Global Marketing

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Question description

there are 4 questions from the case study named Cathay Pacific Airway: China or the World? 

TEXTBOOK: Johansson, Johny K. (2009). Global Marketing: Foreign Entry, Local Marketing, and Global Management.  5th ed. p. 632 ~ 640

1. Given the political complications, how attractive is the China mainland market? How would you evaluate the threat from Baiyun? What if China economic expansion shows down?

2. What strategic alternative are there for Cathay to develop the mainland market? should it rely on Dragon-air, develop new alliance, or continue to go it alone?

3. how should Cathay develop and market its global im-age without diminishing its local/regional identity as the Hongkong (and China) carrier?

4. Should cathay focus on China by attempting to develop it further or instead focus on the overall global market?  


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