學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Cathay Pacific: Positioning for Competitive Advantage
內容大綱
Cathay Pacific was founded in Hong Kong in 1946. As of July 2023, Cathay Pacific passenger and cargo airlines offered scheduled services to 81 destinations in 30 countries and regions worldwide, including 14 destinations in the Chinese Mainland. The group also served an additional 131 destinations in 21 countries and regions through code-share agreements. Effective January 1, 2023, Lavinia Lau was appointed chief customer and commercial officer and executive director on the board of Cathay Pacific. In August 2023 she faced the decision of what to propose to position Cathay Pacific to achieve its ambitious vision of becoming one of the world’s greatest service brands. What was the current positioning of Cathay Pacific relative to other airlines? Who should its target customers be? What should its message be to appeal to those target customers?
學習目標
This case is suitable for undergraduate- and graduate-level courses in marketing. Students do not need to have taken any introductory marketing management courses beforehand. This case is about marketing and examines how marketers can segment a market, identify target market(s), and position a brand for competitive advantage. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand how to position a brand for competitive advantage, based on an understanding of the important factors passengers consider when choosing an airline.</li><li>Understand how to segment a market, identify target market(s), and determine the unique value claim and reason to believe for each target market.</li></ul>