Advertisement as Engagement Assignment 2022

Running head: ADVERTISEMENT AS ENGAGEMENT
Advertisement as engagement
Name of the student
Name of the university
Author note

1ADVERTISEMENT AS ENGAGEMENT
Introduction
In the current business scenario of Australia, Qantas is having the leadership position.
This is due the fact that Qantas is the flag carrier of Australia and is the largest airline in the
country in terms of operational background and passenger volume. They are based in Melbourne,
Sydney and Brisbane. Currently, Qantas is having connectivity with more than 85 destinations
across the world and is considered as the third oldest airliner in the world. Thus, Qantas is
enjoying immense reputation and goodwill in the global market. However, this should also be
noted that being a major global brand, Qantas is having number of internal and external
stakeholders in their business and it is important to manage each one of them (Homsombat, Lei
& Fu, 2014). In the domestic airline industry, Qantas is having the market leadership position
with having majority of the market share. The major complexity for Qantas is the management of
the stakeholders due to the reason that there are different external and internal stakeholders
operating in their business along with the fact that customers across different levels and different
attributes are also getting catered by Qantas (Ashwini Nand, Singh & Power, 2013).
This paper will discuss about the major stakeholder groups being majorly considered by
Qantas in their business. In addition, the importance of the particular stakeholder group for
Qantas will also be evaluated. The mediums being used in reaching out to these stakeholders will
be identified.
Identification of the stakeholder groups
The major stakeholder groups for Qantas are the customers and the employees. These two
are the determining factors of revenue generation for Qantas as well as the service process
quality. However, it should also be noted that there are different sub sets being considered in

2ADVERTISEMENT AS ENGAGEMENT
focusing on these stakeholders. For example, in terms of the customers, there are certain
segments that are targeted. Customers majorly from the premium and higher end category are
targeted as the services being offered by Qantas are premium. In addition, customers from the
tier I cities are targeted because they are offering airliner services mainly between the
metropolitan cities across the world (Mok, Shen & Yang, 2015). Moreover, the customers
seeking the best service across different age groups are also targeted as holistic services are
being offered by Qantas. In terms of employees, sub sets are also followed. For instance,
employees with the eligibility and experience and qualifications in accordance to the requirement
of Qantas are only being focused. In addition, the employees who can be aligned with the
organizational culture and value of Qantas are also focused. Apart from these segments, no
others are focused from the customers and the employees (Verbeke & Tung, 2013). The business
interests of Qantas are considered in targeting the certain sections of employees and customers.
Importance of the identified stakeholders
In terms of the identified stakeholder groups, they are important for Qantas in ensuring
the long term business viability. This is due to the reason that customers are the key source of
revenue for Qantas. The more will be the traffic of passengers, the more will be the revenues for
Qantas. Thus, they should be considered and focused in determining the change in the taste and
preferences of the customers. For instance, the services process and quality and elements offered
by Qantas few years ago are not same as of now. This is due to the fact that the needs of the
customers are considered and based on that, the service approaches are getting changed (Doh &
Quigley, 2014). If the requirements and expectations of the customers are not getting met by
Qantas, then they will opt for competing airliners and the revenue for Qantas will get lowered.