top of page
cx.jpg
Cathay Pacific

A retrospective analysis and how Cathay Pacific could revive in the aftermath of shutting down Cathay Dragon.

Overview

  • Time

    • October - November 2020​

    • University project for "Strategic Management"

  • Responsibilities​​

    • Powerpoint Design & Formatting

    • Fact-checking & Proofreading 

    • Catering & Fleet Strategy Formation

Key Questions to Consider

  • Was the removal of Cathay Dragon the best outcome out of a bad situation?​

​

  • How has the removal affected Cathay Pacific & HKExpress' position within the industry?

​

  • How is Cathay Pacific going to survive from now on?

Angles of Analysis

Customers

  • Business

  • Leisure

Products

  • Hard

  • Soft

  • Others

Channels

  • Online

  • Offline

  • Partnerships

Markets

  • FSC

  • LCC

  • Freight

  • ...

Customer Value Proposition

  • Marketing mix

Resources

  • Tangible assets

  • Intangible assets

  • Financial assets

Processes

  • Customer-facing

  • Back-end

Values

  • Hospitality

  • Travel

  • ...

Value

  • Quality

  • Satisfaction

  • ....

Proposed Measures

Route allocation

Fleet restructuring

  • Sale & write-off

  • Leaseback​

  • P2F Conversion

Leverage short-term demand

  • HKG-SIN travel bubble

  • Expanded "flycations"

  • Expand B2C catering service

Expected Outcomes

Eliminate

Service Gap

Redundant Capacity

Obsolete assets

Raise

Fleet utilization

Profitability

Demand for products/services

Reduce

Idling equipment

Operating expenses

Cash outflow

Create

New revenue and cash flow source

​

Read the Complete Analysis

Notes

The case study for Cathay Pacific was the most enjoyable one, yet also the most challenging one for me personally. As an Avgeek, I was thrilled to work on the company since it meant my knowledge in Aviation would come in handy; at the same time, since the events revolving around Cathay Dragon were still unfolding, it was challenging to propose solutions that would be feasible and sensible for a renowned airline like Cathay Pacific. 

​

At the time of making this webpage (May 2021), CX has already committed some of the strategies we mentioned, such as increasing P2F conversion, reallocating destinations and fleet leaseback, and that the Airline is getting better financially.

​

Insane thanks to my groupmates Su Hyun, Kunwoong, Min Woo and Youna at Strategic Management for a wonderful experience!

bottom of page