The paper "Strategic Marketing Plan for Cathay Pacific Airways" is a perfect example of a marketing case study. Cathay Pacific began its operations in 1946 as a regional airline for Asia based in Hong Kong International Airport but currently one of the world-leading airline companies providing cargo and passenger transport services across more than 149 destinations in 39 countries. The growth over the years of Cathay pacific has been associated with the concerted efforts in the past of building a future investment while excelling in all its endeavors 9 (Berdy, 2000). The invaluable contribution of Cathay Pacific Airlines has enabled the development of Honk Kong as one of the world’ s leading aviation hub.
Currently, Cathay Pacific Airways is ranked second most profitable airline company globally by net profit and world leader in international cargo traffic as at 2010 Air Transport World’ s Airline report July 2011. The airline company has an operating fleet of over 122 and 64 firm orders as at January 2011 with Boeing and Airbus aeroplane manufacturers. Cathay Airways Limited is a public company in China and has three major shareholders; Swire pacific, CITIC Pacific and Air China.
The airline company also do have four fully owned subsidiaries in the airline industry mainly providing complimentary airline services like catering, laundry, airport cargo handling and also regional passenger transport services. It also has associates mainly in the airline industry and this in addition to the core subsidiaries of the group makes Cathay Pacific Airways one of Hong Kong’ s largest employers by employee numbers. Cathay Pacific and its subsidiary Dragonair are members of OneWorld alliance whose membership constitutes the major global airline companies serving over 900 global destinations in over 150 countries.
Cathay Pacific is one of the founders of this alliance. Cathay Pacific Airways is also a member of Asia miles travel reward scheme having over 400 hundred partners and 20 airline companies. According to Skytrax ranking 2011, Cathay Pacific Airways has ranked the fourth best Airline globally and the best transpacific airline. Cathay pacific was also ranked as being with the most comfortable first-class seats. Mission Statement, Vision Statement and/or corporate values Cathay Pacific Airways has its driving force generated by its vision statement of being the world’ s best airline company.
This statement has been interred in the airlines’ operations and therefore has seen through the consistent transformation of the company over years in order to achieve its strategic goals. In order to achieve this vision the company’ s philosophy has therefore been solidified around the area of excellent service to its customers. The airline company provides high-quality service to its clients as it strives to achieve its vision of excellence. Other core values of Cathay pacific airways include; First priority to passenger safety This value has been upheld in all the company operates from the acquisition of a modern fleet to its maintenance and also in seat design (Stavros & Winzar, 2008).
All have been geared towards making the customer Provision outstanding and award-winning products and services Cathay Pacific lounges and its travel products have a sense of novelty and hence have in most cases been rewarded with regional and global awards.
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Cathay Pacific Airways website viewed on 14th November 2011, http://www.cathaypacific.com/cpa/en_INTL/homepage
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