A Communication Project Management Plan for Qantas Presentation 2022

Running head: A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
A Communication Project Management Plan for Qantas
Name of the Student:
Name of the University:
Author Note:

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A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
Research about Australian Demographics:
Figure 1. Table showing population of Australia and its states
(Source: Abs.gov.au, 2019)
Figure 2. Table showing the median age of Australia
(Source: Abs.gov.au, 2019)
The table (figure 1) shown above shows that the population of Australia and its states
show a positive trend. This means that Qantas would be able to get access to a larger base of
customers. The second graph shows that the median age of the Australians is around 36 years.
This means that Qantas Airline while making its market expansion strategies should take into the
tastes and preferences of the customers aged mid-30s.

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A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
Figure 3Statistics showing immigrant population increase in Australia
(Source: Aph.gov.au. 2019)
The table above shows that the country of Australia has experienced increase in the
population of immigrants. For example, the population of people of the UK was 1036242 which
constituted of 25.5 percent of the Australian immigrant population as per 2001 census. The
population of the immigrants from the UK increase to 1087756 as per 2016 census. Similarly,
the Chinese population in Australia was 142781 as per 2001 census. The number of Chinese
staying in Australia jumped to 509 558 as per 2016 census which means that Chinese population
in Australia jumped by around 5 times. China is followed by India with a population of 455 385
as per 2016 census compared to 95 455 as per 2001 census.

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A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
Figure 4.Household income economic wellbeing indicators (a), australia, 2007–08 to 2017–18
(Source: Abs.gov.au, 2019)
The table above shows that the disposable income of the Australians for three periods
namely, 2007-08, 2015-16 and 2017. The table shows that the income of the Australian has
increased compared to the past periods. For example, the mean weekly disposable income of the
people was $ 1046 in 2015-2016. The amount reached $ $1062 in 2017-2018. Similarly, the
mean weekly gross household income stood at $2187 in 2015-2016. The amount crossed $ 2242
in 2017-2018. Thus, it can be inferred from the analysis of the table that the capacity of the
Australian people to spend has increased in 2017-2018 compared to the previous years.

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A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
Figure 5. Statistics showing the per capita income of Australia for 10 years
(Source: Tradingeconomics.com. 2019)
Johnson (2019) mentions that per capita income is the average income earned by an
individual earner in a geographical area like a country during a particular year. It can be
interpreted in the light of this definition that per capita income refers to the income of the people
in a country during a particular year. The above graph (figure 5) shows that the per capita income
of Australia shows a positive trend. This means that the income of the individual Australians is
increasing which means that they would have more disposable income. This increase in per
capita and consequent increase in disposable income can be ratified by drawing on the table
above (figure 4). The table shows that the disposable income of Australians has increased even if
calculated on weekly basis. Szirmai and Verspagen (2015) point out that in the developed and
emerging nations service sector is gradually emerging as the leading generator of gross domestic
product. This means that Qantas, being a service company should exploit this increase its sales
and expand its revenue base.
Impact of demographic findings on Qantas:
Qantas can exploit the favourable demographic factors of Australia shown above to
achieve its aims namely, business expansion and increase in sales generation or in other words
revenue generation. The first table shows that the population of Australia is increasing while the
second table show that average age of the Australians is around 35 years, This means that Qantas
would be able to get access to a larger base of consumers to sell packages and generate higher
revenue. Frolova et al. (2017) mention in the very introductory section of their article that
‘Global and integration trends of social development are leading to the increase of tourism
industry, as one of the leading and the most dynamically developing fields of the world

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A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
economy.’ It can be pointed out going by the statement mentioned in the article and the
demographic trends of Australia that Qantas should utilise these factors to boost its sales and
business generation. It can be pointed out that increase in population is a favourable indicator
because in general growth of population is directly proportional to demand of services. The
fourth and fifth figures that the disposable income among Australians is also increasing. This
means that the Qantas can not only get access to a large customer base but also a customer base
which is capable of spending large amount of money to avail its premium flight services. Finally,
it can be interpreted from the third table that the company exploit the considerable population of
people of foreign origin to bring about innovations in its service offering so as to appeal to
customers from diverse backgrounds. Thus, it is clear from the discussion that Qantas should
utilise the favourable demographic trends to boost its own business generation, thus achieving its
aims under study..
Topic: A project communication plan based on the section ‘8.2. AUSTRALIAN
DEMOGRAPHICS’ of Report 1
Aim of the project:
The aim of the project would be formation of a communication plan to support the
market expansion and profit increase strategy of Qantas.
Scope of the project:
The scope of the project would include communicating the market expansion and profit
increase strategies which Qantas. The plan would also include obtaining feedback from
stakeholders which would be considered while amending the strategies.
Stakeholders to the project:
Attached
Expected tactics, tools and media of communication:
Qantas would use three tactics namely, social media, audio visual media and public
relations to communicate the market expansion strategies. The tools which the airline company
would use to communicate would consist of advertisements, press releases, meetings,
participation in events or a combination of these. The company would utilise media extensively
to promote its business strategies in the global market in order to gain maximum business
generation.
Expected outcomes of the project:
The expected outcome of the plan would be increase in stakeholders’ support which
would in turn support the market expansion and increase in sales project of the company.
The communication plan:
Attached
Resources required:
The resources required would be financial resources, material resource, manpower,
technological resources and knowledge resources

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A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
Financial and assumptions:
Attached
Shortcomings and limitations:
The scope of the project would only be limited to communication strategies of Qantas.

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A COMMUNICATION PROJECT MANAGEMENT PLAN FOR QANTAS
References:
Abs.gov.au. (2019). Retrieved 20 August 2019, from
https://www.abs.gov.au/AUSSTATS/abs@.nsf/mf/3101.0
Aph.gov.au. (2019). Retrieved 20 August 2019, from
https://www.aph.gov.au/About_Parliament/Parliamentary_Departments/
Parliamentary_Library/pubs/rp/rp1819/Quick_Guides/PopulationStatistics
Frolova, E.V., Rogach, O.V., Kabanova, E.E., Medvedeva, N.V. and Shimanskaya, I.Y., 2017.
Tendencies and prospects of tourism industry in Russia: Sociological analysis of
stereotypes among population during tourism trips. European Research Studies, 20(2),
p.308.
Johnson, A. E. (2019). Florida's Rising Tide: Income Inequality Effects by County.
Szirmai, A., & Verspagen, B. (2015). Manufacturing and economic growth in developing
countries, 1950–2005. Structural Change and Economic Dynamics, 34, 46-59.
Tradingeconomics.com. (2019). Retrieved 23 August 2019, from
https://tradingeconomics.com/australia/gdp-per-capita