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Introduction to Marketing - Paper

   

Added on  2020-05-16

14 Pages3304 Words39 Views
Running head: INTRODUCTION TO MARKETINGIntroduction to MarketingName of the Student:Name of the University:Author Note:

1INTRODUCTION TO MARKETINGExecutive SummaryThis paper has carried out an in-depth analysis of Qantas Airways with reference to the historyand current market conditions of the company. The importance and value of SWOT analysis ingeneral and with regards to Qantas airways is also discussed in the paper. Further, analysis of theexternal as well as the internal marketing environment of Qantas airways is also highlighted inthe paper. Recommendation is also provided in relation to the introduction of new service byQantas airways and the customer value provided by this new service is discussed in the paper.Moreover, the 4ps of Qantas airways is also highlighted in the paper. It can be said that Qantasairways will run a profitable business if it opens up new services in different routes and a privatejet service and thus expand its business accordingly.

2INTRODUCTION TO MARKETINGContentsSection1...........................................................................................................................................3Introduction and Background of the company................................................................................3Introduction to the task, definition, purpose and value of SWOT analysis for Qantas Airways.....3History, current market condition and product line of Qantas........................................................4Section 2..........................................................................................................................................5Analysis of the internal and external marketing environment of Qantas Airlines..........................5Section 3..........................................................................................................................................7Target Market..............................................................................................................................7New product recommendation and justification..........................................................................84Ps of Qantas Airways.................................................................................................................9Section 4........................................................................................................................................11Recommendation.......................................................................................................................11Conclusion.................................................................................................................................11References......................................................................................................................................12

3INTRODUCTION TO MARKETINGSection1Introduction and Background of the companyQantas Airways is considered to be the flag carrier of Australia and it is one of the largestinternational flight carrying passengers to different locations. Qantas Airways is also consideredto be the third oldest international flight after KLM and Avainca. Qantas has merged with thedomestic airlines i.e. Australian Airlines. Gradually, with the passage of time, it was privatizedand there were more than 51% shareholders who purchased different shares of the company.Qantas is certified with 4 star rating for its onboard quality of product range and services. Thecompany is operating its business through the following segments i.e. Qantas Loyalty, JetstarGroup, Qantas Domestic, Qantas International, Qantas Frieght and Qantas Corporate. Theheadquater of Qantas Airways is situated in Qantas Centre Bayside Council, Sydney, New SouthWales. The company has also operated a large number of passenger airline since its originalinception and this includes the Impulse Airlines, Australia Asia Airlines, Australian Airlines,Network Aviation, Qantas Link, Jetstar Airways and Jet Connect. Moreover, the company hasalso operated a freight service known as Qantas Freight and this is wholly owned by the airfreight and logistics company (Qantas.com 2018). Introduction to the task, definition, purpose and value of SWOT analysis for QantasAirwaysThis paper will help in the identification and description of the targeted market of Qantasbased on the four main segmentation basis. It will also highlight the external and the internalmarketing environment. The history and the current product lines of Qantas are also discussed in

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