JetStar Management Perspective | Marketing

Running head: MARKETING
Jetstar
Management
Perspective
3-28-2020

MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Overview of Jetstar Airline....................................................................................................2
Research Methodology...........................................................................................................3
Qualitative research method...............................................................................................3
Data Collection technique and data sources.......................................................................4
Data analysis.......................................................................................................................4
Management Theory...............................................................................................................4
Role of ethics and diversity in Jetstar Airline........................................................................6
Recommendations..................................................................................................................7
Conclusion..................................................................................................................................7
References..................................................................................................................................9

MARKETING 2
Introduction
The aim of this report is to increase the understanding related to organizational
behavior and the dynamics of the business environment. This paper is aiming to develop the
required skills to understand the constrictions the managers and leaders deal with in
developing strategies for leveraging the advantages and deal with the barriers in the
organizations. In order to do so, the report has selected an Australian company that is Jetstar,
research is being conducted to identify the issue it is dealing with and providing the solution
for the same in the form of recommendation. The discussion is being based on the application
of different management theories.
Overview of Jetstar Airline
Jetstar Airways is a low-cost airline of Australia with headquarter in Melbourne. The
parent company of Jetstar is Qantas, introduced in the response to the huge threat imposed by
Virgin Australia and Tiger Air. Jetstar is considered to be the major part of the two-brand
strategy of Qantas, Qantas Airways as the premium airline service provider and Jetstar as the
low-cost service provider (Jetstar, 2019). Jetstar is said to carry around 8.5% of all passengers
who travel from and to Australia. This company operates its business as a wide domestic
network and international and regional services from its Melbourne Airport which is its main
base or hub. The company is using its mixed fleet of the Airbus A320 family and the Boeing
787 Dreamliner in Melbourne. The main competitor of Jetstar is Virgin Australia and its low-
cost subsidiary that is Tigerair Australia. Qantas has successfully placed its stake in Jetstar
Asia Airways, Jetstar Japan, and Jetstar Pacific Airlines (Jetstar, 2020).
Jetstar Airlines has been selected for this report because it is presently dealing with a
number of issues such as IT outage and low-quality services due to which the satisfaction of
its target audience is diminishing or declining (Hendry, 2019). This is resulting in allowing its
competitors to snatch its customers which is reducing its customer base. However, in this

MARKETING 3
report, the low-quality service issue is being discussed and the solution for the same is also
being provided.
As per the research conducted by Charleston (2017), it has been identified that Jetstar
is not the lost cost air service provider but the quality of its services is also low as per the
customer perception. A survey conducted on over 11000 passengers globally including
Australian consumer watchdog Choice of Australia revealed that Jetstar is ranked last from
73 carriers.
Qantas the parent company of Jetstar is ranked as the best airline in the Aussie airlines
and gets the rank of 36 on the global list that is followed by Virgin at the 51st rank and Jetstar
at 73rd rank (Charleston, 2017). All these airlines were ranked on the basis of different
variables such as boarding, comfort, punctuality, food quality, checking in, value for money,
and customer service. This survey conducted on the international airlines revealed that Jetstar
holds the second-highest rate of delays of flights with an average of around four hours. In
fact, the analysis reveals that the United Airlines of the US was positioned at 49th place which
was before its PR issues which created international headlines. The list of airlines that were
seen at the top of the list was Emirates, Avianca, Qatar Airways, Luxair, and Singapore
Airlines (Charleston, 2017).
Research Methodology
Qualitative research method
In order to conduct this research, the use of a qualitative research method has been
selected. Qualitative research is said to be a scientific method of observation for collecting
non-numerical information or data (Hammersley, 2013). This is done through a case study,
introspection, artifacts, productions, historical and visual texts, observational, life story, and
interview. For presenting this paper, the use of observational, historical, story, etc. are used.