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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 for Qantas to start formal marketing auditing and planning to achieve the new strategy aiming to returning Qantas international to be profitable again. In this report we will go through the new strategy and business tools used to analysis the international section of Qantas in both Macro and Micro environment to point out the strength and weakness of the organization as well as the opportunities and threads on the market all of the above feeding the management with information to take the right decision to defined its vision and mission and accordingly defined the main strategic objectives which will be cascaded to be action plans of the business unit level such as operation and marketing department.

2.0- Qantas Auditing, Planning and New Strategy :
Vision
“The Qantas Group’s long term vision is to operate the world’s best premium airline, Qantas, and the world’s best low fares carrier, Jetstar.” Objectives:
* Opening gateways to the world.
* Growing with Asia.
* Being best for global travellers.
* Building a strong, viable business to create shareholder value. * Qantas to apply and achieve its vision and mission started reviewing and analysing of the market in micro and macro environment using business tools such as Benchmark, Value Chain, Generic marketing strategies ,Market research, Economies of scale, Porter’s Five Forces and PEST to create SWOT analysis: SWOT Analysis of Qantas

 | Strengths| Weakness|
Opportunities| The Qantas Frequent Flyer program is the world's best loyalty program,| High operation cost| | Australian strong currency. | Strong Australian labour union | | The Qantas Group is a large, stable and profitable enterprise | Geographic of Qantas home | | Have strong subsidiaries such as Asia Jetstar.| Weak positioned hub| Threats| More Australian are travelling to all over the world|   Australian market is attracting more competitor | | Competitor such as Emirates airline is very strong...
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