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PIA and blue oceans

February 04, 2016


WHAT PIA needs is to adopt a blue ocean strategy (BOS) in its strategic planning and operations to deliver services to the public that are immediately high-impact, low-cost and operationally executable. All PIA needs for a turnaround is a good sincere professional team.

Rather than competing within the confines of the existing industry which PIA is facing from Gulf airlines or trying to woo back customers from rival airlines W. Chan Kim and Renée Mauborgne suggested blue ocean strategy in Harvard Business Review of October 2004. It is more common for a blue ocean to be created from within a red ocean.

In blue oceans, demand is created rather than fought over. PIA has the clear advantage of the Pakistani diaspora and its global routes. All it needs is a good management executing a world-class service to recreate the ‘Best People to Fly With’ reputation.

Malaysia, Singapore, Taiwan and Dubai had begun their ambitious journey towards becoming advanced nations by adopting blue-ocean strategies. Pakistan needs to do the same and apply BOS in various ministries, in infrastructure development, banking services, in the creation of economic zones, in public health, medical care, police, women and youth affairs, higher education, etc.

To formulate and execute a creative BOS with an enlightened management would be a good start.

Capt (r) Jamil Janjua


THE murderous attack on the peaceful striking workers of PIA that resulted in the death of two employees and injuries to more than two dozen other employees protesting against the non-transparent process of privatisation requires suo motu notice by the apex court under article 184(3) of the Constitution.

This is a major setback to the human rights situation in Pakistan. I extend my heartfelt condolences to the bereaved family members.

Mansoorul Haque Solangi

Published in Dawn, February 4th, 2016