Preview

JetStar Digital Marketing Report

Best Essays
Open Document
Open Document
4038 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
JetStar Digital Marketing Report
Company Digital Marketing Report

1.0 Situational Analysis

1.1 Company Analysis

Jetstar Airways Proprietary Limited are a completely owned subsidiary of the Qantas Group, they operate across 19 different Australian destinations, and 17 overseas destinations. They were established in May 2004. Jetstar’s fleet across Australia and New Zealand is made up of 80 aircraft. Their focus is on providing a low-cost or “value based” airline, and commit to doing so by ensuring a “price beat guarantee” where, if challenged, they pledge to beat rival airlines by 10% (JetStar, 2015). Their current brand slogan is “Low Fares Forever”.

Jetstar Airways (which comprises of Australia & New Zealand) are a part of the greater Jetstar Group. Jetstar’s mission statement is to “offer all day, every day low fares to enable more people to fly to more places, more often” (Jetstar, 2015) JetStar Group consists of JetStar Airways, Jetstar Asia, Jetstar Pacific, JetStar Japan, and JetStar Hong Kong. JetStar has flown over 140 million people since it’s inception in 2004.

Whilst Jetstar’s strategy is focused on providing a low cost service to their customers, they do offer both economy class and business class. Business class is inclusive of all meals and beverages, in-flight entertainment, and includes an increased baggage allowance, none of which economy class are privy to.

JetStar have been highly successful in achieving their objective of providing a quality low cost service, made evidential by winning the Best Low-Cost Airline in 2011, 2012, 2013 at the Changi Airline Awards, Best International Budget Airline 2011, Best Low Cost Airline Australasia 2009, Low-Cost Carrier of the Year 2007, 2008, and Best Low-Cost Airline Worldwide 2007 (JetStar, 2015).

JetStar as a subsidiary of the Qantas Group, have a substantial financial backing, a healthy growth rate, a skilled work force (award for Best Cabin Crew, 2007), and a genuinely good reputation,



References: All 33 Chile miners freed in flawless rescue. (2010, October 13). Retrieved from http://www.msnbc.msn.com/id/39625809/ns/world_news-americas/ Chiang-Nan, C., Mockler, R., Dologite , D., (2009) Danaher, P. J., Roberts, J. H., Roberts, K., & Simpson, A. (2011). Practice Prize Paper-Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways. Marketing Science, 30(4) Dresner, M Jetstar Price Beat Guarantee, (2015), Retrieved from http://www.jetstar.com/au/en/what-we-offer/our-guarantees/price-beat-guarantee Jetstar Sustainability, (2015), Retrieved from http://www.jetstar.com/mediacentre/sustainability Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social Media & Mobile Internet Use among Teens and Young Adults. Millennials. Pew Internet & American Life Project. Mackenzie, A. (2005). Untangling the Unwired Wi-Fi and the Cultural Inversion of Infrastructure. Space and Culture, 8(3), 269-285. SkyScanner App, (2015), Retrieved from http://www.skyscanner.com.au/mobile.html Stavins, J Webjet (2012). Flying Above The Competition. Webjet CEO Magazine. Retrieved from http://investor.webjet.com.au/media-centre/flying-above-the-competition/ Williams, Lara (2006)

You May Also Find These Documents Helpful

  • Powerful Essays

    The airline industry is a hard market to break into and Jetstar will the backing of Australia’s largest domestic airline to help ensure their success.…

    • 2938 Words
    • 12 Pages
    Powerful Essays
  • Satisfactory Essays

    Qantas

    • 959 Words
    • 4 Pages

    Qantas, having two flying services (Qantas and Jetstar) allows them to organise and book two aircrafts to serve the passenger to compete the competitive…

    • 959 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Change Model

    • 2968 Words
    • 12 Pages

    The aim of this essay is to critically analyse the background of the Qantas and its decision to launch Jetstar on May 2004 that operated around 800 flights a week across network of 14 destinations within Melbourne, Sydney and Brisbane. Secondly, this essay will evaluate how Data Collection Feedback Cycle change model is used to gather major information and to critically analyse it. Thirdly, this essay will critically evaluate the background of Qantas and Virgin Blue and will also highlight various reasons that eventually led the Qantas group for the launch of the Jetstar. Fourthly, this essay will also critically analyse the revenue and profit performance of Qantas prior the introduction of Jetstar i.e. 2002. Fifthly, it will continue to critically evaluate the trend in Qantas and Virgin Blue in 2003. Then the sixth paragraph will also critically evaluate the trend in Qantas after the launch of Jetstar. Lastly, the essay will also look into the annual reports of the year 2005-2009 and critically analyse the significant value added by the Jetstar to the Qantas group; and will critically analyse whether the executive decision of Qantas to launch Jetstar in order to retain the 60% domestic aviation market from its competitors has been a strategic success or not.…

    • 2968 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    Jet Blue Case Analsis

    • 4881 Words
    • 20 Pages

    JetBlue Airways Corporation has established itself as a low-fare passenger airline with a differentiated product and a high-quality customer service. They focus on serving underserved markets and large metropolitan areas that have high average fares. They offer both short-haul and long-haul routes that are point-to-point rather than the 'hub and spoke" route system that has been adopted by most major U.S. airlines.…

    • 4881 Words
    • 20 Pages
    Powerful Essays
  • Satisfactory Essays

    Excellent safety record – probably the best in the world (not one death on a Qantas flight)…

    • 813 Words
    • 3 Pages
    Satisfactory Essays
  • Powerful Essays

    Qantas Case Study

    • 1403 Words
    • 6 Pages

    Qantas is an Australian icon. Australia’s national airline has enjoyed a long history as a profitable business, a respected brand name and has a deserved reputation for safe and reliable travel. For a small country of 22 million people, the Australian domestic airline industry is significant. The high level of urbanization of Australia’s population, the long distances between major urban centres, the lack of high speed trains and the importance of Australia’s tourism industry all spurred growth in air travel in Australia. Qantas has always been the dominant player in the industry.…

    • 1403 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Qantas Case Study

    • 2625 Words
    • 11 Pages

    Jetstar is one of the subsidiary companies created by Qantas apart from Qantaslink, Q catering & Qantas Freight etc which were all created as a response to competitor virgin blue airlines. One of the outcomes of the subsidiary companies was stated by Qantas chairman in an annual meeting stating “the subsidiary companies provided significantly improved returns...” These significant returns have kept the company Australia’s leading airline.…

    • 2625 Words
    • 11 Pages
    Powerful Essays
  • Good Essays

    Qantas Core Competencies

    • 634 Words
    • 3 Pages

    Strong brand: Qantas is a globally recognized brand that enjoys excellent brand equity and outstanding customer loyalty (with over 4.6 million members of its frequent flyer pro-gram); Qantas connects Australia to most ma-jor destinations in the world in every continent. Moreover, Qantas has a well regarded man-agement team.…

    • 634 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Jet Blue

    • 1378 Words
    • 6 Pages

    Jet Blue markets itself as a young and free spirited company which consumers have turned there wallets to for making the flying experience cheaper, more efficient, and just as comfortable as the competitors. Their free spirit strategy showed consumers the ease of flying at a fraction of the cost minus ineffective things such as poor tasting meals on flights, plus individual televisions for all gives consumers a feeling different then flying but of easier and more efficient…

    • 1378 Words
    • 6 Pages
    Better Essays
  • Good Essays

    Airline Industry

    • 1155 Words
    • 5 Pages

    The competition in the airline industry takes the form of association rivalry as well as individual airlines competing in markets where Jetstar is at hand. As mentioned, Jetstar was…

    • 1155 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Continuous Improvement

    • 870 Words
    • 4 Pages

    The multi brand strategy allowed the Group to position Qantas’ domestic network as ‘best for business and premium travel’ supported by Jet star offering consistently low fares. The successful execution of the strategy is evidenced by Qantas and Jet star continuing to be the two most profitable Australian domestic networks, maintaining the Group’s profit maximizing 65 per cent market share.…

    • 870 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Jet Blue’s mission statement is “to be the leading low-fare, low-cost passenger airline offering high quality customer service to underserved markets and customer who are looking for the best value in their flight. We have the newest most advanced planes that are reliable, fuel efficient, utilizes paperless cockpit technology, live in-flight satellite TV and security cameras. Our philosophy is to give customers the best price value for their ticket, offering things our competitors don’t offer. At…

    • 1296 Words
    • 6 Pages
    Powerful Essays
  • Powerful Essays

    Hoyt, David, Charles O 'Reilly, Hayagreeva Rao, and Robert Sutton. " Stanford Graduate School of Business." JetBlue Airways: A New Beginning (2010): 1-21. Print.…

    • 3738 Words
    • 15 Pages
    Powerful Essays
  • Best Essays

    Qantas By MK

    • 2547 Words
    • 9 Pages

    Qantas is the largest airline in Australia which has 32,000 staffs and serves 145 destinations around the 37 countries. It is defined Australian the strongest brand with a proud history of credibility since 1920 it was established. Although the Qantas has a good reputation and current strong market position, it still has to face lots of competitions in the airline industry, especially its international profit continued to decrease. However, Qantas recently launched the new program which is changed its partner British Airline as cooperate with Emirates. It is clear that new cooperation brought the…

    • 2547 Words
    • 9 Pages
    Best Essays
  • Powerful Essays

    HR assignment

    • 1988 Words
    • 6 Pages

    Qantas Airline was set up in Queensland, Australia in 1920 by two veterans. Superb reputation has made Qantas become the symbol of reliability, security, advanced technology and high quality customer services in civil aviation industry. Except for the core business of passenger and cargo transport, Qantas Group also own many subsidiary companies including Qantas Link, Jet Star etc. At the same time , Qantas also operate many other business relevant aviation, such as airline food and holiday tourism business. Today, Qantas is still one of the leading long haul airline companies as well as one of the most powerful brands in Australia. It is maintaining the first class product and services standard as well as leading the updated development of international civil aviation industry. The health development of the civil aviation industry could present a country’ stronger competence and economic power.…

    • 1988 Words
    • 6 Pages
    Powerful Essays

Related Topics