Marketing Management - Qantas Airways

Marketing management
5/21/2019
Qantas Airways

Marketing Management 1
Contents
Introduction......................................................................................................................................3
Brief description of this organisation..............................................................................................4
Values..........................................................................................................................................5
Industry of Qantas........................................................................................................................5
5C analysis.......................................................................................................................................5
Company......................................................................................................................................6
Customers....................................................................................................................................7
Collaborators................................................................................................................................7
Competitors..................................................................................................................................8
Context.........................................................................................................................................8
Qantas collecting information..........................................................................................................9
Marketing strategy.........................................................................................................................11
Market segment.........................................................................................................................11
Target market.............................................................................................................................12
Value proposition.......................................................................................................................12
Positioning statement.................................................................................................................13
Marketing tactics...........................................................................................................................13
Marketing mix...........................................................................................................................13
Product...................................................................................................................................13

Marketing Management 2
Price.......................................................................................................................................14
Place.......................................................................................................................................14
Promotion..............................................................................................................................14
Conclusion.....................................................................................................................................16
References......................................................................................................................................17

Marketing Management 3
Introduction
The purpose of report is to undertake process of analysing or evaluating one of organisation and
its environment in which it is operating it business from a marketing perspective. The
organisation that has been carefully chosen for the analysis is Qantas, who is flag carrier of
Australia and its largest airline by fleet size, worldwide flights, as well as destinations. The
report includes the overview of the organisation as well as the detail type of orientation of the
company towards the market. It includes the examination and investigation of context and
environment in which organisation functions its business that include the study of the industry
and macro-environmental factors that influence the industry. In the end, suggestions for the
marketing mix strategy have been presented in the market strategy for the target market that is
suggested to the company.