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Marketing report

Qantas Airline

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Table of content:
Industry Background…………………………………………………………………………………………………………….. Marketing auditing and marketing planning…………………………………………………………………………… Business tools …………………………………………………………………….………........................................... Macro Environment Forces………………………………………………………………………….….…............... Economic …………………….………………………………………………………………………...….................... Cultural ……………………….……………………………………………………………………..…....................... Political….………………………………………………………………………………..…………………………………… Technological ……….………….………………….………………………………………………….…………………… Social….………………………………………………………………………………..………………………………………. Environmental .………….………….…….…………………………………………..………..…...….................. Demographic….…………………………………………………………………………………..……….................. Legal ….…………………………………………………………………………………..……………………………………. Micro Environment Forces………………………………………………………………………….……….................. Company………………………………………………………………………………………..…….……..................... Customers ……………………………………………………………………………..….…....……………………………. Competitors ………………………………………………..………………………………..……..……………………….. Media ……………………………………………………………………………..…....…..……..……....………………… Marketing Intermediaries……………………………………………………………………..……...………………. Marketing research and marketing intelligence …………………………………………………………………. Segmentation ……………………………………………………………………………………………………………………… Demographics: ……………………………………………………………………………………………………………… Psychographics:…………………………………………………………………………………………………………….. Buyer-graphics………………………………………………………………………………………………………………. Market positioning ……………………………………………………………………………………………………………. Buyer behavior …………………………………………………………………………………………………………….

Introduction:
Qantas is an Australian airline that is considered the second oldest airline in the country with over 32,500 employees and it operates a fleet of over 250 aircrafts, comprising Boeing, Airbus and Bombardier. Although it had great success over the pass years but recently it have been facing problems in terms reducing their losses. To overcome this problem there should be some major changes in term of marketing to boos up sales. In the report it will analysis Qantas states in term of marketing analysis. X include data from the market share. Marketing auditing and marketing planning

Because Qantas is gradually starting to increase their lose each year; they have to undertake formal marketing auditing and marketing planning. Marketing auditing is an important part of the marketing planning process where it can conducted at any point of the during the implementation of the plan; in addition, it combines both internal and external elements that effects the marketing planning. By having Qantas undertake a marketing auditing it will review its current marketing action where it will assess also the past activities to provide the basis for evaluating possible future courses of action ( reference); as a result, help predict and prevent any problems and obstacles for example losing market share. After going through a marketing auditing Qantas moves on to the next stage which is marketing planning. The reason why Qantas need to undertake marketing planning is to help them have an in-depth perspective of the company plus shows the developing targeted market strategies and in the same in function as a monitor to evaluate the performance. ( reference). According to “ marketing plan allows you to examine and reexamine your marketing objectives and provides the basis for your marketing decisions”.

How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning? Provide four example, explain how they might be used. Analyzing the Current Business Portfolio

SWAT
Marketing plan

Thinking specifically of the airline market, what are the most important factors in Qantas macro-environment?...
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