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Qantas Marketing

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Qantas Marketing
Unit 401 Marketing
Assignment

Lecturer: William Jones Submission Date: 21.01.2014
Student Name: Rani Fawzi Ayyad Student ID: 871148

Executive Summary
Qantas is one of the oldest airlines in the travel industry established 1920 (Qantas.com.au, 2014) In this report we shall discover the main problems which are faced by the airline in terms of marketing and in competing with other airlines in the airline industry.
This assignment will highlight the various micro and macro environmental factors operating in Qantas and how they may act as an opportunity or threat for the company. We will also discuss the various marketing strategies, planning and positioning process and discuss about the various segmentation techniques for better business opportunities.
The report concludes the main concerns of QANTAS and what actions are recommended for a better profitable future.

Table of Contents:
Introduction 4
Qantas SWOT & PEST Analysis 5
Qantas Macro environment 9
Qantas Micro environment 10
Marketing Research 11
Segmentation 12
Positioning 14
Buyer Behavior 15
Marketing Strategy & Planning 16
Conclusion 19
Referencing 20

Introduction
Qantas (Queensland and Northern Territory Aerial Services Limited) is one of the largest domestic and international airlines founded in Australia 1920 and considered one of the strongest brands in Australia with 33,000 employees out of which 93% are based within Australia. (Qantas.com.au, 2014)
The aim of this report is to identify, analyze & provide possible solutions with regards to the performance and declining market share of QANTAS.
This report has taken place looking after QANTAS marketing audit (SWOT & PESTEL), we will take a closer look in identifying the major factors affecting the QANTAS MICRO /MACRO environment. We will also look into the major marketing


References: ABC News. 2013. What is behind the Qantas-Virgin row?. [online] Available at: http://www.abc.net.au/news/2013-12-08/qantas-versus-virgin/5142932 [Accessed: 16 Jan 2014]. Acaresearch.com.au. 2014. [online] Available at: http://www.acaresearch.com.au/Portals/158982/images/Airline%20Choice%20ACA.jpg [Accessed: 16 Jan 2014]. BusinessDictionary.com. 2014. What is market positioning? definition and meaning. [online] Available at: http://www.businessdictionary.com/definition/market-positioning.html [Accessed: 16 Jan 2014]. Cim.co.uk. 2014. Buyer Behaviour. [online] Available at: http://www.cim.co.uk/marketingplanningtool/tech/tech1.asp [Accessed: 16 Jan 2014]. Entrepreneur. 2014. Primary Market Research Definition | Small Business Encyclopedia. [online] Available at: http://www.entrepreneur.com/encyclopedia/primary-market-research [Accessed: 16 Jan 2014]. Entrepreneur. 2014. Marketing Plan Definition | Small Business Encyclopedia. [online] Available at: http://www.entrepreneur.com/encyclopedia/marketing-plan [Accessed: 16 Jan 2014]. Investopedia. 2009. Market Segmentation Definition | Investopedia. [online] Available at: http://www.investopedia.com/terms/m/marketsegmentation.asp [Accessed: 16 Jan 2014]. Investopedia. 2009. Market Segmentation Definition | Investopedia. [online] Available at: http://www.investopedia.com/terms/m/marketsegmentation.asp [Accessed: 16 Jan 2014]. Investopedia. 2009. Market Segmentation Definition | Investopedia. [online] Available at: http://www.investopedia.com/terms/m/marketsegmentation.asp [Accessed: 16 Jan 2014]. mUmBRELLA. 2012. Qantas: You 're the reason we fly - mUmBRELLA. [online] Available at: http://mumbrella.com.au/qantas-youre-the-reason-we-fly-100318 [Accessed: 18 Jan 2014]. Qantas Airways Limited. 2011. Datamonitor, p. 5. Qantas.com.au. 2014. Our Company | Qantas. [online] Available at: http://www.qantas.com.au/travel/airlines/company/global/en [Accessed: 16 Jan 2014]. Qantas.com.au. 2014. Qantas and Emirates Partnership | Qantas. [online] Available at: http://www.qantas.com.au/travel/airlines/qantas-emirates/global/en?int_cam=au:info:promo:qantas-emirates:lang:en [Accessed: 16 Jan 2014]. Sita.aero. 2014. Technological trends and their impact on the airline industry | SITA.aero. [online] Available at: http://www.sita.aero/content/technological-trends-and-their-impact-airline-industry [Accessed: 16 Jan 2014]. Skynews.com.au. 2014. Qantas hits political turbulence | Sky News Australia. [online] Available at: http://www.skynews.com.au/politics/article.aspx?id=931409 [Accessed: 16 Jan 2014]. Switch Digital, W. 2014. Marketing Theories – PESTEL Analysis • Professional Academy. [online] Available at: http://www.professionalacademy.com/news/marketing-theories-pestel-analysis [Accessed: 16 Jan 2014]. Switch Digital, W. 2014. Marketing Theories – PESTEL Analysis • Professional Academy. [online] Available at: http://www.professionalacademy.com/news/marketing-theories-pestel-analysis [Accessed: 16 Jan 2014]. Wikipedia. 2014. SWOT analysis. [online] Available at: http://en.wikipedia.org/wiki/SWOT_analysis [Accessed: 16 Jan 2014]. Wikipedia. 2014. Market environment. [online] Available at: http://en.wikipedia.org/wiki/Market_environment. [Accessed: 16 Jan 2014]. Wikipedia. 2014. Marketing research. [online] Available at: http://en.wikipedia.org/wiki/Marketing_research [Accessed: 16 Jan 2014].
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