Management Of Operations And Making of Strategies

SERVICE
MARKETING
Cathay Pacific

Introduction
• Situational analysis has a critical role in
the management of operations and
making of strategies.
• Service quality has important role in the
success of the organisations.
• It is critical that company analyses the
gap in the quality of their services when
compared with international standards
and competitors.

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• Airlines industry is facing many kinds of
challenges such as competition, increasing
fuel prices, decreasing stability in the
international economic condition.
• Cathy pacific is one of the biggest flag
carriers from Hong Kong.
• In 2010, Cathy pacific, Cathy cargo, and
Cathy Dragon all together carried 27 million
customers as well as 1.8 million tonnes of
cargo and mail.

External Environment
PEST Analysis
• Political analysis: Hong Kong is having a highly
stable political environment but the influences of
China in their affairs have sometimes disturbed the
condition. For instance there had been protests
going on in the country from past many months
which have affected their business.
• Economic: They have a highly stable economy
which helps in business of Airlines industry. The
purchasing power of the people in the country is
high hence even premium pricing can be set easily.

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 Social: Hong Kong is having a hybrid
population i.e. people from all the parts of
the world are living in this country. This had
a positive impact on the airlines industry.
 Technological: Airlines Industry is highly
influenced by the technology. Cathy Pacific
will have to continuously invest higher on
the technology especially in the
technologies that can ensure safety and
improve user experience.