SWOT Analysis and Marketing Mix for Cathay Pacific

The provided assignment is a detailed study on Cathay Pacific Airways Limited. It starts with an introduction to the company's background, followed by a SWOT analysis that highlights its strengths (strong brand reputation, high-quality service), weaknesses (dependence on Hong Kong market, limited routes), opportunities (expansion into new markets, increasing demand for air travel), and threats (intense competition, regulatory challenges). The marketing mix section includes product, price, promotion, and place strategies. Additionally, the assignment reviews financial statements of HNA Group and provides a questionnaire for customers to rate their satisfaction with Cathay Pacific's services. The summary concludes that this assignment is suitable for students studying marketing, business, or aviation-related courses.

Marketing Strategies

EXECUTIVE SUMMARY
In the present era, firm lays high level of emphasis on developing competent marketing
strategies that aid in the growth and development of firm. By doing analysis of external
environment firm can frame suitable policies that help in achieving goals. For this project report
Cathy Pacific Airbus (CPA) limited has been selected which is operating in the 180 locations of
the world. The company has great workforce in worldwide around 33,800 in which more than
26000 are employed in Hong Kong. In this, high level of emphasis is placed on assessing the
reasons due to which CPA Ltd incurred loss. To resolve such issue data has been gathered by the
researcher from both primary and secondary methods. It can be summarized from primary data
evaluation that customers are not highly loyal towards the services of CPA ltd. Further, it can be
summarized that decline in the level of customer satisfaction is one of the main causes due to
which sales and profitability of the firm. It can be presented from secondary data evaluation that
financial position and performance of CPA Ltd is good over HK express. However, it can be
seen in the report that in 2016 due to low sales and higher expenses business unit suffered loss.
Thus, for making improvement in the current position firm should undertake budgetary control
tools which in turn helps in avoiding or reducing the level of such issue.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................5
1.1 Background of Cathay Pacific Airways Limited...................................................................5
1.2 Statements of problems..........................................................................................................5
1.3 Purpose of this organization...................................................................................................6
1.4 Contribution...........................................................................................................................6
1.5 Scope......................................................................................................................................7
1.6 Limitations ............................................................................................................................7
CHAPTER 2: RESEARCH METHODOLOGY ............................................................................7
2.1 Primary data ..........................................................................................................................8
2.2 Secondary data.......................................................................................................................8
2.3 Data analysis.........................................................................................................................8
CHAPTER: 3 MARKETING STRATEGIES FOR CATHAY PACIFIC AIRWAYS LIMITED. 9
3.1 Marketing description............................................................................................................9
3.2 Marketing Mix.....................................................................................................................10
3.2.1 Product..............................................................................................................................10
3.2.2 Price..................................................................................................................................10
3.2.3 Place..................................................................................................................................10
3.2.4 Promotion..........................................................................................................................11
CHAPTER: 4 MAJOR COMPETITION.......................................................................................11
4.1 Main competition.................................................................................................................11
4.2 Successful factors.................................................................................................................11
4.3 Impact of Cathay Pacific Airways Limited........................................................................12
CHAPTER 5: MARKETING ANALYSIS OF CPA Ltd..............................................................12

SWOT analysis of Cathay Pacific Airways Limited.................................................................12
CHAPTER 6: FINANCIAL ANALYSIS .....................................................................................13
CHAPTER 7: DATA ANALYSIS AND FINDINGS ..................................................................18
7.1 Results .................................................................................................................................18
Theme 1: Customers often travel through the airlines of CPA Ltd ..........................................18
Theme 2: Respondents are neutrally satisfied from the services offered by CPA ltd...............18
Theme 3: Services provided by CPA Ltd gives you high value of money to the middle extent
....................................................................................................................................................18
Theme 4: CPA Ltd offers quality services to the customers on average price level ................18
Theme 5: Improvement is required in the quality of services .................................................19
7.2 Discussion ...........................................................................................................................19
CHAPTER 8: CONCLUSION AND RECOMMENDATIONS...................................................20
8.1 Conclusion ..........................................................................................................................20
8.2 Recommendations ...............................................................................................................20
REFERENCES .............................................................................................................................21
APPENDIX ...................................................................................................................................23

CHAPTER 1: INTRODUCTION
1.1 Background of Cathay Pacific Airways Limited
Airline services facilitated by Cathy Pacific limited since 1946 from Hong Kong.
Approximately 70 years of its successful running year’s organization has developed or expanded
its business criteria in various fields. This firm has two subsidiaries companies which deal in
passenger services and cargo services at around 180 locations in the world. This company is
consisting of various Airbus and air craft services. The motive is to provide optimum services
than other rivalry organizations (Cathay Pacific, 2017). The entity has developed and acquired
airlines services of the rivalry firms like Hong Kong Airways etc. which are provided it the
initial growth in collection of large digit turnover. As per the current scenario on 31st December
2016 the airlines is function in 202 air-crafts, the main aim of this firm is to develop Hong Kong
as the largest aviation base in world.
The company has great workforce in worldwide around 33,800 in which more than 26000
are employed in Hong Kong. This has great contribution in developing the economy of country
as providing employment opportunities such as skilled and experienced pilot, crew members and
officers who are regulating the air-craft traffics. As per growth of Cathay Pacific Airways
Limited it has favorable share values in market and various big shareholders have made
investments in it which are Air China as well as Swire Pacific limited.
1.2 Statements of problems
Cathay Pacific Airways Limited has suffered from losses and done to have enough fund
to operate the operational functions of firm. Organization had experienced the problems in last 8
years regarding employee relationship issues, financial draw backs and various internal problems
that is affecting revenue generation of this entity. Their share values were also being reducing
and various problems has been faced by them related with inappropriate funds for operating
airlines services. In year 2001 there was employee disputes held in Hong Kong Aircrew as they
have lunched the roster strategy at work place like scheduling the workforce timings and duties.
Plans were building as to make the swiftness in the process of performance made by employees
but it was unfavorable for pilots. It also disrupts the scheduling of flights and time of their arrival
and departure is completely become out of the control situation. They have to face problems
regarding cancellation of flights, non proper scheduling as the pilots has been suffered due to

sickness. Due these problems there will be more disputes arises and then company took serious
action and fired more than 50 pilots in which half of them are captains as well as more than 10
officers of the HKAOA has discharged from their duties.
1.3 Purpose of this organization
Objective of this organization is about developing Hong Kong as world's largest aircraft
aviation base. These things going to be made as per the mangers of this firm make efforts in
developing the favorable marketing strategies such as employee retention, scheduling their jobs,
assigning duties as per their skills and talents, proper training to them. There will be requirement
s of various training process such as class room teaching, simulation program, on the ground
means practical knowledge that will help in building confidence in them as they can make their
valuable efforts in the operations of the organization.
Organization has developed first mobile boarding pass application machines. Which
helps consumers or passengers in obtaining the boarding passes without standing in queue for log
passage of time? It was convenient for their staff too as they will have enough time to go for
other dealings regarded with solving the passenger problems. Managers of this firm are also
planning to improve the brand image in market as to have large numbers of buyers as well as
shareholders. They have started marketing functioning of this entity over social media sites such
as Facebook, twitter, YouTube, Flicker and developed blogging which is appreciated by
consumers. These techniques help in generating attention of stakeholders and they will make
their valuable investments as to rise the funds of the organization.
1.4 Contribution
Organization has made its contribution in various subsidiary companies such as acquiring
them, providing capital investments that will help in developing the operational activities of such
firms. They also helped in improving the economic conditions and rise in the living standard of
people. It has facilitates the employment opportunities in Hong Kong. More than 23000 workers
are working in the firm are from Hong Kong. Entity has workforce around 34000 as per year
2016. Firm has acquired subsidiary companies which are Air Hong Kong and Cathay Dragon.
They have created the good brand image in market and have acquired much Airbus, aircraft’s
that are facilitating the best transportation services to consumers throughout world. They are
providing cargo services in more than 44 countries at 180 several locations. Contribution of this

organization can be said better than various rivalry companies, with the help of its subsidiary
firms. As per the records of 2010 year, working with Dragon air they have carried more than 27
million passengers as well as 1.8 million tons of cargo were delivered.
1.5 Scope
The report will be considered on the basis of 2 years data base which describes that the
organization is running into loss and there is need for changes into operational functions. In 2016
there has been loss of HK$575 million that as compared with the gains of HK$ 6000 million in
2015. This has affected the losses per share which tends at 14.6% as compare with previous
year's rates of 152.5%. In this, scope of the current report and its finding is too wide which in
turn provides higher management of CPA ltd with the suitable framework for decision making
and makes improvement in the current financial position of firm.
1.6 Limitations
In order to investigate the issue financial data of CPA ltd and HK express pertaining to
the year 2015 & 2016 has been gathered. Hence, due to time limitation only 2 years data has
been considered for the purpose of evaluation. If researcher will consider the data of more years
then there would be wide framework for decision making. However, to reduce the effect of such
limitation ratio analysis has been conducted to identify over the years performance trend and
position in against to the competitors.
CHAPTER 2: RESEARCH METHODOLOGY
In order to carry our study in a highly structured way researcher is required to assess
suitable methods or techniques pertaining to the concerned study. Moreover, methodology acts
as a pathway and provides deeper insight to the researcher about the manner in which study
needs to be conducted. In other words, research methodology may be served as guideline which
assists in doing whole study in an effectual way (Sorescu, Warren and Ertekin, 2017). In the
present study, to assess the reasons the reasons due to which loss incurred CPA Ltd quantitative
research type has been selected. Further, for conducting study in the right direction researcher is
required to gather data set from appropriate sources. In this regard, by using the varied
techniques primary and secondary data has been gathered by the researcher.

2.1 Primary data
Primary data implies for the one that researcher gathers for the first time to discover
specific information and resolving the concerned issues. There are several ways through which
one can gather primary data such as survey, focus group, observation and interview. All such
tools are highly effectual which in turn provides assistance to the researcher in collecting specific
information as per the issue which is going to be investigated. In this, to assess the reasons
behind loss and decreasing sales revenue survey has been conducted by the researcher. For the
purpose of survey 30 customers of CPA has been selected through the means of simple random
sampling technique. By using questionnaire researcher has asked questions from the customers
regarding their satisfaction level, loyalty aspects etc. Hence, by sending questionnaire, including
both open and close ended questions, on the mail-id of customer’s primary data has been
gathered by the researcher.
2.2 Secondary data
Data that has already been gathered, published and analyzed by other scholars is
considered as secondary. Sources of secondary data contain journals, books, articles, annual
reports etc. In this, to resolve the issue in relation to identifying the causes of loss researcher has
used the annual reports of CPA Ltd. By accessing the company’s annual report, available on
internet, researcher has gathered information about the profitability, liquidity, solvency and
efficiency aspect of the firm. Besides this, for assessing the financial position and performance
of CPA Ltd in against to the rival firm income statement and balance sheet of Hong Kong
Express has also been evaluated by the scholar.
2.3 Data analysis
In order to analyze gathered data set such as primary and secondary varied techniques
have been employed by an investigator. Hence, thematic analysis has been conducted by the
researcher to present suitable solution from primary data set. In addition to this, ratio analysis has
been conducted by the researcher for evaluating the reasons behind the occurrence of loss.

CHAPTER: 3 MARKETING STRATEGIES FOR CATHAY PACIFIC
AIRWAYS LIMITED
3.1 Marketing description
Strategies are to be made as to make a good market share and generate favourable income
from delivering good services to consumers. Cathay Pacific Airways limited must use various
techniques as to improve the marketing performances. Organisation need to follow several
marketing strategies that will help in generating the good response from the market as well as
fruitful in overcoming the losses which as been suffered by them.
Targeting: For the improvement in organisational revenue there is need to develop the
marketing tactics. Cathay Pacific Airways Limited need to target the market like they need to
develop the services which will be fruitful for every category of consumers. They need to modify
plans for its subsidiary aircraft companies, cargo services as well as provoke the mailing
systems.
Segmentation: There must be use of these marketing strategies as managers of this
organization need to segment market as per economic standard of consumers and ages of them.
Services provided into business class must describe the luxuriousness. Food quality and other
services must be luxury because the business class is being afforded by the individuals by paying
more than the other passengers in the flight. Economy class in a craft need to be improved there
should be better services in the field of serving the passengers a quality service. A part from crew
services, cargo facilities of Cathay Pacific Airways Limited need to be developed. There must be
proper labeling over is percale that is going to be delivered. The details must be mentioned over
each article relating with the name of owner, address and details of goods.
Positioning: To acquire a good brand image and create a non replaceable position,
organization need to improve quality of services. They must keep thought in mind regarding
giving appropriate satisfaction to consumers. They need to develop various consumer supportive
services that will help in creating the image in market. There are various competitive firms who
are offering same services as well as challenging the organization people belongs to different
nations as a passenger of the craft there must be recruitment of the talented staff who can easily
understands their problems and give theme effective solutions. These techniques will help in

creating the brand image in various countries and consumers will prefer to travel with this
airlines.
3.2 Marketing Mix
3.2.1 Product
Cathay Pacific Airways Limited is awarding various facilities to consumers such as air
craft services, cargo; mailing etc. the motive of the organization is to make the great position the
market. As per the losses faced by the organization in past years that need to be overcome. There
must be implementation of innovative ideas such as firm must provide mobile boarding pass
machines that will help the passengers in collecting their boarding passes with the help of these
devices. There will be promptness in the work as consumers use this technology. Further the
need to focus over giving the best cargo services throughout the world (Datta, Ailawadi and van
Heerde, 2017). Organization need to develop online services through their site such as booking
the tickets and giving the tracking facilities to the individuals who has made send their percales
to deliver at various locations.
3.2.2 Price
To over with losses organization needs to focus over their pricing techniques. There must
be affordable rates for each categories in crew such as economy class, business class etc.
business class is said to be known as high level category. There are mainly high profile people
used to travel in this category. They pays more than other passengers in the craft as have the
luxurious experience of travelling. This thing must be considered by Cathay Pacific Airways
Limited regarding proper satisfaction to such consumers. In consideration with high class they
need to balance the economy class such there must be fruitful services provided to them. Prices
for each services must be appropriate as there will be favorable earning with consideration of
consumers satisfaction.
3.2.3 Place
Cathay Pacific Airways Limited has many airbase in 44 countries in world. There need
to be develop strategies as to invite large numbers of consumers to use their services. They need
to recruit the local individuals from various locations so that will be easy or convenient way for
consumers in gaining the appropriate information’s regarding services provided by the

organization. To overcome with the financial draw backs they need to set pricing scale at various
places as according to the economic standard of their citizens.
3.2.4 Promotion
Promotion must be done with the help of various television advertisements, online
surveys on social media sites such as Facebook, twitter, flicker which helps in creating the
identity of position in such markets. They must use marketing tool such as questionnaire which
will help in gaining adequate data regarding consumer needs and wants of the consumers (Patil
and Bach, 2017). They need to make deals with several travel agencies and grant free holiday
package to consumers. It will be helpful in gaining the good consumers response and create the
brand image in their mind.
CHAPTER: 4 MAJOR COMPETITION
4.1 Main competition
Cathay Pacific Airways Limited can be challenged by various airline firms in the market.
They are giving tough competition in field of providing the best consumers services at lower
rates. The main competitors of this organization are Singapore Airlines Limited, Air China, Air
Asia and Kalitta Air. These firms are facilitating consumers in good quality of services also in
the field of cargo services. These can be tough competition to them as they will not improve or
make innovative changed in the prices or promotional techniques. They need to make several
changes such as recruiting the qualified or experience workforce. Need to focus over employing
maximum numbers of local or domestic people that will help in giving the appropriate
information’s to the passengers. It will be helpful in making the favorable promotion of such
services facilitate by the airline. They need to make changes in dealings with buyers such as
online consumer care services; here the passenger can collect necessary informations regarding
flight schedule, time duration and prices of tickets as well as other service of this air craft firm.
4.2 Successful factors
For giving the tough challenge to competitors, company need to develop various
techniques in which they will perform better than the rivalry firms. Cathay Pacific Airways
Limited must develop good strength in market by accessing consumer needs as well as services
provided by other firms. They need to make planning in advancing services and facilitate the
quality service at the most convenient prices. They must seek the weakness of the other

organizations and expand the criteria of their services (David, David and David, 2017). There
must be adoption of various promotional techniques which will be fruitful in developing large
numbers of consumers.
4.3 Impact of Cathay Pacific Airways Limited
Due to competitive environment in airline industries problems has been faced by Cathay
Pacific Airways Limited. There has been reduction in the profit earning of the company. Due to
competition in air services as well as cargo services provided by other firms has created the big
loss for this industry. Many substitute service agencies affects in losing maximum numbers of
consumers. There has been reduction in shares value and the investors of this business as peoples
do not find it is fruitful in investing their valuable funds. It has lower down the image of this
organization as well as poor marketing techniques cannot generate the identity of this firm in the
market.
CHAPTER 5: MARKETING ANALYSIS OF CPA Ltd
SWOT analysis of Cathay Pacific Airways Limited
In order to evaluate internal and external business aspects of Cathay Pacific Airways
Limited SWOT analysis is conducted. It is highly effectual tool which in turn provides deeper
insight about the strengths and weaknesses of an organization. In addition to this, it also
highlights opportunities and threats that are associated with the firm. Thus, by using such tool
firm can enhance its efficiency and effectiveness by converting weaknesses into strengths. Along
with this, SWOT analysis also indicates how business unit can grab opportunities by using
strengths (Njoh, 2017). Further, such analysis also assists firm in developing highly suitable
framework through which impact of threat can be reduced. By considering all such aspects
SWOT analysis of Cathay Pacific Airways Limited is performed such as follows:
 Strengths: Company’s strength includes presence in the airline market or sector from
long time period. Along with this, high and satisfied customer base is another main
strength of the firm as it carries approximately 30 million passengers in a year. Further,
number of aircraft fleet size accounts for 140 and it has covered 110 destinations in over
35 countries. This aspect clearly shows that firm captured global market to a great extent.

 Weaknesses: CPA Ltd highly relies on international onward moving traffic which is one
of the main weaknesses of it. Besides this, company has captured limited market share
because airline sector is filled up with the high level of competition or rival firms (Cathay
Pacific SWOT Analysis, USP & Competitors, 2017).
 Opportunities: By placing emphasis on popular international destinations business
organization can attract large number of people. This in turn will aid in the productivity
and profitability aspect of firm significantly. Apart from this, through leveraging the
dedicated set of customers CPA Ltd would become able to develop highly loyal customer
base.
 Threats: There are several factors or aspects which in turn imposes threat in front of the
organization. It includes rising fuel and labor cost which in turn has direct as well as
significant influence on the expenditure and thereby profitability aspect of firm. Along
with this, competition in the airlines sector is also increasing with the very high pace
which in turn imposes high threat in front of the organization. Moreover, customers give
high preference to the company which offers quality services at suitable prices (Steffen,
2017). In this regard, possibility of customers switching will affect growth and success of
Cathay Pacific Airways Limited.
CHAPTER 6: FINANCIAL ANALYSIS
Liquidity analysis: Liquidity denoted as capabilities of firms in meeting their short- term
debts. The calculation can be based on meeting the three ratios such as current, acid and quick
ratios (Edmister, 2017). Here, measurement is based on comparison between CPA Ltd and HK
express.
CPA Ltd
Parti
cular
s Formulas 2014
201
5
201
6 2014
201
5
20
16
Curre
nt
assets 19.46
332
25
313
92 1994
449
0
24
95

Inven
tory 0.92
136
6
151
4 16 8 7
Prepa
id
expen
ses 57.26 222 225 11
Quick
assets 17.28
318
59
298
78 567
425
7
24
77
Curre
nt
liabili
ties 26.61
497
77
440
92 1103 921
63
8
Curr
ent
ratio
Current assets / current
liabilities 0.73
0.6
7
0.7
1 1.81
4.8
8
3.
91
Quic
k
ratio Quick assets / CL 0.69
0.6
4
0.6
8 0.46
4.6
2
3.
88
Interpretation:
As per the above calculations it is to be interpreted that as per the analysis based on 2015
& 2016 it can be said that HK express has efficient amount of liquid assets as well as they are
able to meet the short term debts of the organization. Current ratio of CPA and HK express are
having variations such as in 2015 CPA has 0.67 and in 2016 it is 0.71 which do not meet the
standard criteria of ratios such as 2:1. As per current ratio of HK expresses in 2015 it is 4.88 and
in 2016 it is 3.91, here they are able to meet the current ratios to the standard ratios. It describes
that HK Express is able meet its debts. The quick ratios of both the organizations have no that
much variation as compare with current ratio. HK express has enough amount of liquid assets as
it can be able to meet its expenses as well as debts. Further, as per the comparison between
2014's ratio or financial position of both the companies has the drastic changes there has been
variations.
Efficiency analysis: It describes efficiency of firm in meeting requirements in the
market. It can be calculate over the inventory of organization as compare with the turnover
(Zhang and et.al., 2017). Here the analysis of CPA and HK express for the years 2015 and 2016.

CPA Ltd HK express
Particular
s Formulas 2014 2015 2016 2014 2015 2016
Inventory
turnover
ratio COGS / Average stock 33.43 30.58
28.8
5 22.59 23.95 16.80
Assets
turnover
ratio Total assets / sales revenue 0.61 .59 .53 0.11 .06 .03
Fixed
assets
turnover
ratio Fixed assets / sales revenue 1.1 1.03 .90 2.11 1.05 .62
Receivable
turnover
ratio 19.36 18.80
16.9
3 4.02 3.09 2.77
DSO
Receivable/ credit sales* number of
days 18.85 19.41
21.6
5 90.83 118.03
131.5
8
DSI Closing inventory/cogs 10.92 11.94
12.6
5 16.16 15.24 21.73
Interpretation: Outcome of ratio analysis presents that assets turnover ratio of CPA Ltd was .59
and .53 in the year of 2015 & 2016. On the other side, outcome of such measure in the case of
HK express accounts for .06 & .03 significantly. Along with this, at the end of 2016, fixed assets
turnover ratio of CPA Ltd accounted for .90 which was higher in comparison to HK express.
This aspect shows that CPA used its assets for the purpose of generating sales in an effectual
way as compared to the rival firm.
Further, inventory turnover ratio of the business organization was 30.58 & 28.85 during
the accounting year 2015 and 2016. In addition to this, stock turnover ratio of the business
organization showing decreasing trend from 23.95 to 16.80 times. Such financial evaluation
shows that at the end of 2016, stock turnover of CPA Ltd was good in against to HK express.
Thus, in accordance with the outcome of stock, total and fixed assets turnover ratio CPA
performed well in 2015 and 2016 over HK express. However, in the financial year 2016,
receivable turnover ratio of CPA ltd and HK express was 16.93 and 2.77. On the basis of such
aspect, it can be presented that company received money from debtors after long time in

comparison to HK express. This is turn closely influences working capital aspect of the firm and
thereby impacts day to day business activities. Along with this, when company receives money
from debtor after longer period then it uses debt instrument for meeting the financial need which
in turn imposes cost in front of the company and affect profitability. Thus, the analysis can be
based on the 2014 to 2016 which indicates the growth of Cathay as well as losses faced by HK
express.
Profitability analysis
CPA Ltd
Particulars
Formul
as 2014 2015 2016 2014 2015 2016
Gross profit 51.11 57157 51208 52 54 60
Operating
profit 4.18 6664 -525 -26 -50 -71
Net profit 3.82 6000 -575 -351 -214 -22
Sales revenue
102342
(Annual
report of
Cathay
Pacific
Airways
Limited
(2015),
2017)
92751
(Annual
report of
Cathay
Pacific
Airways
Limited
(2016),
2017) 340 337 183
GP ratio GP /
net sales
48.5 55.80% 55.20% 15.28 16.02% 32.79%

*100
OP ratio
OP /
net sales
*100 4.18 6.50% -0.60% 4.18 -14.84% -38.80%
NP ratio
NP /
net sales
*100 0.61 5.90% -0.60% -59.3 -63.50% -12.02%
ROA
Annual
net
earning/
Average
total
assets 1.83 3.48 -0.33 -11.21 -4.02 -0.34
Interpretation:
 Gross profit ratio: It can be visualized from the above table that, GP ratio of CPA limited
decreases from 55.80% to 55.20% at the end of accounting period 2016. When looking at
its competitor then it has been assessed that, ratio enhances from 16.02% to 32.79%. It
can be interpreted through this data that CPA company not able to manage and reduce its
cost of goods sold in FY 2016 in comparison to HK express airways limited.
 Operating profit ratio: Decreasing OP ratio in both the airways company like CPA
Limited and HK express indicates that, management unable to reduce total operating
costs within workplace. It was 6.50% and -14.84% at the fiscal year ending 2015 in CPA
and HK Company respectively. Further, declined consistently and reaches up to -0.60%
and -38.80% in CPA and HK respectively at the end of 2016. Different kinds of operating
expenditure incurred in the firm are not managed by both the firms. Further, for

enhancing their performance in the industry management must employ strategies to
reduce total operating costs in next period.
 Net profit ratio: The measurement tool through which overall business performance in
terms of profitability asessed at the end of an accounting period is identified as net profit
ratio. In the present scenario, NP ratio reduced from 5.90% to -0.60% at the year ending
2016 with reference to the CPA Limited entity. On the other hand, inclining NP ratio
from -63.50% to -12.02% in HK express shows that it performs little better in comparison
to past year. However, both the firms having huge amount of indirect expenses in the
accounting periods which is cause of affecting profitability performance in the industry
(Tankisi and et.al., 2017).
Solvency Ratio:
CPA Ltd
Particulars
Formul
as 2014 2015 2016 2014 2015 2016
Debt 30696 32122 1062 1555
Equity 27.22 172827 177421 76.58 3512
3360
(Financi
al
statemen
ts of
HNA
group,
2017)
Debt to
equity ratio
Debt /
Equity 1.07 0.18 0.18 1.1 0.30 0.46
Time interest EBIT/ 15.33 20.05 11.45 48.18 18.5 2.17

earned
Interest
expense
s
Interpretation:
From the above stated calculation it can be analyzed that, CPA Limited company
considers equity financing source more as compared to the debt for raising fund. The reason for
commenting this is that, capital structure of debt to equity with this firm is 0.18:1 in both the
financial years. On the other hand side, when looking at the HK express Airways then it can be
observed that it considered debt for enhancing business capital. Due to this particular reason debt
to equity ratio was 0.30:1 at the end of FY 2015 and increases in 2016 i.e. 0.46:1. Along with
this, it not able to meet with the short term obligation an appropriate direction as compared to the
CPA limited. Henceforth, it can be said that CPA Airways performing well in the Airlines
industry.
Market prospectus:
CPA HK
particular
s
Formula 2014 2015 2016 2014 2015 2016
Price
earning
ratio
Market
price per
share/ EPS
29.4 29.6 47.5 -0.1 -0.04 -
Divided
yield
Annual
Dividend/
Current
stock price
0.26 0.52 0.32 - - -

Interpretation: on the basis of above calculations it is to be interpreted that CPA has the
favorable market profitability while HK do not have such share in market.
CHAPTER 7: DATA ANALYSIS AND FINDINGS
7.1 Results
Theme 1: Customers often travel through the airlines of CPA Ltd
Particulars Views of respondents % of respondents
Often 10 33.33%
Less often 6 20%
Frequently 7 23.33%
Les frequently 7 23.33%
Total 30 100%
Theme 2: Respondents are neutrally satisfied from the services offered by CPA ltd
Particulars Views of respondents % of respondents
Satisfied 6 20%
Highly satisfied 5 17%
Neither agree nor disagree 12 40%
Dissatisfied 5 17%
Highly dissatisfied 2 7%
Total 30 100%
Theme 3: Services provided by CPA Ltd gives you high value of money to the middle extent
Particulars Views of respondents % of respondents
Agree 6 20%
Strongly agree 3 10%
Neither agree nor disagree 10 33%
Disagree 6 20%
Strongly disagree 5 17%
Total 30 100%
Theme 4: CPA Ltd offers quality services to the customers on average price level
Particulars Views of respondents % of respondents
Agree 3 10%
Strongly agree 4 13%

Neutral 13 43%
Disagree 6 20%
Strongly disagree 4 13%
Total 30 100
Theme 5: Improvement is required in the quality of services
Particulars Views of respondents % of respondents
Price 10 33%
Quality of services 12 40%
Others 8 27%
Total 30 100
7.2 Discussion
From primary data investigation, it has been found that out of selected customers or
respondents 33.33% often travel by the airlines of CPA Ltd. On the other side, individuals who
less frequently travel via CPA Ltd implies for 23.33%. Hence, graphical presentation pertaining
to theme 1 clearly shows that customers are not highly loyal towards the services of CPA ltd.
Further, it has been assessed that 40% respondents neutrally satisfied from the services of CPA
Ltd, whereas 24% fall into the category of people who are dissatisfied. Thus, decline in the level
of customer satisfaction is one of the main causes due to which sales and profitability of the firm
reduced significantly in 2016 as compared to the prior years. Moreover, now customers prefer to
use the services of firm which give high value of money to them through offering quality
products at suitable prices. Along with this, through survey it has been identified that 40%
respondents require improvement in the quality aspect. On the other side, some of the
respondents said that company needs to provide them with innovative services that make their
travel experience joyful. Apart from this, 33% respondents said that company needs to modify its
pricing policies and come up with the attractive packages for corporate, upper and middle class
customers.

CHAPTER 8: CONCLUSION AND RECOMMENDATIONS
8.1 Conclusion
From the above report, it has been concluded that due to decreasing sales and incline
expenditure level is one of the main cause due to which CPA ltd incurred loss. It can be seen in
the report that to evaluate the issue both primary and secondary data has been considered Besides
this, it can be inferred from evaluation that customers are not highly satisfied from the services
offered by CPA Ltd. It can be summarized from secondary data evaluation that financial position
and performance of CPA Ltd is good over HK express. However, it can be seen in the report that
in 2016 due to low sales and higher expenses business unit suffered loss.
8.2 Recommendations
 On the basis of identified causes for loss it is recommended to CPA Ltd to lays high level
of emphasis on promotional. This in turn helps in attracting the large number of
customers and thereby maximizes the level of sales.
 In addition to this, firm should undertake budgetary control tools which in turn clearly
indicates deviation and assists company in taking suitable action for improvement within
the suitable time frame. In this way, by identifying the reasons of loss and taking
strategic measures timely firm can improve its profitability aspect.
 Further, it is suggested to CPA ltd to provide customers with innovative and high quality
services. This in turn may result into high level of satisfaction among the customers and
thereby growth in both productivity as well as profitability.

REFERENCES
Books and Journals
Datta, H., Ailawadi, K. L. and van Heerde, H. J., 2017. How Well Does Consumer-Based Brand
Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?. Journal of
Marketing. 81(3). pp.1-20.
David, M. E., David, F. R. and David, F. R., 2017. The quantitative strategic planning matrix: a
new marketing tool. Journal of Strategic Marketing. 25(4). pp.342-352.
Edmister, R. O., 2017. An empirical test of financial ratio analysis for small business failure
prediction. Journal of Financial and Quantitative analysis. 7(2). pp.1477-1493.
Njoh, A. J., 2017. The SWOT model's utility in evaluating energy technology: Illustrative
application of a modified version to assess the sawdust cookstove's sustainability in Sub-
Saharan Africa. Renewable and Sustainable Energy Reviews. 69. pp.313-323.
Patil, D. D. and Bach, C., 2017. Marketing-Mix For Strategy Building. Marketing. 4(4).
Sorescu, A., Warren, N. L. and Ertekin, L., 2017. Event study methodology in the marketing
literature: an overview. Journal of the Academy of Marketing Science. 45(2). pp.186-207.
Steffen, B., 2017. The physics of software tools: SWOT analysis and vision. International
Journal on Software Tools for Technology Transfer. 19(1).m pp.1-7.
Tankisi, H. and et.al., 2017. O21 Peak ratio and motor unit potential analyses in detection of
chronic neurogenic changes in amyotrophic lateral sclerosis. Clinical Neurophysiology.
128(9). p.e187.
Zhang, J. and et.al., 2017. The timing and circle counting method research based on cost-
effectiveness ratio analysis. Journal of Interdisciplinary Mathematics. 20(3). pp.689-700.
Online

Annual report of Cathay Pacific Airways Limited (2015). 2017. [Pdf]. Available through: <
https://www.cathaypacific.com/content/dam/cx/about-us/investor-relations/interim-annual-
reports/en/2015-cx-annual-report-en.pdf>. [Accessed on 22nd September 2017].
Annual report of Cathay Pacific Airways Limited (2016). 2017. [pdf]. Available through:
<https://www.cathaypacific.com/content/dam/cx/about-us/investor-relations/interim-annual-
reports/en/CX16_Final_en.pdf>. [Accessed on 22nd September 2017].
Cathay Pacific. 2017. [Online]. Available through: < https://www.oneworld.com/member-
airlines/cathay-pacific >. [Accessed on 22nd September 2017].
Cathay Pacific SWOT Analysis, USP & Competitors. 2017. [Online]. Available through:
<http://www.mbaskool.com/brandguide/airlines/346-cathay-pacific.html>. [Accessed on 22nd
September 2017].
Financial statements of HNA group. 2017. [Online]. Available through:
<http://financials.morningstar.com/income-statement/is.html?t=00521&region=hkg>.
[Accessed on 22nd September 2017].

APPENDIX
Questionnaire
Demographic information
Name:
Age:
Income:
Q.1 How often do you travel through the airlines of CPA ltd?
 Often ()
 Frequently ()
 Less frequently ()
Q.2 Are you satisfied from the services offered by CPA ltd?
 Satisfied ()
 Highly satisfied ()
 Neutral ()
 Dissatisfied ()
 Highly dissatisfied ()
Q.3 Do you agree that services provided by CPA Ltd gives you high value of money?
 Agree ()
 Strongly agree ()
 Neither agree nor disagree ()

 Disagree ()
 Strongly disagree ()
Q.4 Do you agree that CPA Ltd offers quality services to the customers at affordable prices?
 Agree ()
 Strongly agree ()
 Neither agree nor disagree ()
 Disagree ()
 Strongly disagree ()
Q.5 From the following list, in which factor do you require improvement?
 Price ()
 Quality of services ()
 Other facilities (Kindly specify)
Q.6 Do you want to give any recommendation for further improvement in CPA Ltd …..(Kindly
specify with the reasons if any)