Marketing Strategy - Qantas Airways

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author note

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MARKETING
Table of Contents
Company Background.....................................................................................................................2
Target Market Analysis...................................................................................................................3
Marketing Strategy..........................................................................................................................6
Conclusion.......................................................................................................................................8
References......................................................................................................................................10

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Company Background
Qantas Airways, based in Sydney, is Australia’s largest airlines founded in 1920. They
dominate the domestic airline market with a reported market share of approximately __. The
name Qantas comes as an acronym from Queensland and Northern territory Aerial services. The
company is known for their standard air fares and for providing good quality domestic and
international flights. In 1992, the Australian government sold off their domestic carrier and made
the airlines private, which later on went on to merge with British airways. Sydney is the main
aviation hub for the airlines and is connected to all the major airports all around the globe. It is
one of the ten biggest airlines group in the world and is even believed to be the second oldest
airlines after KLM from Netherlands (Qantas.com 2017). The airline is a member of the
oneworld international airline alliance that is led by British Airways and American Airlines. To
maintain their competitive edge in the market, they have chosen to better their connectivity
through all the major cities around the globe. They have their business line expanded to different
other areas like catering and holiday tourism for bettering the bottom lines, which has further
differentiated them from their competitors. The airline boasts of an outstanding standard of
service when it comes down to safety, reliability, engineering and most prominently customer
satisfaction and services. Qantas has a business mission of continuing as a leading premium
airline and are dedicated towards being the best in business. They have a vision of meeting the
expectations of their customers every time they avail their services. For making sure of that,
Qanats invests in their business and always strives for providing their customers with an
exceptional service level. For achieving their vision, Qantas focuses on five factors: offering the
best possible customer service, putting safety on first antecedence, operational effectiveness,
providing the proper aircraft to match right routes and two best complementary airline brands of

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Qantas and JetStar. Qantas follows some specific values of never compromising on safety,
always lending a hand for helping, protecting customer privacy and supporting environmental
initiatives. Currently the airline is providing the comfort of completely flat Skybeds in Business,
economy seats designed by the award winner Marc Newson, in-seat entertainment offering in
every seat and a full self-service snacks bar in economy in every Qantas B747-400 aircraft.
Qantas has five Boeing 747-400 aircraft that is operating on some specific B747 routes that
includes Sydney-Dallas, Brisbane-Los Angeles, Sydney-Santiago, Brisbane -Singapore and
Sydney-Los Angeles- New York (Qantas.com 2012).
Target Market Analysis
Qantas targets customers in the Asian and South American regions internationally.
Qantas mainly targets the mid-level income group customers instead of the low-level. They are
even targeting families and professional through the use of different offers and the loyalty card
for lifetime in case of each frequent fliers (Roy Morgan 2013). A market segmentation of the
brand is provided below:
Segmentation bases Customers segment for Qantas international
flights
Geographic Area Europe, Latin America, Australia, Asia
Density Domestic and international
Age All age groups
Gender Male, females, family members and others
Income High and Middle-income groups