Criteria for evaluating strategic alternatives for Cathay Pacific Airways essay

The major criteria for evaluating strategic alternatives include costs, effects on the market share of the company, impact on the brand image or company-customer relations, and human resource management (Brown, 2003). In fact, costs of the proposed marketing strategy should be affordable for the company. They should be grounded on the financial resources the company has at hand and can invest to implement proposed strategies. The development of the company should occur within the framework of the proposed marketing strategy but this strategy should be realistic in terms of its costs since benefits from the implementation of the proposed strategy should outweigh its costs. Hence, effects of the marketing strategy should be positive in regard to the company’s performance. At the same time, they should also have a positive impact on the brand image of the company because the company should attract customers and its marketing strategy should be attractive to customers. Finally, proposed alternatives should meet needs of human resources of the company and be affordable for them. What is meant here is the fact that the company cannot implement the marketing strategy, which is unaffordable for its employees just because they do not have the qualification or professional skills required for the implementation of this strategy.