Qantas Marketing

Topics: Marketing, Qantas, Airline Pages: 12 (3655 words) Published: March 10, 2014
Unit 401 Marketing
Assignment

Lecturer: William JonesSubmission Date: 21.01.2014
Student Name: Rani Fawzi AyyadStudent ID: 871148

Executive Summary
Qantas is one of the oldest airlines in the travel industry established 1920 (Qantas.com.au, 2014) In this report we shall discover the main problems which are faced by the airline in terms of marketing and in competing with other airlines in the airline industry. This assignment will highlight the various micro and macro environmental factors operating in Qantas and how they may act as an opportunity or threat for the company. We will also discuss the various marketing strategies, planning and positioning process and discuss about the various segmentation techniques for better business opportunities. The report concludes the main concerns of QANTAS and what actions are recommended for a better profitable future.

Table of Contents:
Introduction4
Qantas SWOT & PEST Analysis5
Qantas Macro environment9
Qantas Micro environment10
Marketing Research 11
Segmentation12
Positioning14
Buyer Behavior 15
Marketing Strategy & Planning 16
Conclusion19
Referencing20

Introduction
Qantas (Queensland and Northern Territory Aerial Services Limited) is one of the largest domestic and international airlines founded in Australia 1920 and considered one of the strongest brands in Australia with 33,000 employees out of which 93% are based within Australia. (Qantas.com.au, 2014) The aim of this report is to identify, analyze & provide possible solutions with regards to the performance and declining market share of QANTAS. This report has taken place looking after QANTAS marketing audit (SWOT & PESTEL), we will take a closer look in identifying the major factors affecting the QANTAS MICRO /MACRO environment. We will also look into the major marketing tools is affecting QANTAS position for its customers and business markets providing potential solutions.

1.0 QANTAS SWOT & PEST Analysis
SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses, opportunities and Threats involved in a project or in a business venture. A SWOT analysis can be carried out for a product, place, industry or a person. It involves specifying the objectives of the business venture of project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. (Wikipedia, 2014)

Figure 1 (Creately.com, 2014)

This report will discuss SWOT analysis and how it’s linked with QANTAS:

Strengths:
1. QANTAS covers a total of 184 destinations in 42 countries including 59 in Australia and 125 in other countries using their multi brand jet star QANTAS link (Qantas Airways Limited, 2011, p. 5) 2. Qantas and Emirates will service 14 flights per day between Australia and Dubai which will provide a one stop access to destinations across the middle east, Europe and Asia (Qantas.com.au, 2014) 3. With increasing number of fleet and orders more destinations can be served using new technologies including the new Airbus A380 which can accommodate high number of passengers with lower costs than other aircrafts. 4. Developing two different brands based on cost and budget would open doors for more business which is why the company had launched JESTAR as a budget subsidiary airline. Weaknesses

1. Large percentage of Australian based employees which results in high salaries vs. other markets which in turn will increase their employee costs. 2. With the increased competition in the international market (ETIHAD, Emirates, Qatar Airways) it becomes difficult for QANTAS to compete.

Opportunities
1. With the open international markets, trading has become a vital source of income and a large percentage of companies require freight services to compete globally. 2. The...

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