We accept

Value Chain analysis of Cathay pacific

Cathay Pacific is an international airline documented and based in Hong Kong, offering scheduled traveler and cargo services to 117 vacation spot in 36 countries and territories.

The company was founded in 1946 and remains deeply focused on its home platform, making substantial opportunities to build up Hong Kong among the world's leading global travel hubs. Furthermore to fleet of 128 wide-bodied airplane, these assets include catering, airplane maintenance, ground handling companies and the organization head office, Cathay Pacific city at Hong Kong international airport.

In yr 2007 Cathay Pacific increasing their customers time by 12 months. They got highest passenger weight and they track record passenger quantities with the average insert factor of 81. 1%. The capacity is increase by 3. 9% with the most of the increase towards the end of the entire year.

2008 was a hard year for the company. While the business picture was at first 50 % of the year was positive but spouse was not successful due to some political reason and higher gas cost. Because of this reason company received loss in calendar year 2008.

In year 2009 was quite best for the business environment. They received income of HK$4, 694. This compares to the increased loss of HK$8696 from the previous year. In 2009 2009 they make an effort to ensure that standard the face of your unprecedented downturn running a business.

Let's start to see the internal and external environment changes in company environment. During current age they made some changes their strategy and services.

Value Chain research of Cathay pacific

C. P. (Cathay pacific) is one of the top quality flight company in air series industry. It always competes with different flight company. It competes with different airlines company for its position and notoriety. More recently C. P. is underwent for changes its image in market and also try to solve problem. So C. P. is manufactured new ways of solve problem that they are facing. The primary ideas of new strategies are to increase lots of clients and also make an effort to full load services which demanded by the clients. C. p. management also sure about that this strategies related to services and solutions can be useful to compete against other airlines company.

Inbound(internal) logistics:

Related to its inner logistics C. P. develops good marriage and mutual aid using its suppliers. Linked to this point inner logistics does not affect to its market position so favorably. The main reason is that all airlines industry are receiving same reap the benefits of its suppliers.


Cathay Pacific providing a service to passengers plus they thinks that their business are available experience to the travellers. Loyalty is a main key factor for every business. The primary key factor for loyalty is emotional bonding with individuals and this factor is effective for C. P. to draw in customers for repurchase air travel products. The biggest dissimilarity of C. P. to its opponents is its people. The C. P. management is often trying to build connection between product development and customer's expectation. C. P. is definitely trying to provide good services to its individuals and travellers always feel welcomed, well known. The travellers always feel that they are really travel in good and safe services.

For improving customers services C. P. develop ethnic changes within airline. They develop new program like 'service upright from heart and soul' for increasing customer services. In this program they make an effort to point out about its understanding related need for individuals in firm and their contribution in their success. For providing a excellent customer service they using following steps.

Generating a atmosphere for positive performance.

Recruiting the correct people and coach properly

Continual enhancement


Throughout the globe service is main key factor which can adding value of core corporate and business. All corporations across the world are increasing their value by offering various services.

Cathay Pacific is always concentrating on their services. Main aim of the C. P. is to provide superior services with their customers and to turn in to world most well liked flight. C. P. aware of that quality of service established them in good position from its opponents. C. P. also dedicated about on time performance to purpose, keeping and growing international route network, and increasing air travel consistency to make their position in market

They providing their services according to their strategy like "services right from heart and soul" and they are quite successful in their market. C. P. . Not only match the costumers needs and is designed not simply to meet, Cathay Pacific goes beyond guaranteeing satisfaction to fortify the loyalty of costumers and improve the profit-ratio of the air travel.

For attaining a target market position C. P. uses Differentiation. According to this strategy C. P. offers to their customers extensive product runs and higher quality products to customer's convenience.

Technology development:

As a scientific point of view C. P. is also same as its opponents. C. P. was the first airline who announced to plans to install internet in air travel. Then they go because of their process and now a times they providing internet to all or any flights. C. P. was the first to electronically link airbus air art to its maintenance center. C. P. also spent their profit e-business to become Asia's leading e-business air travel company.

The main idea behind this technology for C. P. is development of e-learning environment of company. Cathay Pacific made rapid improvement to becoming Asia's major e-business airline. In every this technology C. P. introduced about improvement of people experience in three different way

Online check in


Airport lounges

In flight e-mail system

Marketing and Sales

C. P. always looking to appeal to new as well as their regular clients by providing them different travel package deal. Their services always catch the attention of customers to travel by C. P. They always try to providing cheap seat tickets. They create different discount rate on the tickets.

Human reference management

The employees in Cathay Pacific are adding in all new strategy which is developed by company. C. P. have main advantages against its rivals are its quality of services that are providing by its employees. C. P. promotes appropriate training with their staff to build up their employment strategy. C. P. also develop working environment for their staff. Company motivates their staff for their works. Company promote good head for particular process to obtaining a concentrate on.

Porter's five analysis

Potential Entrants

C. P. is ready for new entrants and they're not greatly influenced by new market entrants. The power of potential comers to C. P. is too weakened. The main edge for C. P. against newbies is government regulations. They need to only focus their maintenance and low priced for his or her other expanses. These exact things are useful for C. P. against new comers in airlines market.

Competitive rivalry

The main rivals of C. P. are China airlines, Singapore airlines. C. P. is maintain their position in market by providing a best services, services are the key key element for C. P. this plan gives C. P. to psychological bonding as well as better business relationship. C. P. put in place new strategy by giving a unique traveling experience to their clients.


In this part of the examination, clients are mainly looking for products in least expensive prizes which are created by company. Alternative can also by means of another services that a consumer deems suited to them necessitate and capabilities. Substitutes can providing high capacity to company. For C. P. makes substitutes in its different division and it will help lose other company's client. C. P. is sure about those substitutes that they don't give them more problems.

Buyer power

The main edge for all consumers in this industry is that buying power. There are lots of companies available in flight industry. So specific customers have so many choices to buy tickets. So C. P. has only the choice that they need to have to providing tickets in low prices.

Supplier power

Supplier ability is also highly affect in air travel industry. Cathay Pacific also concern about this factor. Let's understand by example. When the petrol price is raises then C. P. have no other choice. C. P. is also increasing their fuel surcharge for every single ticket.

Mckinsey 7s model:

Shared value

C. P. always attempts to make some ground breaking in their customers services so customers will take so less amount of time in utilizing their services as a process of transportation. The business sure some services providing by them is never overlooked by their customers.


C. P. management is often trying to learn from its earlier. The only reason is behind is that they want to make their position in market. They always tries to not replicate their past fault. The other strategy is they make their relationship with their customers. They try to make emotional bonding using their consumers in order that they can provide services that folks will purchase. The other strategy is buying new and better equipments.


Cathay pacific company structure is decentralized. In C. P. company each and every decision aren't made by only 1 person. Every single department has an authority to add their idea on decision. Each and every department stocks their ideas prior to the decision. This decentralized framework helps to have a complete decision that will helps to provide best services.


C. P have reconfigure their system to check on that weather new system are are on their planning. And they also get conformed about that they providing services are in positive way. In addition they changes their system according with their departmental need.


Cathay pacific always keeps in their brain that the employees are main dependence on the company. They consider them as an asset of company. They hire employee relating to job needs. They are really providing proper and appropriate training to their employee. They also providing good financial and compensate to their staff.


C. P. Support a particular personnel for particular services and the personnel have ideas about how to provide best services. Company first checks their performance before providing them job. They also got conformed about all staff member have sufficient skill to use particular materials throughout their services.

Ansoff examination:

Here is brief view of ansoff research of C. P. Relating to this evaluation market development is suit their business. Product development is also best for their business. Matching to research, they can increase their profit proportion in market development and product development.

Market development.

Market development is principally explain by business goals to market its existing product in new market.

C. P. also made some changes with the product in existing market. They change in interior lay out and construction of air art. According with their strategy space is a key comfort variable.

http://airlinesflightnews. com/search/cathay+pacific+market+development+to+moscow

http://online. wsj. com/article/SB10001424052748704784904575112722646592114. html

Product development:

Product development mainly identifies by the business aims to market new product in existing market. .

For increasing their customers and devotion they striving provide more plane tickets with more facilities. Before a while they announced that they will starts flights to Moscow. They also announced that they can starts three flights in a week. They also released that they can start airline flight Auckland to Moscow. They also try to develop quickest as well as more convenient flights to their customers.

Cathay pacific is also spending into product improvement across the fleet to enhance traveler satisfaction and long term product competitiveness.

http://www. thefreelibrary. com/Will+Cathay+Pacific's+Passengers+Take+The+Airline's+Latest+Product. . . -a061797748

Market penitration

Market penitration is principally identify by business aim to sell their exisiting product directly into existing market.

For increasing their markets in the competitive market they make some discount rate on different product. C. P. is the first company who put their airfare ticket in public sale.

They create new travel offer for their customers. They are trying to introduce with their customers that they are selling complete travel package in low priced.


Hong Kong Dragon Airlines Limited("Dragonair"), an Asian local airline registered and located in Hong Kong offering scheduled passenger and cargo services to 30 places in 10 countries with a fleet of 29 plane, is wholly subsidiary of Cathay Pacific. C. P. possesses 18. 1% of Air China.

Twos research:

Tows analysis is mainly concern with interior analysis of the business.


Diversified geographical spread

Youngest fleet of aircraft

Strong financial performance


Weak turnover ratio

Unbalanced business portfolio


Growing Asia pacific market

Global air travel market


Fuel prices

Increasing competition from low cost airlines


Cost leadership

Merge & Acquisition

Internal development


Now days your competition in air travel industry is high. There are lots of airlines run in Asia region. The main competition for Cathay Pacific are Air Asia and Singapore airlines. Air Asia presently runs on 86 routes and its no frills service has obtained extensive range in china market. And Singapore Airlines runs 88 destinations in 38 countries. Cathay Pacific should point out to diversify their routes.

Merge & Acquisition:

Cathay pacific must combine with different airlines to avoid future threats. Merge and acquisition is among the finest choices. In order to avoid their dangers Cathay Pacific has combine with Air China. C. P. merge with Air China for cargo services.

Internal development:

For internal development concern Cathay Pacific is higher then their challengers. It mainly consists with their inner asset. In season 2007 some of the prime competitors are Singapore Airlines, SAS. During this year the asset turn over percentage was 1. 15 times higher then C. P. and the same calendar year Singapore Airlines comprise the asset start ratio is 0. 59 times lower then Cathay Pacific. But in an Asian region Cathay Pacific hae good market and they have good inside development.

More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment