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Analysis of Qantas Airways and its Marketing Strategies

   

Added on  2020-03-16

12 Pages2956 Words101 Views
Analysis of Qantas and its Marketing Strategies and Success

Analysis of Qantas and its Marketing Strategies and Success 1Executive summaryThe purpose of this report is to develop a marketing strategy for a newly launchedproduct/service for an organisation. For this report, the selected organisation is Qantas Airwaysand there will be highlight the internal and external analysis of the organisation. For the internalanalysis, there will be performed SWOT analysis of Qantas Airways as well as there will also beoffered understanding of the political, technological, economic, legal, social and environmentalfactors to understand the external impact upon the organisation. The later part of the report willthrow light upon the marketing mix and the reason behind the success of the service.

Analysis of Qantas and its Marketing Strategies and Success 2ContentsExecutive summary.........................................................................................................................1Introduction......................................................................................................................................2Internal Analysis..............................................................................................................................2SWOT Analysis of Qantas...........................................................................................................2Macro Environment Analysis..........................................................................................................3PESTEL Analysis........................................................................................................................3Market Segmentation and Target Market........................................................................................5Marketing Mix Analysis..................................................................................................................5Analysis of the new service and reason of its success.....................................................................7Conclusion.......................................................................................................................................8References........................................................................................................................................9

Analysis of Qantas and its Marketing Strategies and Success 3Introduction Marketing strategy is one of the lost vital elements in the field of marketing and businessorganisations. It is a fundamental objective of up surging the sales of nay organisation andattaining the sustainable competitive benefits. The marketing strategy comprises of the long-term, short-term and basic goals that are required to be followed by the company and formulationof specific strategic which can help the organisations in accomplishing the set market goals bythe means of the academic strategies (Hoffman and Bateson, 2010). The airline was establishedin the year 1920 which presently includes five key divisions i.e. Qantas Domestic, QantasFreight, Qantas International, Jetstar Group and Qantas Loyalty. The key marketing aim ofQantas is to offer the most desirable and best returns to the investors and the shareholders byintroducing innovative and pioneering services on a regular basis. There are various new marketswhich the airline has targeted with its extensive service portfolio. The markets hare of eth airlineis continuously rising with an upsurge rate. For attaining the competitive benefits, the key focusof the airline is on its core business only and with effective marketing strategies it is trying hardto capture more new markets (Qantas Airways Limited, 2017).Internal Analysis SWOT Analysis of QantasStrengths Qantas Airways possess a robust domestic as well as global presence and has a strongbrand visibility across the globe. There is a strong support and backing up by the Australian Government which offersseveral advantages and business presence to the airlines and presently it is one of themost renowned and largest airlines of Australia. There is an improved and recognized historical presence of Qantas in Australia whichoffers a reliable customer base to the airlines.

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