Cathay Pacific, Lufthansa and Thai Airways

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Cathay Pacific, Lufthansa and Thai Airways

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BBA2 - Marketing 1 – Prof. Taylor Term Paper – SS/02

Cathay Pacific, Lufthansa, and Thai Airways

By Stefan Broda, Dennis Damer, Suttinee Keawsuwan, Yin Tong, and Li Xin Table of Contents 1. Introduction ............................................................................................................................ 2 2. About the Three Companies................................................................................................... 3 2.1 Cathay Pacific Airways Limited ...................................................................................... 3 2.2 Lufthansa Public Limited Company ................................................................................ 4 2.3 Thai Airways International Public Company Limited ..................................................... 4 3. Business sectors...................................................................................................................... 5 4. Market Segmentation ............................................................................................................. 6 5. Target Markets ....................................................................................................................... 7 6. Marketing Mix........................................................................................................................ 8 6.1 Similarities ....................................................................................................................... 8 6.2 Key Differences.............................................................................................................. 11 7. Competitive Advantages ...................................................................................................... 15 8. Positioning in the Main Market............................................................................................ 16 9. Conclusion............................................................................................................................ 17 10. Appendix ............................................................................................................................ 18 10.1 Price Comparison ......................................................................................................... 18 10.2 Airline Customer Survey Results ................................................................................. 18 11. Bibliography....................................................................................................................... 19 Term Paper – Marketing1 BBA2 SS/02

Cathay Pacific, Lufthansa and Thai Airways

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1. Introduction
This marketing paper examines three major international airlines in terms of their performance and marketing strategies. Thai Airways, Lufthansa and Cathay Pacific all operate routes between Asia and Europe. They all apply a distinct marketing mix to differentiate themselves from the competition drawing on their key competencies and corresponding to their reputation. Though taking into account the effects of other business segments, the main emphasis will be put on the passenger business. Together they transport about 60 million passengers annually. Air travel from and to Asia has become more and more important over the last decades. Booming economies in Asia have led to an increased number of business contacts. There is heavy competition for the Chinese market which is slowly opening up. The preconditions of the airlines for doing business are dissimilar. Lufthansa enjoys the advantage of a substantial domestic market. Thai Airways` domestic market is much smaller compared with its international operations and the company is still heavily influenced by the Thai government`s policies. Cathay Pacific strictly speaking does not have any domestic market at all and is backed by the powerful Hong Kong based Swire group. Internationally...
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