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  • Cathay Pacific

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    Akshay bhonde
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    Cathay Pacific is facing strategic problems with service marketing due to changing customer needs and dual branding. The document recommends that Cathay Pacific improve customer service through feedback, quality standards, and service scripts. It also recommends keeping the Dragonair brand separate to avoid confusion and targeting premium Hong Kong customers. Additionally, Cathay Pacific faces one-time operational cost increases and the recommendations include adding an extra seat per row to increase capacity, using fuel-efficient aircraft, and new international routes and flight frequencies to increase competitiveness.

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    Cathay Pacific is facing strategic problems with service marketing due to changing customer needs and dual branding. The document recommends that Cathay Pacific improve customer service through feedback, quality standards, and service scripts. It also recommends keeping the Dragonair brand separate to avoid confusion and targeting premium Hong Kong customers. Additionally, Cathay Pacific faces one-time operational cost increases and the recommendations include adding an extra seat per row to increase capacity, using fuel-efficient aircraft, and new international routes and flight frequencies to increase competitiveness.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    3 views1 page

    Cathay Pacific

    Uploaded by

    Akshay bhonde
    Cathay Pacific is facing strategic problems with service marketing due to changing customer needs and dual branding. The document recommends that Cathay Pacific improve customer service through feedback, quality standards, and service scripts. It also recommends keeping the Dragonair brand separate to avoid confusion and targeting premium Hong Kong customers. Additionally, Cathay Pacific faces one-time operational cost increases and the recommendations include adding an extra seat per row to increase capacity, using fuel-efficient aircraft, and new international routes and flight frequencies to increase competitiveness.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Cathay Pacific

    Strategic Problem One time Problem

    ● Service Marketing ● Increase in Operational Costs


    ○ Service Quality
    ○ Dual Branding
    ○ Changing Customer base

    Recommendation Recommendation

    ● Cathay Pacific should form a team whose main focus ● Should add one more seat in every row to increase
    will be to improve customer efficiency, on-time the capacity from 9 to 10 seats
    performance and quality of service given. This can be ● Include high fuel efficient aircrafts in the fleet
    achieved through continuous feedback from fliers and ● Introduce new routes for international locations to
    improvement in quality standards and strict following compete with the new entrants and increase
    of service scripts while greeting the customers . Next, frequency of flights to the existing routes
    CP should not rebrand Dragonair as it will create ● Maintenance of aircrafts to avoid giving
    confusion and let it operate with the same name in the compensations to the fliers for inconvenience
    mainland china where it was well known. Last, CP
    caused
    should Target Premium Customers of Hong Kong.

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