Review of Website of Organization- Cathay Pacific

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Added on 2019-09-30

Review of Website of Organization- Cathay Pacific

Added on 2019-09-30

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Review of Website of Organization- Cathay Pacific_1

Executive summaryA report was prepared post reviewing the website of Cathay Pacific. Apart from that,other associated but relevant information was also studied like media releases, news articles,industry analysis, blogs etc. to identify what problem the company that led to an adverseimpact on the performance of its business was facing. Based on the annual reports, journalarticles and government reports, it was found that air passengers were preferring other flightoperators over Cathay Pacific and that led to a decrease in the revenue of the companyespecially in the year 2016 when the same had reflected in the annual report of Cathay aswell.Upon analysis, it was observed that the airline carrier was focusing too much onluxury and premium services whereas passengers were preferring a low cost alternative ratherthan high end services. Therefore, it was concluded from the studies that the company needsto focus on revenue management so that even if the core ticket price is re-modelled, thecompany can still generate alternate sources from other preferences of travelers namely food,extra leg space and so on.

Review of Website of Organization- Cathay Pacific_2

Table of ContentsIntroduction................................................................................................................................2Organizational problem..............................................................................................................2Findings and discussion.............................................................................................................4Conclusions and Recommendations..........................................................................................7Reference List............................................................................................................................9

Review of Website of Organization- Cathay Pacific_3

IntroductionOn September 24, 1946, Roy C. Farrell (an American) and Sydney H de Kantzow (anAustralian) formed Cathay Pacific Airways. This newly formed company started operatingpassenger flights to Singapore, Bangkok, Shanghai and Manila. The company expanded at arapid rate and in the next three years one of the leading trading companies of Hong Kong bythe name Butterfield & Swire (presently referred as the Swire Group) proposed for a 45 percent stake in the company. Under the management of John Kidston Swire, this tradingcompany took charge of the entire management of the airline. During the period 1962 until1967, the growth of the business happened at an average rate of 20% year on year.In early 1970, Cathay Pacific started using latest technologies for managing theoperations ("About Our Airline | History - Cathay Pacific", 2019). The major were thecomputerized reservation system and introduction of flight simulators for training. Thecompany acquired the first Boeing 747 – 200 during the middle of 1979. With the inclusionof more and more Boeing 747, the company expanded the flight services to places like NorthAmerica and Europe as well. The year 1980 was the most spectacular year for Cathay Pacific.The company expanded its operations to places like Paris, Zurich, Manchester, Rome,Vancouver, Amsterdam, Brisbane and San Francisco.Organizational problemCathay Pacific has become the perfect example of how an up and running companycan fail in the end in case the policy and the strategy is not updated or changed on time. Theairline was more focused on restoring the brand and in the process ignored the fact that thetravel industry is driven by price rather than providing premium services especially in thecase of Asian travelers.

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