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Engineer
2012

2012

Assignment of Marketing
Assignment of Marketing

Table of Contents
Introduction3
Qantas Auditing, Planning and New Strategy4
Qantas Macro Environment Analysis6
Qantas Micro Environment Analysis 8
Market research and intelligent11
Market Segments Analysis13
Market Positioning 14
Buyer behavior 15
Conclusion 16
References17

1.0- Introduction:
Qantas is the world 2nd oldest airline founded in 1920. Qantas is widely recognized as the world 's leading long distance airline and one of the strongest brands in Australia.
Qantas built a reputation for excellence in safety, operational reliability, engineering and maintenance, and customer service.
The Qantas Group 's main business is the transportation of customers using two complementary airline brands - Qantas and Jetstar. In addition to operating subsidiary businesses including other airlines as Qantas Link, Jetstar Asia, Jetstar Pacific and businesses in specialist markets such as Q Catering.
The Qantas Groups employs approx 32,500 people serving 182 destinations in 44 countries.
Qantas Brand.
Qantas is a premium, full-service Australian domestic and international airline that offers benefits such as a global network, First, Business Premium Economy (on A380 and B747 services) and Economy on international services and Business and Economy on domestic services, a leading Frequent Flyer program, inflight meals and entertainment, airport lounges and other services.
Qantas.com is Australia’s leading travel website.
Qantas is a founding member of the oneworld global airline alliance.
Qantas’ Tasman services are operated by Jetconnect, a wholly-owned Qantas subsidiary based in New Zealand.

Qantas Structure

Qantas last period had suffered like other airlines from the economic crisis which affects the market demand as yield and capacity. Qantas market share had decline and profit was dropped even with the significant growth in Jetstar which were the main reasons


References: 1) http://www.wikinvest.com/stock/Qantas_Airways_LTD_(QAN-AU) (accessed at Dec. 2012). 3) http://centreforaviation.com/analysis/as-details-emerge-emirates-qantas-partnership- (accessed at Dec. 2012) (accessed at Dec. 2012) 4) could-have-global-reach-qantas-adjusts-partners-82416. (accessed at Dec. 2012) 5) http://www.qantas.com.au/travel/airlines/media-room/50-years-of-leadership-of-jet-servs/global/en. (accessed at Dec. 2012) 6) http://www.qantas.com.au/infodetail/about/FactFiles.pdf (accessed at Dec. 2012) 7) http://www.news.com.au/travel/news/qantas-fights-international-market-slide/story-e6frfq80-1226204436766 (accessed at Dec 8) http://www.qantas.com.au/travel/airlines/building-a-stronger-qantas/global/en. (accessed at Dec. 2012) 9) http://www.airlineleader.com/this-months-highlights/qantas-faces-up-to-the-realities-of-geography. (accessed at Dec. 2012) 10) Ref CAPCA center for Aviation Analysis /Qantas profit quadruple despite A380 impact 17th Feb 2011. (accessed at Dec. 2012) 11) CBS Material study
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