Marketing the Airline Companies Qantas Assignment Essay Example

and Qantas has implement it to set on the company future object and goals like” transforming Qantas from an Australian to an Asian global carrier” (Alan Joyce, Qantas CEO). Qantas Group has two types of objectives to be set: * Business Objectives and that include the strategy of build profitable customer relationship, invest in researches and improve profits. * Marketing Objectives by know how to increase the market shares, create local partnership like what Qantas done with Jetstar and increase promotions by introduce budget fares airline.

Corporate strategy is a process of identifying and implementing management decisions that are crucial to an organization position in helping it to get the better of adversary or to attain its end. Qantas use the corporate strategy to identify the organization current position in the market such as its role function and purpose and set a specified path to be followed in order to achieve the outcomes that has been planned from the beginning as the aim of Qantas is to be the top in the aviation industry in Asia.

SWOT Analysis

Qantas is using the SWOT analysis as one of the major business tools to analysis the internal and external factors and to keep monitoring the business plan to make sure that the company objectives is met and goals are reached and also be aware of the Opportunities and threats that might affect them. The Internal factors are the company strengths and Weaknesses which Qantas can determine and change it when needed according to the organization plan and strategy followed.

The external factors are the opportunities and Threats which Qantas cannot control and that’s

what Qantas focusing on as the changing of Qantas plan and strategy depends on the changes of those two elements as.

Strength: Using a strong Fleet operation Helps Qantas to build a long term shareholders Value.

Weakness: Price Fixing is not helping Qantas group to keep a high profit with increase of the expenses and Global inflation

Opportunity: Growing in global Tourism stimulates the customers to search for Airlines who provides them extraordinary services with reasonable prices and this give the opportunities to Qantas to focus on that customer especially in Asia.

Threat: Competition from low cost airline is affecting the Qantas group long term revenue as new Airlines are being established and their target also is International and Domestic destinations in Asia so customers are changing their loyalty based on prices.

 Macro Environment

Qantas group is being affected by the Macro environment and below are some important factors has a big influence: Different Region Growing is one of the factors that effecting Qantas as the organization now has to think how to keep their current performance and value with the increase of the customer demands but on other hand hey have to increase the shareholders values and maintain a good profit so Qantas Group strategy is being changed and modified based this important Factor. Oil prices is one of the important factor Qantas is taking in consideration as it has a huge Air fleet and this is one of the main expenses Qantas is thinking off and it also effect the yearly revenue specially with the unexpected changes in prices .

World Economy is also important factor

that affects Qantas revenue and growth specially the prices of the Air tickets and supplies and the demand traveling by air. For example if a family is planning for a trip and the airline tickets prices is so high, than the family will decide to wait till the prices are lower so Qantas will lose a potential customer. Government Regulations is effecting in Qantas especially with the Taxes and Fees on the Organization itself and the employees. Such taxes are allocated by government to improve funds in Airports and provide security for the airlines.

Micro environment: Micro environment s is factors are close to business and that have direct impacts on the organization success and Qantas has many Factors that affect its strategy. Qantas group is being affected by the Micro environment and below are some important factors has a big influence: Employees are main factor in Qantas micro environment as the employees experience and knowledge is mainly related to Qantas group performance. So training and Development is a critical roll into achieving the expected customer services.

Shareholders is the main investors in Qantas and they will pressure to increase the profit which effect the organization strategy as they want a return of the money they have invested to help Qantas grow . Suppliers is important factor as they provides Qantas with the materials they need to carry out the business and the quality of those materials and choosing it will affect Qantas marketing strategy and customers satisfaction and loyalty.

Competitors

Qantas group are in continues analyzing and monitoring of their competitors to maintain it improvement and position in market. Qantas

has to be aware of their competitor’s activities in order to beat them.

The market is moving so fast and Qantas has to keep up developing with it. Marketing Research and Marketing Intelligence: Marketing research is a systematic gathering, recording and analyzing data about problems related to marketing for products or services and transforming those information’s into actionable marketing decisions. Qantas can use different methods of researches to gather the information needed to support their key strategic decisions about the products, the pricing and sales promotions.

Qantas Group can use many methods to gather information about the market in terms of the products and services to help them develop a good marketing planning and then introduce a marketing strategy to attract customers and present the company products to ensure the maximum profit out of this plan and strategy used.

Surveys is one of the important methods the company can use and it is straightforward questionnaires can analyze a sample group the presents the company target market. Survey can be done through Qantas website s the customer are using it to book their airline tickets , also Survey can be done though e mails or phone calls. Personal Interviews also can be used as one of the methods to gather information by asking different type of questions and based on the customer’s replies and satisfaction rate, marketing strategy will be followed to focus on a certain target market.  Observation is used to monitor the customers during the Purchase process in Qantas sales points and during the flights as the actions of the customer will give a clear vision of the group about how

satisfied their customers are and what are the plans to keep the customer loyalty.

Marketing intelligence is information related to a specific company market gathered and analyzed for the purpose of accurate and confident decision making in a single environment. Qantas group is gathering Data from websites, call centers and sales data which come mainly from the sales reports as those are the most important elements of Marketing intelligence to define the market and through an appropriate sales and marketing mix whether telesales, advertising, sponsorships, conferences and exhibitions Qantas will make sure that they reached the desired resulted to attract, sell to and retain customers.

Segmentation: Segmentation is a way used in grouping and characterizes customers in terms that help the marketer to identify appropriate value proposition and the marketing mixes and the strategies to be followed to make that segment an offer. Qantas market segmentation is complex because each segment has different needs and expectations such as ability to pay the airfare price, fight services and comfort. Consumer Markets and that includes :

• Demographics focus on Young Adults, Adults, Couples, Families, large corporations and Governments sectors.
• Geographic focuses on big cities and capitals where people in those cities can be potential customer for Qantas with the growth of businesses and increase of the demands for traveling.
• Psychographic the main question in this variable is why people will chose Qantas for traveling? The main factor here is the customer incomes and if they can afford to pay the airfare prices with the availability of other choices like low fare Airlines.
• Behavioral and this is the
  

main variable Qantas is using as it provides details of customer buying behavior in occasions like traveling in Christmas time and here where it increase the demands on airlines services , also it provides how often the customer is using airlines services and how loyal they are after trying Qantas services.

By studying all those variables and segments we will look into what is common between those groups and think make a decision of how we will create, communicate and deliver Qantas services to those groups and that is how segmentation will help Qantas to determine successful marketing strategy.

Marketing Positioning: Marketing

positioning is a process how marketers can create image or impression in their target markets for a product or a brand. The main brands in Qantas group is Qantas and Jetstar and the products they are offering is the airline services and by using the positioning process this will assist them to increase the long term profit and reach the company objects and goals financial wise and customer base wise.

The 4 P’s strategy below can assist Qantas to develop positioning strategy:

Product: Design product to attract and hold customers for a particular segment as per their needs and Qantas product is airlines services as Qantas operates a fleet of over 250 aircraft from full size long haul to smaller short haul aircraft with comfortable seats heading to domestic and international destination.

Promotion: Qantas can use advertising agencies through different media to promote for the new services added to them like First class special services which makes Qantas targeting corporation customer to use that services more than individual customers.

Price: is the most important element in positioning specially with the current world economy Qantas has to thing of the best pricing strategy by introducing reasonable prices can be afforded by the customer but on the other hand to keep making profits for the Group . hey can use some schemes to keep attracting customer by making discounts on air ticket in specific seasons and holiday packages .

Place : Qantas can use active places for marketing their services like Airports big malls and some important event that being Held in Australia and those are locals areas and also

they can use intermediary agencies and for marketing and encourage people to use the Internet and get a special offers by booking through their website.

Buyer Behavior: Buyer behavior is a complex process counting on the market researches and studies to identify the underlying needs of the consumers. To understand the buyer behaviors Qantas need to gather Data about the consumers some of those data can be Secondary Data and that is the information which the organization already has from their data base or collected for another purpose and the Primary Data consist information that has been gather specially for research plan.

The User Understanding the buyer types and how they will make the decision before purchases will assist Qantas to know how they will promote for their product and services and will mainly focus on targeting the corporate by direct sales meeting with the decision makers and approvers and give special Offers on Business class booking for them. Also Targeting individuals will be by offering them special discounts on air tickets bookings and special packages offers for specific destinations.

So finally this buyer behavior is so important for business decision and profit making of Qantas and the marketing campaigns they will make will be successfully hitting the correct consumers.