Competitive Position of Qatar Airways
Kingston University London
Faculty of Engineering
Bachelor of Science (Hons) in Aircraft Engineering
Competitive Position of Qatar Airways
Module no: EG3080
Module Title: Business Application in Engineering
Submitted by: Shahfiee Bin Sirajuddin (K1169894) Abstract
In today’s world, an airline’s competitive positioning in a volatile and highly competitive environment or airline industry is one of the most important elements in marketing strategies. Airlines have been challenged to apply and implement various marketing strategies in order to achieve top notch service, success, and growth. The purpose of this study was to analyze the competitive positioning of Qatar Airways. A literature review and empirical research was conducted to achieve the purpose of this study. The data was analyzed through macro analysis by PESTEL analysis to identify structural drivers of the airline, Porters five forces to identify competitive forces in the airline industry and SWOT analysis to identify the strategic capabilities of the airline. Lastly, the findings of this study would suggest the appropriate direction to be taken for the purpose of enhancing the competitive positioning of Qatar Airways.
Contents
1. Introduction
Facilitating international trade, economic relations between countries as well as stimulating exchange of people and ideas, the airline industry has proven to be a vibrant and dynamic industry, playing a key role in the development of world economy. Increasing demands for mobility, globalization of society and the constant change of consumer needs lead to growth in traffic flow and segmentation of the airline industry.
In recent years, increasing consumer awareness of service quality has added to the competitive nature in the air travel market. Apart from establishing more convenient routes, airlines have introduced promotional incentives such as mileage rewards, frequent flyer membership programmes and other benefits to attract
Faculty of Engineering
Bachelor of Science (Hons) in Aircraft Engineering
Competitive Position of Qatar Airways
Module no: EG3080
Module Title: Business Application in Engineering
Submitted by: Shahfiee Bin Sirajuddin (K1169894) Abstract
In today’s world, an airline’s competitive positioning in a volatile and highly competitive environment or airline industry is one of the most important elements in marketing strategies. Airlines have been challenged to apply and implement various marketing strategies in order to achieve top notch service, success, and growth. The purpose of this study was to analyze the competitive positioning of Qatar Airways. A literature review and empirical research was conducted to achieve the purpose of this study. The data was analyzed through macro analysis by PESTEL analysis to identify structural drivers of the airline, Porters five forces to identify competitive forces in the airline industry and SWOT analysis to identify the strategic capabilities of the airline. Lastly, the findings of this study would suggest the appropriate direction to be taken for the purpose of enhancing the competitive positioning of Qatar Airways.
Contents
1. Introduction
Facilitating international trade, economic relations between countries as well as stimulating exchange of people and ideas, the airline industry has proven to be a vibrant and dynamic industry, playing a key role in the development of world economy. Increasing demands for mobility, globalization of society and the constant change of consumer needs lead to growth in traffic flow and segmentation of the airline industry.
In recent years, increasing consumer awareness of service quality has added to the competitive nature in the air travel market. Apart from establishing more convenient routes, airlines have introduced promotional incentives such as mileage rewards, frequent flyer membership programmes and other benefits to attract
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