Marketing Strategy for Qatar Airways on New Route Mexico

Qatar Airways is competing with Emirates, Aeromexico, Etihad, and itself on its new route to Mexico. To achieve marketing objectives such as expanding business, increasing sales, attracting new customers, enhancing market share, and winning customer loyalty, the company should use a combination of traditional and modern marketing strategies like social media, online blogs, pricing, and quality norms. The assumption is that Qatar Airways will provide good services, satisfactory levels of organizational information to shareholders, cost control, facilitation of creative services, and distribution of air-tickets with tour packages.

INTERNATIONAL SALES
STRATEGY

Table of Contents
AIR TRAVEL MARKET TO/FROM MIDDLE EAST AND QATAR.........................................1
MARKETING STRATEGY............................................................................................................2
REFERENCES................................................................................................................................4
APPENDIX .....................................................................................................................................6

AIR TRAVEL MARKET TO/FROM MIDDLE EAST AND QATAR
Middle East is the new hub for global air travel market. In the present area, the aviation
sector of Middle East has claimed the strongest passenger growth in all over the world. As per
the data revealed by the global aviation industry body, it is evaluated that Traffic for Middle East
carriers jumped 11.7 per cent in November as compared to previous years. As per the the
investigation of International Air Transport Association (Iata), it is examined that the Middle
East will continue to be one of the fastest growing regions in terms of passenger traffic that is
expanding 4.6% per year on average to 2034 (Competition and Cooperation for Stronger Middle
East Aviation, 2015. The growth of middle east aviation is mainly resulted due to tremendous
investment in people, infrastructure and aircraft that has played important role in order to
transform the air connectivity, particularly in the Gulf.
In the context, the management Qatar airways makes effort to assess this growth towards
company's benefits. Qatar Airways is identified as one of leading aviation company which is
expanding its network with an average of 30% yearly growth. Business entity is operating one of
the most modern fleet of 158 aircraft that are offering air connectivity with key business and
leisure destinations across Europe, Middle East, Africa, Asia Pacific, North America and South
America. Since the airline’s relaunch in 1997, Qatar Airways has gained several awards and
accolades (Qatar Airways about us, 2015). Furthermore, it becomes one of an elite group of
airlines in all over the world that have been awarded a 5-Star rating by Skytrax. In this process,
company has managed a workforce of 20,000 employees.
Airlines operate between the new destination (Mexico) and the Middle East (Qatar)
The airlines that operates between Mexico and Qatar are Emirates (Boeing 777X) and
Areomexico. Recently, Qatar and Mexico City signed the negotiable petition regarding Emirate.
The two countries inked an air service agreement to establish flights between Doha (Qatar) and
Mexico City (Doole and Lowe, 2008). Aeromexico is one of the best services flight and is best
known for its trust worthy passengers in Mexico.
Apart from that it is analyzed the increase in trade among middle east counties with rest
of the world has encouraged the management of Qatar airways to offer different services such as
business class to business men. Therefore, management has scheduled services as per the
requirement of business clients of Mexico. In order to attract business man, company is offering
wide range of services in which customers who are flying in First or Business Class have access
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to the equivalent class of lounge regardless of their frequent flyer status. First Class passengers
may use a Business Class or frequent flyer lounge during unavailability of the first Class lounge
(Qatar Airways about us, 2015). To attract business man of Mexico, Qatar airways is also
offering the services associated with Admiral Club in which business man can assess extra
services that includes Wi-Fi, House wine, beer and spirits, personal use computers with Internet
access, Cyber-cafes, work areas with access to copiers and printers and personal travel assistance
for reservations.
Who are the main competitors for Qatar airways on the new route Mexico?
The competitor of Qatar airways are Emirates, Aeromexico, Etihad, and Qatar (Hassan
and Craft, 2012). In this process, management determines various services to manage market
competition.
MARKETING STRATEGY
Marketing objectives of Qatar Airways for Mexico
The objectives are:
 To expand business of airways in the new market like Mexico. By coming up with new
network routes.
 To increase the sales of company
 To attract new consumers towards the services of Qatar Airways
 To enhance market share of organization To win loyalty of consumers
Recommendation for marketing strategies
For attainment of marketing objectives, the management of Qatar Airways needs to use
of both traditional such as newspapers, TV ads etc and modern such as social media, online blogs
etc. In addition to that company should consider pricing and quality norms as marketing tools.
Assumptions to support marketing strategies
 Giving passenger good services
 Giving Satisfactory levels of organizational information to the shareholders
 Cost control
 Facilitation of some creative services
 Selecting and recruiting localized people of Mexico for Qatar Airways. Distribution of air-tickets with tour packages.
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Target to achieve marketing goals
 Application of creative services
 Improvement in service quality
 Establishing regular conversation with consumers Establishment of call center for assessment of customer's complaints
Sales force help achieve these targets
By knowing the market for the sale can help in achieving the targets. The sale forces
provide a quick and powerful summary indicator of overall sales performance against target. So
this in turn helps Qatar Airways in knowing its customers and culture in Mexico and selects
different kinds of marketing as per the interest of target consumers. These sale forces give
managers a high quality, top-down view of projected income (Lin, Ma and Zhou, 2012). For
instance: once per month, Qatar manager can meet with a small group of their staff on whom
they trust to review what they are doing, where they are headed, what they will do in the next
month, and get ideas for how they can achieve more. It also supports management by providing
appropriate data associated with views of consumers about different services. Therefore, quality
of services can be improved.
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REFERENCES
Journals and Books
Doole, I. and Lowe.R.,2008. International Marketing Strategy: Analysis, Development and
Implementation. Cengage Learning EMEA.
Ferrell, O.C. and Hartline, M., 2012. Marketing strategy, text and cases. Cengage Learning.
Hassan, S.S. and Craft, S.,2012.Examining world market segmentation and brand positioning
strategies. Marketing Intelligence and Planning. 29(5). pp.344 – 356.
Johannessen,A.J. and Olsen, B.2009. Systemic knowledge processes, innovation and sustainable
competitive advantages. Kybernetes. 38(3/4). pp.559 – 580.
Kotler, P.,2008. Principles of Marketing. Pearson Education India.
Lin, Y., Ma,S. and Zhou, L.2012. Manufacturing strategies for time based competitive
advantages. Industrial Management and Data Systems. 112(5). pp.729 – 747.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Wright, L., 2014. Principles of service marketing and management.
Online
Competition and Cooperation for Stronger Middle East Aviation. 2015. [Online].Available
through:<https://www.iata.org/pressroom/pr/Pages/2015-10-27-01.aspx>. [Accessed on
30th December 2015].
Kokemuller, N., 2004. Advantages & Disadvantages of Having a Marketing strategy in an
Organization. [Online]. Available through :<
http://yourbusiness.azcentral.com/advantages-disadvantages-having-marketing-
orientation-organization-1510.html>. [Accessed on 23th December 2015].
Qatar Airways about us. 2015. [Online]. Available through
:<http://www.qatarairways.com/global/en/ceo-message.page>. [Accessed on 30th
December 2015].
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APPENDIX
Internal audit for Qatar Airways:
Strength: Qatar airways are being a brand by
marking its achievement. It is being among
Middle East's big three airlines with the huge
fleet and expansion airplane.
Weakness: Qatar airplanes have horizontal flat
beds in its every plane. This is being the
biggest flaw; rather they should have angled
flat beds.
Opportunity: the Qatar Airways is coming up
with new opportunity by summing up of 30
new routes to its network.
Threat: the new additional taxes on aviation
sector rise in petrol and fuel prices are some of
the threats that can affect the working of Qatar
Airways.
External audit of Qatar Airways in Mexico:
 Political: In Mexico there are some trade barriers and policies. political threats for Qatar
Airways is that the political environment is quite unstable and is undermined by
bureaucracy meaning it's risky to have business in Mexico because of its instability in the
business.
 Economical: the economy is good enough with higher contribution of GDP. So for the
new destination for Qatar Airways will bring rise in economy for the company.
 Social: Mexico's current status, in aggregation of population is graded 11th around the
globe. This in turn is considered to be a huge magnitude of people so that means that
there is quite a large amount of consumers. In Mexican culture it is part of Mexican
etiquette and high standard of living, which is taken in account for Qatar Airways.
 Technological: With new coming of Boeing and Airbus by Qatar Airways will bring
good reputation of it in Mexico.
 Environmental: the climatic conditions are neutral in Mexico. There will be less issues of
delay in flights and cancellations regarding the environment.
 Legal: laws which are formed by Mexican government relating to taxation laws and rise
in fule prices can affect the working of Qatar Airways in Mexico.
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