Cathay Pacific SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Cathay Pacific analyses the brand/company with 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 and industry. As of 2020, Cathay Pacific is one of the leading brands in the airlines sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Cathay Pacific competitors and includes Cathay Pacific target market, segmentation, positioning & Unique Selling Proposition (USP).

Cathay Pacific SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table

Cathay Pacific

Parent Company

Swire Pacific





Tagline/ Slogan

Great Service. Great People. Great Fares.


Premium Airline, Upper Middle Class, Middle Class

Cathay Pacific STP
Cathay Pacific Segmentation

Passengers Preferring Comfort / reliability

Cathay Pacific Target Market

Corporates / Upper Middle Class / Middle Class

Cathay Pacific Positioning


Cathay Pacific SWOT Analysis
Cathay Pacific Strengths

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

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

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 in the SWOT Analysis of Cathay Pacific are as mentioned:

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

Cathay Pacific Competition

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

You can suggest changes or add new brands in the BrandGuide section. To contribute, kindly click here.

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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Cathay Pacific. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin