International Marketing Study Program 2001

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Cathay Pacific, Hong Kong

8 January 2001

After two exciting days in Hong Kong we received our very first presentation from one of the world's leading Airline corporations, Cathay Pacific. Everyone got up early and the group arrived at Cathay Pacific City before the scheduled time. This provided the opportunity for the group to take lots of photographs of the new HK$3 billion global headquarters of Cathay Pacific which is located right next to the new CLK Airport.

There were four presenters from Cathay Pacific, Ms Olivia Wong - Manager Marketing Communications, Mr Jesse Lui - Marketing Manager, Mr Daniel Heung - Marketing Services Manager and Ms Elise To - Assistant Marketing Manager. The main presentation was given by Olivia Wong and was brilliant to say the least.

The key issues covered in the presentation included:

1. An overview of the organisation from a strategic marketing perspective;
2. An introduction to the new facilities and services offered by Cathay; and
3. A brief look at the changes in marketing strategies since the turn of the century.

Naturally, despite the fact that this was a most informative presentation, it would not begin to quench the group's thirst for more knowledge.

In the Q & A session, other issues covered included:

1. The impact of Cathay's industrial relations situation on its marketing role;
2. The recognition of Singapore Airlines as Cathay's primary competitor and how they react to SIA through strategic marketing; and
3. Cathay's management of its global branches and how head office deals with any discrepancies.

All in all, it was a memorable day and most intellectually stimulating. Nonetheless, this is our first company visit, with so much more to come!

Ms Olivia Wong, Manager Marketing Communications with Hugh, Diane and  Laura
Ms Elise To, Assistant Marketing Manager - with Welly, Fika, Doris,  Chris and Shireen
Ms Olivia Wong, Manager Marketing Communications
Luke, Jodi, Lisa and Diane
Laura
Edo, Olivia Wong, Manager Marketing Communications, Jesse Lui,  Marketing Manager, Mr Daniel Heung - Marketing Services Manager, Ms  Elise To - Assistant Marketing Manager and Doris