Cathay Pacific, Kranich-konzern (umgangssprachlich) and Thai Airways

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

Cathay Pacific, Kranich-konzern (umgangssprachlich), and Thai Airways

By simply Stefan Broda, Dennis Arranger, Suttinee Keawsuwan, Yin Tong, and Li Xin Table of Material 1 . Intro............................................................................................................................ 2 2 . About three Companies................................................................................................... 3 2 . one particular Cathay Pacific cycles Airways Limited...................................................................................... 3 installment payments on your 2 Lufthansa Public Limited Company................................................................................ 5 2 . several Thai Breathing passages International Open public Company Limited..................................................... 4 a few. Business sectors...................................................................................................................... 5 4. Market Segmentation............................................................................................................. 6 a few. Target Market segments....................................................................................................................... 7 6. Marketing Mixture........................................................................................................................ 8 six. 1 Similarities....................................................................................................................... 8 six. 2 Crucial Differences.............................................................................................................. eleven 7. Competitive Advantages...................................................................................................... 15 8. Setting in the Main Industry............................................................................................ 16 9. Conclusion............................................................................................................................ 18 10. Appendix............................................................................................................................ 18 10. 1 Price matching......................................................................................................... 18 12. 2 Aircarrier Customer Study Results................................................................................. 18 11. Bibliography....................................................................................................................... 19 Term Paper – Marketing1 BBA2 SS/02

Cathay Pacific, Lufthansa and Thai Airways

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1 . Launch

This promoting paper looks at three admitted airlines with regards to their overall performance and marketing plans. Thai Breathing passages, Lufthansa and Cathay Pacific cycles all function routes between Asia and Europe. All of them apply a definite marketing mix to differentiate themselves from your competition using their crucial competencies and corresponding for their reputation. Nevertheless taking into account the consequence of other organization segments, the main emphasis will be put on the passenger organization. Together they transport about 60 million passengers annually. Air travel to and from Asia is becoming more and more essential over the last years. Booming financial systems in Asia have generated an increased volume of business connections. There is large competition pertaining to the Oriental market which can be slowly opening up. The preconditions of the air carriers for performing are different. Lufthansa enjoys the advantage of a strong domestic industry. Thai Airways` domestic marketplace is much smaller in comparison with its foreign operations plus the company continues to be heavily affected by the Thai government`s plans. Cathay Pacific strictly speaking would not have virtually any domestic marketplace at all and is also backed by the powerful Hk based Swire group. Internationally...

Bibliography: Print out Media Cathay Pacific Air passage Limited. Total annual Report 2k. Deutsche Kranich-konzern (umgangssprachlich) AG. 2001. Annual Survey 2000. Thai Airways International Public Organization Limited. Annual Report 2150 / 01.

Nonprint Media PDF Documents ATW Analysis. 2002. Universe Airline Record 2001. http://www.atwonline.com Web Pages Cathay Pacific Air passage Limited. 2002. Official Website. http://www.cathaypacific.com Krauts (umgangssprachlich) Lufthansa AKTIENGESELLSCHAFT. 2002. Recognized Homepage. http://www.lufthansa.com Thai Airways International Community Company Limited. 2002. Official Homepage. http://www.thaiair.com Star Cha?non Private Limited. 2002. Standard Homepage. http://www.star-alliance.com oneworld Alliance. 2002. Established 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 CUSTOMER RELATIONSHIP MANAGEMENT. http://www.r2isc.com/Best%20Practices%20CRM.htm Focus Online. 2002. Heben Sie mit jeglicher ab? (Customer Survey) http://focus.de/D/DR/DRU/DRU81/dru81.htm Skytrax. 2002. Airline with the Year Prize 2001. http://www.airlinequality.com/

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