Strategic Planning for Cathay Pacific Airlines: Overview, Environmental Analysis, and Future Recommendations

This report provides an overview of Cathay Pacific Airlines, its current strategies, and the role of stakeholders. It includes an analysis of the competitive environment, PESTLE and SWOT analysis, market selection, and product position. The report suggests future recommendations and an execution and communication plan.

5/31/2018
Business Plan |
Cathay Pacific
Airlines Strategic Planning

STRATEGIC PLANNING 1
Executive Summary
This report is being prepared in order to provide the overview of Cathay Pacific Airlines
which will involve the explanation of its basic general environment and current strategies that
it is implementing in order to survive in the market. It will highlight the role of stakeholders,
analysis of the competitive environment. Besides this, it will suggest some changes for the
company that are very important for future survival. Moreover, it will suggest some future
recommendations along with its execution and communication plan that need to be adopted
by the company.

STRATEGIC PLANNING 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................4
Overview of Cathay Pacific...................................................................................................4
Task 1 Environmental Analysis.................................................................................................5
Importance of Internal Analysis.............................................................................................5
Importance of External Analysis............................................................................................5
Key Stakeholders of Cathay Pacific Airlines.........................................................................6
Analysis of the Current Business Environment.....................................................................8
PESTLE Analysis...............................................................................................................8
SWOT Analysis.................................................................................................................9
Market selection of Cathay Airlines....................................................................................11
Product position...................................................................................................................11
Cathay Pacific Airlines position in the market....................................................................12
Competitive Analysis...........................................................................................................13
Strength and Weaknesses of Singapore Airlines.................................................................14
Task 2.......................................................................................................................................14
Porter Five Force Framework..............................................................................................14
Rivalry among Competitors.............................................................................................15
The threat of New Entrants..............................................................................................15
The threat of substitute products......................................................................................15
Supplier’s bargaining power............................................................................................15
Customer’s bargaining power..........................................................................................15
Change activities for Cathay Pacific Airlines......................................................................16
The process of Gathering Feedback from the Stakeholders.................................................16
Selecting a channel to communicate with the stakeholders.............................................16
Proper planning of the selected channel collecting the feedback....................................16
Scheduling team meetings................................................................................................17
Active listening to every stakeholder’s concern..............................................................17
Creating Action Plan........................................................................................................17
Implementing or applying agreed strategies....................................................................17
Strategy Selection Criteria...................................................................................................18

STRATEGIC PLANNING 3
Tests of a Winning Strategy.............................................................................................18
Future Strategy for Cathay Pacific Airlines.........................................................................19
Task 3 (a)..................................................................................................................................19
Organizational Culture.........................................................................................................19
Organizational Culture for new Strategy.............................................................................20
New Vision and Mission Statement for Cathay Pacific Airlines.........................................21
Financial Objectives.............................................................................................................21
Performance Measurement Tool..........................................................................................21
Task 3 (b).................................................................................................................................22
Effective Scheduling............................................................................................................22
Recognize obtainable time...............................................................................................22
Plan Vital Actions............................................................................................................22
Plan high-priority activities..............................................................................................22
Plan Contingency Time....................................................................................................22
Communication Plan............................................................................................................23
Monitoring and Evaluation process.....................................................................................24
Conclusion................................................................................................................................24
References................................................................................................................................26

STRATEGIC PLANNING 4
Introduction
Strategic planning is said to be very important for every organization as it offers an outline,
measurable goals and direction. It is a tool that is used for directing daily decisions of the
company and also for assessing development and altering methods while moving forward
(Albrechts, Balducci and Hillier, 2016). To use a maximum of the strategic planning, the
company need to provide careful thought to the strategic goals or objectives it summaries,
and provide backup for these goals with accurate, carefully investigated, computable
standards for assessing results (Abraham, 2012). This report is being presented in order to
prepare a strategic plan for the Cathay Pacific Airlines by evaluating its current business
performance. The report will perform the environmental analysis of the existing business plan
of Cathay Pacific Airlines, strategic options will be determined, and executing and evaluation
of strategy. The report will be divided into three tasks to analyze the current and potential
business strategies of the airlines.
Overview of Cathay Pacific
The Cathay Pacific Airlines is Hong Kong’s flag carrier, with headquarter in Hong Kong.
The airline’s subsidiaries and operations possess cargo services and scheduled passengers to
201 locations in around 60 countries around the world involving joint ventures and
codeshares (Cathay Pacific, 2018). Cathay Pacific Airlines drives a fleet of broad-body
aircraft involving Boeing 777, Airbus A350 and Airbus A330 equipment. The Cathay Dragon
which is wholly owned subsidiary operates its functions in 44 locations in the region Asia-
Pacific from its Hong Kong base. The company was established in 1946 and always remained
committed towards its home base, and putting considerable investments in order to develop
Hong Kong and convert it as the leading international hub of aviation (Cathay Pacific, 2018).

STRATEGIC PLANNING 5
Task 1 Environmental Analysis
Importance of Internal Analysis
An internal analysis is performed in order to identify the competence, competitive viability,
and cost position of the company in the marketplace. Performing an internal analysis also
evaluate the important information of the company i.e. strengths, weaknesses, opportunities
and threats which is called a SWOT analysis (Williams, 2018). The information extracted
from an internal analysis is very important as it can be used to create objectives of strategic
planning in order to survive and develop the business. A strong company make use of
updated equipment and updated technology to complete its work. The attainment of the
financial goals and objectives of strategic planning are analysed (Mukher, 2018). The internal
analysis is very important for an organization to identify its areas of weaknesses so that it can
overcome that. It helps in analysing the competencies of the firm and highlights the possible
opportunities for the business in future (MBA Skool, 2018). While performing in the market
it is very important to be aware of the changes taking place in the market such as
technological, economic and competitor’s strategies which can arise threats for the company
(Houghton Mifflin Harcourt, 2016).
Importance of External Analysis
The external analysis plays an important part in influencing the future of whole businesses
and of individual businesses. In order to uphold the company forward from its competitor, the
administration should regularly adjust their policies and strategies in order to show the
environment in which business functions (Teik, 2013). It is said to be a useful application to
perform an external analysis at the beginning of the review process of the strategy. The
external environment analysis involves various factors that affect the business such as
political, environmental, social, economic, legal, and technological (Boasson and Wettestad,
2016).

STRATEGIC PLANNING 6
Key Stakeholders of Cathay Pacific Airlines
A stakeholder is said to a party that has some interest in the business and that can influence
the business by its activities or can get influenced by the activities of the business. The key
stakeholders in a usual company are its customers, suppliers, investors, government and
employees (Rouse, 2018). Cathay Pacific Airlines has accomplished various achievements till
now and it is possible due to their stakeholders that are employees, customers, investors, and
shareholders, etc. The stakeholders of the company support them in communication strategy,
sustainable development strategy. It is very important that business understand the issues of
their stakeholders such that business can resolve it (Cathay Pacific, 2012). Various people are
attracted towards the airlines because of their way of doing business and how they do
planning to resolve the issues. Some of the concern of the stakeholders of Cathay Pacific
Airlines are:

STRATEGIC PLANNING 7

STRATEGIC PLANNING 8
Analysis of the Current Business Environment
PESTLE Analysis
Political
Political turbulence in main markets may lead to reduction in the traffic. Current example
comprises political turbulence in Thailand which leads in a severe decrease in number of
passenger traffic for a year. Other markets of the airline have also faced some mixed political
constancy over last year. Any main escalation in the political climate might lead in
influencing the business in the region.
Economic
Prices of fuel have perceived a severe decrease which has certainly influenced the aviation
player’s operating costs. Besides this, the Hong Kong Dollar continued to be strong as
compared to yuan and other currencies in the region of South-east Asia which was said to be
a turn-off for travelers. Travelers from South-East Asian and China destinations cover a

STRATEGIC PLANNING 9
maximum of the Hong Kong arrivals. Therefore, a tough Hong Kong dollar had a negative
consequence for Cathay Pacific Airlines on yield factor.
Social
Cathay Pacific Airlines promotes and endorse workshops and training programs for young
graduates. The airlines have taken the responsibility to take the initiative towards decreasing
illegal trafficking and trail supplier amenableness.
Technological
Cathay Pacific Airlines is focused towards investing in the technology in order to provide
possible comfort and positive experience to the customers. Airlines have invested in the
mobility and data analytics to enhance the experience of the customers.
Legal
Cathay Pacific Airlines is very much concerned about its brand and functions in the market,
therefore it tries to obey and follow all the rules and regulations implemented by the
government of different locations where they do their business. Moreover, the airline has
introduced antitrust proceedings in different jurisdictions.
Environmental
Cathay Pacific Airlines also consider and think about the betterment of the environment and
that is the reason why it is tool initiatives in carbon reduction and emissions trading
programmes (S&P, 2018).
SWOT Analysis
Strength
Cathay Pacific Airlines is one of the top airlines which provide comfort and lifelong
experience to their clients and passengers. They have a good experience and specialized in

STRATEGIC PLANNING 10
providing a friendly operating environment to the passengers. They have strong frequency
and connectivity of their flights. The airlines provide free of cost port status to the receivers.
Moreover, it also offers 24-hour cargo welcoming customs atmosphere and transparent and
simple tax system (Bhasin, 2018).
Weaknesses
Besides having such a strong position in the market and good brand image, Cathay Pacific
Airlines also possess some weaknesses that are the high cost of trucking, insufficient
connectivity with the mainland cities, high terminal cost of cargo, and customs inadequacies
at the border i.e. Chinese border.
Opportunities
Cathay Pacific Airlines operate its functions in a market where there are various options and
opportunities for the growth and development. Some of the possible opportunities for the
airlines are: development of the new and attractive infrastructure, aggressive release up of
airspace administration and it can pass new transshipment order (SWOT Analysis, 2011).
Threat
While performing in a competitive market besides possessing strong image and various
strengths business has to face some threats. The threats need to be focused by the company
should be taken some strong steps in order to overcome the effect of these threats. Whole
airlines industry is very competitive. The factors are dependent on the charges and facilities
obtainable along with it. Airlines profits are very sensitive that small changes in the charges
affect the demand by the customers. Fuel involves major part of the operating cost for that
company comprised of around 34% of the overall operating costs. The changes in such
essential factor in the operating cost are due to the external factor which cannot be controlled
by the management of the company.

STRATEGIC PLANNING 11
Market selection of Cathay Airlines
The objective of the marketers is to recognize the segments and choose which part of the
market segment needs to be a target in order to earn a maximum profit and offer services to a
large number of customers. A company can focus on an individual segment or various
segments in which consumers have the same type of requirements or needs provided by some
products. There are four various market segments in which Cathay Pacific Airlines focuses
on, the leading target of the airlines has been seen as the segment of commercial tourists who
are majorly sensitive about the quality in place of being sensitive about the prices. Cathay
Pacific Airlines mostly targets those travelers who visit for business to various locations;
arrive from Hong Kong, Asia, etc. These types of travelers can invest their money for their
comfort and entertainment. In terms of selecting the target market airlines is performing well
and earning good amount of profit by serving these segments (Chen’s Marketing Review,
2013).
Product position
Cathay Pacific Airlines is one of the leading airline brands which provide several services to
the flyers. Cathay Pacific Airlines does not only provide commercial flights it also offers
logistics services. The offerings of the airlines include:
First class: They are consisting of broad seats that could be transformed into the beds. It also
offers massage service, personal screens of television for the entertainment of the customers,
power sockets, etc.
Business class: Cathay Pacific Airlines business class has been designed by considering the
demand and their satisfaction level. The services of the airlines are designed in order to
reduce the tension and burden of the travelers and make them feel refreshing when they reach
their destination to attend business meetings or conference.

STRATEGIC PLANNING 12
Economy Class: In the economy class of Cathay Pacific Airlines seats are slimmer and
adjustable headrests. They have around 6-inch screen television for in-flight entertainment.
Some other services include power sockets, USB ports, and cup holders.
The services provided by Cathay Pacific Airlines to its customers are very effective and
attractive which are attracting more and more customers in the market and due to this
company is planning to start its operations in Manila.
Cathay Pacific Airlines position in the market
Positioning is the act of planning the offering of the company and image to cover a unique
place in eyes of the target audience. These strategies are created with the aim of guiding the
company to ensure an improved position in the target market by undermining its strengths
and weaknesses. The positioning strategy of Cathay Pacific Airlines is executed for ensuring
a competitive place in the whole industry. It also guides Cathay Pacific Airlines in defining
and enhancing the brand image. There are various steps that need to be tracked for operative
designing of positioning strategies. The steps involve acknowledgment of competitive
structure and recognition of the competition in the market.

STRATEGIC PLANNING 13
Source [(Gaoshan, 2018)]
Source [(Pearson, (2015)]
The financial performance of the company is positive; it is performing effectively in the
market and giving strong competition to its competitors. The revenue of the company in 2016
was HK$ million 92,751 and it increased in 2017 and reached to HK$ million 97,284. There
was the increase of 4.9% (Cathay Pacific, 2017).
Competitive Analysis
Airline industry of Hong Kong is very competitive. The competitors of Cathay Pacific
Airlines particularly the airlines which are government owned are considered as the threat to
the company. Government-owned airlines have less probable to close down. These airlines
are supported by the country's national government along with their resources which provide
maximum opportunities as compared to airlines which are publically owned such as Cathay
Pacific Airways. Singapore Airlines, Jet Airways, and Air India are the competitors of the
Cathay Pacific Airlines (MBA Skool, 2018).

STRATEGIC PLANNING 14
Strength and Weaknesses of Singapore Airlines
Strength- Singapore Airlines is concentrated towards executing the correct strategies in their
company. It is comprised of enhancing the cost control, quality of services, and operational
efficiency.
The arrangement of seating in Singapore Airlines is very much known for offering their
luxury suites which were created by the French designer Jean Coste which are comprised of
luxury seating which is very easy to get converted into beds.
The Airlines is concentrated towards creating customer engagement and their main segment
involves value customers who mostly travel in the luxury class.
Weaknesses- With the increase in the number of low-cost airlines, the luxury class airlines
business have suffered severely. Maximum of the luxury airlines are putting their efforts
towards enhancing their margins, however, are not getting success in doing so because the
cost is going out of the control of the management of Airlines but demand is not been
ramping up.
The Singapore Airlines is considered as the luxury or expensive airlines by the customers and
therefore various consumers fail to think about airlines as a potential choice to travel (Bhasin,
2018).
Task 2
Porter Five Force Framework
The five forces model is known as one of the tools of management which is created by
Professor Michael J. Porter in order to examine a sector or industry, by the examination and
identification of the business environment’s five forces.

STRATEGIC PLANNING 15
Rivalry among Competitors- The rivalry among the competitors majorly inclines to upsurge
as a competition of Cathay Pacific Airlines increases in the number and will associate in
capacity and size. As the rivalry among competitors becomes very penetrating, the profit of
the industry of airline decreases results in it to become less appealing and hence reduce the
new competitor’s entry.
The threat of New Entrants- The time companies of airlines simply enter into an industry,
the competition intensity increases, though, arriving a market is not typically something
simply because of the presence of the entry barriers. But in spite of these barriers, sometimes
businesses are easily capable to enter in the industry where products possess a higher than
current lower prices or improved quality advertising.
The threat of substitute products- The substitute services of the Cathay Pacific Airlines are
other various Airlines which offer its services in the industry. The existence of the substitute
products mostly fixes a limit of the price that might be charged for a service or product.
Substitute for the Cathay Pacific's services is very weak because of various reasons. The
evaluation of the substitute product's threat enables Cathay Pacific Airlines to form strategies
to save itself from the other airline's entry that provide these services.
Supplier’s bargaining power- Cathay Pacific Airlines have various suppliers’ options. For
instance, the company can easily select various types of food providers like Café de and
Maxim. The analysis of the supplier's bargaining power enables airlines to form strategies in
order to overcome these issues and attain improved situations.
Customer’s bargaining power- Generally, there is less number of buyers in the airline
industry, therefore there is high bargaining power, as there is no particular demand for the
services or products, buyers can ask for fewer price products and improved services (Bartle,
2011).

STRATEGIC PLANNING 16
Change activities for Cathay Pacific Airlines
Overall, it has been observed that issues that are related to the growth and profitability of the
Cathay Pacific Airlines are based on the performance of the company in regards to their
market share in existing and new demographic and geographic locations along with their
capability to hold innovative and new technologies. In order to solve these issues company
need to adopt some strategies in order to have some change. The company can invest in its
research and development which will enable them to stay updated with the advanced
technology like providing changing environmental and societal issues, eventually decreasing
customer bargaining power. Along with this, this strategy will enable Cathay Pacific Airlines
to take the advantage of the increased subsidies of the government and get ready to deal with
the strict regulations of the government regarding emission standards.
The process of Gathering Feedback from the Stakeholders
Collecting feedback from the stakeholder during the process of the organization supports
company in maintaining a task or work on the track. Therefore, some of the following steps
need to be followed by the managers to collect the feedback from the stakeholders:
Selecting a channel to communicate with the stakeholders
The process of collecting feedback from the stakeholders involves an initial step of selecting
an appropriate channel of communication with the stakeholder such as email, message,
meetings, feedback surveys, etc. (Ciotti, 2018)
Proper planning of the selected channel collecting the feedback
The manager of the project is responsible for organizing and arranging all the required
equipment that needed to interact with the stakeholders. Planning will involve a schedule of
the meetings with the stakeholders, framing of messages and emails, designing survey forms,
etc.

STRATEGIC PLANNING 17
Scheduling team meetings
Planning frequent meeting helps in supporting the manager or project manager of the
company to meet the expectations and manage stakeholder and promoters about their parts in
the work. Moreover, stakeholders get to know more about perspectives and concerns of other
individuals. The responsible manager of the project for handling all the issues has to sensibly
arrange these type of meetings in order to confirm all the concerns get managed in an
operative manner (Duggan, 2010).
Active listening to every stakeholder’s concern
Utilizing techniques of active listening support managers to collect feedback from the
stakeholders and response proficiently. By repeating the words of the stakeholders can
confirm that they understood it and will stay on their words. If every person listens patiently
the ideas presented by on stakeholder will provide effective results.
Creating Action Plan
After getting all the ideas and thoughts of the stakeholders, managers will respond in an
appropriate manner by forming an action plan. The feedback can be attained by feedback
forms, meetings, surveys, or personal interviews. Preparing a document utilizing a template
manager must involve data like problem summary, background information, actions it will
help the company in taking proper and planned actions at the correct time.
Implementing or applying agreed strategies
At this step of the process, the document that was prepared after the discussion among the
stakeholders will be reviewed and decided strategies will be implemented by the company
and will be applied to solve the issues. ‘

STRATEGIC PLANNING 18
Strategy Selection Criteria
As per David Aaker, strategic alternatives must be adopted at the level that they fulfill the
below-mentioned criteria:
 They are receptive according to the external environment.
 They include a maintainable competitive advantage.
 They are reliable with other various strategies in the company
 They offer suitable flexibility for the organization and business
 They are feasible according to the company
Tests of a Winning Strategy
In order to check the advantages of a strategy three tests can be utilized and to measure how
much the selected strategy is effective:
The Goodness of Fit Test
An effective strategy is sound and matched to the situation of the company - both external
and internal factors and their own competencies and ambitions.
The Test of Competitive Advantage
An effective strategy results in viable competitive advantage. If the strategy has a bigger
competitive edge then it will help in attaining the goal easily.
The Performance Test
An effective strategy enhances the performance of the company. Two types of performance
enhancements are most effective: advances in the long-term business of the company
competitive position and strength and advances in the company's profitability (Barnat, 2014).

STRATEGIC PLANNING 19
Future Strategy for Cathay Pacific Airlines
Cathay Pacific Airlines is one of the top companies in the airline industry as it offers
luxurious services and facilities to its customers and client and gives their best efforts to
satisfy them. However, the company is dealing with various challenges from its competitors
and trying to innovate or bring some new changes in the functioning of the business that can
help it in overcoming the challenges of the rivals and become the top player in the market.
Therefore, in order to lead the market, Cathay Pacific Airlines should take the initiative to in
build the devices that can allow passengers to use their mobile phone at the time they are
traveling in the flights. This idea can become one of the innovative invention and idea in the
future as it will resolve the issues of many of the passengers who want to urgently contact to
someone in emergencies. Moreover, it will help the pilots to clearly contact at the airports
where they want to land and can ask proper information about the situation on the runway.
Besides this, this technique will also reduce the chances of hijacks, and terrorists attack as
pilots or other passengers can inform about these situations to the concerned department.
Task 3 (a)
Organizational Culture
Every company maintains its own precise culture, and then in that case probably none of
them are complex than the international airline. The term international reflects that there are
varied social, ethnic, and political issues that should be considered while creating any
management policy (BAA Training, 2013). Along with this, there is also the necessity to
uphold services and products of similar quality. Cathay Pacific Airlines follow a strong
organizational culture which represents that they operate their activities fairly by putting a
maximum of their efforts into offering services to the customers (Life Well Travelled, 2018).
The culture of the organization is customer focused and therefore they design their services

STRATEGIC PLANNING 20
according to the comfort of their passengers. In order to understand the culture of Cathay
Pacific Airlines Geert Hofstede’s Onion Diagram needs to be explained. There are four parts
in the onion diagram i.e. heroes, values, symbols, and rituals.
Heroes- There are various people categorized as dead or alive, that is very much influential
in the company and work as a role model for the existing employees. For example, co-
founder of Southwest, who is said to be an influential person in the airlines.
Values- Cathay Pacific Airlines promotes a high quality of the services with inexpensive
flights.
Symbols- Symbols are said to be the basic components of the culture of the organization such
as pictures, gestures, words, and objects that reflect something. In airlines, various symbols
and gestures are used in order to instruct the passengers.
Rituals- Rituals are said to be complex symbols normally used between people (Aviation
Knowledge, 2010).
Organizational Culture for new Strategy
In order to have effective implementation and execution of the suggested advance
technology, Cathay Pacific Airlines needs to be adopted. Every employee of the company
needs to adopt a culture or characteristic those are adaptive which is required in order to
implement a strategy for the company. If there will be no support of all the members,
employees, and management the implemented strategy will not show its positive results and
eventually get fail to provide benefits to the company in the long run.

STRATEGIC PLANNING 21
New Vision and Mission Statement for Cathay Pacific Airlines
Vision- The vision of Cathay Pacific Airlines is to place the company at the top position and
for continuous growth in the whole industry by adopting new and innovative technologies in
the business.
Mission- The mission of the company is to provide excellent services in all the areas at the
competitive price perform modernization in the infrastructure and expand the business.
Besides this, it wants to offer a suitable return to the shareholders. All these activities
company wants to perform by making employees happy, motivated and satisfied.
Financial Objectives
The financial objective of Cathay Pacific Airlines will be to increase the sales and revenue in
the coming years by implementing the advanced technological devices which will allow
passengers to use their cell phones in the flights. The target of the company will be to
increase 20% sales and cover the cost of the devices which will be implemented for using cell
phones in the airplanes. Moreover, in order to attract the customers' company will adopt
various promotional activities to increase the awareness about the advanced technology. The
company can use advertisement and digital marketing to promote this. A major priority will
be given to the satisfaction and comfort of the passengers traveling in the flights of Cathay
Pacific.
Performance Measurement Tool
In order to evaluate the performance of the suggested technique, Cathay Pacific Airlines can
make use of balanced scorecard system that helps in evaluating the financial and non-
financial perspectives of the business and strategy. The balanced scorecard analyses the
vision, mission, and strategy of the company and prepare a one-page strategic plan that
represents the objectives and measures that could be taken to attain the desired objectives.

STRATEGIC PLANNING 22
Task 3 (b)
Effective Scheduling
Recognize obtainable time
Here, the time will be set that company wants the task or new technology to be implemented
in. In order to execute the plan, Cathay Pacific Airlines will require at least three years to
effectively implementing this technology in the company.
Plan Vital Actions
Here, Cathay Pacific Airlines needs to decide the important action that needs to be
performed. In order to implement the advanced technology company first needs to identify
the feasibility of the strategy and contacting the technical department to create suggested
technology.
Plan high-priority activities
Here, the activities that are most important will be identified that cannot be avoided by the
company. The high priority activity will be designing the devices that will allow receiving
phone calls in flights.
Plan Contingency Time
Time will be scheduled to cope up with the emergencies and contingencies. While preparing
the time schedule for implementing the strategy, company must decide the contingencies time
so that there will be no wastage of time and resources (Mind Tools, 2018).
Scheduling Activities
Recognize obtainable time Require time period of three years to
implement the strategy
Plan Vital Actions Identify the feasibility of the strategy

STRATEGIC PLANNING 23
Contacting the technical department to create
suggested technology
Plan high-priority activities Designing the devices that will allow
receiving phone calls in flights
Plan Contingency Time Contingencies time so that there will be no
wastage of time and resources.
Communication Plan
A communication plan is a type of document that will provide details of what company is
trying to attain, who is the audience, how to reach, and what are the messages. The
communication plan of Cathay Pacific Airlines that will be followed to inform stakeholders
about the new strategy is as follows:
Source [(McEachran, 2017)]
Choosing Objectives and Goals
Determining the Target Audience
Understanding Key Messages
Simply what has to be shared?
Method of Communication
Clear feedback cycle
Implementation timeframe
Preparing Budget

STRATEGIC PLANNING 24
Monitoring and Evaluation process
Source [(The Health Compass, 2012)]
Conclusion
In the conclusion, it can be said that Cathay Pacific Airlines is one of the leading airlines of
Hong Kong and performing effective activities to provide best experience to its passengers.
However, it faces some competition with its rivals and has some weaknesses that cease its
growth in the market. In order to attain the goals and objectives it need to adopt some new
and innovative technologies that will help it in increase its customer base and sales. The
above report has discussed about the current business environment of the airlines and its
strategies that are implemented. Moreover, to thrive in the market report has suggested a
strategy that can help in gaining the market share i.e. implementing devices in the flights that
allow passengers to use their phone and communicate with their relatives or colleagues. In
Identify objectives and goals of the strategy
Set performance standards
Measure actual performance with set standard
Identify deviations
Take corrective actions
Continue with the process

STRATEGIC PLANNING 25
order to implement this strategy report has highlighted some procedures that will be very
effective for the company.

STRATEGIC PLANNING 26
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