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Case Study of Qantas Airlines

   

Added on  2021-06-16

8 Pages1776 Words29 Views
Running head: QANTAS CASE ANALYSIS1Qantas Case AnalysisStudent’s NameUniversity

QANTAS CASE ANALYSIS2Question (a) Future actions that Qantas can take to build a positive public perception of the brandBrand perception is a public belief system used to link with customers. This leads evokes specific feeling in the mind of the consumer about quality, price and service (Sadeghi & Tabrizi, 2011). The outcome is brand identity that the organization uses to achieve competitive advantage. By achieving public brand perception, Qantas airline can achieve competitive advantage through brand loyalty and positive imagery. One way that Qantas can improve its public perception is welcoming negative feedback. Since the social media forum had raised negative feedback already, the Wirth needs to work on redeeming the public image through use of negative feedback. By analyzing the feedbacks, management understands the truths that have been revealed in the tweets, Qantas Airline can use this to build a positive brand by correcting the issues that have been highlighted. Another way that Qantas can address the public perception is showing interest in the issues that affect customers by listening to them to develop positive brand image (Erdil, 2015). By listening to customers and taking the concerns that they have, Wirth can demonstrate that Qantas is willing to hear and care about the issues affecting customers. Instead of focusing on how the brand is heard by the customer, there is need to connect with the customer at their lowest point when they felt that the brand is not working. This strategy ca develop new relationships thus creating a better image for the organization. By being accountable to the challenges that customers have faced in the past, Qantas can redeem its image and show the customer transparency and then clarify the situation. Lastly, Valenzuela & Pinuer (2016) suggests that brand value can be used to put measures in place that organizations use to ensure consistency with organizational requirements.

QANTAS CASE ANALYSIS3Brand value defines what the customer expects in the service at Qantas and acts as a quality indicator that management can use to assess the performance of the organization. The fact that Qantas has had recent challenges indicates that there was no brand value which can be used to measure the performance of the brand and put proper measures in place to address challenges that the brand is suffering. A brand value defines the threshold of operation and ensures that management is able to respond to organizational challenges on time. Qantas suffered the problems in the case study because there were no mechanisms for addressing the changing needsof the customer. b. Important factors for an organization to consider when using social media like TwitterParveen, Jaafar, & Sulaiman (2016) suggests that Social media is a new marketing tool that most organizations are using. The ability to offer an interactive framework that allows organizations to interact with customers define its increasing role within the organization. One factor that Qantas needs to consider is the social media strategy being used. Araujo & Zilber (2016) suggests that social media is an interactive tool but requires management to have a clear strategy to make it effective. For example, in using Twitter to carry out public opinion, the company did not develop a proper strategy for using social media since it failed to analyze all thevariables that could arise in the course of the survey. Whether it is promotion, comment seeking, special offer or prize draw competition, a strategy is relevant in ensuring that the organization achieves the intended benefits of the tool. Another factor to consider is the long term vision that the social media tool seeks to achieve. Every process in the organization must be linked to the organizational goal and businessvision. Management needs to ensure that every process that they engage in is linked to the organizational goal (Parveen, Jaafar, & Ainin, 2015). The role of the Twitter survey was not

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