MGMT 4210 Group 208 Final Report.pdf - MGMT 4210 L2 Group 208 Topic Cathay Pacific Back to the top Group Members CHAN Cheuk Yau Charis CHEUNG Ying Ying

MGMT 4210 Group 208 Final Report.pdf - MGMT 4210 L2 Group...

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MGMT 4210 L2 Group 208 Topic: Cathay Pacific - Back to the top Group Members: CHAN Cheuk Yau Charis, CHEUNG Ying Ying, LI Sai Hung, LOO Brandon Dominic, REN Tianxiang Background Founded in 1946, Cathay Pacific Airways (Cathay Pacific) is a flag carrier of Hong Kong offering air transport services to over 110 destinations around the world. With a vision to be the world’s best airline, they are committed to providing the highest quality services to customers. In 2006, in light of rapid growing Mainland China market, cost synergy and increasingly competitive aviation market, Cathay Pacific acquired Dragon Airline which was rebranded as Cathay Dragon to gain additional access to Mainland China. While Cathay Pacific’s network covers destinations worldwide, Cathay Dragon focuses on providing short-distance flights across the Asia-Pacific region, especially mainland China providing 400 flights a week to mainland China. Cathay Pacific is majority owned by logistics corporation Swire Pacific, while state-owned Air China has a 30 percent stake in Cathay. In November 2017, Qatar Airways acquired a 9.6 percent stake in Cathay for HK $5.16 billion, making it Cathay’s third-largest shareholder after Swire and Air China. Pressured by low-cost regional rivals, Cathay reported a consecutive annual loss of HK$1259 million in 2017. Furthermore, Cathay has struggled to uphold the company vision of being the “world’s best airline” and providing “the highest quality service” has seen a decline in the company’s brand image which is essential in the airline industry. Analysis 1. SWOT Analysis Strengths: The strengths of Cathay Pacific include a well established brand name. Founded in 1946, Cathay Pacific has a long history of over 70 years. Its brand name is well recognised in the industry and by customers. Over the years, Cathay Pacific has established a satisfied customer base by delivering exceptional customer service and experiences, leading to significant brand loyalty. Furthermore, Cathay Pacific is a member of the Oneworld global airlines alliance. 1 Cathay Pacific passengers can enjoy benefits such as priority check-in, smoother transfers and more flight choices when travelling. Cathay Pacific has also signed codeshare agreements with various carriers, allowing joint operating services and more options for customers. New connections under the codeshare agreements provide greater flexibility for customers when choosing flight options. Lastly, Cathay Pacific is based in Hong Kong. With Hong Kong being an international business hub, a great number of passengers fly in and out of Hong Kong all year round. This allows Cathay Pacific to capture more customers and sustain its customer base. 1 Oneworld Member Airlines. Retrieved from
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Weakness: The weaknesses of Cathay Pacific include declining service quality. There have been increasing complaints on the food quality, in flight entertainment system and flight attendants. A yearly decline in its ranking in Skytrax also indicate poor services. The
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  • Spring '15
  • QiangLi
  • Cathay Pacific, cathay pacific airways

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