Cathay Pacific, Lufthansa and Thai Airways
Cathay Pacific, Lufthansa and Thai Airways
p1/19
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.
p1/19
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.
Bibliography: Print Media Cathay Pacific Airways Limited. Annual Report 2000. Deutsche Lufthansa AG. 2001. Annual Report 2000. Thai Airways International Public Company Limited. Annual Report 2000 / 01. Nonprint Media PDF Documents ATW Research. 2002. World Airline Report 2001. http://www.atwonline.com Web Pages Cathay Pacific Airways Limited. 2002. Official Homepage. http://www.cathaypacific.com Deutsche Lufthansa AG. 2002. Official Homepage. http://www.lufthansa.com Thai Airways International Public Company Limited. 2002. Official Homepage. http://www.thaiair.com Star Alliance Private Limited. 2002. Official Homepage. http://www.star-alliance.com oneworld Alliance. 2002. Official Homepage. http://www.oneworld.com Aero International. March 2002. Unfallstatistik, Stand Januar 2002. http://www.aerointernational.de/Frames_Unfallstatistik.htm R2ISC Associates. 2002. Best Practices CRM. http://www.r2isc.com/Best%20Practices%20CRM.htm Focus Online. 2002. Heben Sie mit jeder ab? (Customer Survey) http://focus.de/D/DR/DRU/DRU81/dru81.htm Skytrax. 2002. Airline of the Year Award 2001. http://www.airlinequality.com/ Term Paper – Marketing1 BBA2 SS/02