Jetstar

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Executive Summary
Jetstar Airways is an Australia low-cost carrier airline based in Melbourne, Australia. It is a wholly owned subsidiary of the Qantas Group. Qantas established Jetstar in 2003 as a response to main competitor airline Virgin Australia (formerly known as Virgin Blue). Despite its low cost, Jetstar operates an extensive domestic network and is the world’s largest long-haul low cost carrier. Jetstar operates to destinations in Asia the Pacific Ocean, with future plans of expanding their services throughout Europe. Jetstar currently offers a limited number of connecting services without through baggage checking, and it became the first Australia airline to allow customers to select their seat upon booking. The airline, which participates in the Qantas Frequent Flyer Programme, operates a fleet of Airbus A320-family and A330 aircraft.

Mission Statement
Jetstar’s mission is to offer all day, every day low fares to enable more people to fly to more places, more often (Jetstar, 2012). Company Objectives
Jetstar is part of the Qantas Group's two-brand growth strategy, where Qantas competes at the premium and business market and Jetstar focuses on leisure markets. The Jetstar Group is a value based, low fares network of airlines operating in the leisure and value based markets. Jetstar aims to have Australia’s lowest fares on all the routes it operates on. Jetstar has backed its airfares with a Price Beat Guarantee. If any customers find a lower fare elsewhere online, provided it is on the same day, the same route and at a within the same time frame, Jetstar will beat the quoted fare by 10 per cent. Slogan – Low fares, all day, everyday

Market Overview
Definition of the market
Jetstar operates in the low-cost carrier market within Australia. Their target market is the general public, who seeks cheap and accessible airfares and flight availability to travel within Australia. Major competitors include Virgin Australia and Tiger...
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