Strategic Marketing Management Group Project
Strategic Marketing Management Group Project
Topic: Cathy Pacific Table of contents
Cover Page P.1
Table of Contents P.2
Executive Summary P.3
Introduction P.4
Analysis of Current Marketing Situation P.5-11
Business Portfolio Analysis P.12-13
Growth Strategies and Positioning Strategies P.14-17
Conclusion and Recommendation P.18
Appendix and Reference P.19
Executive Summary
The purpose of this study is to analyze Cathy Pacific marketing situation and its strategies; performance against its current competitors, in order to help the company to meet the challenges in the near future.
This study will cover Cathy Pacific internal and external environmental factors, PEST and its SWOT analysis and the rooms for improvement. It’s Michael’s Porter’s Five Forces Model by doing the competitor analysis.
We will also conduct business portfolio analysis by using BCG Matrix and assess the effectiveness of the growth strategies and positioning strategies.
After that we will draw a conclusion and recommendation to Cathy Pacific so as to customize the strategies for better revenue performance.
The ultimate goal of this study is to maintain its competitiveness by expanding its flight destination and increasing its brand awareness. A numbers of recommendations will make for Cathy Pacific future development.
Introduction of Cathy Pacific
American Roy C Farrell and Australian Sydney H de Kantzow founded Cathay Pacific Airways in Hong Kong on 24 September, 1946. It is one of the flag carriers in Hong Kong with its head office and main heart located at Hong Kong International Airport.
The airline's operations include scheduled passenger and cargo services to 114 destinations in 36 countries worldwide, in expanded their international network in this 64 years. The cargo division play vital role in the company's growth and expansion. Cargo services contribute almost 30 percent of their revenue.
Cathy
Topic: Cathy Pacific Table of contents
Cover Page P.1
Table of Contents P.2
Executive Summary P.3
Introduction P.4
Analysis of Current Marketing Situation P.5-11
Business Portfolio Analysis P.12-13
Growth Strategies and Positioning Strategies P.14-17
Conclusion and Recommendation P.18
Appendix and Reference P.19
Executive Summary
The purpose of this study is to analyze Cathy Pacific marketing situation and its strategies; performance against its current competitors, in order to help the company to meet the challenges in the near future.
This study will cover Cathy Pacific internal and external environmental factors, PEST and its SWOT analysis and the rooms for improvement. It’s Michael’s Porter’s Five Forces Model by doing the competitor analysis.
We will also conduct business portfolio analysis by using BCG Matrix and assess the effectiveness of the growth strategies and positioning strategies.
After that we will draw a conclusion and recommendation to Cathy Pacific so as to customize the strategies for better revenue performance.
The ultimate goal of this study is to maintain its competitiveness by expanding its flight destination and increasing its brand awareness. A numbers of recommendations will make for Cathy Pacific future development.
Introduction of Cathy Pacific
American Roy C Farrell and Australian Sydney H de Kantzow founded Cathay Pacific Airways in Hong Kong on 24 September, 1946. It is one of the flag carriers in Hong Kong with its head office and main heart located at Hong Kong International Airport.
The airline's operations include scheduled passenger and cargo services to 114 destinations in 36 countries worldwide, in expanded their international network in this 64 years. The cargo division play vital role in the company's growth and expansion. Cargo services contribute almost 30 percent of their revenue.
Cathy