Technological Environment Analysis of Cathay Pacific Airways:
Technological factors include forces that create new technologies, creating new product and market opportunities. It is based on considerations as to whether the local market has sufficiently developed technologies to take full advantage of the product. It should be noted that high technologies are required to make full use of the variety of promotional methods using alternative advertising media such as television or websites.3
1) Information Technology of Cathay Pacific 4
Cathay Pacific has devoted to technological advancement all the time. By e-business, Cathay Pacific is using information technology to improve communications with customers, passengers, business partners and staff. It also offers online ticketing, check-in, and online flight schedule, which deliver the updated flight information to customers via email or on their mobile phones. Therefore, the information technology enhances working efficiency and the customers can enjoy flexible and reliable services. Besides, certain electronic devices must not be used on the aircraft at any time such as Bluetooth, Wi-Fi and remote controlled products but now customers can use mobile data on the plane, which is called eXConnect.4 It provides limited network service to costumers. Moreover, its in-flight entertainment system offers video channels, audios, games and reading materials on demand system for First and Business class passengers. Cathay Pacific is exclusively showing popular Cantonese television drama series onboard from last year. It can attract new customers onto the plane to try the entertainment system onboard. The series, produced by leading local TV station Television Broadcasts Limited (TVB), further enhance the entertainment selection available for passengers. To conclude, the information technology can improve internal and external communications, raise revenue, cut service costs and improve the quality of...
Please join StudyMode to read the full document