Maketing Plan
1. Executive Summary:
a) Brief Description Of products or services: Qantas (Qantas Airways Limited) is the flag carrier of Australia.[5] The name was originally "QANTAS", an acronym for "Queensland and Northern Territory Aerial Services". Nicknamed "The Flying Kangaroo", the airline is based in Sydney, New South Wales, with its main hub at Sydney Airport. It is Australia's largest airline, the oldest continuously operated airline in the world and the second oldest in the world overall. Qantas headquarters are located in the Qantas Centre in the Mascot suburb of the City of Botany Bay.
Qantas carries a 65% share of the Australian domestic market and carries 18.7% of all passengers traveling in and out of Australia.
b) Target Market: A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place (distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace.
c) Competitive Advantage: The challenge for a marketing strategy is to find a way of achieving a sustainable competitive advantage over the other competing products and firms in a market.
A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices. Porter suggested four "generic" business strategies that could be adopted in order to gain competitive advantage. The strategies relate to the extent to which the scope of a business' activities are narrow versus broad and the extent to which a business seeks to differentiate its products.
d) Positioning Statement:The positioning statement is a subset of a value proposition that optimizes it for marketing
a) Brief Description Of products or services: Qantas (Qantas Airways Limited) is the flag carrier of Australia.[5] The name was originally "QANTAS", an acronym for "Queensland and Northern Territory Aerial Services". Nicknamed "The Flying Kangaroo", the airline is based in Sydney, New South Wales, with its main hub at Sydney Airport. It is Australia's largest airline, the oldest continuously operated airline in the world and the second oldest in the world overall. Qantas headquarters are located in the Qantas Centre in the Mascot suburb of the City of Botany Bay.
Qantas carries a 65% share of the Australian domestic market and carries 18.7% of all passengers traveling in and out of Australia.
b) Target Market: A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place (distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace.
c) Competitive Advantage: The challenge for a marketing strategy is to find a way of achieving a sustainable competitive advantage over the other competing products and firms in a market.
A competitive advantage is an advantage over competitors gained by offering consumers greater value, either by means of lower prices or by providing greater benefits and service that justifies higher prices. Porter suggested four "generic" business strategies that could be adopted in order to gain competitive advantage. The strategies relate to the extent to which the scope of a business' activities are narrow versus broad and the extent to which a business seeks to differentiate its products.
d) Positioning Statement:The positioning statement is a subset of a value proposition that optimizes it for marketing