Cathay Pacific Airlines Essay Example | Topics and Well Written Essays - 4000 words

Cathay Pacific Airlines - Essay Example It is with regards to this fact that the research has endeavored to conduct a thorough analysis of the STP strategies that have been adopted by Cathay Pacific Airlines till date. This allowed the researcher to analyze the effectiveness of these strategies as far as adding customer value is concerned. This analysis has been grounded on the basis of situation evaluation that enabled the researcher to explain the environment (both macro and micro) in which Cathay Pacific has been operating. By doing so, the researcher was able to justify the strategies adopted by the airline in accordance with the macro as well as microenvironment within which the company operates. The nature of this research is purely qualitative in nature where the researcher has attempted to analyze secondary information that is available over different scholarly journals, online databases and other websites relevant to the company of choice. The conclusions and recommendations pertaining to the research have been st ated accordingly. It is a widely known fact that the world of business is an ever-changing environment. In such an intensely competitive environment, a leading business sometimes fails to maintain its position as the market leader as a result of inappropriateness in terms of adapting to the dynamic world (G. T. Haley, U. C. Haley, and Tan, 2012; Markus and Loebbecke, 2013). There are certain exceptions where companies adopt prudent strategies that provide them with the necessary ammunition to stay ahead in the race. One such company is the Hong Kong-based airline and cargo carrier, Cathay Pacific. The company has long been known to adopt and implement proper strategies which have helped the organizational managers to compete with the likes of airline giants such as Air China, Singapore Airlines, Dragon Air, Emirates and Lufthansa (CAPA Centre for Aviation, 2014). World leaders and academic scholars have been noted praising the market strategies in particular adopted by the company that has enhanced it s competency in this fiercely competitive industry.