Pest Assessment of Cathay Pacific

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Industry Structure

|Item |Aspect |Characteristics of the target |Opportunity |Threat | | | |industry | | | |1 |Free Market | |Easy access |Keen competition | | | | | | | | | | | | | | | | | | | |2 |Monopoly | |No competition |Inertia easily happened | | | | | | | | | | | | | | | | | | | |3 |Monopolistically Competitive | |Few key competitors |Easily be imitated | | |Market | | | | | | | | | | | | | | | | |4 |Oligopoly |[pic] |Few competitors |Inertia easily happened, and | | | | | |Easily be imitated | | | | | | |

We believe that it is an oligopoly industry, as it is a market form in which the industry is dominated by a small number of competitors. Each oligopolist is likely to be aware of the actions of the others. The decisions of one firm influence, and are influenced by, the decisions of other firms. Strategic planning by oligopolists needs to take into account the likely responses of the other market participants.

Industry Life Cycle

|Item |Stage |Characteristics of the target|Opportunity |Threat | | | |industry | | | |1 |Embryonic | |High price setting possible |Slow growth rate | | | | | | | | | | | | | |2 |Growth Stage |[pic] |High growth rate |Increase of competitors | |3 |Mature | |Customer loyalty |Market Saturated | | | | |...
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