Starting out as a small regional freight operator

Starting out as a small regional freight operator established in 1946, Cathay Pacific
Airways has grown tremendously to transform into one of the world’s leading international
air cargo carriers. Cathay Pacific’s cargo business currently accounts for around 21% of its
annual revenues. While passenger services has reaped promising financial returns, Cathay
Pacific’s cargo division constantly played an increasingly vital role in the company's growth
and expansion. Today, Cathay Pacific has transformed into the world's largest international
cargo airline, along with main hub Hong Kong International Airport as the world's busiest
airport in terms of cargo traffic. All of Cathay Pacific’s cargo operations are grouped under its
Cathay Pacific Cargo unit (Cathay Pacific, 2016).
Managerial Aspects
Corporate Culture and Philosophy
Cathay Pacific prides itself as an inclusive company with a collaborative culture and
placed great focus on people development. (“Developing a winning team - Cathay pacific
sustainable development report 2011,” n.d.) The company also believes that its business is
selling experience to the passengers. They recognise that the emotional bonding with the
passengers is the key to building loyalty and one of the major factors that encourage the
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customers to employ the various services offered by Cathay Pacific. The biggest difference of
Cathay Pacific to its competitors is the exceptional service provides by its employees.
The employees at Cathay Pacific play an important role in bridging the gap between
product development and customer expectation. They strive to make the customers of Cathay
Pacific always feel welcomed, appreciated and reassured. Passengers that choose to employ
the services that Cathay Pacific offers all know that they are in good hands. “Service Straight
from the Heart” is a programme that aims to develop cultural change within the airline
focused on improving customer service (Cathay Pacific, 2016). Service is a crucial factor in
differentiating airlines and even more important when influencing customer choice. Cathay
Pacific understands the importance of the people within the organization and also recognises
the contribution of those people to its success.
Key individuals involved
The key individuals involved in the company during its long history included the
following people (Cathay Pacific, 2016)
 John Slosar: Chairman of Cathay Pacific since March 2014; Chairman of
John Swire & Sons (H.K.) Limited, Swire Pacific Limited, Swire Properties
Limited and Hong Kong Aircraft Engineering Company Limited.
 Ivan Chu: Chief Executive of Cathay Pacific since March 2014; Chairman of
Hong Kong Dragon Airlines Limited; Director of John Swire & Sons (H.K.)
Limited and Swire Pacific Limited
 Rupert Hogg: Director and Chief Operating Officer of Cathay Pacific since
March 2014; Director Cargo in September 2008
 Simon Large: Director Cargo since August 2015 and is responsible for all
aspects of the Group’s cargo business worldwide, including operations,
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marketing and sales. He joined the Swire group in 1991 and in addition to