Marketing Services for Qantas Airways: A Study on Service Offering and Blueprint

MARKETING SERVICES
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Introduction
Qantas airlines are founded in the Queensland location in the year 1920, that has tended to
grow as Australia's largest domestic and global airline. The airline is registered as the
Queensland and Northern Territory aerial services. However, the airline industry is now
broadly known as the world's largest long distance service airline with one of the strongest
brand name in Australia (Qantas, 2018).
The major service of Qantas is to transport customers through the use of two complimentary
airline brands- Qantas and Jet Star. Apart from these they also offer subsidiary business
services consisting of airlines, business and different markets such as Q catering. In this
context, the brand functions in regional, local as well as international services. Moreover, the
group’s boards portfolio related to subsidiary business entails from Qantas Freight
organisation to Qantas frequent flyer (Annual Report, 2017).
Figure 1: Service offering diagram
(Source: Qantas, 2018)
Augmented service
Qantas Airways are the most popular airlines in Australia known mostly for delivering a
quality experience to the customers. In this study, a flower of service theory has been applied
2
Qantas
Transport
Customer
s
Local
Airline
Service
Internatio
nal
Services
Airline
Maintena
nce
Service
Regional
Airline
Service
Q
Catering

to break down all the supplementary and core services of the organisation consisting of the
original flight in comparison to their competitors.
In this context, it will be observed from the service offering diagram that the organisation
and its working partners including airport employees, assisting vehicles to have to give a lot
a efforts and resources for maintaining the supplementary services while the original flight
services has a small part in delivering international, local regional services (Annual Report,
2017). These facilitating services are important and are considered most by the customers in
terms of hygiene. Therefore, if the organisation fails to satisfy the customers in terms of
hygiene for which the customer is paying. The company may lose its brand loyalty and
popularity.
Figure 2: Supplementary service offering diagram
(Source: Annual Report, 2017)
The pre-service
This service refers to the price that customers pay while booking the flight including the
supplementary services. The core service is the transportation from location to other.
However, all the other services related to the core services are signified as supplementary
services. These following steps are important for offering service before the customers
boarding of flight.
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Core
Service Safe
And Fast
Transportat
ion
Website
Airport
Longe
Reservatio
n System
On Borad
Entertainmn
et
On Board
Support
System
Baggae
Handling
Airport
Desk
On Board
Meal