A market analysis of Qantas Airways Limited

RUNNING HEAD: A REPORT ON THE MARKETING ANALYSIS OF QANTAS
AIRWAYS
Topic- A report on the marketing analysis of Qantas airways
Name of the student-
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A REPORT ON THE MARKETING ANALYSIS OF QANTAS AIRWAYS1
EXECUTIVE SUMMARY
The paper aims to make a detailed market analysis of Qantas airways. The market analysis in
this report is done with the help of different marketing tools such as SWOT analysis,
PORTER's 5 forces, marketing mix, and many other tools that have also been used. This
paper will also say about the external and internal factors that are affecting the company. The
marketing strategies that they follow are also mentioned. This paper is also focused on the
objectives of the company and how they are achieving it with various marketing tools.

A REPORT ON THE MARKETING ANALYSIS OF QANTAS AIRWAYS2
Table of Contents
Introduction................................................................................................................................3
Marketing analysis of Qantas Airways......................................................................................4
Porter's 5 forces model of Qantas Airways............................................................................4
PESTLE Analysis of Qantas Airways....................................................................................7
Marketing Mix of Qantas Airways........................................................................................8
The SWOT analysis of Qantas Airways..............................................................................10
STP analysis of Qantas Airways..........................................................................................11
The objective of Qantas Airways.........................................................................................12
Recommendations....................................................................................................................13
Conclusion................................................................................................................................14
References................................................................................................................................15
Appendices...............................................................................................................................18
Appendix A..........................................................................................................................18
Appendix B..........................................................................................................................19
Appendix C..........................................................................................................................20
Appendix D..........................................................................................................................22
Appendix E...........................................................................................................................23

A REPORT ON THE MARKETING ANALYSIS OF QANTAS AIRWAYS3
Introduction
This report is based on the analysis of the market of Qantas Airlines. It is the third
oldest airlines in the world after KLM and Avianca. This airline was founded in the year of
1920. Its headquarter is in Sydney, Australia. The CEO of of Qantas airlines is Alan Joyce.
The Asian market of Qantas airlines has a number of giants players which is making the
marketing competiton more intense. By using differnet marketing tools such as Marketing
mix and SWAT analysis, Qantas is resolving such issues to sustain in the market.

A REPORT ON THE MARKETING ANALYSIS OF QANTAS AIRWAYS4
Marketing analysis of Qantas Airways
Qantas does its business in the travel sector. They are linked with the industries of
Australia. It is regarded as one of the best and one of the strongest brands in Australia. They
provide an affordable service to their customers(https://www.qantas.com/in/en.html). The
marketing strategy that Qantas follows helps them to achieve their objectives and business
goals. The marketing done by Qantas airways helped them to grow more in the competitive
market. (Prakittachakul 2020). The detailed marketing analysis of Qantas airways that is
operating in Asia will show what are the marketing strategies that they follow and how they
are using it to achieve their targeted goals(Homsombat, Lei and Fu, 2014).
Porter's 5 forces model of Qantas Airways
Porters 5 forces model analysis is the marketing tool that helps them to understand how a
company operates to earn more profit from the market.[Appendix A] Porter's 5 forces model
of Qantas airways consists of :
The threat of new entrants
Bargaining power of suppliers
Bargaining power of buyers
Threat from substitute products
Rivalry among the existing players
Threats of new entrants- The entry of fresh players in transportation brings innovative ways
of doing business in the Asian countries which creates pressure on Qantas airlines by
lowering the price of the tickets and reducing the cost(McDonald and Millett 2001). Qantas
Airways operates its business in that industry where the scale of the economy is fairly

A REPORT ON THE MARKETING ANALYSIS OF QANTAS AIRWAYS5
difficult. Thus it helps the existing companies who are already in the market( Xian 2018).
This is the reason the cost of the new company becomes more and it reduces the threat from
new entrants in the market of the Asian countries. Within the industry, the differentiation of
the product is strong as the companies in these industries sell different types of products more
than one type of products. People always look after the differentiated products. This is
another reason that reduces the threats of the new entrants. They strongly focus on customer
service and the advertisement. The capital requirement that is needed to enter the aviation
industry is very high in the Asian market. Due to this the cost of expenditure of the new
entrants become more hence it creates a problem for the new player to enter into this
market(Alexander and Merkert 2017). The capital requirement is more in this market because
it needs a high level of research and development. Qantas airlines take huge advantage of the
scale of the economy and it helped them to tackle their competitors with its cost advantages.
Qantas airways focus on advertising so that it can make their brand stronger and can reach all
the people. This helps them to bring new customers instead of leaving them to the new
entrants.
Bargaining power of suppliers- The control of the suppliers over the price is very less in the
industry of Qantas airways in Asia. So the bargaining power of the suppliers is very less. The
products that the suppliers supply to the Qantas airways are more standardized and less
differentiated. So if the company likes to switch then they can do it easily at a low cost.
Within Asian industry, the suppliers do not supply other things to Qantas airways which
means there are not substitutes for the product and this is the reason the supplier’s bargaining
power is less. Qantas airways is a very important customer to the suppliers that means their
profit and loss depend on the airlines as well(Kreutzer 2019). Therefore the suppliers provide
reasonable rates to their customers. Qantas airways are the main customer of the suppliers
therefore it helps them to develop a good relationship between them where both the sides will
get the benefits. Building up a good relationship with their suppliers helps them to buy new
products at a low cost.
Bargaining power of the buyers- In the Asian industry and Middle East Qantas airways
operate has less number of firms that are producing in the market. The product differentiation
of the product in the Asian market is high which is the reason the buyers who are buying a