Qantas Marketing - 3644 Words

Unit 401 Marketing Assignment Lecturer: William Jones Submission Date: 21.01.2014 Student Name: Rani Fawzi Ayyad Student 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†¦show more content†¦Threats 1. The increasing market with low cost carriers is pulling customers towards low budget travel as customers today are more focusing and shifting towards economical air travel. 2. Increasing Oil prices is a very serious and main obstacle towards business as it affects directly prices negatively and the overall operating costs of the company. PEST A PEST analysis is a framework or tools used by marketers to analyze and monitor the macro-environmental (external marketing environment) factors that have an impact on an organization. The result of which is used to identify threats and weaknesses which is used in a SWOT analysis (Switch Digital, 2014) Figure 2 (Creately.com, 2014) PEST is the combination of external factors which could present an opportunity or threat to any organizations, This report examines the factors that could relate to QANTAS Political: Qantas intends to cut over 1000 jobs over the next 12 months, impose pay reductions and make cuts across the board as it continues down the losses. The airline blames a range of factors it can t control for its unflattering financial position including government regulations as by law, the iconic airline must be majority Australian-owned and controlled - limiting its ability to take on cashed-up foreign partners. However competitor Virgin Australia has structured itself so that it can access foreign capital from shareholders Air New Zealand, Etihad andShow MoreRelatedMarketing And Management : Qantas Airline Essay1949 Words   |  8 Pages Marketing and Management Name of the Student: Name of the University: Author’s Note: â€Æ' Introduction The assignment assesses the trajectory of the Qantas airline that witnesses heavy financial losses due to a grave situation. In August 2011, Qantas witnessed a disputed terrain that culminated in international division. The experts believe that Qantas domestic, Qantas Link and other variants of Qantas gave an excellent performance in the recent phase. However, Qantas International facedRead MoreQantas Marketing Audit Essay1144 Words   |  5 PagesQantas is the worlds second oldest airline, having been founded in the Australian outback in 1920. It is Australias largest domestic and international airline. The name comes from the initial letters of the words in the original registered title—Queensland and Northern Territory Aerial Services Limited. The Qantas Group employs approximately 32,500 people and operates a fleet of over 250 aircraft, comprising Boeing, Airbus and Bombardier aircraft from full-size long-haul aircraft to smallerRead MoreThe Marketing Objectives Of Qantas Airlines1404 Words   |  6 PagesHence marketing activities often can be a differentiating factor between industry leaders and the other market players. The purpose of this report is to examine the marketing objectives of Qantas airlines. This assignment wishes to firstly focus on giving a background of the company. 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