Qantas Airways Limited Flagship Australia Case Study 2022

Running head: MANAGEMENT
Consumer Behaviour and Management Consulting
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Table of Contents
Introduction................................................................................................................................3
Background of Qantas............................................................................................................3
Marketing Analysis of Qantas....................................................................................................4
Issues and Problems faced by Qantas....................................................................................4
Theories and its implementation............................................................................................5
Steps to be taken by Qantas to improve marketing................................................................6
Conclusion..................................................................................................................................6
References and Bibliography.....................................................................................................7
Appendices.................................................................................................................................8
Appendix 1.............................................................................................................................8
Questionnaire and Responses.................................................................................................8
Appendix 2.............................................................................................................................8
Transcript of Interview...........................................................................................................9

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Introduction
Consumers are the most important assets for a company and thus the management of
the organizations needs to do their best in order to fulfil all the expectations and needs of the
consumers. However, the proper segmentation and understanding of the behaviour of the
consumers is a complex process. The proper understanding and maintenance the needs and
demands of the customers however, will help to understand the behaviour of the consumers
and increase the number of loyal ones. Consumer Behaviour can be best described as the
study of the consumers and the different kinds of the processes that are there to choose, use
and consume the different kinds of the responses accordingly. The behaviour presented by the
consumers incorporates different kinds of sciences which are an important part of the total
process.
Background of Qantas
Qantas Airways Limited is the flagship carrier of Australia and the largest airlines
company of the country in regards to the size of the fleet and the presence in both domestic as
well as international destinations (qantas.com, 2020). The company holds the record of being
the third oldest airline of the world and thus have a huge passenger base not only in Australia
but also across the globe (qantas.com, 2020). The company currently operates a huge fleet of
wide bodied airlines as well as medium sized airlines that helps them to access different
destinations and carry a large number of passengers. The company currently operates around
132 flights across 85 different destinations (qantas.com, 2020). With more than 30,000
employees and a revenue of close to Australian$18 billion, the company surely has a large
share of market. Apart from the regular flights and the brand Qantas, the organization like
many other different airline companies of the globe has its own subsidiaries namely,
QantasLink, Jetstar Airways, Qantas ground services and many more as such that helps to
diversify its range of operations.