Technological Environment Analysis of Cathay Pacific Airways

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 services. 2) Technological advancement on weather forecasting Weather change is one of the reasons that lead to increase costs of Cathay Pacific.

It may causes damage of the fleet and waste of fuel because of the unpredictable climate change. Nowadays, airlines could move flight times to avoid storms since the technology of in-flight weather forecasting is getting more accurate continuously. The improvement of radar and other weather-sensing technology complements become more accuracy then before. Not only for 7-day weather forecasting, it can even sense that there is an airstream instantaneously. Therefore, the pilots can adjust the route of the airline to avoid unnecessary damage, and assure the passengers that it is safe on their trip. ) Energy Use of Cathay Pacific Energy uses is one of the technological factors. Cathay Pacific is committed to promoting environmental protection and limiting carbon emissions by investing in technology. Nowadays, the fleet of Cathay Pacific is fuel-efficient but flying unavoidably release carbon dioxide or other greenhouse gases into the atmosphere. Cathay Pacific has participated in a voluntary programme called Fly Greener. 5 Passengers who want to take part in this programme may use cash to buy offset the carbon emissions of their flight.

The online calculator will calculate the quantity of carbon emission is released by the passengers’ trip. The passenger can decide to pay for one flight only or make a lump sum contribution. It shows that Cathay Pacific obey the polluter pays principle to support environmental production. Moreover, those payments by passengers will be dedicated to Fly Greener for the improvement of the local environment. Although it raises the cost for limiting carbon emissions, it can show its good image to public. 4) Waste management

Since Cathay Pacific is committed to promoting environment protection, solid waste management and disposal is one of the most significant issues in the environmental management of the airline industry. Some of wastes come from in-flight catering service. However, Cathay Pacific is trying to do recycling and removal of waste management. For example, aluminum foils can be collected during food cart washing for recycling; some of the food waste would pass to the waste disposal factory to reprocess for animal feeds. ) Promotion Cathay Pacific makes use of hi-tech promotional method by moving its inflight magazine from prints to pixels. 6 The monthly Discovery magazine is available as an iPad app and everyone can download it from Apple’s iTunes Store for free. Such an app features the same content as the print edition, and it also includes embedded videos, high-resolution images. Those customers of Cathay Pacific can get the newsstands from their tablets and the content of magazine will automatically update each month.

The customers are allowed to download the magazine onto their tablet to read in-flight. Conclusion of Technological Environment Analysis of Cathay Pacific Airways: Some of technological factors are beneficial to the development of Cathay Pacific even it costs a large amount of expenditure. Cathay Pacific has made use of the technological factors on such aspects that include communication, weather forecasting, energy use, waste management and promotion. For communication, the information system is flexible and reliable in Cathay Pacific.

It is effective to enhance the interaction between the customers and the company. The customers can get the information and check their schedule conveniently. Moreover, Cathay Pacific provides a safe and comfortable trip for each flight. The accuracy of in-flight weather forecasting is keep improving. Cathay Pacific takes environmental and social responsibilities seriously. Limiting the emissions of greenhouse gas, recycling and reprocessing of food waste are its daily tasks. Moreover, it takes part in a long-term campaign called Fly Greener to support environmental protection.

Technological environment changes might bring both positive and negative impact to the company. It alerts strategic managers to impending challenges and promising opportunities. The key to beneficial forecasting of technological advancement lies in accurately predicting future technological capabilities and their probable impacts. 2 Therefore, the technological factors that Cathay Pacific adopted bring opportunities and threats to the company. The entire operations of Cathay Pacific can run efficiently by adopting technological factors.