Cathay Pacific: new direction for change and success
Yesterday, marked a very important day for Cathay Pacific as the airline shared the strategic direction of its business in the years to come with some 360 senior managers from Hong Kong and our offices across our global network.”We understand that many of our media friends are eager to learn more about the outcome of our business review, which has been studied at length. I am therefore happy to share some of the highlights with you. At the Leadership Conference held today, we recapped on our business context, the challenges and opportunities and then focused on our plans for the future. We explained our strategic direction and related work, so that everyone at Cathay can look ahead to the next steps of the company’s journey.”
The changing and increasing customer expectations, the dramatic growth of competition, the unpredictable nature of the world economy and a host of other factors have combined to put huge pressure on our business. The competition is here to stay and the uncertainty is ‘the new normal’. “We simply must respond. Cathay already has in place a well articulated network and hub development strategy. Additionally, the company has a well developed commercial plan to ensure we are pricing and distributing our products in a way that addresses the changing needs of the market and preference of our customers. Furthermore, we have an established and successful cargo strategy, which will remain a significant part of our business.”
“The strategy launched today is a new and overarching statement that complements our existing development plans. It is centred on us being singularly focused on delivering our brand promise to enable a Life Well Travelled. That means becoming an organisation that is truly committed to its customers. The decisions we make going forward will have our customers at the very heart. Doing so will set us apart from our competitors. We recognise that data analytics and digital capabilities offer us the opportunity to drive deeper customer insights and remove inefficiencies and waste from our day-to-day workings.”