[경영성공사례 분석] Integration Communication Management - Cathay Pacific Airways에 대한 자료입니다.
1. Introduction of Cathay pacific airways.
2. Environment Analysis
3. IMC Strategies
4. Success factors
5. Campaign Reformation Factor
6. Implications of Korean Air
American Roy C Farrell and Australian Sydney H de Kantzow founded Cathay Pacific Airways in Hong Kong on 24 September, 1946. Initially based in Shanghai, the two men eventually moved to Hong Kong and founded Cathay Pacific Airways. This new company began to operate passenger flights to Manila, Bangkok, Singapore and Shanghai.
The 1960s represented their coming of age. According to research, between 1962 and 1967, business grew at an average rate of 20 percent a year. So they initiated international services (another world's first) to Osaka, Fukuoka and Nagoya in Japan.
In the early 1970s, they started to make use of the latest technology with their computerized reservation system and flight simulators. The first Boeing 747-200 arrived in Hong Kong in mid-1979, and by the end of the year, they had applied for traffic rights to start flying to London. As more B747's joined their fleet, they expanded their own services to Europe and North America.
The 1980s was a spectacular decade for the airline industry. Amidst a worldwide economic boom - spearheaded by Asia, more business travellers, tourists and cargo were flying than ever before. Eighteen years after the company, Cathay pacific airways, was founded, they celebrated carrying their one millionth passenger. Nine years later, in 1973, they were carrying one million people every year. Today, Cathay pacific airways carry approximately one million passengers each month.
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