Fundamentals of Marketing for Qantas Airlines

Running head: FUNDAMENTALS OF MARKETING
October 16
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FUNDAMENTALS OF MARKETING 1
Table of Contents
Introduction................................................................................................................................2
Overview of Qantas Airlines..................................................................................................2
Target Market of Qantas Airlines..........................................................................................2
Marketing Activities of Qantas Airlines................................................................................3
Recommendations..................................................................................................................4
Conclusion..................................................................................................................................4
References..................................................................................................................................5

FUNDAMENTALS OF MARKETING 2
Introduction
The basic chant of marketing is to get the attention of the customer in the services and
products offered by the company and to attract the customer; business should understand the
demands and needs of the consumers. Therefore, it could be said that knowing the customers
is important to satisfy the customers (Dikkatwar, 2018). The purpose of this report is to
present the fundamentals of marketing used by Qantas Airlines to attract its target customers
and increase its revenue. The report will highlight different strategies that the company will
use to target its audience and promote its services in the market.
Overview of Qantas Airlines
Qantas is the short form of “Queensland and North Territory Aerial Services”, is one of the
oldest airline services of Australia. The company presently operates 5000 weekly flights all
around Africa, South America, Australia, Asia, New Zealand, Europe, and North America.
Qantas has also been given a nicknamed i.e. The Flying Kangaroo. Qantas operate its
business domestically under QantasLink as the brand name that carries around 2000 flights
intersecting the Australian continent. Besides this, the company offer huge employment
opportunities in the market and presently hires around 35,000 employees internationally
(Qantas, 2018).
Target Market of Qantas Airlines
Qantas market segmentation can be said as a complex activity, depending on the evidence
that segments have varied necessities, wants, and expectations. The company for the selection
of target market adopts behavioral segmentation. Qantas place its services of the airline as
one that offers infinite luxury and the highest quality with excellent service. Safety is also one
of the essential aspects that are focused by the company (Qantas, 2018).