Cathay Pacific SWOT Analysis, Competitors & USP

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

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 Group

Corporates / Upper Middle Class / Middle Class



Cathay Pacific SWOT


Below is the Strengths, Weaknesses, Opportunities & Threats (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


1. Relying Heavily on International Onward Moving Traffic

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


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


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

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