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Brand focus
The brand identity of United Airlines is based on the premise the company can offer both comfort and security to its clients. This message is conveyed through various channels. For example, one can mention their slogan Fly with Friendly Skies. Secondly, in their commercials, they emphasize that this organization and its employees have in-depth expertise in this field. These are some of the main ideas that United Airlines attempts to communicate. In turn, the brand identity includes several important messages. First of all, this corporation lays stress on the idea that they can offer a unique combination of high-quality services and reasonable prices. For instance, one can refer to such a slogan as Great Service. Great People. Great Fares. This is one of the details that can be distinguished.
Furthermore, it is important to speak about the names of these organizations. For instance, United Airlines emphasizes the word United in its commercial or logotypes. This word is important because it lays on the unity of this organization with its clients. In turn, the name Cathay Pacific Airlines is supposed to represent the original vision of people who founded the company. In particular, they intended to create an airline that could carry passengers from China across the Pacific Ocean. So, the names of these companies are important components of their branding strategies.
Overall, both companies attach importance to the quality of services that they can offer to customers. This is the main similarity that should be considered. Yet, United Airlines attracts buyers attention to the idea clients can completely rely on their expertise. In turn, Cathay Pacific Airlines focuses on the pricing policies that can appeal to clients. This is the main difference that can be identified.
Modes of booking and technological edge
The management of United Airlines focuses on the role of information technologies since these tools can significantly improve the experiences of clients. For instance, by accessing the website of this organization, a customer is able to book tickets for various flights. In particular, this person may choose a time, destination, or the type of cabin. Apart from that, while buying tickets, clients can search for information according to different criteria such as schedule or price. This option can be of great use to many clients. This is one of the aspects that can be identified. However, customers cannot choose the exact locations of their seats within a cabin. This is one of the limitations that should be considered. Additionally, these people can check-in via the Internet. However, they can do it only within 24 hours before the departure. Much attention should be paid to such an issue as the change of reservations. The company gives this opportunity to clients who should be signed to their MileagePlus account. However, this opportunity is available to people who made reservations via the official website of United Airlines. Provided that this person booked tickets with the help of third-party websites, he/she may not be able to do it. These are the main details that can be singled out.
One can say that Cathay Pacific Airlines also attaches importance to various information technologies that are supposed to benefit clients. Overall, their strategies are similar to those ones that are implemented by United Airlines. In particular, these people can also choose between different types of trips that can be round or one-way. Moreover, they can select departure or return dates and the pricing category. Additionally, these people can specify whether they will be traveling with children or not. Furthermore, clients can do check-ins by entering their usernames and pin numbers. Moreover, Cathay Pacific Airlines enables clients to change reservations via the Internet. However, there are certain restrictions that should be taken into account. In particular, they can change dates or flights, but they cannot alter the type of cabin. This is one of the things that clients should keep in mind. Thus, it is possible to argue that these airlines offer similar opportunities to clients. In this way, these organizations attempt to enhance customers satisfaction with their services.
On the whole, these examples illustrate the importance of technologies for the airline industry. In particular, these tools enable businesses to attract new clients who live in various countries. These people are accustomed to the use of the Internet as a distribution channel. To a great extent, information technologies are important for the economic growth of this industry. This is one of the details that can be distinguished. Secondly, these tools enable a business to simplify bureaucratic procedures. For instance, clients are not required to wait for a long time in order to book a ticket. Moreover, they can quickly find information about available flights. These people can make a reservation at any time of day. This is one of the opportunities that these people value. Thus, these tools are important for improving customer relations. Additionally, the use of these technologies enables airline companies to reduce their operational costs. Therefore, one can argue that technological development has contributed to the development of the airline industry. This is one of the main arguments that can be put forward.
Pricing strategies and yield
It is possible to say that these airlines adopt pricing policies that can meet the needs of people with various income levels. In particular, one can mention that the tickets sold by United Airlines can be divided into five categories: 1) economy; 2) business; 3) business first; 5) first, and 6) global first. Similarly, Cathay Pacific Airlines sets various prices for their services. The only difference is that this organization has four pricing categories. Nevertheless, in both cases, these companies lay stress on the flexibility of their pricing policies. It is possible to compare the prices of the tickets. For instance, one can take an economy-class flight from Los Angeles to London. The Cathay Pacific can charge a client from $3,881.00 to $4,484.00. This variation depends on the date of the flight. In turn, United Airlines will charge $ 3,95.00. This policy can be explained by the need to increase the customer base. Apart from that, these companies expect that the demand for such flights will increase in the second half of December. Therefore, these airlines may increase the price when the demand rises. This is one of the details that can be identified. Additionally, it is important to remember that United Airlines can alter its prices provided that a client travels with infants. In many cases, a client can be charged because he/she will require extra services. In turn, according to rules adopted in Cathay Pacific Airlines, infants can qualify for various discounts. This is one of the distinctions that can be identified. Still, in both cases, the age of a traveler can also affect the pricing policies of a company. This is one of the points that can be made.
Apart from that, it is important to speak about yield management principles adopted in these organizations. This technique is based on the premise that companies should change their pricing policies to respond to the variations in demand. One can say that United Airlines adopts this policy. The prices for tickets can depend on such factors variables as load factor for a particular airplane, the day of the week, or seat location. This policy is important for attracting clients. Similar strategies are adopted by Cathay Pacific Airlines. This organization adopts this strategy in order to become more sustainable at the time when the demand for its services declines. So, this is one of the main similarities that be singled out. It is important for understanding the way in which these airlines improve their long-term sustainability.
On the whole, the pricing strategies of these organizations are closely related to their customer relations management. These airline companies position themselves as organizations that orient themselves to the needs of clients who may have various income levels. Moreover, these people have to meet different schedules and airline companies try to help them with this task. Their current policies are based on the premise that prices should reflect the diverse needs of clients. This is why they try to vary their pricing policies. Moreover, these strategies are critical for improving the financial performance of these businesses.
Bibliography
Cathay Pacific Airlines. Flights. Cathay Pacific Airlines. 2012. Web.
Cento, Allessandro. The Airline Industry: Challenges in the 21st Century. New York: Springer, 2008.
Gross, Sven. Handbook of Low-Cost Airlines: Strategies, Business Processes and Market Environment. New York: Erich Schmidt Verlag, 2007.
Kotler, Phillip. Rethinking Marketing: Sustainable Marketing Enterprise in Asia. New York: FT Press, 2012.
Levere, Jane. Old Slogan Returns as United Asserts It Is Customer-Focused.  The New York Times. Web.
Ranson, Lori. United refines revenue management of Economy Plus through new
Shares platform. CMI. Web.
United Airlines. Flight Search. United Airlines. Web.
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