Qantas Airlines Marketing Strategy: Segmentation and Targeting

Name of the Student
Name of the Professor
City/State
Date/Month/Year

Introduction
Qantas which means Queensland and North Territory Aerial Services is the oldest airline
company in Australia in the world, it is the second largest. It currently operates close to 5000
weekly flights across South America, Africa, New Zealand, Asia, as well as Australia, covering
almost 50 worldwide terminuses. The mentioned airline company operates domestically
carrying 2000 flights crisscrossing the Australian content. And it employs close to 35000
personnel worldwide and has a net income of $250 million. The Qantas main market comprises
the international and domestic passengers. Roughly the passengers traveling in and out of
Australia yearly add up to 30 million and out of this huge market, 20% of the huge market is
occupied by the Qantas airline. And 67% within the Australian domestic airline market.

Marketing Theory
The marketing theory that were used in evaluating the advertisement were;
 PESTLE analysis
 SWOT analysis
 Porters five forces
How advertisement targets the market
The magazine advertisement targets the market because the magazine simply talks about the
consumer behavior whereby the factors affecting the consumers purchasing power and their
attitude and responses towards the services offered are highlighted. According to the
advertisement, the behavior of the customers is affected by the message sent by the business
which later affects their attitude towards a certain brand or product
The advertisement also talks about the need of gaining a deeper understanding of the
consumer groups by simply examining the closer particulars of the customers’ way of life and
thinking manners so as to comprehend their favorites such as financial, hobbies, interest and
lifestyle. The need of knowing the customer location is also vital since numerous customers are
located in different geographic areas thus encountering different things influencing their
purchasing decisions and this may include climates, cultures, and resources (Yeshin, 2009, p.
76).
Qantas position its airline services by providing limitless luxury and topmost quality world class
service and it has a very popular loyalty program known as the Qantas frequent flier which has