Marketing and Qantas
ATMS 401 – MARKETING
Clay Gervais
ASSIGNMENT - QANTAS
You're the reason we fly
SUBMISSION DATE: 30-Mar-13
STUDENT NAME: Wassim Hamdan
STUDENT ID: 862466
Contents
Introduction 3 Marketing Audit, Planning and New Strategy 4 SWOT Analysis 5 Qantas Macro Environment 6 Qantas - Micro Environment 7 Marketing Research and Intelligence 8 Market Segmentation 8 Market Positioning 9 Buyer Behavior 10 Conclusion 11 References 12 Author Biography 12
IntroductionQantas is recognized as the world's leading long distance airways, established in Queensland in 1920, being the second oldest airlines of the world. Today, the airways provide flight services across a network of 182 destinations in 44 countries covering all over the world with approximately 35,700 employees with 93 per cent of them based within Australia. The Qantas group also offers subsidiary businesses such as budget airlines, Jetstar, and other businesses in specialist services: Qantas Catering and Qantas Holidays (Qantas, 2010). “Our vision is to be one of Australia’s great businesses and among the world’s great airline groups” says Qantas Chief Executive Officer Alan Joyce”Qantas principles are “safety as our first priority, comply with laws and regulations, treat people with respect, act with honesty and integrity, upholding ethical standards, environmental sustainability” and the Group Behaviors are underpinned by business unit level values which reflect the unique culture and brands of Qantas and Jetstar are Safety, Service, Innovation, Collaboration, Integrity. Moreover, Qantas supports better connections with its customers and people thru the sharing the values: * Cares; * Is forward thinking; * Has wisdom of experience; and * Represents the best of contemporary Australia.
Marketing Audit, Planning and New StrategyThe marketing activities of auditing and planning are required to develop strategies for the organization. In strategy development, marketing
Clay Gervais
ASSIGNMENT - QANTAS
You're the reason we fly
SUBMISSION DATE: 30-Mar-13
STUDENT NAME: Wassim Hamdan
STUDENT ID: 862466
Contents
Introduction 3 Marketing Audit, Planning and New Strategy 4 SWOT Analysis 5 Qantas Macro Environment 6 Qantas - Micro Environment 7 Marketing Research and Intelligence 8 Market Segmentation 8 Market Positioning 9 Buyer Behavior 10 Conclusion 11 References 12 Author Biography 12
IntroductionQantas is recognized as the world's leading long distance airways, established in Queensland in 1920, being the second oldest airlines of the world. Today, the airways provide flight services across a network of 182 destinations in 44 countries covering all over the world with approximately 35,700 employees with 93 per cent of them based within Australia. The Qantas group also offers subsidiary businesses such as budget airlines, Jetstar, and other businesses in specialist services: Qantas Catering and Qantas Holidays (Qantas, 2010). “Our vision is to be one of Australia’s great businesses and among the world’s great airline groups” says Qantas Chief Executive Officer Alan Joyce”Qantas principles are “safety as our first priority, comply with laws and regulations, treat people with respect, act with honesty and integrity, upholding ethical standards, environmental sustainability” and the Group Behaviors are underpinned by business unit level values which reflect the unique culture and brands of Qantas and Jetstar are Safety, Service, Innovation, Collaboration, Integrity. Moreover, Qantas supports better connections with its customers and people thru the sharing the values: * Cares; * Is forward thinking; * Has wisdom of experience; and * Represents the best of contemporary Australia.
Marketing Audit, Planning and New StrategyThe marketing activities of auditing and planning are required to develop strategies for the organization. In strategy development, marketing
References: 1- CBS Study Materials 2- Principles of Marketing, Fourth Edition, Philip Kotler & Gary Armstrong 3- http://www.qantas.com.au/travel/airlines/governance-structure/global/en#jump6 4- http://www.studiowide.co.uk/blog/tag/marketing-audit 5- http://www.qantas.com.au/infodetail/about/corporateGovernance/BusinessPracticesDocument.pdf 6- http://www.euronews.com/2013/03/27/qantas-emirates-alliance-approved/ 7- http://www.marketingmag.com.au/news/qantas-and-swisse-partner-to-bring-ellen-down-under-33479/ 8- http://prezi.com/loqxvvszw95-/qantas-marketing-strategies/ 9- http://www.scribd.com/doc/22543929/Marketing-Micro-and-Macro-Environment 10- http://dlibrary.acu.edu.au/research/carpediem/pages/volume4/vol4no1_businessanalysis.htm | Author BiographyWassim Hamdan is enrolled in the MBA program at Chifley Business School in Abu Dhabi. Since May 2010, he joined Abu Dhabi Islamic Bank as vice president and head of the cash management products, an arm of the Wholesale Banking Group. Started his carrier as IT developer in Al Barka Bank back in 1997 after completing his Bachelor degree in computer science the Lebanese American University in Beirut, Lebanon. He joined the IT department of HSBC bank Limited- Lebanon in 1999 and then headed the payments and cash management department in HSBC-Lebanon from 2006 to 2010 after completing a Diploma in Banking and Finance from Univesite Saint- Joseph in Beyrouth – Liban in 2004. | |