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2 loyalty programme are offered which are Asia Miles and Marco Polo Club Marco Polo Club has 4 tiers, Green, Silver, Gold and Diamond. As for Asia Miles, can earn points by shopping online exclusively.Analyze the needs and wants of the target marketsThe company needs to understand the customers needs and wants, and the marketplace withinwhich they operate.8
Regarding needs, it include 5 stages of the Maslow’s Hierarchy of Needs In terms of CX, safety and security and love/ belonging needs are the top priority of CX company. It is the safety and security, safety and security is the top priority of Cathay Pacific because travelling from destination to another is a big risk. If safety and security does not meet the needs of the passengers, they may feel unsafe purchasing the product which leads to a negative view of the product. This is the reason why CX do a proper maintenance of their airplanes to avoid such situations from arising. In addition, it is the social needs for belonging, affection and love, building good relationship with the customers can create good impression as the customers may feel welcome and appreciated. In a result of gaining repeated customer. Moreover, most people travel to gain experience if the company provide marvelous services. It can create a strong brand name. Forexample, Cathay Pacific provide reliable customer services which is the reason why most of the customers picked CX over other airlines as they provide high quality services. A want is the desire for products or services that are not necessary, but which consumer wish for. In CX, they offer a variety of services such as inflight entertainment which are available in all types of classes for customers to enjoy during flight. Moreover, it also provides a free use of amenities during your flight, for example in a business class at CX, they offer a blanket and slippers throughout the journey to keep the passengers warm and cozy. To sum up, both needs and wants play a big role in marketing. As needs is want the customer desire for a product’s or services and want is the desire products or services that are not necessarily important but what the customer wish for. 9
Marketing mix evaluationA.Suitability of products and services offering to the target marketsAbout the products levels, the core products of CathayPacific is the travel experience, CX provide a good services to all the passenger, it can let them gain a good experience during the flight. The facilitating products of CX are airport check-in service and the meal in long distance flight, those facilitating productscan let the services smoothly. Moreover, the supporting products of CX are the meal in short distance flight, in-flight entertainment, personal television and newspaper, it can meet or exceed passenger expectations to have a positive effect. Alternatively, the augmented products is customer interaction with the service organization, the flight attendant will communicate with passenger, so CX can know more about their needs and wants.