Qantas Marketing Audit
Its brands include Qantas, Jetstar and Qantas Link (as well as several Jetstar brands in East Asia). Qantas is the Group's standard fares airline, based in Sydney, while Jetstar is the Group's budget fare airline that also manages the Jetstar Asia operations, based in Singapore. Both offer Australian domestic and international services, and are intended as complementary, rather than competitor, brands to each other.
In recent years the Qantas Group has been one of the few airline groups in the world still making a profit. Many airlines have been making substantial losses, and there have been some mergers (such as KLM–Air France), takeovers and bankruptcies (such as Northwest and American Airlines). Despite the apparent rosy initial impression, the actual profitability picture across the Group is mixed, with Jetstar's domestic and international operations generally doing well, while the Qantas division of the business has been doing less well. Qantas's international market share has fallen sharply in the past decade. While the airline was in a dominant market position in 2000–2001 with 34.4 per cent of the traffic to and from Australia, by 2010–2011 its market...
Please join StudyMode to read the full document