Research Proposal: How does Cathay Pacific Airways survive in the competitive global market - Essay Example

?Final year Research Proposal: How does Cathay Pacific Airways survive in the competitive global market? Introduction: Cathay Pacific Airways is a one of the Hong-Kong based airline industry that has a wide-ranging system of flights to more than 90 destinations all around the earth. It is also consider d as one of the highest and most regarded Airline industry in the Asia. The business was established in Hong Kong in 1946. The business since then has carried on building up Hong Kong’s airline business and supported the position of the Hong Kong as a main transportation service centre in the area. “Through its subsidiaries the Company is also engaged in other related areas, including airline catering, aircraft handling and aircraft engineering. The airline operations are principally to and from Hong Kong. The Company operates in two business segments: the airline business segment and the non-airline business segment” (Cathay Pacific Airways Ltd (0293.HK) n.d.). Cathay pacific is one of the most recognized airline corporations in the world. It fights with various airline business establishments for notoriety and status in the airline industry. In recent times the company undergo an alteration in picture and strategies to contradict the issues its industry has. It moved the focus of its policy into making confident that there will be a raise of customers who demanded their services, it also made sure that the various types of services and techniques they use can be competitive to various other airlines business. “More than sixty international airlines and more than a dozen additional all-cargo carriers serve Hong Kong, a major international and regional aviation hub. In 2000, over 4,100 flights per week providing serviced some 140 destinations worldwide. Hong Kong is the gateway Mainland China” (Malkani et al. 2005). In 2006 the company was obtained by Dragon air but it still carries on to functioning in its own brand name. This does not obstruct it from incessantly trying to offer the most excellent service to its customers. This demonstrates that with appropriate strategies used, a business can continue in the industry for a longer period of time. The aim of the study is to identify the How does Cathay Pacific Airways survive in the competitive global market?. “Cathay Pacific’s goal is to deliver superior service and value to its customers and to become the world’s most admired airline. The organization recognizes that the quality of service sets it apart from its competitors. The organization is committed to meeting on-time performance goals, maintaining and growing international route network, and increasing flight frequencies to meet market demand” (Value Chain Analysis Cathay Airline — Document Transcript 2012). Cathay Pacific struggles to distribute Service directly from the Heart and receives pride in creating its consumers feel secure, welcome, and comfy and above all, relieved. Cathay Pacific foresees the customers’ requirements and aims not just to convene, but exceed their expectations. “Day by day airline industry is growing with a very fast pace. Lots of developments have taken place over the years in commercial air transport industry. Nowadays we can see lots of airlines are operating throughout the world carrying passengers and cargo” (Strategy Applicable to Any Airline 2003). Because of the new contestants in the industry and significance achieved by aviation field the competition between every the airlines is on rise. So to hat competitive advantage of the company must be necessary to develop the overall benefit of the company. Here the proposal includes literature review, research methodology, discussion and conclusion regarding the various way in which the Cathay Pacific Airways survive in the competitive global market. My Research Question: How does Cathay Pacific Airways survive in the competitive global market? The Research Objectives: In order to accomplish the objectives more productively, it is important to find different types of consistent information regarding the airlines industry. For instance, gathering the information from the websites of dissimilar types of airlines companies, reading the business journals (for example: The economist), reading the various types of newspapers and the business textbooks, and gathering the data from the personal views in the course of the questionnaire which objectives to create the analyses more precisely in order to prove my point of views. To identify the ways in which Cathay Pacific Airways survive in the competitive global market. To identify the various strategies used by the Cathay Pacific Airways to compete with the various other airline industry. Literature Review: Cathay Pacific Airways Ltd is a Hong Kong-based global airline. Cathay Pacific proposes planned passenger and cargo facilities to 141 destinations in 39 countries and territories international. Throughout its subsidiaries the organization is also connected in other related regions, containing aircraft handling, airline catering and aircraft engineering. The airline process is mainly to and from Hong Kong. This industry operates in two business sections they are the non-airline business segment and the airline business segment. This literature review states that 'how does Cathay Pacific Airways survive in the competitive global market’. “The American Express Company is a diversified worldwide travel, financial and network Services Company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking. American Express operates in over 130 countries around the world” (Cathay Pacific Co-brand Credit Card n.d.). In the literature review, a critical assessment of the topic will be done based on the existing studies and other records available connected to the airways and the survival in the competitive market. The literature review has a key responsibility in this research for the reason that the study is based on primary research and secondary resources. For obtaining reliable information from primary sources is complicated. So, the study will assimilate relevant information from sources like books, articles, government reports, corporate reports, magazines, news papers and previous research papers. One of the most important competitive and operational developments for airways will be the move to centralized organization and decision making that will focus on airways, sooner than partner objective. “The SCE will have sole accountability for the actions and responsibilities of a company, will gain control of its industrial assets, and will present a single point of contact for its customers and suppliers. The partners are making progress in developing this new management structure, and have appointed a chief executive officer. Corporate headquarters will remain in Toulouse, but airbus has yet to announce where the firm will be registered for tax purpose” (The Changing Structure of the Global Large Civil Aircraft Industry and Market: Implications for the Competitiveness of the U.S. Industry 1998). In this multinational corporation, the professional were selected by the skilled persons based on their relevant experience and the perfect background and also based on their performance. According to Tae Hoon Oum, Chunyan Yu in his book called Winning Airlines: Productivity and Cost Competitiveness of the World's Major...says that productive efficiencies of aggressive Asia pacific transporters and Qantas attained the stage of U.S mega carriers in the year 1993. In specific, Singapore and Korean air enjoyed considerable unit price benefits relative to U.S mega carriers. These carriers are probable to increase market shares in the future. Qantas quickly and reliably enhanced its productive effectiveness, and as an outcome, improved cost competitiveness, to virtually reach the stage of U.S mega carriers in the year 1993. Conversely, Cathay Pacific Airways has not enhanced its creative effectiveness by any important measure since 1988. Even though Cathay Pacific Airways is still cost competitive relative to U.S mega carriers, its almost about 20 percent cost benefit enjoyed in the year 1988 has gradually eroded over time. In the article called ‘Cathay Pacific, Lufthansa, and Thai Airways’ by Stefan Broda, Dennis Damer, and Suttinee Keawsuwan say that “Cathay Pacific is one of the main airlines in Asia offering a wide range of Asian destinations. Its fleet is among the youngest worldwide and the youngest of the three companies dealt with. At the same time, the airline commits itself in applying high technology to enhance its passenger services, being for example the first airline in the world offering in-flight email and online checking service” (Broda et al. n.d., p. 11). As airline industries, Cathay Pacific, Thai Airways and Lufthansa give facilities that show only slight differences. On the other hand, as the organizations on their own are limited by resources, expertise or capital, they apply various marketing plans and demonstrate various marketing competitive advantages. One of the important to successful completion in the international market is the effective operation of human resources to attain strategic ability and competitive advantage. Human resources as an interior resource of company are one of the sources of strategic capacity. “Nowadays, airline industry has become one of the busiest and fast growing industries in the world mostly because of the globalization, rise in the international trade and services, and increased travel and tourism. This is the main reason behind the competition among airlines” (Strategies Employed by Singapore Airlines 2012). According to Applegate in his book called Corporate Information Strategy says that Cathay Pacific’s data center coordinated basic airlines IT functions for instance ticketing, flight scheduling, reservation, cargo handling and passenger check in, engineering requests, flight and ground crew roster scheduling, in addition to processing of economic data. In current years also saw the addition of customer information systems, airline planning systems, human resource management systems and passenger revenue optimization systems. “Critical business functions like these were at the core of any world class airline and required a robust, fail safe IT infrastructure” (Applegate et al. 2007, p. 473). Research Strategy and Methods: The research design may be worthwhile to mention here that a research design is essentially the frames work for the study, which ensures that: 1) The study will be relevant to the subject and the topics discussed. 2) The data collected will be accurate. “Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of your data” (Research Methodology 2010). Descriptive research design is used to find solutions for the research problem. It is rigid or formal. “Descriptive study provides clear specification for who, what, when, where, why and how aspects of the research. It also involves more specific hypothesis and testing of them through statistical inference techniques. Two basic types of research design used in descriptive research are case research and statistical research design” (Research Methodologies n.d.). Data Collection Method: The work does not end by framing design, it is necessary to acquire the various information. The gathered information is aimed at obtaining truthful and clear results. The results can be further analyzed to obtain the necessary input and is a difficult job to undertake. Hence the selection of the best possible method for collecting the data becomes very important for this type of study. Data is usually collected in two methods. They are categorized into: 1) Primary data 2) Secondary data Primary Data: This type of data is collected from the first hand interpretation. Validity is the worth of a research which creates it truthfulness and technicality. Using primary data in research can increase the validity and reliability of research. First hand observation acquired from a sample that is descriptive of the objective population will give way information that will be valid for the full population. The different methods of primary data include Questionnaire, Observation and interview. Questionnaire is the generally and commonly use technique in survey. Questionnaires are a record of questions open-ended or close-ended for which the respondent provides reply. Questionnaire can be carry out by telephone, mail, through electronic mail or through fax and other methods. In this study, the managers and employees of the Cathay Pacific Airways are supplied the questionnaires to obtain their responses about the ways and strategies adopted to survive and withstand in the competitive global market. The interview will be conducted through interviewing the managers and employees in the company. Sample Size: In order to analyze the competition and survival of the company in the global market, some managers and employees opinion is considered. Secondary Data: This type of data is published already and is available for other purposes than for solving the problem that is undertaken. The methods of secondary data include books, journals, magazines, weblogs and the company websites. In this research, the data’s are collected mainly from the company websites to analyze the company and the strategies they adopt to survive in the global market. Quantitative Data: Quantitative data is used to explain a form of information that can be calculated or expressed numerically. This type of data is frequently gathered in research, controlled and statistically examined. Quantitative data can be characterized visually in charts, graphs, histograms and tables. They are large in volume, available in electronic and digital types, high level of difficulty and determination. Qualitative Data: “Qualitative methods are ways of collecting data which are concerned with describing meaning, rather than with drawing statistical inferences. What qualitative methods (e.g. case studies and interviews) lose on reliability they gain in terms of validity. They provide a more in depth and rich description” (Quantitative and Qualitative Data n.d.). Reflections of Research Design: Reflections that lead to integrating strategies, to attain reciprocity in the research qualitative researchers in meticulous, aim for reciprocity in and throughout .The method they use. This involves the cautious use of self-revelation in interviews and an energetic, rejudiced role for the investigator as interviewer. It can also engage requesting the applicant to appear at and remark on the researcher’s investigation of the data which have participated a part in producing. It is a method of authorize the research. Sensitized by the evaluation of the investigate literature, and serious reflection on the research design in the illumination of the literature, the research design was apprehensive that the interpretations of peoples, interview data might reveal them in an unenthusiastic way. Gantt Chart: The Gantt Chart gives the exact time duration and the time interval for the each of the activity performed. “A Gantt chart is a horizontal bar chart developed as a production control tool in 1917 by Henry L. Gantt, an American engineer and social scientist. Frequently used in project management, a Gantt chart provides a graphical illustration of a schedule that helps to plan, coordinate, and track specific tasks in a project”   Time table July- August Sept-Nov Dec-Jan Feb-march April Week Number 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 5 Activities to                                           Di discuss proposal/ discussions with tutors                                           Identify literatature by making research structure                                           Proposal Pre-dentifiying literature                                           Read & Revi p presentation of proposals                                           Prepare final objectives                                           Submit project submitting proj proposals                                           Draft version Methodology of research                                           Read method tools for research                                           Draft and final undertaking research /data analysis                                           Draft findings preparing final report                                        During the last month (Definition: Gantt Chart 2006). The above chart shows the depiction of how the various activities are carried out in investigating how the cathy pacific airways survey in the competitive market and how they are research proposal is carried out in the same manner and how they are useful. “It’s important to get started right away on the first stage. In a perfect world, we would find all of the sources we need to write our paper in our nearby library. Give yourself time to collect many possible resources for your project. You will soon find that some of the books and articles you choose don’t actually offer any useful information for your particular topic” (Fleming 2012). Reference List Applegate et al. 2007. Corporate Information Strategy and Management. 7th Edn. Tata McGraw-Hill. Print. Broda et al. n.d. Cathay Pacific, Lufthansa, and Thai Airways. Cathay Pacific. [Online] Available at [Accessed on 15 April 2012] Cathay Pacific Co-brand Credit Card n.d. Cathay Pacific. [Online] Available at [Accessed on 15 April 2012] Cathay Pacific Airways Ltd (0293.HK) n.d. Reuters. [Online] Available at [Accessed on 15 April 2012] Definition: Gantt Chart 2006. Search Software Quality. [Online] Available at [Accessed on 15 April 2012] Fleming, G 2012. Research Timeline. About.com. [Online] Available at [Accessed on 15 April 2012] Malkani et al. 2005. Cathay Pacific Airways – What Next? International Journal of Case Method Research & Application. Available at [Accessed on 15 April 2012] Quantitative and Qualitative Data n.d. MA Social Research. [Online] Available at [Accessed on 15 April 2012] Research Methodologies n.d. Available at [Accessed on 15 April 2012] Research Methodology 2010. Tutors India. [Online] Available at [Accessed on 15 April 2012] Strategy Applicable to Any Airline 2003. English Essays. [Online] Available at [Accessed on 15 April 2012] Strategies Employed by Singapore Airlines 2012. Degree Essays. [Online] Available at [Accessed on 15 April 2012] The Changing Structure of the Global Large Civil Aircraft Industry and Market: Implications for the Competitiveness of the U.S. Industry 1998. U.S. International Trade Commission. Print. Value Chain Analysis Cathay Airline — Document Transcript 2012. SlideShare. [Online] Available at [Accessed on 15 April 2012] Read More