Cathay Pacific SWOT Analysis

Cathay pacific is among the exalted names of airlines with an expanded network serving in thirty six countries , five continents and has one hundred and fifteen destinations which include Europe , North America , London, Los Angeles ,China ,Paris ,Singapore and many more.

Strengths

• International services in Nagoya, Fukuoka and Osaka in Japan were first introduced by Cathay pacific.

• Cathay pacific offers its passengers the opportunity to travel in a class of their own attitude by introducing various classes such as first class, business class, premium etc.

• It stands as the first one to introduce e-air way bill system. This improvement removes the lethargic method of paper documents previously used to issue airway bills.

• It is renowned in providing plush journey thick with luxuries like lie-flat seats (aided with private closet, message function and ottoman for commodities) ,burning meals, appetizing beverages; perfumed towels variety of magazines and newspapers, radio channels, personal TV’s offering latest movies, music games, audio video on demand and many more (Akkermans & Leung, 2009).

• One of its foremost service was he introduction of dubbed CX Mobile for its passengers to give them updates about flight arrivals and departures , info about their flights their destinations .

• Cathay pacific is honored with a range of awards which include world’s third largest airline in terms of market capitalization by International Air Transport Association., Airline of the Year Award by Sky TRAX IN 2009, World Travel Awards and Official Airline Guide Awards.

Weaknesses

• It suffered largely from financial crises due to flawed strategy of locking in fuel prices much higher in contrast to existing market price.

• It was unable to control terrorist attacks due to its inefficient security.

• As the company is growing organizational structure become more inefficient.