$a5a$it. to mo+e large num4er of 5eo5le 8< &=2=== 5assengers>5h5#9%
?o7e+er2 the. are $ontro+ersial o5tions of 5u4li$ trans5ort 4e$ause of the
large nan$ial 4ur#en the. $an im5ose on $it. 4u#gets% Also2 the e@isting rail
4ase# s.stems ha+e sho7n lo7 ri#ershi52 lo7 $a5a$it. utili3ation an# high
o5erating su4si#ies% Bus trans5ort is the most #esira4le an# sustaina4le
s.stem from so$ietal 5ers5e$ti+e% A 7ell 5lanne# 4us s.stem $an 5ro+i#e ahigh le+el of mo4ilit. to a large se$tion of the 5o5ulation 7ith least $ost%
?o7e+er2 a 5oorl. 5lanne# s.stem $auses in$on+enien$e to the users2 loses
ri#ershi52 en$ourages use of 5ri+ate +ehi$les an# im5oses nan$ial 4ur#en on
the o5erator%
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NATIONAL UNIVERSITY College of Business and Accountanc
6a7ing featu,ed in Ilocos Ti.es to cate, so.e ot8e, S'E9s in
t8e ,egion3 )a,inas T,ansit 8as :,oug8t to t8e Ilocanos t8e essence
of :eing a leade, not ;ust in go7e,ning *)a,i-as is 'ediu. Entities in t8e latest I)RS fo, S'E9s+ .anage to
continuousl /,o7ide e?ce/tional t,ansit se,7ices to t8ose =8o
=anted to t,a7el : land going to no,t8 /a,ticula,l in t8e cit of
Laoag3 Ilocos No,te "it8 its $01$ @nancial ,e/o,t of 8a7ing a total
assets of (8/ 15130$3$1$43 *:et=een 5 'illion to 5%0 'illion to :e
conside,ed as S.all>'ediu. Entities acco,ding to t8e latest I)RS fo,
S'Es+ t8e co./an is see
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Farias !ransit2 a sole famil. 5ro5rietorshi5 7as foun#e# 4. the late
*ar$elo )alleos Farias of )igan2 Ilo$os Sur together 7ith his 7ife2 the late
Rosa Peralta Luna of Pasuquin2 Ilo$os Norte%G
Four .ears 4efore the out4reaD of the Se$on# -orl# -ar in e$em4er
/,'/2 *ar$ello )% Farias #ie# an# the management of the 4usiness fell in the
shoul#ers of his 7ife an# his t7o gro7n u5 sons Constate an# Fe#eri$o%G
In *ar$h /,'H2 #uring the li4eration2 Fe#eri$o 4rought out the 0 4uses
he ha# De5t $lan#estinel. in Pi##ig an# the master me$hani$2 Fe#eri$o 7ho
ne+er ha# an. formal e#u$ation in automoti+e re5airing or the liDe2 7as a4le
to assem4le one 4us out of the 0 #ila5i#ate# 4uses into goo# running
$on#ition 7hi$h he himself #ro+e along its fran$hises routes from Laoag to*anila an# 4a$D% !hese t7o 4uses 4e$ame the nu$leus of the 4iggest
trans5ortation 4usiness 5l.ing 4et7een Laoag an# *anila to#a.%G
Fe#eri$o 7as the rst to intro#u$e air$on#itione# 4uses in the
5ro+in$e2 the rst to intro#u$e $omfort room in the air$on#itione# 4uses an#
no7 the Farias !rans5ortation 4usiness is the 4iggest trans5ortation
4usiness in Ilo$os Norte an# is manage# 4. the $hil#ren an# gran#$hil#ren%G
II4 'ission State.ent
• !o 5ro+i#e glo4all. $om5etiti+e ser+i$e to $ustomers2 5ro+i#ing a
$om5etiti+e e#ge in the Pro+in$ial Lan# !rans5ortation In#ustr. 7ith
the use of state of the art Buses2 Amenities an# Equi5ments for the
$on+enien$e an# $omfort of the $ustomers of Farias !ransit%
• !o 5ro+i#e 4etter an# faster mo#es of trans5ortation for the 5u4li$ at
the same time 4eing $ost frien#l.%
• !o trans5ort our $ustomers an# freight as fast an# as e6$ient as
5ossi4le%
II% Vision State.ent
• !o 4e$ome the PILLAR of 5u4li$ trans5ortation 4usiness in the
Phili55ines%
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• !o 4e the BACBONE for the a#+an$ement of tourism an# mo4ilit. of
the Fili5ino 5eo5le throughout the entire nation%
• !o 4e an A)OCA!E of e@$ellent ser+i$e2 so$iall. res5onsi4le of its
5assengers an# $ustomers
II 'anage.ent
!he management team is $om5ose# of the 4rothers an# sisters of the late
Fe#eri$o Farias an# his 7ife Reme#ios re.er Castro 7ho ha55ene# to 4e
the Ilo$os
Norte
go+ernor2 ma.or an# re5resentati+es of the #estination $it. of Laoag% From
the o5eration u5 to the nan$e 5osition2 farinas si4lings manage to taDe 5art
an# maDe their 5arentJs har#7orD 5ai# o:% Ro#olfo Farias 8Chief E@e$uti+e
O6$er92 Roger Farias 8Au#itor92 *i$hael Farias2 Che+.lle Farias 8Finan$e
*anager92 Ru#. Farias an# Ria Farias are the to5 management team of the
$om5an.2 the. are o5erating the $om5an. together 7ith their hus4an#s an#
7i+es an# 7ith their #es$en#ants 8Ri3alina Farinas Fa+i ; ?R *anager9%
Business Assess.ent
III1 'ission and Vision State.ent E7aluation
/% oes the statement #es$ri4e an ins5iring 5ur5ose that
a+oi#s
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No *0+ So.e=8at *1+ Yes
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5la.ing to the selsh interests of the staDehol#ersK
0% oes the statement #es$ri4e the $om5an.Js res5onsi4ilit.
to its staDehol#ersK
&% oes the statement #ene a 4usiness #omain an# e@5lain
7h. it is attra$ti+eK
'% oes the statement #es$ri4e the strategi$ 5ositioning that
the $om5an. 5refers in a 7a. that hel5s to i#entif. the sort
of $om5etiti+e a#+antage it 7ill looD forK
H% oes the statement i#entif. the +alues that linD 7ith the
organi3ationJs 5ur5ose an# a$t as 4eliefs 7ith 7hi$h
em5lo.ees $an feel 5rou#K
(% o the +alues resonate 7ith an# reinfor$e the
organi3ationJs strateg.K
1% oes the statement #es$ri4e im5ortant 4eha+ior
stan#ar#s that ser+e as 4ea$ons of the strateg. an# the
+aluesK
% Are the 4eha+ior stan#ar#s #es$ri4e# in a 7a. that
ena4les in#i+i#ual em5lo.ees to u#ge 7hether the. are
4eha+ing $orre$tl.K
,% oes the statement gi+e a 5ortrait of the $om5an.
$a5turing the $ulture of the organi3ationK
/=% Is the statement eas. to rea#K
!otal S$ore 14S$ore Inter5retation
*ore than /H M E@$e5tional
/= ; /H M A+erage < !he $om5an. falls on this
4ra$Det%
Less than /=M Nee#s Im5ro+ement
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/% Ans7er YES% From its mission u5 to its +ision2 the $om5an. is #ire$te# to
its o4e$ti+e of gi+ing the ser+i$es for the saDe of its $ustomer% !he rst 5art
of its mission talDs a4out the $on+enien$e an# $omfort of its $ustomer 4utthe great thing is that the. 7ill e@e$ute it in $onne$tion 7ith the 5ro+ision of
gi+ing a $om5etiti+e e#ge in their $hosen $ourse of 4usiness% Further2
o4+iousl. the target of the $om5an. is for the 4etterment of the $ountr. as a
7hole%
0% Ans7er YES% All the three 4ullets in its mission2 the $om5an. 5ro+i#es its
staDehol#er their 7hat is ought to #oG thing in running its o5eration% !he.
maDe sure that 5rimaril.2 their #oing 4usiness for the saDe of its staDehol#er
mainl. for their 4enets from state of the art 4uses to the most $on+enient
tra+el e@5erien$e%
&% Ans7er Some7hat% You ma. #onJt see the #enition of 4usiness #omain in
the statement 4ut u5on #igesting the 7hole statements2 .ou $an $on$lu#e
that the 5ur5oses>goals themsel+es of $oming u5 an# running the 4usiness
are the reasons 7h. the $ustomers>5assengers 7oul# 7ant to taDe the
ser+i$es the $om5an. has to o:er% !hatJs 7h. the $om5an. #ire$te# the
statement maorit. for the saDe of its staDehol#ers%
'% Ans7er Yes% E@5li$itl. 7ise2 the $om5an. ha# mentione# the +er. 5ur5ose
of running its 4usiness an# 5rimaril. it is to ser+e the 5eo5le 7ith their
$om5etiti+e e#ge among an. other lan# trans5ortation $om5anies% )isi4le on
its rst 4ullet on its mission statement2 the $om5an. ma#e use of 7or#s liDe5ro+i#ing $om5etiti+e e#ge in the Pro+in$ial Lan# !rans5ortationG2 use of
state of the art Buses2 Amenities an# Equi5mentsG2 et$% An# all of these are
ser+e# for the $on+enien$e of its 5assenger themsel+es%
H% Ans7er Some7hat% !he. #o not e@5li$itl. 5ro+i#e it in their mission an#
+ision statement 4ut 7e $an im5lie#l. +ie7 these 7ith the 7or#ings liDe
so$iall. res5onsi4le of its 5assengersG2 trans5ort $ustomers an# freight as
e6$ient as 5ossi4leG2 4eing $ost frien#l.G2 et$% !hese are the 7or#s that
7oul# gi+e 5eo5le hints on the +alues that the $om5an. an# their 5eo5le areim4ue# 7ith an# 7ill ine$t to the min# of its $ustomers%
(% Ans7er Some7hat% It $an 4e im5lie# in the statement as a 7hole%
Although it is not a$tuall. ha+e a linDage2 the +alues $an 4e a gui#e to the
strateg. of the $om5an.%
1% Ans7er Some7hat% !he $om5an. ha# mentione# although not e@5li$itl.
that the strateg. an# +alues go 7ith the 4lue5rint2 essential enough in
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#ire$ting their 5eo5le to7ar#s their 5lan% It $an 4e +ie7e# on the rst 5art of
the mission statement 87hile the other t7o are more fo$use# 7ith the
intention of the $om5an.9 7here the. #is$usse# the ho7JsG of the $om5an.
in a$hie+ing its 5rimar. goal to 5ro+i#e state of the art ser+i$es%
% Ans7er Some7hat% !he ans7er is 5atterne# to num4er H question 7herein
the em5lo.ees are 4oun# 4. the +alues that are linD to the $om5an.Js
o4e$ti+e% -ith these2 the. $an assess themsel+es if there are 5ushing
themsel+es to their limit% An# if the. are $om5l.ing 7ith the $om5an.Js rules
an# +alues%
,% Ans7er Some7hat% Although it is not #ire$tl. sho7n2 7e $an +ie7 that the
$om5an. aims to gi+e us a glim5se of 7hat the. are u5 to an# 7hat is the
nature of their ser+i$es an# o5eration% !his 7e $an see in the +ision that
Fili5ino a#+an$ement $an 4e a$hie+e# through Fili5ino e:ort%
/=% Ans7er Yes% !he statement is o4+iousl. rea#a4le an# not ust that2 it
#oes not $ontain an. argon Din#s of 7or#s for an eas. un#erstan#ing though
some 5arts nee# to 4e im5lie#l. thought of #ue to its im5li$it #eli+er.%
III$ )inancial Assess.ent
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III$$)inancial Assess.ent
III$$1 Le7e,age ,atio
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#e:t to EFuit Ratio
e4t to Equit. RatioM 8!otal Lia4ilities > !otal Sharehol#erJs Equit.9
812/(H2=1'%1, > /=(2H&12/,(%'H9 M %=1
A ratio of / or // means that $re#itors an# sto$Dhol#ers equall. $ontri4ute to
the assets of the 4usiness% A less than / ratio in#i$ates that the 5ortion of
assets 5ro+i#e# 4. sto$Dhol#ers is greater than the 5ortion of assets 5ro+i#e#
4. $re#itors an# a greater than / ratio in#i$ates that the 5ortion of assets
5ro+i#e# 4. $re#itors is greater than the 5ortion of assets 5ro+i#e# 4.
sto$Dhol#ers% !his %=1 ratio is attra$ti+e to the e.es of $re#itors 84ut this
+aries from in#ustr. to in#ustr.9% Cre#itors usuall. liDe a lo7 #e4t to equit.
ratio 4e$ause a lo7 ratio 8less than /9 is the in#i$ation of greater 5rote$tion
to their mone.% But sto$Dhol#ers liDe to get 4enet from the fun#s 5ro+i#e#
4. the $re#itors therefore the. 7oul# liDe a high #e4t to equit. ratio%
#e:t to Asset Ratio
e4t to Asset Ratio M 8!otal Lia4ilities > !otal Assets9
812/(H2=1'%1, > //&21=0201/%0'9 M %=(
!otal #e4t to total assets is a le+erage ratio that #enes the total
amount of #e4t relati+e to assets% In this $om5an. s$enario2 the #e4t to total
assets ratio tells .ou that ( of the $or5orations assets are nan$e# 4. the
$re#itors or #e4t 8an# therefore ,' is nan$e# 4. the o7ners9% A lo7er
5er$entage in#i$ates lesser le+erage an# lesser risD an# +i$e +ersa% LiDe all
other ratios2 the tren# of the total #e4t to total assets shoul# also 4e
e+aluate# o+er time% !his 7ill hel5 assess 7hether the $om5an.Js nan$ial
risD 5role is im5ro+ing or #eteriorating%
III$$$ LiFuidit ,atio
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Cu,,ent Ratio
Current Ratio M 8Current Assets > Current Lia4ilities9
4ase# on 0=/0 nan$ial 5osition 8latest 5ossi4le
4asis9
802'=20,=%0' > ',2'=%/H9 M H1%(
!he $urrent ratio of Farias transit is H1%( 4ase# on 0=/0 #ata 7hi$h im5lies
a 5ositi+e out$ome 4e$ause it means that the liqui#ation of all of a
$om5an.s $urrent assets to meet all of its $urrent lia4ilities is highl. 5ossi4le%
But 7e shoul# also ha+e to looD for the $om5an. in a going $on$ern manner5rin$i5le of a$$ounting% Its the time it taDes to $on+ert a $om5an.s 7orDing
$a5ital assets into $ash to 5a. its $urrent o4ligations that is the De. to its
liqui#it.% In a 7or#2 the $urrent ratio $an 4e also Qmislea#ingQ if not seen
thoroughl.% In this $ase2 e+er.thing is ne sin$e the $om5an. has onl. fe7
sour$es of its $urrent lia4ilities in$lusi+e of ta@ 5a.a4le%
Acid test Ratio G 2uic< Ratio
ui$D Ratio M 8Cash Cash Equi+alents T Shortterm In+estment TA$$ounts Re$ei+a4le9
Current Lia4ilities
4ase# on 0=/0 nan$ial 5osition 8latest 5ossi4le 4asis9
8002112',=%0' > ',2'=%/H9 M 'H%10
!he 4asi$s an# use of this ratio are similar to the $urrent ratio in that it gi+es
users an i#ea of the a4ilit. of a $om5an. to meet its shortterm lia4ilities 7ith
its shortterm assets% Plus the i#ea of remo+ing those items 7hi$h $oul# not
generate $ash easil. an# ma. 4e in the form of in+entor.2 sin$e the $urrent
ratio is insigni$antl. higher than that of the qui$D ratio2 it 7oul# onl. mean
that the $om5an. is not mu$h #e5en#ent on its in+entor.2 the fa$t2 that the
$om5an. is a transit $om5an. o:ering trans5ortation ser+i$e2 it is trul.
o4+ious that $urrent an# qui$D ratio .iel#s 7ith a not so mu$h of high
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NATIONAL UNIVERSITY College of Business and Accountanc
+arian$e% It #oes not nee# to sto$D large quantit. of in+entories in the rst
5la$e%
III$$5 (,o@ta:ilit Ratio
!,oss 'a,gin
"*M 8"ross Prot > Net Re+enue9 @ /==
Sales an# Re+enue $an 4e use# inter$hangea4l.
8//2,,,2&0H%' > H=2(''2=,%'9 @ /== M 0&%(,
"ross margin tells .ou a4out the 5rota4ilit. of .our goo#s an# ser+i$es% It
tells .ou ho7 mu$h it $osts .ou to 5ro#u$e the 5ro#u$t or to ren#er ser+i$es%
In this $ase2 for e+er. 5eso in trans5ortation re+enue2 .ou earne# a4out 0'
$ents 8roun#e# u59 in 5rot 4ut s5ent a4out 1( $ents to maDe it% "oo# for the
$om5an. sin$e the. are alrea#. earning more than onefourth of the
$om5an.Js total $ost sin$e 0'$ents>1($ents is a4out &/%H%
O/e,ating 'a,gin
O* M 8O5erating Prot > Net Re+enue9 @ /==
Sales an# Re+enue $an 4e use# inter$hangea4l.
8(21(2=='%(= > H=2(''2=,%'9 @ /== M /&%&(
O5erating margin taDes into a$$ount the $osts of 5ro#u$ing the 5ro#u$t orser+i$es that are unrelate# to the #ire$t 5ro#u$tion of the 5ro#u$t or ser+i$es2
su$h as o+erhea# an# a#ministrati+e e@5enses% Out of e+er. 5eso .ou ma#e
in re+enue2 .ou s5ent a4out /& $ents in e@5enses unrelate# to the #ire$t
ser+i$es of Farinas transit% Relati+el. fa+ora4le to the $om5an. sin$e it $osts
them mu$h lesser $enta+os to unrelate# ser+i$es $om5are# to gross margin
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5er$entage sin$e /&$ents>1($ents is onl. a4out /1%/ of $ost an# almost half
of earnings%
Retu,n on Asset
ROA M 8Net In$ome > Assets9 @ /==
8('2H'%11 > //&21=0201/%0'9 @ /== M %H1
Return on Assets sim5l. measures ho7 e:e$ti+el. the $om5an. 5ro#u$es
in$ome from its assets% !his s$enario onl. means that .ou generate %H1 $ents
of in$ome for e+er. 5eso .our $om5an. hol#s in assets% It is quite
unattra$ti+e in the e.es of the management as 7ell as in the e.es of the
in+estors sin$e there is a relati+el. lo7 return on assets 4e$ause it $an 4e a
5ossi4le in#i$ation of 5oor $or5orate health% A future falling ROA is a sure sign
of trou4le aroun# the $orner2 es5e$iall. for gro7th $om5anies% Stri+ing for
sales gro7th often means maor u5front in+estments in assets2 in$lu#ing
a$$ounts re$ei+a4les2 in+entories2 5ro#u$tion equi5ment an# fa$ilities% A
#e$line in #eman# $an lea+e an organi3ation high an# #r.2 an# o+erin+este#
in assets it $annot sell to 5a. its 4ills% !he result $an 4e nan$ial #isaster%
Retu,n on EFuit
ROE M 8Net in$ome > A+erage Sto$Dhol#erJs Equit.9
8('2H'%11 > /=(20/021(,%=(H9 M %==( or %(
!he 8ig8e, o, lo=e, ,etu,n on eFuit doesn9t necessa,il .ean
t8at t8e :ette, o, /oo,e, t8e co./an /e,fo,.ance is3 fo, a ce,tain
:,ac
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o+erall marDet $om5arisons are a55ro5riate ho7e+er2 it shoul# 4e
re$ogni3e# that there are +ariations in ROEs among some t.5es of
4usinesses% In general2 nan$ial anal.sts $onsi#er return on equit. ratios in
the /H0= range as re5resenting attra$ti+e le+els of in+estment qualit.%
-hile highl. regar#e# as a 5rota4ilit. in#i$ator2 the ROE metri$ #oes ha+e a
re$ogni3e# 7eaDness% In+estors nee# to 4e a7are that a #is5ro5ortionate
amount of #e4t in a $om5an.s $a5ital stru$ture 7oul# translate into a
smaller equit. 4ase% In this $ase2 the $om5an. is earning a lo7 5er$entage on
its equit. thus ma. n# 7a.s to im5ro+e its o5eration%
III5 S"OT Analsis
III51 St,engt8s
Lo= nu.:e, of :us accident is .ino, st,engt8 of )a,i-as "it8
good .aintenance and ,e/ai,s of :uses and 8ig8l s
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NATIONAL UNIVERSITY College of Business and Accountanc
trust the Farias !ransit% It starte# /,'/2 for 1& .ears the $om5an. has
esta4lishe# its name in the 5u4li$ trans5ortation in#ustr.%
Lo= e./loee tu,no7e, is a minor strength of Farias !ransit%
?a+ing a lo7 em5lo.ee turno+er means Farias em5lo.ees are ha55. an#
lo.al to the $om5an.% Lo7 turno+er maDes it easier for the $om5an. to fo$us
on its 4usiness at han# than hiring an# a#a5ting to ne7 sta:%
III5$ "ea
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T8e negati7e /e,centage g,o=t8 in /,o@ts incu,,ed f,o. $010
to $01$ is maor 7eaDness% !his reWe$ts that the $om5an. #i# not maDe a
5rot for & .ears% !he De. strategi$ management issues i#entie# are the
negati+e $om5oun#e# 5er$entage gro7th in 5rots for the 5ast & .ears
4e$ause of high o5erating e@5ense an# the la$D of marDeting resear$h an#
strateg. of the rm 4e$ause of not ha+ing a marDeting o6$er%
III55 O//o,tunities
Const,uction of e?/,ess=a connecting No,t8 LuJon
E?/,ess=a *NLEK+ and Sout8 LuJon E?/,ess=a *SLEK+ ; 5assengers
from southern 5art of the $ountr. tra+elling to northern 5art 8in this $ase is
Ilo$os9 7ill no7 ha+e a $on+enient tri5 4e$ause sto5 an# goG tri5 7ill not 4e
a 5ro4lem an.more% In$on+enien$e 7ill 4e eliminate# the fa$t that the
5assengers 7ill 4e 4enete# from ha+ing 0 tri5s an# 7ill no7 4e sli$e##o7n
to one straight tri5%
Int,oduction of ,ene=a:le ene,g sou,ces ; the $om5an. 7ill no7
ha+e an alternati+e on 7hether to 5ur$hase $ru#e oil or en#e# u5 7ith
a$quiring su4stitute to it%
#ec,easing =o,ld c,ude oil /,ices ; the $ountr. 7ill 4e
e@5erien$ing an e$onomi$ #e+elo5ment in terms on 5ri$e of $ru#e oil
4e$ause the 7orl# is seeing an o55ortunit. in 5ri$e $ut #o7n on this
ne$essit.% !he $om5an. 7ill get 4enets from this as 7ell as the 5assengers
4e$ause the $om5an. might lo7er #o7n the fare #e5en#ing on their sa+ings
from the sai# 5ri$e $ut #o7n%
III54 T8,eats
!hreat of su4stitutes ; San *iguel Cor5oration 7ill 4e 5ro5osing to thePhili55ine go+ernment of 4uil#ing a 4ullet train s.stem $onne$ting Laoag Cit.
in the northern 5art of Lu3on islan#2 5assing through *anila2 an# nall.
en#ing in the Bi$ol Region in Southeastern Lu3on%!he intro#u$tion of this
4ullet train s.stem that 7ill $o+er the entire north an# south 7ill greatl.
a:e$t the o5eration of Farias transit sin$e there 7ill no7 4e a su4stitute in
tra+elling to Laoag%
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NATIONAL UNIVERSITY College of Business and Accountanc
Asean Integration 0=/H -hile turning the ASEAN region into a Qsingle
marDet an# 5ro#u$tion 4aseQ 7ill 4ring more 4usiness an# em5lo.ment
o55ortunities into our 5late 8in this $ase2 more 4us $om5an. 7ill soon arise
an# 7ill 4ring threat not onl. to the $om5an. for ha+ing mu$h more
$om5etitors 4ut also to the $ountr. as a 7hole 4e$ause of 5ossi4le in$rease
rate of smoDe emission9an# e+en gi+e us e$onomi$ le+erages in the 7orl#
marDetthis also $omes 7ith su4stantial threats to our outsour$ing in#ustr.s
stea#fast gro7th o+er the 5ast fe7 .ears% -ith looming ASEAN integration 4.
0=/H2 the Phili55ines ma. 4e staring at the $om5etition e.e to e.e as our
AsiaPa$i$ neigh4ors tr. to $ut a 4ig $hunD o: our o:shore o5erations an#
outsour$ing ser+i$es in the highl. $om5etiti+e free marDet% -ith these2 there
is a 5ossi4ilit. that the neigh4oring $ountries 7ill ine$t trans5ortation
ser+i$es sin$e there is alrea#. an e@isting mainstream that other ASEAN
$ountries liDe China2 *ala.sia an# Va5an ha+e a mu$h higher te$hnolog. than
that of our $ountr. has to o:er%
III% E?te,nal Analsis
III%1 (olitical > Legal Seg.ent
Citra Central E@5ress7a. Presi#ent Benigno Aquino III ga+e the green light toCitra Central E@5ress7a. Cor5oration to 4egin $onstru$ting the P0(%H4illion
e@5ress7a. to $onne$t the North Lu3on E@5ress7a. 8NLEX9 an# South Lu3on
E@5ress7a. 8SLEX9% Asi#e from this ne7 [email protected] the O!C is also
5ursuing the $onstru$tion of the !arla$ to La Union E@5ress7a. 8!PLEX9 an#
the 7i#ening an# im5ro+ement of the Batangas e@5ress7a. 8S!AR92 A4a.a
sai#%/
Rele+an$e
Constru$tion 7ill start in the se$on# quarter of 0=/' an# is e@5e$te# to
4e nishe# in three .ears% In 0=/(2 this 7ill 4e an o55ortunit. for Farias
!ransit to e@5an# their ser+i$es in the Southern 5ro+in$es% !he alternati+e
/ htt5>>777%gmanet7orD%$om>ne7s>stor.>&0'H=>e$onom.>4usiness>5ala$e
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NATIONAL UNIVERSITY College of Business and Accountanc
route of !arla$ to La Union E@5ress7a. 8!PLEX9 is an o55ortunit. 4e$ause it
7ill maDe the trans5ortation faster from *anila to Ilo$os%
Bullet train s.stem > *oth4alle# North rail 5roe$t
Al+ara#o sai# the RC 7oul# either 5ush for the 4ullet train s.stem or
re+i+e the moth4alle# Northrail 5roe$t that 7oul# linD *etro *anila to the
ClarD international air5ort in Pam5anga% ?e sai# the 5ro5ose# 4ullet train
s.stem 7oul# 4oost the e$onom. of Central Lu3on2 5arti$ularl. in the
5ro+in$es of Pam5anga2 Bula$an2 am4ales2 Bataan2 Nue+a E$ia2 !arla$ an#
Aurora%
!he 5ro5ose# rail7a. 7ill $o+er the entire north an# south net7orDs of
the Phili55ine National Rail7a.s 8PNR9% !he north net7orD runs from *anila to
La Union2 in$lu#ing a line from !arla$ to San Vose2 Nue+a E$ia2 an# a 5ossi4le
e@tension to Caga.an% !he south net7orD tra+erses from *anila to Legas5i
Cit.2 in$lu#ing a line from Calam4a to Batangas Cit.%0
Rele+an$e
!he 5ro5ose# 4ullet train s.stem 7ill 4e a threat for Farias !ransit 4e$ause4ullet train s.stem $an 4e an alternati+e an# faster 7a. of trans5ortation
therefore there is a lo7 s7it$hing $ost from 4us trans5ortation to 4ullet train
trans5ortation%
!he 5ro5osal $onstru$tion of rail7a. that 7ill $o+er the entire north
an# south net7orDs of the Phili55ine National Rail7a.s 8PNR9 7ill 4e a threat
for Farias !ransit 4e$ause this $an 4e an alternati+e 7a. of trans5ortation
therefore there is a lo7 s7it$hing $ost from 4us trans5ortation to rail7a.
trans5ortation%
S5ee# Limiters an# "PS tra$Ding #e+i$es
0 htt5>>777%5hilstar%$om>hea#lines>0=/'>=/>=(>/01HH11>manila$larD4ullet
train5ushe#
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NATIONAL UNIVERSITY College of Business and Accountanc
*ANILA2 Phili55ines Bus $om5anies shoul# 5ost heft. safet.
5erforman$e 4on#s 7ith the Lan# !rans5ortation Fran$hising an# Regulator.
Boar# 8L!FRB9 that 7oul# 4e forfeite# on$e its +ehi$le is in+ol+e# in a roa#
a$$i#ent%
!he 4on# shoul# at least 4e P& million or #ou4le the a$quisition $ost
of the 4us% If the #ri+er Dno7s that this 7oul# 4e forfeite# shoul# the 4us 4e
in+ol+e# in an a$$i#ent2 he 7oul# reall. 4e $areful in #ri+ing2G he sai#%
!olentino also su55orte# the 5ro5osal of the L!FRB to install s5ee#
limiters an# re$or#ers to limit the s5ee# of 5assenger 4uses an# re$or# the
e+ents 5rior to an a$$i#ent%&
Rele+an$e
!he 5ro5osal of 4on#s an# installing s5ee# limiters in 5u4li$ utilit.
4uses nation7i#e 7ill 4e a threat 4e$ause of the $ost that 7ill 4e 4ur#en 4.
4us $om5anies in$lu#ing Farias !ransit 7hi$h the. are not .et 5re5are# to
in$ur%
*an#ator. CC!)
!he man#ator. installation of $lose# $ir$uit tele+ision $ameras 8CC!)9
in 4uses has 4een 5ro5ose# at the ?ouse of Re5resentati+es%
Ca+ite Re5% El5i#io Bar3aga Vr% has urge# the Lan# !rans5ortation
Fran$hising an# Regulator. Boar# 8L!FRB9 to require 4us o5erators to install
CC!)s as 5art of the solution to the rising $rimes $ommitte# in these
+ehi$les%
& htt5>>777%5hilstar%$om>hea#lines>0=/&>/0>/,>/0(,11,>4on#s4us
$om5anies5ro5ose#
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NATIONAL UNIVERSITY College of Business and Accountanc
Barga3a sai# the L!FRB shoul# follo7 7hat lo$al go+ernment units
ha+e 4een requiring 4usiness esta4lishments 4efore the. are issue# 4usiness
li$enses an# 5ermits%'
Rele+an$e
!he 5ro5osal man#ator. installation of $lose# $ir$uit tele+ision $ameras in
4uses 7ill 4e a threat for Farias !ransit if soon im5lemente#% As of e$em4er
0=/02 Farias !ransit has ( 4uses on ser+i$es therefore there 7ill 4e a great
e@5ense for Farias in installing CC!)% Failure to a$$om5lish the man#ator.
installment of CC!) 7ill a:e$t Farias 4e$ause the. 7ill ha+e 5ro4lems in
their 4usiness li$ense an# 5ermit that 7ill $ause #ela. in o5eration an# 5rot
loss%
III%$ Econo.ic Seg.ent
-orl# BanD Cru#e Oil2 Z>4arrel
A+g% s5ot 5ri$e 8Brent2 u4ai2 an# -!I9
!a4le /%/
0=/
0
0=/
&
0=/
'
0=/
H
0=/
(
0=/
1
0=/
0=/
,
0=0
=
0=0
H
Nominal
US
ollars
/=H%
=
/=H%
=
/=H%
1
/=0%
=
/==%
1
/==%
/
,,%( ,,%/ ,%1 ,1%=
Real 0==H
US
ollars
1%( ,,%0 ,1%1 ,&%0 ,=% ,%= 1%& H%( '%= 1(%0
Sour$e -orl# BanD Commo#it. Fore$ast Pri$e #ata2 O$to4er 0=/&
Figure /%/
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NATIONAL UNIVERSITY College of Business and Accountanc
$01$ $015 $014 $01% $01 $01 $01D $01 $0$0 $0$%
0
$0
40
0
D0
100
1$0
No.inal #olla,s Real US #olla,s
In O$to4er 0=/& !he -orl# BanD release# its Commo#it. Fore$ast2
7hi$h 5re#i$ts that 7orl# $ru#e oil 5ri$e 7ill #e$rease from Z/=H>4arrel in0=/0 to Z,%1>4arrel 4. 0=0=% A$$or#ing to Commo#it. Pri$e Fore$ast from
I*F2 s5ot a+erage 5ri$e for $ru#e oil 7ill #ro5 to Z(%1>4arrel 4. 0=/% H
Rele+an$e
!he ta4le a4o+e sho7s the fore$ast for $ru#e oil from 0=/0 to 0=0H% !he
fore$ast for $ru#e oil 5ri$e 7ill slo7l. #e$rease until 0=0H% !his 7ill 4e an
o55ortunit. for Farias !ransit 4e$ause lo7 5ri$e of $ru#e oil means lo7 5ri$e
of gasoline an# #iesel2 therefore the e@5ense of $om5an. for gasoline 7ill 4e
lessen%
"P2 InWation rate2 an# Pesoollar E@$hange rates fore$ast
For 0=/'2 the -orl# BanD e@5e$ts gro7th of (%H 5er$ent2 also lo7er
than its earlier fore$ast of (%1 5er$ent% !he go+ernment is aiming for a (%H
1%H 5er$ent gro7th this .ear%
In 0=/H2 "P gro7th is e@5e$te# to 5i$D u5 to 1%/ 5er$ent2 higher thanthe earlier fore$ast of (% 5er$ent2 the len#er sai#% B. 0=/(2 the Phili55ine
e$onom. 7ill gro7 (%H 5er$ent%(
H htt5>>Dnoema%$om>.@5t5a4>$ru#eoil5ri$esfore$astlongtermto0=0H
#ataan#$harts
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NATIONAL UNIVERSITY College of Business and Accountanc
For the Phili55ines2 inWation is seen to settle at '%0 5er$ent in 0=/&2 &%
5er$ent ne@t .ear 4efore slo7ing #o7n to &%H 5er$ent for 4oth 0=/H an#
0=/(%
-e see $ontinue# a55re$iation of the 5eso% For this .ear2 it 7ill liDel. hit
&1%H= 8against the #ollar92 un#er5inne# 4. $ontinue# inWo7s in this 5art of
the 7orl#2G !an sai#% Peso#ollar e@$hange rate is fore$ast to rea$h &HZ/ in
0=/'2 '=Z/ in 0=/H an# '/Z/ in 0=/(%G1
Actual
Figure /%0
$01$ $015
0
1
$
5
4
%
D
!#( Ination
!a4le /%0
$01$ $015
!#( 1%& 8&9 1%= 8&9
Ination Rate &%= 8&9 '%/ 8&9
)o,ecast
( htt5>>777%interaDs.on%$om>4usiness>11(/>7orl#4anD$uts5hgro7th
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NATIONAL UNIVERSITY College of Business and Accountanc
Figure /%&
$014 $01% $01C
0
1
$
5
4
%
C
A
D
!#( InLation
!a4le /%&
$014 $01% $01
!#( (%H 1%/ (%H
Ination Rate &% &%H &%H
Rele+an$e
!he fore$aste# gross #omesti$ 5ro#u$t an# inWation rate for 0=/' u5 to 0=/(
is a minor o55ortunit. for Farias !ransit% !he 5ositi+e rate of "P from 0=/'
to 0=/( an# #e$reasing inWation rate from 0=/' to 0=/( 7ill liDel. result to
in$rease 5rot in all in#ustries%
Actual
Figure /%'
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NATIONAL UNIVERSITY College of Business and Accountanc
$01$ $0150
10
$0
50
40
%0
(eso>#olla, E?c8ange Rate
!a4le /%'
$01$ $015
(eso> #olla,
E?c8ange Rate
'0Z/ '0Z/
Sour$e national statisti$s $oor#ination 4oar#
Figure /%H
$014 $01% $015$
55
54
5%
5
5
5D
5
40
41
4$
(eso>#olla, E?c8ange Rate
htt5>>777%ns$4%go+%5h>stats>5eso#ollar%as5
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NATIONAL UNIVERSITY College of Business and Accountanc
!a4le /%H
$014 $01% $01
(eso>#olla, E?c8angeRate
&HZ/ '=Z/ '/Z/
Rele+an$e
!he In$reasing +alue of #ollar against 5eso is a threat for Farinas !ransit
4e$ause 7hen the 5eso goes #o7n2 5ri$es of $ommo#ities go u5 es5e$iall.
5etroleum2 therefore the 5ri$e of 5etrol goes u5 an# the fare of 5u4li$
+ehi$les goes u5 as 7ell% !herefore a:e$ting the a+erage Fili5ino greatl. 7ho$annot a:or# the rise of 5u4li$ fares% In a##ition there 7oul# also 4e less
in$ome for the $om5an. an# therefore restraining their 4u#get%
III%5 Social Seg.ent
&' #eaths #ail. 4e$ause of roa# $rashes an# tra6$ $ongestion
*ANILA Ba# #ri+ing ha4its an# 5e#estrians 7ho #iso4e. tra6$ rules
are to 4lame for an estimate# &' 5eo5le 7ho #ie #ail. in the Phili55ines #ue
to roa# $rashes2 a former Lan# !rans5ortation O6$e $hief sai# !ues#a.%
QIf 7e looD at the statisti$s2 although it is s5ott.2 7e 5ut the #eath rate
at &' #eaths #ail. 4e$ause of roa# $rashes2 ust roa# $rashes% !hat in$lu#es
$ollisions2 run o+ers2 e+er.thing that in+ol+es roa# tra6$% !hats a4out /%0H
#eaths e+er. hour2Q he sai# in a *ornings [ANC inter+ie7%
?e also sai# he 7oul# groun# entire 4us Weets if an a$$i#ent results in
#eath% !o me2 one #eath is too man.2Q he sai#%,
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*anila2 Phili55ines ; !ra6$ in *etro *anila $auses the $ountr. to lose a
7ho55ing P/'= 4illion annuall.2 a gure that #7arfs the amounts lost +ia the
$ontro+ersial 5orD 4arrel s$am%
!he n#ings of these stu#ies are essentiall. the same% !he. 5eg the
losses #ue to tra6$ at a55ro@imatel. at P/'= 4illion2G lamente# "alagnara%
ire$t losses are attri4ute# to 7aste# gasoline2 lost la4or hours2
em5lo.ment of tra6$ ai#es2 an# 7aste# ele$tri$it. the in#ire$t losses refer
to 7ith#ra7al of 5otential foreign in+estments2 misse# 4usiness
o55ortunities2 an# re#u$e# $a5ital inWo72G he e@5laine#%/=
Rele+an$e
!he hea+. tra6$ in *etro *anila greatl. a:e$ts the in#ustr.% !he tra6$
$ongestion is one of the maor $auses of #eath an# roa# a$$i#ents% Also
hea+. tra6$ $auses tra+el time #ela.s2 in$reases fuel $ost2 an# in$reases air
5ollution an# $ar4on #io@i#e emissions 7hi$h ma. $ontri4ute to glo4al
7arming%
III%4 Tec8nological Seg.ent
!rans5ort A55
e5artment of !rans5ort an# Communi$ation in 5artnershi5 7ith the
*etro *anila e+elo5ment Authorit. an# Ce4u Cit. "o+ernment2 7ill host
the rst national trans5ort a55 #e+elo5ment $om5etition% -e4"eeD is
5resent an# a$ti+el. 5arti$i5ating in this e+ent% E+er.one is in+ite# an#
$on+ene# to #e+elo5 a55li$ation 4ase# on t7o ne7 Din#s of o5en #ata rst is
ma#e 5u4li$l. a+aila4le 4. the agen$ies an# se$on# is $on$erning lo$ationan# ser+i$e information as 7ell as tra6$ in$i#ent streams in *anila an# Ce4u
Cit.% B. a &month #e+elo5ment 5erio# 5arti$i5ants 7ill 7orD 7ith +olunteer
mentors to 4uil# inno+ati+e solutions for the trans5ortation $hallenges%//
/= htt5>>777%m4%$om%5h>metromanilatra6$$osts5/'=4a.ear>
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!he role of transit a55s is to 5ro+i#e realtime information as to 7hen
4uses 7ill arri+e at a 5arti$ular sto5% !ransit a55s are a4le to #o this 4.
a$$essing realtime 4us lo$ation information%G -hile the term Qtransit a55Q
refers to an a55li$ation a+aila4le for a smart 5hone2 5arti$ularl. either the
A55le iOS or the An#roi# 5latforms2 most transit a55s are also a+aila4le on a
$om5uter2 so e+en if .ou are stu$D in the 5hone Q#arD agesQ .ou $an use
them to 5lan a 5erfe$t e@it from .our home or 7orD5la$e%G/0
Rele+an$e
As to go+ernment tr.ing to #e+elo5 transit a55 that 7ill 5ro+i#e real time
#ata for $iti3en2 this $oul# 4e an o55ortunit. for Farias !ransit to a55l. it in
its o5eration% Integrating this Din# of te$hnolog. 7ill surel. 5ro+i#e 4etter
ser+i$e an# 7ill attra$t $ustomers%
"PS tra$Ding s.stem
-ith to#a.Js in$rease# fuel $osts an# tight 4u#gets at all go+ernmental
le+els2 4us $om5anies are un#er 5ressure to 5erform 7ith fe7er resour$es%
Lu$Dil.2 te$hnolog. is maDing it easier% One of the most e:e$ti+e 7a.s for a
+ehi$le4ase# organi3ation to sta. u5 an# running an# $om5etiti+e is 4.
im5lementing "PS4ase# tra$Ding2 a+aila4le in a +ariet. of soft7are 5latforms
from numerous +en#ors% Almost e+er.thing monitore# 4. "PS +ehi$le
tra$Ding $an 7orD to hel5 4ring #o7n fuel e@5en#itures for an organi3ation%
For e@am5le2 s5ee#ing is a huge fa$tor in high fuel usage% A "PS tra$Ding
solution $an 5ro+i#e s5ee# information an# sen# alerts 7hen a +ehi$le
e@$ee#s the s5ee# limit%
E@$essi+e i#ling $an also $ontri4ute to high fuel $osts% A "PS Weettra$Ding s.stem $an hel5 re#u$e i#ling times 4. alerting the user 7hene+er a
+ehi$le i#les longer than a 5reset #uration% B. using the tools in "PS Weet
// htt5>>7e4geeD%5h>#ot$5hili55inetransita55$hallenge>
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NATIONAL UNIVERSITY College of Business and Accountanc
tra$Ding2 a 4us $om5an. $an $ertainl. ser+e its $lients 4etter% "etting re5orts
of a +ehi$leJs route $an hel5 the user tra$D arri+als an# #e5artures% B.
5ro+i#ing a$$urate an# +eria4le 5roof of ser+i$es2 itJs a +alua4le tool for
re+ie7ing routes an# frequen$. of sto5s2 7hi$h $an hel5 a $om5an.
streamline o5erations an# run more e6$ientl.%/&
"PS tra$Ding also #eli+ers a$$urate2 u5to#ate ma55ing 7ith tra6$
$on#itions% Some "PS solutions ha+e 5artnere# 7ith truste# resour$es su$h
as "oogle *a5s2 7hi$h 5ro+i#es 3oom $a5a4ilities all the 7a. #o7n to street
le+el% is5at$hers $an use this information to a#ust routes if ne$essar.2 hel5
#ri+ers a+oi# #ela.s or maDe lastminute $hanges to ser+i$e%
"PS Weet tra$Ding $an also hel5 im5ro+e se$urit. an# safet. for #ri+ers
an# 5assengers aliDe% E@am5le a 4us go missing for 7hate+er reason2 "PS
$an hel5 a $om5an. re$o+er it an# an. on 4oar# equi5ment qui$Dl.% Some
s.stems e+en o:er features that sen# an alert if a +ehi$le is use# #uring o:
hours% If the 4us goes o: its route at an. time2 the s.stem 7ill Dno7% An# in
the unliDel. 4ut not un#o$umente# e+ent that a 4us has 4een stolen2 there
isnJt a faster 7a. to tra$D it #o7n%/'
Rele+an$e
Integrating "PS tra$Ding s.stem 7oul# in$rease se$urit. an# safet.2
re#u$e fuel $osts2 an# im5ro+e $ustomer ser+i$e% !his $oul# 4e an
o55ortunit. for Farias !ransit to 5ro+i#e 4etter ser+i$e an# attra$t
$ustomers%
?.4ri# 4us
?.4ri# 4us te$hnolog. is similar to that use# in h.4ri# $ars an# tru$Ds2 7ith
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NATIONAL UNIVERSITY College of Business and Accountanc
o5tions for 4oth 5arallel an# series #ri+e train #esigns% !hese 4uses em5lo.
similar te$hnolog. in$lu#ing regenerati+e 4raDing2 ele$tri$ motors2 an#
4atter. storage% One main #i:eren$e is that most h.4ri# 4uses are $ou5ling
#ieselfuelle# engines 7ith ele$tri$ motors instea# of the t.5i$al gasoline
ele$tri$ h.4ri# $ongurations a+aila4le in light #ut. +ehi$les% *a@imi3ing the
4enets from these 4uses requires o5timi3ing the h.4ri# s.stem for the
transit 4us routes2 7hi$h might 4e a:e$te# 4. the terrain the 4us tra+els or
7hether the 4us frequentl. tra+els at free7a. s5ee#s or sta.s on $it. streets%
?.4ri# #iesel ele$tri$ 4uses are a+aila4le2 an# these $an o:er lo7 or
3ero lo$al air 5ollutant that 7oul# 4enet the E$ologi$al $risis that is in air
5ollution that $ontri4ute# greatl. in "lo4al -arming% Also the noise emission
that a h.4ri# +ehi$le $oul# release is e@tremel. lo7 7hen o5erate# in ele$tri$
mo#e% ?.4ri# 4uses2 using an on4oar# 4atter. together 7ith a #iesel engine2
o:er emissions 4enets2 es5e$iall. 7hen o5erating in ur4an areas on 4atter.
5o7er2 7ith regenerati+e 4raDing% /H
Rele+an$e
As of Vanuar. 0=/'2 the h.4ri# 4us in the Phili55ines is onl. a+aila4le in
*aDati Cit.%/( !he tren# of ?.4ri# trans5ortation is not .et a#o5te# 4.
5ro+in$ial 4us line o5erators 4e$ause of high $ost for using that te$hnolog.
an# itJs more a#+isa4le to use it in a short #istan$e tra+el% Another thing to
$onsi#er is the lo$ation an# 4uil#ing of $harging station for h.4ri# 4uses%
!ime 7ill tell ho7 far manufa$turers $an go to im5ro+e emissions an# to
#e+elo5 h.4ri# transit 4uses in long #istan$e tra+el2 7hile lo7ering the
o+erall $ost of the 4uses 7hi$h 7oul# attra$t in+estors greatl. therefore
$reating an o55ortunit.%
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Strategic Management Paper for SME
http://www.hybridcenter.org/hybrid-center-how-hybrid-cars-work-under-the-hood-2.htmlhttp://www.hybridcenter.org/hybrid-center-how-hybrid-cars-work-under-the-hood-2.html
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NATIONAL UNIVERSITY College of Business and Accountanc
III%% En7i,on.ental Seg.ent
Senate Bill no% /(' intro#u$e# 4. Senator !rillanes I)2 entitle# Ele$tri$2
?.4ri# an# Other Alternati+e Fuel )ehi$les In$enti+es A$t of 0=/&% ItJs an a$t
5ro+i#ing in$enti+es for the manufa$ture2 assem4l.2 $on+ersion an#
Im5ortation of ele$tri$2 h.4ri# an# other alternati+e fuel +ehi$les2 for other
5ur5oses%G/1
!he Senate 4ill no% /(' 7ill grant s$al an# nons$al in$enti+es for the
im5ortation an# manufa$ture of ele$tri$2 h.4ri# an# other +ehi$les that use
alternati+e sour$es of energ. su$h as2 4ut not limite# to2 solar2 7in#2
h.#rogen fuel $ell2 $om5resse# natural gas or liquee# natural gas2 methane
an# liquee# 5etroleum gas% *anufa$turers an# assem4lers 7ill 4e e@em5te#
from 5a.ing an# #uties2 as 7ell as +aluea##e# ta@ for 5ur$hase an#
im5ortation of ra7 materials2 s5are 5arts2 $om5onents an# $a5ital equi5ment
use# in the manufa$ture or assem4l. of AF)s for nine .ears% /
Rele+an$e
!his 4ill 7ill 5romote the 7i#es5rea# use of h.4ri# an# +ehi$les using
alternati+e fuels in the $ountr. in or#er to 5rote$t the en+ironment an#re#u$e the e:e$t of glo4al 7arming% !his senate 4ill 7ill someho7 re#u$e the
5ro4lem of manufa$turers in terms of $ost in im5orting an# 5ro#u$ing h.4ri#
+ehi$les% !his 7ill onl. $reate an o55ortunit. for Farias !ransit if the 5ri$es of
h.4ri# +ehi$les 7ill 4e a:or#a4le an# the 5ro4lem in $harging station 7ill 4e
resol+e#%
Senate Bill no%0(2 intro#u$e# 4. Senator Pia Ca.etano entitle#
QSustaina4le !rans5ortation A$t of 0=/&G% ItJs an a$t 5romoting sustaina4le
an# alternati+e mo#es of trans5ortation an# other mo4ilit. o55ortunit. to
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im5ro+e air qualit.2 in$rease e6$ien$.2 re#u$e $ongestion an# $ontri4ute to
5ositi+e health im5a$ts in our so$iet.%G/,
!he 5ur5ose of Sustaina4le !rans5ortation A$t of 0=/&G is to #e+elo5sustaina4le an# alternati+e mo#es of trans5ortation so as to re#u$e
greenhouse gas emissions2 manage energ. $onsum5tion2 use 5re$ious ur4an
areas e6$ientl.2 re#u$e time an# tra+el $osts2 as 7ell as 5romote an a$ti+e
lifest.le% !he 4ill man#ates the e5artment of !rans5ortation an#
Communi$ations 8O!C9 an# the National E$onomi$ e+elo5ment Authorit.
8NEA9 to $ome u5 7ith a sustaina4le trans5ort a$tion 5lan that 7oul#
a$hie+e a mo#e shift targetG o+er a 5erio# of time% !he 4ill in$lu#es the
5ro+ision of a#equate 7alD7a.s that allo7 safe 5e#estrian 5assage% !he 4illalso in$lu#es the #esignation of 4iDe lanes2 an# esta4lishment of 4i$.$le
5arDing s5a$es an# 4iDe ra$Ds2 to 5romote 4i$.$le use% SB No% 0( also
re$ogni3es the fa$t that rail trans5ort s.stems are sometime too e@5ensi+e
an# 7ill taDe some time to $onstru$t% Be$ause of this2 the 4ill re$ommen#s
the $ommissioning of Bus Ra5i# !ransit 8BR!9 s.stems 7herein se$tions of
roa#s 4e #esignate# e@$lusi+el. for 4uses that 7oul# o5erate liDe trains%0=
Rele+an$e
!he SB No% 0( 7ill hel5 re#u$e the #ail. tra6$ am2 the smog2 an#
other air 5ollutants 5ro#u$e# 4. +ehi$les% !he 5ro5ose# Bus !ransit S.stem
8BR!9 7ill 4e an o55ortunit. for Farias to ha+e a safe an# se$ure 5u4li$
trans5ort s.stem%
IV St,ategic Conclusion
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V St,ategic Reco..endation
V1'a,
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NATIONAL UNIVERSITY College of Business and Accountanc
!he follo7ing are the 5ossi4le marDeting strategies that Farias !ransit ma.
e@e$ute Printe# *aterials2 Bran#ing of the S.stem2 Bus Sto5s2 Signage an#
Fa$ilities Coor#inate# *arDeting%
(,inted 'ate,ials
FariasJs route4.route ma5s are goo#% !he. are #ra7n to s$ale2
in$lu#e sto5 lo$ations an# highlight maor time 5oints an# #estinations%
Although the. are 5re5are# in $olor an# are a+aila4le in $olor online an# on
4us sto5 signs2 the. are 5rinte# an# #istri4ute# to the 5u4li$ in 4la$D an#
7hite in the quarterl. ?ea#7a.s 5u4li$ation% Route ma5s $oul# 4e enhan$e#
7ith the in$lusion of more lan#marDs2 a##itional street names 8for some
minor $ross streets92 lo$ations of !)*s an# other resour$es2 an# 4. im5ro+ing
the +isi4ilit. of sto5 lo$ations 8#ots9 on the routes2 7hi$h maDe it #i6$ult to
#is$ern 7hether the #ot referen$es an in4oun# or out4oun# sto52 or 4oth%
FariasJ s.stem 7i#e ma5 $oul# 4e more useful% In most $ommunities2 the
s.stem 7i#e ma5 is one of the most im5ortant tools for un#erstan#ing ho7
the routes 7orD together to allo7 someone to tra+el from origin to
#estination%
B,anding t8e Sste.3 Bus sto/s3 Signage3 )acilities
Farias 4ran# i#entit. is their o55ortunit. to 5osition the $om5an. an#
ser+i$e to their i#eal $ustomer or $lient% From the logo to their 7e4 site an#
en$om5assing 5rint 7orD as 7ell2 the 4ran# i#entit. gets 4uilt 5ie$e 4. 5ie$e%
!his is the most im5ortant $om5onent of $reating the $om5an.Js gra5hi$
looD% A strong logo is a memora4le marD that reWe$ts the 5ersonalit. of the
$om5an. this is also a55li$a4le in terms of mo#if.ing the o+erall looD of the
4us sto5s2 signage an# its fa$ilities% An# 7e $anJt o+erstate ho7 $riti$al it is to
get it right% !hus2 the $om5an. shoul# thinD of the most remarDa4le 7a. of
im5osing an# $reating an outstan#ing 4ran#ing s.stem 7hi$h $oul# lea#
them to out7it an# out5la. their $om5etitors in terms of marDeting
themsel+es%
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Coo,dinated 'a,
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an# $ontinue 7ith the o5eration% !o a+oi# $ir$umstan$es liDe this2 the
$om5an. shoul# ha+e or#inar. 4uses for those 5eo5le 7ho felt unease in
ri#ing air$on#itione# 4us to se5arate them to those 7ho 7ant to 4e in air
$on#itione# ones%
V5 )inance and Accounting
!he $om5an. must ine$t more 4uses in the 4usiness to $ater an
in$reasing #eman# of its $ustomers es5e$iall. #uring holi#a. seasons an#
most 5ro4a4l. it 7oul# $ost them mu$h gi+en their lo7 rate of return on its
assets an# equit. #uring its $urrent o5eration2 4ut the goo# thing here is that
the $a5a$it. to $ater 5assengers 7ill 4e stret$he# out an# in the near future2the $ost 7ill 4e re$o+ere# then% *oreo+er2 7aiting time for the $ustomers to
4e a$$ommo#ate# gi+en these a##itional 4uses 7oul# no7 4e re#u$e# to
e+en half #e5en#ing on the num4er of a##itional 4uses an# other fa$tors 7ill
soon follo7 su$h as o55ortunit. $ost that $oul# ha+e forgone if the
5assengers 7onJt 4e a$$ommo#ate# 4e$ause of lesser 4uses%
V4 Resea,c8 and #e7elo/.ent
Sin$e the $om5an. has alrea#. rea$h half7a. its o4e$ti+e in terms of
#e+elo5ment 4e$ause of its 7i on 4oar#2 $omfort room insi#e the 4uses an#
s5a$ious #elu@e t.5e 4uses2 the onl. thing that the $om5an. is la$Ding in all
of its 4uses is high te$hnolog. monitoring2 CC!)Js are onl. installe# in its
o6$e as 7ell as in 7aiting areas in front of it an# so in or#er for them to 4e
sure that e+er. 5assengerJs safet. is lo$D an# sto$DG2 the. shall 4e installing
also $ameras insi#e their 4uses% Installation of CCTV ca.e,as in all
:uses the $om5an. 7oul# not 7ant to re$ei+e an. +iolent rea$tions $omingfrom their $ustomers 7hether 4e$ause of the fault on their 5art or on the 5art
of the $ustomers an# 7ith other $ustomers su$h as theft2 4ra7l2 negligen$e
et$% Letting them Dno7 that there are installe# CC!) $ameras 7oul# inhi4it
them from #oing su$h a$tions 4e$ause 5roof 7ill 4e 5ro+i#e# ha+ing installe#
these $ameras on ea$h 4us% Further2 the $om5an. $an no7 monitor the 4us
for maintenan$e an# lo$ating 5ur5oses%
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V% 6u.an Resou,ces
Beco.ing )a.il f,iendl sin$e the $om5an. has lo7 em5lo.eeturno+er2 the onl. thing that ?uman Resour$e manager has to #o 7ith it is to
8/9 maintain this Din# of 7orD en+ironment an# 809 the. shoul# engage in
goo# times% Firstl.2 4eing famil. frien#l.G means that .our $om5an.Js
s$he#uling an# general o5erating 5oli$ies taDe into reasona4le a$$ount the
5ersonal nee#s of the em5lo.ees ; in 5arti$ular their #esire to 4alan$e o4
res5onsi4ilities 7ith famil. res5onsi4ilities% !his is essential if .ou 7ant to
retain to5 5erforming em5lo.ees%ItJs 4e$ome in$reasingl. a55arent that
famil.oriente# 5oli$ies #o more than sim5l. enhan$e a $om5an.Js re$ruitinginitiati+es% !he. also 5ro#u$e a num4er of 4ottomline 4enets ; su$h as
re#u$e# a4senteeism2 fe7er #isa4ilit. $laims an# fe7er 7orD5la$e a$$i#ents%
Pra$ti$es an# 5oli$ies t.5i$all. foun# in $om5anies 5ursuing 7orD an#
famil. initiati+es in$lu#e We@i4le s$he#uling 8We@time92 tele$ommuting2
in#i+i#ual arrangements2 em5lo.ee assistan$e 5rograms 8EPAs9 an# 4enet
5rograms that ena4le em5lo.ees to sele$t those 4enets that are rele+ant to
their 5arti$ular nee#s%
*oreo+er2 So man. 7orDers see ?R onl. in #is$i5linar. $on+ersations
that itJs no sur5rise the #e5artment has the aura of the Prin$i5alJs O6$e% !he
5erfun$tor. anni+ersar. $ar# from ?R2 or the Em5lo.ee of the *onth
han#shaDe #o nothing to assuage that image% If ?R o$$asionall. strolle# the
7orD5la$e2 sto55ing to $hat a4out a ne7 $om5an. initiati+e2 or the
+entilation or 7hate+er2 it 7oul# hel5 to remo+e some of the uhohG that
a$$om5anies an ?R sighting% E+en more e:e$ti+e 7oul# 4e to meet 7ith high
a$hie+ers informall. to get their insight on $om5an. a$ti+ities or see ho7the. #o 7hat the. #o that $oul# get $ommuni$ate# to managers%
V Info,.ation Tec8nolog
!he $om5an. shoul# $reate their o7n 7e4site an# not ust an a$$ount
on t7itter an# fa$e4ooD% -e all Dno7 that these t7o sites are hel5ful in terms
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NATIONAL UNIVERSITY College of Business and Accountanc
of #isseminating information regar#ing $om5anies 8from its histor. u5 to 7hat
it $aters to the 5u4li$9 4ut these so$ial me#ia sites are la$Ding in terms of
#ata an# a$$ount se$urit. 8if the s.stem is ha+ing a net7orD tra6$ #ue to
$ontinuousl. a$$elerating site +isiting aroun# the glo4e9 the. 7ill nee# to
shut #o7n or e+en restore all a$$ounts2 the $om5an. 7ill lose not ust half
4ut all of its se$urit. u5on re4oot an# more im5ortantl. the $om5an. #oes
not ha+e real o7nershi5 on fa$e4ooD #omain% -ith their o7n 7e4site2 the.
7ill 4e for$e# to monitor e+er.#a. transa$tion an# queries 7ith their
5assengers an# ha+e to maintain an# u5#ate their site2 essential in Dee5ing
themsel+es in tou$h 7ith their $ustomers%
!he $om5an. must also ha+e an automate# $all4a$D s.stem to $onrm
ri#er reser+ations% It 7ill not ust 4enet the $om5an. from ha+ing a
$ongeste# tele5hone lines in use# 4ut also it 7onJt 4e losing no7 5otential
$ustomers 4e$ause ^7hat the. sa. is 7hat the. getJ 7ith this s.stem%
Furthermore2 there 7ill no longer 4e an e@isting log4ooD reser+ation an# the
reser+ation 5ro$ess is more se$ure no7 7ith #ata4ase management%
Referen$e *aterial
a+i#2 F% R% 80=/09% Strategic Management: Concepts and Cases 13th Edition.
PearsonE#u$ation South Asia Pte% Lt#%
Internet Sour$es
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Dee5s4usesontra$DK5ageM0/(%htt5>>ar$hi+e%is>1u$0/1%htt5>>777%m4%$om%5h>[email protected]#4uses5l.maDati$it.>/%?tt5 >>senate%go+%5h>lis#ata>/H,,=/&001]%5#f /,%htt5>>gote$ote$h%$om>5hili55inesenatea55ro+ealternati+efuel
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