Marketing Management - Qantas Airways
Table of Contents
1.0 Introduction 2
2.0 Element of Marketing Mix 2
2.1 Price 3
2.2 Place 4
2.3 Product 5
2.4 Promotion 6
3.0 Corporate Social Responsibility(CSR) 7
4.0 Customer Relationship Management(CRM) 8
5.0 Marketing Strategy 9
5.1 Marketing plan 9
6.0 Conclusion 13
7.0 Reference 14
8.0 Appendix 16
1.0 Introduction
Suria KLCC is one of the world tallest and well-known buildings in world. Suria KLCC remains its position as leading retail centre in the country. It is owned by company named KLCC Property Holdings Berhad (KLCCP). In every by year, revenue recognition of KLCCP is increasing by rental income, car park operation, building and facilities management fees, hotel operations, and interest and dividend income. Meanwhile, all these are customers of KLCCP. In order to gain more visitors, KLCCP has the marketing plan to satisfy a customer’s needs and wants. (KLCCP, 2008)
2.0 Element of Marketing Mix
Marketing mix is a combination of marketing tools that satisfy a want and need in order to retain and attract more customers. In other words, the used of marketing mix is to understand what or how to make a good marketing work to achieve the business objective or marketing strategy. A market is controlled by variables of marketing mix which also called 4P’s of marketing. The element of 4P’s of marketing can be categories as follow:
• Price
• Place
• Product
• Promotion
(Source:http://marketing.about.com/od/marketingplanandstrategy/a/marketingmix.htm)
Since KLCC is a one of main tourist attraction in Malaysia, therefore KLCC also need a marketing mix to further understand how to achieve their marketing strategies and plan in order to increase sales and retain or get more customers. In addition, it has becomes a very popular tourist attraction worldwide.
2.1. Price
Pricing must be very competitive to create sales revenue or earn profit for the organization. Moreover, other
1.0 Introduction 2
2.0 Element of Marketing Mix 2
2.1 Price 3
2.2 Place 4
2.3 Product 5
2.4 Promotion 6
3.0 Corporate Social Responsibility(CSR) 7
4.0 Customer Relationship Management(CRM) 8
5.0 Marketing Strategy 9
5.1 Marketing plan 9
6.0 Conclusion 13
7.0 Reference 14
8.0 Appendix 16
1.0 Introduction
Suria KLCC is one of the world tallest and well-known buildings in world. Suria KLCC remains its position as leading retail centre in the country. It is owned by company named KLCC Property Holdings Berhad (KLCCP). In every by year, revenue recognition of KLCCP is increasing by rental income, car park operation, building and facilities management fees, hotel operations, and interest and dividend income. Meanwhile, all these are customers of KLCCP. In order to gain more visitors, KLCCP has the marketing plan to satisfy a customer’s needs and wants. (KLCCP, 2008)
2.0 Element of Marketing Mix
Marketing mix is a combination of marketing tools that satisfy a want and need in order to retain and attract more customers. In other words, the used of marketing mix is to understand what or how to make a good marketing work to achieve the business objective or marketing strategy. A market is controlled by variables of marketing mix which also called 4P’s of marketing. The element of 4P’s of marketing can be categories as follow:
• Price
• Place
• Product
• Promotion
(Source:http://marketing.about.com/od/marketingplanandstrategy/a/marketingmix.htm)
Since KLCC is a one of main tourist attraction in Malaysia, therefore KLCC also need a marketing mix to further understand how to achieve their marketing strategies and plan in order to increase sales and retain or get more customers. In addition, it has becomes a very popular tourist attraction worldwide.
2.1. Price
Pricing must be very competitive to create sales revenue or earn profit for the organization. Moreover, other
References: 1. Annual report of KLCCP, 2008, pg 65, Revenue Recognition, online Date Accessed 16th November 2009, from http://www.klcc.com.my/KLCCPCorp/KLCCP/pdf-AnnualReport2008/KLCC%20Annual%20Report%202008.pdf 2 3. Anonymous, 2009, Pricing Strategies, online, Date Accessed 16th November 2009, from http://www.learnmarketing.net/Price.htm 4 5. Suria KLCC Sdn Bhd, 2007, About Suria KLCC, online, Date Accessed 16th November 2009, from http://www.suriaklcc.com.my/index.php?module=AboutSuria 6 7. Suria KLCC Sdn Bhd, 2000, Remember the 18th of December, online, Date Accessed 1th December 2009, from http://www.suriaklcc.com.my/index.php?module=FeaturedEvents180minsShoppingMadness 8 9. Anonymous, 2007, KLCC Suria, online Date Accessed 18th November 2009, from http://www.malaysiavacationguide.com/klccsuria.html 10 13. Philip Kotler et al, 2009, Marketing Management and Asian Perspective, 5th edition, Prentice Hall, London 14