Cathay Pacific SWOT Analysis, USP & Competitors

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SWOT Analysis of Cathay Pacific with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Cathay Pacific

Parent Company

Swire Pacific

Category

International

Sector

Airlines

Tagline/ Slogan

Great Service. Great People. Great Fares.

USP

Premium Airline, Upper Middle Class, Middle Class

STP

Segment

Passengers Preferring Comfort / reliability

Target Group

Corporates / Upper Middle Class / Middle Class

Positioning

Premium

SWOT

Strengths

1. Present in the Airline market for a long time
2. Satisfied Customer Base

3. It carries nearly 30 million passengers a year

4. The number of aircraft fleet size is nearly 140

5. Over 110 destinations are covered in over 35 countries

Weaknesses

1. Relying Heavily on International Onward Moving Traffic

2. Limited market share due to extremely tough competition in the airlines segment

Opportunities

1. Can Leverage on the dedicated set of customer owing to the airline being in existence for a long time

2. More popular international destinations

Threats

1. Rising Fuel Costs
2. Rising Labour Costs
3. Increasing Competition in SE Market

Competition

Competitors

1. Singapore Airlines
2. Jet Airways
3. Air India


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The table above concludes the Cathay Pacific SWOT analysis along with its marketing strategy and brand parameters.

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