Cathay Pacific, Lufthansa and Thai Airways

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BBA2 - Marketing 1 – Prof. Taylor Term Paper – SS/02

Cathay Pacific, Lufthansa, and Thai Airways

By Stefan Broda, Dennis Damer, Suttinee Keawsuwan, Yin Tong, and Li Xin
Table of Contents 1. Introduction ............................................................................................................................ 2 2. About the Three Companies................................................................................................... 3 2.1 Cathay Pacific Airways Limited ...................................................................................... 3 2.2 Lufthansa Public Limited Company
2.1 Cathay Pacific Airways Limited
Cathay Pacific Airways is an international airline offering scheduled passenger and cargo services radiating from its headquarters in Hong Kong. It was founded in 1946 and is a member of Swire Group of Hong Kong. Together with Hong Kong Dragon Airlines Limited, the global network of Cathay Pacific extends to 62 destinations in addition to 27 destinations in mainland China. As a founding member of the oneworld global alliance, it operates in a combined network serving over 550 destinations worldwide. Skytrax has voted Cathay Pacific the second best airline for the year 2002 Cathay is a medieval name for China popularized by Marco Polo in accounts of his travels, which was usually applied only to the area north of the Yangtze River as remote places. The airline named itself Cathay indicating that it aims to connect faraway places and to provide people access to Hong Kong and the Pacific region so that nowhere in the world would be any barbarous,
Term Paper – Marketing1 BBA2 SS/02

Cathay Pacific, Lufthansa and Thai Airways

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mysterious and unknown places left. Its logotype is of attractive, precise and elegant design symbolizing its two characteristics, Chinalization and Traveling on Air as well as implying the modern and efficient management of Cathay Pacific.

2.2 Lufthansa Public Limited Company
Lufthansa is the major German