Cathay Pacific SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Cathay Pacific analyses the brand by its strengths, weaknesses, opportunities & threats. In Cathay Pacific SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Cathay Pacific to benchmark its business & performance as compared to the competitors. Cathay Pacific is one of the leading brands in the airlines sector.

The article below lists the Cathay Pacific SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Cathay Pacific SWOT Analysis:

SWOT Analysis of Cathay Pacific

For Cathay Pacific, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Cathay Pacific Strengths

The strengths of Cathay Pacific looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Cathay Pacific :

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

Cathay Pacific Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Cathay Pacific SWOT Analysis:

1. Relying Heavily on International Onward Moving Traffic

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

Cathay Pacific Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Cathay Pacific SWOT Analysis:

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

Cathay Pacific Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Cathay Pacific are as mentioned:

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

Hence this concludes the Cathay Pacific SWOT analysis.

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About Cathay Pacific

Cathay Pacific

Parent Company

Swire Pacific





Tagline/ Slogan

Great Service. Great People. Great Fares.


Premium Airline, Upper Middle Class, Middle Class

Cathay Pacific STP

Passengers Preferring Comfort / reliability

Target Market

Corporates / Upper Middle Class / Middle Class



Cathay Pacific Competitors

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

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This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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