External and Internal Factors Affecting Qantas Airlines: A Marketing Management Report

Running head: MARKETING MANAGEMENT
Marketing management
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Executive summary
The aim of this report is to discuss about the external and internal factors or forces being faced
by Qantas airlines. There are number of positive and negative factors identified in this report. In
addition, this report also identified the internal competitiveness and weaknesses of Qantas, which
will have potential impact on their operation in the long term. The consumer behavior of the
target customers of Qantas is also discussed and in accordance to that, this report discussed a few
recommended steps that will enhance their business in future.

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Table of Contents
Introduction......................................................................................................................................3
Determination of the external market factors..................................................................................4
Determination of the internal marketing factors..............................................................................5
Determination of the consumer behaviors.......................................................................................8
Recommendations............................................................................................................................9
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................11

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Introduction
Contemporary business organizations are having different sets of business approaches
available to them. This is enabling them to accept their business approach according to the
business environment. In addition, the current business scenario is posing huge challenges for the
business organizations by means of enhanced competition in the market (Bocken et al. 2014).
Thus, it is becoming more important for the organizations to have a certain business model,
which will help them in earning profit in the market and gaining competitive advantages. One of
the major and most competitive markets in the current time is the airliner industry due to the
presence of good number of players (DaSilva and Trkman 2014).
Qantas is the largest airliner and flag carrier in Australia with having their presence in
different regions across the world. Being a flag carrier, they are mainly catering to the premium
customers by offering premium services (Qantas.com 2018). They are following legacy airliner
business model, which is helping them in them in gaining more profitability from the market
along with maintaining the brand value. This business model of Qantas is well aligned with the
target customers due to the fact that target customers of Qantas airlines are mainly the premium
customers opting for long haul flight services. Majority of the customers for Qantas airlines are
international.
This report will discuss about the of market environmental factors that are having impacts
on the success of Qantas airlines. In addition, this report will also discuss about the consumer
behaviors along with a few recommended steps for future business state of affairs.