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Cathay Pacific SWOT Analysis

Published by MBA Skool Team in Airlines category Last Updated: November 27, 2023Read time:

Here is a detailed SWOT analysis of Cathay Pacific covering strengths, weaknesses, opportunities and threats.

Cathay Pacific 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

Above are the strengths in the SWOT Analysis of Cathay Pacific. The strengths of Cathay Pacific looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Cathay Pacific Weaknesses

  1. Relying Heavily on International Onward Moving Traffic
  2. Limited market share due to extremely tough competition in the airlines segment

These were the weaknesses in the Cathay Pacific SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Cathay Pacific 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

Above we covered the opportunities in Cathay Pacific SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Cathay Pacific Threats

  1. Rising fuel costs
  2. Rising labor costs
  3. Increasing competition in South Asia market

The threats in the SWOT Analysis of Cathay Pacific are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Cathay Pacific SWOT analysis.

About Cathay Pacific

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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



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This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. 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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