Strategic Planning, Product Positioning and Customer Value Marketing Theories Applications at Qantas Group
Strategic Planning, Product Positioning and Customer Value Marketing Theories Applications at Qantas Group
A Report By Amit Singh ID: c3099441
FM– Assign 2
Page I
Amit Singh ID: c3099441
Executive Summary
Qantas was founded in Queensland in 1920 as Queensland and Northern Territory Aerial Services. It is twelfth largest and second oldest airline in the world. Since Qantas was privatised in 1993, it has operated profitably in international and domestic air services and a range of related businesses. This report has attempted analyse and discuss some of the marketing theories such as strategic planning, product positioning, and customer value that Qantas has applied and what benefits it obtained strategically from applying the theory in it marketing strategy.
Global trend in rapid emergence of low-cost carriers and launch of Virgin Blue in 2000 provided very steep challenges to Qantas for survival. Qantas identified this changing environment and designed its business portfolio as part of its strategic planning. This included purchase of Impulse airline, launch of low-cost carriers like Australian Airlines and JetStar and expansion of nonflying businesses such as catering travel and freight. Qantas also reviewed and re-designed its business portfolio regularly to ensure its business portfolio best fit the company’s strengths and weakness to opportunities in the changing environment. This included cease operations of Impulse and Australian airlines. Through these strategies planning Qantas successfully competed with low-cost carriers and also to reduce the risk of cannibalisation of the mainline carrier.
Qantas offer has many competitive advantages such as safety, schedules, seat allocation, inflight services, oldest Australian airlines, spirit of Australia and few others. However, Qantas has positioned its product only as ‘safety’ and ‘Spirit of Australia’ because these are the only differentiations that are
important, distinctive, superior,
A Report By Amit Singh ID: c3099441
FM– Assign 2
Page I
Amit Singh ID: c3099441
Executive Summary
Qantas was founded in Queensland in 1920 as Queensland and Northern Territory Aerial Services. It is twelfth largest and second oldest airline in the world. Since Qantas was privatised in 1993, it has operated profitably in international and domestic air services and a range of related businesses. This report has attempted analyse and discuss some of the marketing theories such as strategic planning, product positioning, and customer value that Qantas has applied and what benefits it obtained strategically from applying the theory in it marketing strategy.
Global trend in rapid emergence of low-cost carriers and launch of Virgin Blue in 2000 provided very steep challenges to Qantas for survival. Qantas identified this changing environment and designed its business portfolio as part of its strategic planning. This included purchase of Impulse airline, launch of low-cost carriers like Australian Airlines and JetStar and expansion of nonflying businesses such as catering travel and freight. Qantas also reviewed and re-designed its business portfolio regularly to ensure its business portfolio best fit the company’s strengths and weakness to opportunities in the changing environment. This included cease operations of Impulse and Australian airlines. Through these strategies planning Qantas successfully competed with low-cost carriers and also to reduce the risk of cannibalisation of the mainline carrier.
Qantas offer has many competitive advantages such as safety, schedules, seat allocation, inflight services, oldest Australian airlines, spirit of Australia and few others. However, Qantas has positioned its product only as ‘safety’ and ‘Spirit of Australia’ because these are the only differentiations that are
important, distinctive, superior,
References: Firth, N. (2008) Lean Sigma at Qantas, viewed 14 November 2008, http://video.wch.org.au/qi/intranet/Lean_Thinking_in_Manufacturing_and_Ser vice_2008/Neal_Firth.pdf Harcourt, T Hogan, M (2008) Protecting your brand in a downturn, viewed 17 November 2008, http://www.smartcompany.com.au/Premium-Articles/TopStory/20081001-Protecting-your-brand-in-a-downturn.html Kain, J Kotler, P., Brown, L., Adam, S., Burton, S. and Armstrong, G. (2007) Marketing, 7th Edn., Prentice Hall. Ngo, L. (2008) Marketing lecture 6, viewed 13 November 2008, http://blackboard.newcastle.edu.au/webapps/portal/frameset.jsp?tab_id=_1_1 FM– Assign 2 Wikipedia (2008) Qantas, viewed 14 November 2008, http://en.wikipedia.org/wiki/Qantas FM– Assign 2