Marketing at Qantas Airlines: Target Market and Strategies

This report sheds light on the target market and marketing strategies of Qantas Airways, the largest airline service in Australia. It discusses the company background, product description, target market, marketing strategy, and recommendations for future operations.

Running head: MARKETING AT QANTAS AIRLINES
MARKETING AT QANTAS AIRLINES
Name of the Student
Name of the University
Author Note

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EXECUTIVE SUMMARY
Qantas Airways, one of the major airline operators within the Australian market, is known as the
flag bearer of the Australian airline industry. Qantas Airways is the largest of the airline services
within the Australian boundaries in terms of the size of the fleet maintained by the company, the
international flights as well as the international destinations. The following report attempted to
shed light on the target market and marketing strategies followed by the concerned organization.
The report opened with a discussion on the company background and a description of the
products and the services offered by the company. The report discussed the target market of the
concerned company. The report further proceeded to discuss the marketing strategy followed by
the company. The report neared conclusion with some recommendations that would assist the
successful operations of the company in the future days.

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Table of Contents
Introduction..........................................................................................................................3
Company Background and Product Description.............................................................3
Target Market..................................................................................................................4
Marketing Strategy..........................................................................................................5
Recommendation.................................................................................................................6
Conclusion...........................................................................................................................7
References............................................................................................................................8

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Introduction
Qantas Airways, one of the major airline operators within the Australian market, is
known as the flag bearer of the Australian airline industry. Qantas Airways is the largest of the
airline services within the Australian boundaries in terms of the size of the fleet maintained by
the company, the international flights covered by the concerned fleet of the company and the
wide range of the international destinations that are covered by the concerned airline company.
The company is the third oldest aviation company of the world (Qantas.com 2018). The
concerned organization is known to be the third oldest airline organization in the world and is
preceded by KLM and Avianca in the list. The following report aims to shed light on the target
market as well as the marketing strategies that are followed by the concerned organization. The
report opens with a discussion on the company background as well as the description of the
products and the services offered by the company. The report then attempts to discuss the target
market of the concerned company. The report further proceeds to discuss the marketing strategy
that is followed by the company. The report nears a conclusion with some recommendations that
might help in the successful operations of the company in the future days.
Company Background and Product Description
Qantas Airways is one of the major airline operators that has been functioning within the
Australian market. The airlines company is known to be one of the flag bearers of the Australian
airline industry. Qantas Airways is the largest of the airline services within the Australian
boundaries in terms of the size of the fleet maintained by the company, the international flights
covered by the concerned fleet of the company and the wide range of the international
destinations that are covered by the concerned airline company. The concerned organization is
known to be the third oldest airline organization in the world and is preceded by KLM and
Avianca in the list. The famous airline company of Australia was founded in the month of
November of the year 1920 (Qantas.com 2018). The airline company in discussion, Qantas
Airways, had started its international flights since the month of May in the year 1935. The
company in discussion, Qantas Airways, is one of the founding members of the Oneworld airline
alliance.
The company is based in the suburb of Mascot located in Sydney, Australia. The main
hub of the airlines is located in the Sydney Airport. The company is known to have been holding

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a major share in the domestic market of Australia. The client list of the company is also known
to be most popular airlines that have been operating within the Australian territories. The
employee count of the company is almost 26150 people as disclosed in the annual report of fiscal
year of 2017. The total revenue of the concerned airlines in the fiscal year of 2017 amounted to a
huge sum of approximately 16.1 billion Australian Dollars (Investor.qantas.com 2018).
The airline company in discussion, Qantas Airways, Australia is observed to have been
catering to the concerned clientele through a number of subsidiary airlines that have been
extending proper services to the concerned clientele. The services extended towards the clientele
of the company tends to include the various services like the implementations of the numerous
matters that are related to the implementation of the low-cost conditions within the areas that are
included within the territories of the New Zealand and Australia. The various services that are
provided by the concerned airlines include the cheaper cost of travel among the clients of the
organization who have been interested to flying within the territorial boundaries of Australia and
New Zealand. These services help in the improvement of the popularity of the concerned brand
as well as the improvement of the overall business performance of the given airline organization
in discussion, Qantas Airways.
Target Market
The target market of the Qantas Airways, Australia, majorly comprise of the clients of the
organization who have been interested in the cheaper cost of travel over the flights within the
territorial boundaries of Australia and New Zealand as well as the various clientele who have
been travelling to the various international destinations covered by the fleet of the company. The
concerned organization is known to have targeted the clientele who demonstrate an array of
different expectations, requirements as well as needs (Spencer and Adams 2017). The airline is
observed to have implemented the behavioral segmentation in order to select the target market of
the concerned organization (Andreasen 2018). The airline is positioned as one of those airlines
that provides attractive packages to the concerned clientele of the organization in accordance to
their different expectations, requirements as well as needs.
The various people who have been targeted by the concerned airlines generally belong to
the middle classes of the economy of the organization. The pricing strategies of the concerned
organization is generally dependent on the economic condition of the concerned client (Gilani et

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al. 2014). The concerned airline organization in discussion, Qantas Airways, Australia, is known
to maintain a competitive pricing strategy for the clientele. The clientele that is targeted by the
concerned organization in discussion, Qantas Airways, Australia range from the middle class, the
corporate sector within the economy of the organization (Singh 2018). The company in
discussion, Qantas Airways, Australia further attempts to target the upper-middle class who have
been residing within the country. The company in discussion, Qantas Airways, Australia, further
attempts to implement the various programs that are needed to attract the numerous clients
towards the concerned company. The major clientele of the company further includes the
concerned people who have been accessing the flight schedules that are used by the international
clientele (Aghdaie and Alimardani 2015). This helps the company to segregate the clientele in
accordance to their purpose of the visit. The clientele is divided into three different groups.
These groups include the routine travelers, the travelers who have been using the services in
order to attend the various conferences as well as the travelers who have been using the airline
services to attend the various emergencies that might have taken place in the concerned business
organizations. The airline further targets the various travelers who have been travelling for the
purpose of leisurely activities. These travelers might also be divided into two different groups.
One of these groups consist of the tourists who only travel during the weekends (White 2018).
The other group of the leisurely travelers consist of those who aim to travel to the multiple
destinations and are thereby the frequent users of the flight services that are provided by Qantas
Airlines, Australia.
Marketing Strategy
The marketing strategy that is adopted by the company in discussion, Qantas Airlines,
Australia is majorly based on the micro-environment as well as the macro-environment of the
concerned company. The company in discussion, Qantas Airlines, Australia is known for the
services that it offers to the concerned clientele. The product that is discussed in this section is
the domestic flight service of QantasLink. The flight service of is known to have been providing
the concerned clientele with the proper comfort during the flights (Srisaeng, Baxter and Wild
2014). The QantasLink is also known to serve the clientele with the best of the services in the
matters that relate to the in-flight entertainment. The pricing strategy that has been adopted by
the airlines is observed to have been comparatively low cost (Law and Breznik 2018). The
company is known for charging the concerned clientele with premium pricing policies. This

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helps in the maintenance of the service quality as well as helps in the maintenance of the costs
and the benefits that should be extended to the clients of the given airline service (Homsombat,
Lei and Fu 2014). The company is known to have been following the strategies that help in the
maintenance of the safety and the comfort of the people who have been availing the services of
QantasLink for their frequent flying needs. The company also aims to provide the concerned
clientele with the high margins in the benefits within the similar pricing brackets.
The concerned airline segmentation QantasLink is known to serve within the territorial
boundaries of Australia. The tickets of QantasLink are known to be available at the various
outlets owned by the company. These outlets help the concerned clients to choose the proper
flights that is best suited for their travelling purposes (Cui and Li 2016). The company in
discussion, QantasLink, is also known to facilitate the bookings through the online channels.
This might also help in the attraction of a number of clients from the millennial generation
(Albers et al. 2017). The product in discussion, QantasLink, is known for extending the ticketing
services to the concerned clientele of the company through the online services and the
confirmation of the tickets is received by the concerned customer through the messaging
services. The promotional strategies that are adopted by QantasLink are known to include the
best options for the frequent fliers of the company (Flouris and Oswald 2016). The promotional
strategies that are extended by QantasLink refers to the strategies within the company that help
in the maintenance and the attraction of the clientele of the company. The various promotional
and the pricing strategies that are implemented by the company are related to the positioning of
the concerned company in the concerned market.
Recommendation
The concerned company in discussion, Qantas Airways, Australia, might be advised on
certain areas in order to improve their performance within the Australian market as well as the
global market at large. The concerned company might be advised to conduct a survey among the
people who have been using their services for a longer duration of time. This would help the
company to receive a feedback from the concerned clientele. The received feedback from the
clientele might help the company to put forth an improvement of the services that are offered by
the concerned company. The concerned airline company might also be advised to deal with the
matters that are related to the delay in the flights that are experienced in the flights (Whyte and

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Lohmann 2015). The company might benefit hugely from the punctuality in the departure as well
as the arrival of the concerned flights. The other factor that might prove to be helpful for the
various functionalities that are related to the improvement of the performance of the company in
discussion, Qantas Airways, Australia, are related to the introduction of the various technologies.
These technologies might be helpful in the reduction of the length of the queue in the ticketing
areas. The introduction of the technology might help in the matters that are related to the check-
ins of the concerned clientele. The company might also be advised to deal with the elderly
persons and the expectant mothers in a special manner. This might help the company to earn a
proper goodwill and thus increasing in the popularity of the concerned services (Lohmann and
Vianna 2016). The concerned company might be advised to implement the proper services
within the cabin in order to aid the disabled who have been availing the services of the company.
The concerned organization might also be advised to deal with the customization of the meals as
per the demands of the concerned clients. This might in turn lead to the wide spread popularity of
the given organization.
Conclusion
In lieu of the above discussion, it might be pointed out that the concerned organization in
discussion, Qantas Airways, Australia is a majorly successful organization that aims to deal with
the varied needs, requirements as well as expectations of the concerned clientele. The concerned
airline organization in discussion, Qantas Airways, Australia, is known to maintain a competitive
pricing strategy for the clientele. The clientele that is targeted by the concerned organization in
discussion, Qantas Airways, Australia range from the middle class, the corporate sector within
the economy of the organization. The company in discussion, Qantas Airways, Australia further
attempts to target the upper-middle class who have been residing within the country. The
company in discussion, Qantas Airways, Australia, further attempts to implement the various
programs that are needed to attract the numerous clients towards the concerned company. The
airline is positioned as one of those airlines that provides attractive packages to the concerned
clientele of the organization in accordance to their different expectations, requirements as well as
needs. However, the company might be advised to follow the recommendations in order to gain a
better competitive advantage within the given market.

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References
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evaluation: a multiple attribute decision making approach. International Journal of Operational
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Albers, S., Baum, H., Auerbach, S. and Delfmann, W., 2017. Strategic management in the
aviation industry. Routledge.
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