Management Report

4697 words - 19 pages

[1]
MANAGEMENT REPORT
HOW TO INCREASE THE PASSENGER BUSSINESS OF
CATHAY PACIFIC AIRWAYS
Course No. : PDS-80007-2012-2-F
Student : Mr. Yau Yat Hon
Supervisor : Mr. George Chan

[2]
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY…………………………………………………….. P. 3
2. INTRODUCTION
2.1 COMPANY BACKGROUND…………………………………….…… P. 4 - 7
2.2 COMPANY VISION AND MISSION……………………….…….. P. 8
3. PROJECT OBJECTIVES…………………………………………………….…. P. 9 - 10
4. COMPANY ANALYSIS
4.1 PEST ANALYSIS…………………………………………………………. P. 11 - 12
4.2 SWOT ANALYSIS……………………………………………………….. P. 13 - 21
5. CUSTOMER RELATIONSHIP MANAGEMENT
5.1 EXISTING CLIENT RELATIONSHIP ANALYSIS
- LOYALTY PROGRAMMES…………………………………..…….. P. 22 - 24
- CUSTOMER RETENTION………….………………………….…… P. 24
- AWARDS OF 2011……………………..……………………………. P. 25
5.2 ADVERTISING AND PROMOTION STRATEGIES…………… P.26 - 27
6. RECOMMENDATION…………………………………………………………. P. 28 - 31
7. CONCLUSION……………………………………………………………………. P. 32
8. REFERENCES……………………………………………………………………… P. 33

[3]
1. EXECUTIVE SUMMARY
Cathay Pacific, as known as one of the Leader airline in the world. For
maintaining the leadership in the industry, continually company development
and sustainable sale growth are the major objective of the company.
In this management report, we would like to introduce the background of Cathay
Pacific, analysis the Macro...

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