Discuss the possible impacts of GBA after their inaugurations

http://www.orientaviation.com/articles/5291/cathay-chairman-has-%E2%80%9Cevery-confidence%E2%80%9D-airline-will-survive-the-covid-19-crisis)

Instructions.

Write a report of 2,000 –2500 words to analyze the business environment that Cathay Pacific Group(“CXGroup”) during the COVID-19 pandemic.

Identify and analyze relevant strategies that CX Group adopts to face the current business hardship and challenges,especially different ways and measures for the group in dealing with the COVID-19 situation.

Evaluate the strategic measures adoptedby CXGroup during the pandemic and how may CX

Page | 3 Group enhance their competitiveness after the“shutdown” of Cathay Dragon.With the availability of the vaccine and various control measures adopted by different countries, air travel market may start to recover from Q2 or Q3 in 2021.

Besides, you may needto consider the possible impacts and challenges from the potential new competitor Greater Bay Airlines (“GBA”), and how may CX Group deal with the same, if and when circumstance warrants.

In addition, you may assume that the readers are familiarized with the relevant strategic analysis framework and tools. Therefore, you are NOT required to provide a detailed theoretical explanation of the framework and tools.

This coursework focuses on the practical application of the following aspects. Indeed, you should put weights to the following: –

1.Search for appropriate industrial news and company data to support your recommendation;

2.By using PESTEL analysis and Porter’s Five Forces Framework and the collected data, rigorously analyze the business environment of CX Group now faces. Evaluate the trend of the forces, hurdles and/or environmental changes  in the future, and why;

3.Through relevant data that you have collected, explain, evaluate and discuss the strategies that the company adopted and achieved;

4.Discuss the possible impacts of GBA after their inaugurations(assuming ATLA and CAD’s approval are obtained);and

5.In your own opinion, recommend and provide three realistic recommendations that CX Group may consider to

i) strengthening their market position;

ii)increasing their competitiveness; and

iii) dealing with the possible impacts from GBA(with proper reasoning), then draw your conclusion.

 

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