Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

1MARKETING MANAGEMENT
Executive summary
The aim of this report is discuss about the business elements and factors of Qantas airlines. It is
the leading flight service provider in Australia. This report had discussed about the mission and
vision statement of Qantas along with the marketing orientation of them. The service portfolio of
Qantas is also being discussed in this report. In terms of the 5Cs analysis, it is identified that
competitive scenario is high for Qantas with having high bargaining power of the customers.
This is also confirming the importance of effective marketing strategies of Qantas. The approach
towards the market intelligence of Qantas is also critically analyzed and it is identified that
extensive approach is being followed. Based on the identified factors, the most potential target
customer segment is identified for Qantas along with the value proposition for them. The four Ps
of marketing mix strategy are discussed and recommended for Qantas that will help them to
manage the long term business viability.

2MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
5C analysis of Qantas......................................................................................................................4
Company......................................................................................................................................4
Customers....................................................................................................................................5
Collaborators................................................................................................................................5
Competitors..................................................................................................................................5
Context.........................................................................................................................................6
Market intelligence approach of Qantas..........................................................................................7
Development of the marketing strategy...........................................................................................8
Identification of the value proposition.........................................................................................9
Identification of the positioning statement..................................................................................9
Recommended marketing tactics.....................................................................................................9
Product.........................................................................................................................................9
Price...........................................................................................................................................10
Place...........................................................................................................................................10
Promotion..................................................................................................................................11
Conclusion.....................................................................................................................................11
Reference.......................................................................................................................................12

3MARKETING MANAGEMENT
Introduction
Determination of the marketing management process and strategies is important for the
contemporary business organizations because it is effective in dealing with the current
competitive state of affairs. Each of the contemporary business sectors is intensely competitive
due to the presence of good number of players operating in the same field. Among this, one of
the most competitive sectors is the global airline industry, which witnessed rapid boom in the
recent time, thanks to the development in air transport infrastructure and inflow of huge
investment. More airliners are entering in this sector and increasing the intensity of competition
for the existing players. Australia is no exception to this global trend and also witnessing huge
surge in the competition in the airline sector. Qantas is the flag carrier of Australia and is the
largest Australian airliner in terms of the fleet size. Moreover, Qantas is also the third oldest
airliner in the world, founded in 1920. Thus, they are carrying immense heritage and brand value
with them (Homsombat, Lei and Fu 2014).
As per the mission statement of Qantas, they are striving to offer the best possible
services to the passengers and maintaining their rich heritage in terms of the service quality.
Thus, it is noted that Qantas is leveraging on their brand value and heritage in differentiating
their service approaches with their competitors. In addition, the vision statement of Qantas states
about the aim of becoming the market leader in the global market and covering more regions
across the world. Thus, the vision statement of Qantas states about their business development
and growth objectives. It is also identified that Qantas is following marketing orientation in their
business operation (Pearson and Merkert 2014). This is due to the reason that the service process
and approaches are changing in line to the change in the target market trends and preference
patterns. The customer centricity being followed in the organization conveys that Qantas is
following marketing orientation. For instance, they have initiated low cost airline service under
the sub brand of Jetstar in line to the current trends of low budget airliners. Their major revenue
unit is the premium airline service in the international routes and this service is only helping in
enhancing the brand value and identity of Qantas across the world.
This report will discuss about the different stakeholders of Qantas along with their
impacts on the business. In addition, the external business factors will also be discussed. The
approach of Qantas towards gaining market intelligence will also be evaluated in identifying