A Study of Marketing Strategies of Qantas Airways

Running head: BUSINESS MANAGEMENT
Business Management
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1BUSINESS MANAGEMENT
Executive Summary
The report intends to discuss about the concept of marketing strategies and also the manner in
which these strategies can be used in an effective manner so that a particular business
enterprise can derive the best possible results from the use of these marketing strategies. The
company which selected for the analysis of the effectiveness of the marketing strategies and
also the effective manner in which they can be used is Qantas Airways. The report begins
with a general introduction of the company and also the nature of services that the concerned
company provides to the customers. A brief discussion of the target market of the company is
undertaken .The various marketing strategies which the concerned company is following
currently like cost leadership, effective use of promotional activities, CSR activities, product
different and others is also analyzed. Finally, the report concludes with two
recommendations, namely, the use of total quality management and collaboration with
tourism companies to further enhance the prospects of the concerned company.

2BUSINESS MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Qantas Airways..........................................................................................................................3
Service Description....................................................................................................................5
Target Market.............................................................................................................................5
Market Strategy..........................................................................................................................6
Conclusion..................................................................................................................................8
Recommendations......................................................................................................................9
References................................................................................................................................10

3BUSINESS MANAGEMENT
Introduction
The diversification of the modern day business world becomes apparent not only in
the wide range of products or services which are available to the customers of the present
times but at same time in the diverse range of the strategies which are being followed by
these organizations for the process of their business (Perreault, Cannon and McCarthy 2015).
This has increased the amount of competition within the world of business significantly and
the diverse business enterprises are thus finding it very hard to sustain themselves in the
business world (Solomon et al. 2014). It is here that the concept of marketing as well as the
diverse strategies that the various companies often take the help of becomes especially
important. The various business enterprises of the present times are taking the help of the
diverse kinds of business strategies so that they are not only being able to reach out to more
customers but also to earn an increased amount of profit as well (Hansen, McDonald and
Mitchell 2017). This report will discuss about the marketing strategy of the business
organization Qantas Airways and will at the same time provide some recommendations that
the concerned organization can follow to further improve the prospects of their organization.
Qantas Airways
The Qantas Airways, founded in the year 1920 became operational in the year 1935
and is the third oldest airways of the world (Qantas.com 2018). The concerned company
specializes in providing air transport facilities to not only the people of Australia but also to
the people from the other parts of the world as well. It is significant to note that the concerned
organization is the largest airlines organization of the nation of Australia in terms of the
number of fleet which it boosts of (Qantas.com 2018). The name of the organization is an
acronym for “Queensland and Northern Territory Aerial Services” and is at the same time
called by the name of “The Flying Kangaroo” (Qantas.com 2018). The organization is based