Marketing Fundamentals: Qantas Airways Analysis
Added on 2020-05-08
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Marketing Fundamentals1 MARKETING FUNDAMENTALSNameCourse:Professor’s NameInstitutionCityDate
Marketing Fundamentals2 MARKETING FUNDAMENTALSa) Explicit marketing Environmental factors for Qantas Airways. Marketing environmental factor refers to variables that affects either internal or externalorganization marketing environment. Internal factors include variables as 7ps of marketing,while external factors include competition, natural forces, and government policies among manyothers. Explicit marketing factor in this case is promotion. Promotion is an aspect of marketingthat influences activities important in making aware the existing customers of the availableservices and also products. For Qantas airways promotion is very important and has been clearlyenhanced to positively improve the company’s marketing levels through media commercials, useof magazines and other means of advertisement. Promotions main gear is to enhance customer’ssatisfaction on the services and products offered. As a developed airline company, Qantasmarketing activities are directed towards attracting the large market available to enhance acompetitive advantage (Homsombat, et al, 2014).Promotion starts by understanding the target market, their needs and desires relating toservices and products offered by the company. This is important to enhance the company’s brandawareness by providing appropriate information to the target market. Effective promotionactivities in marketing the company’s products and services will enhance an increase in customertraffic due to rise in demand. Increase in sales to the many customers enhances high profitmargin important for Qantas marketing growth. Promotion is a macro factor of marketing inQantas because it covers a wide range of activities including contact with customers who are the
Marketing Fundamentals3main stakeholders. Promotion staff or employees are the main customer contact channels thatenhance and improve their beliefs about the available services and products (Lucarelli, 2014). b) Change in marketing environmentQantas airways has a large base of customers from different strategic locations whobenefit from their regular services. Established promotion activities reaching their customers hasbeen significant but curbed with challenges to enhance efficiency to them. Adoption oftechnology in marketing the company’s services and products will enhance a great deal as it willreach more customers at different locations and at specific times. This includes creation of awebsite portal that analyses all the available services and their distinct values important to allowthe customer take adequate time on deciding the type and effectiveness of every service required.Another use of technology is to create a social media platform where the customers can enquireabout any service, give a comment or a desired correction on how to improve the availableservices. The desired platform should be running all the time with efficient customer serviceimportant to serve the customers anytime their needs arises (Johnston and Marshall, 2016). Use of technology in marketing activities of the company will enhance creation of ahealthy and effective competitive advantage over other service providers in the same transportsector (Qureshi, et al, 2017). This is important to enhance a positive customers relations as theirneeds and requirements are catered for. Unlike in use of manual promotion activities whereinformation understood by the customers may be biased at times, promotion marketing doneonline ensures that the information sent to the customer is as required and can be retrieved when
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