Qanatas Marketing
Qantas world's leading long distance airways
The Business Case Analysis: Qantas Airways
Qantas is recognized as the world's leading long distance airways which was established in Queensland in 1920, being the second oldest airlines of the world. Today, the airways provide flight services across a network of 173 destinations in 42 countries covering all over the world with approximately 35,000 employees. The Qantas group also offers subsidiary businesses such as budget airlines, Jetstar, and other businesses in specialist services: Qantas Catering and Qantas Holidays (Qantas, 2010). To analyze the changes and challenges that Qantas confronts in the marketing today, we should identify the range of products and services available by using Marketing Mix concept. Then, we will analyze the opportunities that may be available over the next 5 to 10 year by using SWOT Analysis.
Lake (n.d) indicated that the marketing mix, or called as 4 Ps, is the combination of marketing elements that are used to serve customers and company goal. The company offers are controlled by the following variables in marketing: Product, Price, Place (Distribution) and Promotion. For Qantas Airways case, their marketing mix can conclude as follow:
1. Product
Qantas offers a wide range of products and services including premium brand, Qantas, and low cost brand, Jetstar. Qantas has divided in to international and domestic flight. In term of international flights, Qantas offers first, business, premium economy and economic class, which passengers receive different services of seat, dining, and amenity collections as they paid. In case of Domestic flight, Qantas offers two travel classes: Business and Economy. Domestic inflight services include meals, snacks and audio-visual entertainment. Qantas' Cityflyer provides passengers travelling between Brisbane, Adelaide, Canberra, Perth, Melbourne and Sydney added more flights and seats than other airways with extra services such as complimentary
The Business Case Analysis: Qantas Airways
Qantas is recognized as the world's leading long distance airways which was established in Queensland in 1920, being the second oldest airlines of the world. Today, the airways provide flight services across a network of 173 destinations in 42 countries covering all over the world with approximately 35,000 employees. The Qantas group also offers subsidiary businesses such as budget airlines, Jetstar, and other businesses in specialist services: Qantas Catering and Qantas Holidays (Qantas, 2010). To analyze the changes and challenges that Qantas confronts in the marketing today, we should identify the range of products and services available by using Marketing Mix concept. Then, we will analyze the opportunities that may be available over the next 5 to 10 year by using SWOT Analysis.
Lake (n.d) indicated that the marketing mix, or called as 4 Ps, is the combination of marketing elements that are used to serve customers and company goal. The company offers are controlled by the following variables in marketing: Product, Price, Place (Distribution) and Promotion. For Qantas Airways case, their marketing mix can conclude as follow:
1. Product
Qantas offers a wide range of products and services including premium brand, Qantas, and low cost brand, Jetstar. Qantas has divided in to international and domestic flight. In term of international flights, Qantas offers first, business, premium economy and economic class, which passengers receive different services of seat, dining, and amenity collections as they paid. In case of Domestic flight, Qantas offers two travel classes: Business and Economy. Domestic inflight services include meals, snacks and audio-visual entertainment. Qantas' Cityflyer provides passengers travelling between Brisbane, Adelaide, Canberra, Perth, Melbourne and Sydney added more flights and seats than other airways with extra services such as complimentary