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Competitive Position of Qatar Airways

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Competitive Position of Qatar Airways
Kingston University London
Faculty of Engineering
Bachelor of Science (Hons) in Aircraft Engineering

Competitive Position of Qatar Airways

Module no: EG3080
Module Title: Business Application in Engineering
Submitted by: Shahfiee Bin Sirajuddin (K1169894) Abstract
In today’s world, an airline’s competitive positioning in a volatile and highly competitive environment or airline industry is one of the most important elements in marketing strategies. Airlines have been challenged to apply and implement various marketing strategies in order to achieve top notch service, success, and growth. The purpose of this study was to analyze the competitive positioning of Qatar Airways. A literature review and empirical research was conducted to achieve the purpose of this study. The data was analyzed through macro analysis by PESTEL analysis to identify structural drivers of the airline, Porters five forces to identify competitive forces in the airline industry and SWOT analysis to identify the strategic capabilities of the airline. Lastly, the findings of this study would suggest the appropriate direction to be taken for the purpose of enhancing the competitive positioning of Qatar Airways.

Contents

1. Introduction
Facilitating international trade, economic relations between countries as well as stimulating exchange of people and ideas, the airline industry has proven to be a vibrant and dynamic industry, playing a key role in the development of world economy. Increasing demands for mobility, globalization of society and the constant change of consumer needs lead to growth in traffic flow and segmentation of the airline industry.
In recent years, increasing consumer awareness of service quality has added to the competitive nature in the air travel market. Apart from establishing more convenient routes, airlines have introduced promotional incentives such as mileage rewards, frequent flyer membership programmes and other benefits to attract



References: Wikipedia, the free encyclopedia, 2012. File:Qatar Airways Logo.svg, s.l.: Wikipedia, the free encyclopedia. AMEinfo, 2010. OSyS to provide Qatar Airways with analytical tools to advance fuel-efficiency and emissions-reduction efforts, s.l.: AMEinfo. Business Mate, 2009. What are Michael Porter 's 5 forces?, s.l.: Business Mate. Oneworld, 2013. Qatar Airways joins oneworld, s.l.: Oneworld. Professional Academy, 2013. Marketing Theories - PESTEL Analysis, United Kingdom: Professional Academy. Qatar Airways, 2013. Flying you where you want, whenever you want., s.l.: Qatar Airways. QATAR AIRWAYS, 2013. QATAR AIRWAYS ANNOUNCES GLOBAL SALE, s.l.: QATAR AIRWAYS. QATAR AIRWAYS, 2013. QATAR AIRWAYS CONTINUES CHINA EXPANSION WITH FLIGHTS TO HANGZHOU, s.l.: QATAR AIRWAYS. QATAR AIRWAYS, 2013. QATAR AIRWAYS EXPANDS SERVICES TO UAE, s.l.: QATAR AIRWAYS. Reji, R., 2013. Qatar Airways, s.l.: Slideshare.net. Rishi, A., 2013. Strategic Position - Qatar Airways, s.l.: Academia.edu. Sambidge, A., 2013. Qatar GDP growth set to reach 7% in 2013- Fitch, s.l.: Arabianbusiness.com. Strategic Management Insight, 2012. Porter 's Five Forces, s.l.: Strategic Management Insight. Strategic Management Insight, 2012. SWOT Analysis - How to do it properly!, s.l.: Strategic Management Insight. Surovitskikh, S., 2007. Positioning of Selected Middle Eastern Airlines in the South African Business and Leisure Travel Environment, s.l.: University of Pretoria. Wikipedia The Free Encyclopedia, 2013. PEST analysis, s.l.: Wikipedia The Free Encyclopedia. Wikipedia, the free encyclopedia, 2013. Qatar Airways, s.l.: Wikipedia, the free encyclopedia. 8. Bibliography BusinessMate, 2009 BusinessMate, 2009. What is the PESTEL Framework?, s.l.: BusinessMate. Professional Academy, 2013. MARKETING THEORIES – SWOT ANALYSIS, s.l.: Professional Academy. Strategic Management Insight, 2013. PEST & PESTEL Analysis, s.l.: Strategic Management Insight. Wikipedia, the free encyclopedia, 2013. Porter five forces analysis, s.l.: Wikipedia, the free encyclopedia. Wikipedia, the free encyclopedia, 2013. SWOT analysis, s.l.: Wikipedia, the free encyclopedia.

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