Marketing Strategies for Cathay Pacific Airways Limited

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

CHAPTER 6: FINANCIAL ANALYSIS........................................................................................9
CHAPTER 7: DATA ANALYSIS AND FINDINGS...................................................................14
7.1 Results..................................................................................................................................14
Theme 1: Customers often travel through the airlines of CPA Ltd...........................................14
Theme 2: Respondents are neutrally satisfied from the services offered by CPA ltd...............14
Theme 3: Services provided by CPA Ltd gives you high value of money to the middle extent
...................................................................................................................................................15
Theme 4: CPA Ltd offers quality services to the customers on average price level.................16
Theme 5: Improvement is required in the quality of services..................................................17
7.2 Discussion............................................................................................................................17
CHAPTER 8: CONCLUSION AND RECOMMENDATIONS...................................................18
8.1 Conclusion...........................................................................................................................18
8.2 Recommendations................................................................................................................18
REFERENCES..............................................................................................................................19
APPENDIX....................................................................................................................................20

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