Qantas Airlines: Marketing Strategy and Analysis

This document provides an in-depth analysis of Qantas Airlines' marketing strategy, including an examination of its 5Cs (Company, Customers, Collaborations, Competitors, and Context). It explores the organization's approach to customer satisfaction and its efforts to stay competitive in the airline industry. The document also discusses Qantas' market research methods and its development of marketing tactics. Overall, it offers valuable insights into Qantas Airlines' marketing approach and its impact on the company's success.

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QANTAS AIRLINES

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Contents
Introduction-.........................................................................................................................................3
Organization and its marketing strategy-..............................................................................................3
Analysing 5’c of Qantas Airline..............................................................................................................3
Company-..........................................................................................................................................3
Customers-........................................................................................................................................4
Collaborations...................................................................................................................................4
Competitors.......................................................................................................................................4
Context..............................................................................................................................................4
Collecting information about market research-....................................................................................4
Developing marketing strategy..............................................................................................................5
Developing Marketing Tactics...............................................................................................................6
Bibliography...........................................................................................................................................7

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Introduction-
Qantas airlines is one of the oldest and the best airlines of Australia. The Qantas have been started in
1920 in Queens land. Today Qantas is operating in almost all over the world and having more than 35000
employees working in 47 different countries at 173 destinations. Qantas airlines is popular for the best and
premium segment all over the world. To achieve this Qantas has started working on the main five objects like
checking the security and the safety in all aspects, They are selecting the suitable planes and choosing the
accurate direction to catch the best and the premium path link, providing superb client facility to their customers
all the time, constant operational efficiency and always evolving Qantas as the finest trademark for superior
airways. Qantas industry structure is really different as the main concern for the Qantas assembly is the
travellers roaming through their airlines as they are the commercial airline. They are always focussing toughly
on their advertising strategy, client service and their operational strategy. (Jolito ortizo padilla, 2014) They have
different job profiles or the departments like marketing and customer service department is having a duty for
cabin team, provision and expansion crowd, in-flight examination crowd and advertising assembly of course.
Airports, flight tasks, operation arrangement and aviation amenities all are basically the prime duties of
Operations department. Organizations and funds are very much significant and necessary for any of the business
as well as for any of the company to get success and stand in the marketplace among all competitors. Qantas has
also capitalized in many companies which are linked to airlines like they have 49% interest in New Star holding
isolated limited a company and also having 27% of shares in Vietnams Jet star Pacific. Qantas have some shares
in other airlines also. (Bartle, 2014)
Organization and its marketing strategy-
Qantas airlines is one of the best airline in Australia. Qantas is the world’s foremost stretched distance
carrier and one of the toughest trademarks in Australia. They are having more than 35 thousand employees and
working in 47 countries with 173 destinations active. Qantas belongs to the international civil aviation industry.
Aviation industry is one of the supreme structured trades across the globe. Qantas cluster always upkeep the
change concerning exposed aviation marketplaces and the race which also fetch the profits to its clients and all
the trade contributors. Qantas has no particular mission statement but to maximize their percentage of shares
from all the important traders which reduces the total costs and helps to improve the quality and services. Qantas
have a very clear vision that is- to offer the best airline experience. (David, 2018) Qantas is having a simple
slogan but with a great vision and that is The spirit of Australia. The Qantas orientation is not good towards the
market and they have not so good position as they have their position earlier. They were enjoying 42 percent of
shares in the flying aviation industry but now they have declined to almost 20 percent only because of their hard
core competitors like Singapore airlines, Emirates and Cathway Pacific of course. The main Products of Qantas
airlines is Aircrafts, they have more than 308 aircrafts to serve their customers delightfully and moreover they
provide safety and security for a comfortable journey. They have only one criteria is to retain and increase their
customers and the market share. Qantas airlines has an important role in the marketing strategy as they have
been ranked as the best domestic class airline. Qantas has also won an award for the best cuisine services and
popular for their best lounges which sets a business standard for the other brands also all over the world.
(O'Sullivan, 2013)
Analysing 5’c of Qantas Airline-
Company-
Qantas Airline is one of the oldest and the best airlines of Australia. Qantas is present in 47 different countries
and working at 173 destinations with 35 thousand employees all over the world. Qantas was started in 1920 and
Qantas name is derivative from Queensland and northern terrain aerials services limited. Qantas main strength is
that they are having 35000 staffs absolutely devoted and enthusiastic concerning their job. Qantas always take
attention of their staffs and cares them by giving them personal leave, parental leave as well as training and
examination support leave. The Social resource organization and cabin staff squad are always providing elastic
and best of the working conditions for all its crew members. Qantas is always considering safety as their first
priority among all the priorities. Australia itself employees more than 5000 engineers and spending a much huge
amount for aircrafts performance and the safety. On the other hand, Qantas is also having some weaknesses like
it is an exact exhausting and exertion work which needs long occupied times in a minor log cabin. Sometimes it
is very hard to travel between different time zones and with different climatic condition. (Bartle, 2010)Some of

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the employees can’t meet their families on regular basis and can’t even attend any social functions as this job is
having no specific time. Opportunities are really well grabbed by Qantas as they are always arranging some
programs for its employees and staff to associate with Family-Biz which helps them further to maintain an
equilibrium in their work profile and their personal life. Qantas airlines are always taking initial steps to remain
on the top of the competitors as there are many new players in the competition. Qantas have a unique standard
as they are looking after all the classes either it is Business class or an economy class. Qantas is known for its
premium segment of customers who need comfort but no having any hesitation of more expenses. They are
serving every class to increase their data base in all aspects. Qantas is always performing some programs either
they are environmental or it is for helpful trusts in Australia. Qantas is performing some open network evolution
programs for the well-being of the students from many years and help those students to take interests in their
future career and their life. Qantas have faced many threats in the previous years which cause huge damages and
loses for the organization itself. There are many difficulties for Qantas Airlines like increase in fuel prices, strike
of the workers, accident of the aircraft and dispute with any of the other company and much more. There is
always a solution to every problem but sometimes threat is temporarily defeat the well going position for any of
the organization. (Adamkasi, 2016)
Customers-
Qantas airlines are always taking care of the customers who are there for the brand and the customers
who travel in distant places both in domestic as well as international. The majority of the consumers in Qantas
includes corporates who attends as a regular client for their official and work purposes. They have a formal
behaviour as they are the corporates who are always indulging in their business as well. (Treharne, 2014)
Collaborations
Qantas being the oldest and one of the best airline of Australia is doing promotion among the
distributors and the trade partners so that every customer should know and have an experience that why the
Qantas airline is the best airline. They are enhancing airline trading, reservation and examining abilities for
Qantas profession associates. Qantas is always inviting and ready for the trade partners who want to suggest and
share some vision which can be more beneficial for both of them. Qantas have a wide distribution channel
which is developed by the partnership with a leading travelling company Farelogicx inc. which further utilises
the Qantas experience and create new offers for a healthy customer experiences. They are working with trade
partners to increase their business and moreover to increase their customers through some distribution channels.
(Murphy, 2018)
Competitors
There are many competitors to Qantas airlines but some of them are really the main competitors or you
some main competitors are Virgin Airlines, Air India and Lufthansa Airlines. Virgin Airline is the main and
significant competitor of Qantas airlines and because of this huge competition both the airlines are suffering
losses. Qantas is also getting some losses in domestic Airline. There are some huge threats to Qantas like in
competition and to sustain in the market, they have to drop their prices. Their costing is really high and if any of
the new player wants to enter in the Airline industry he can enter with a nominal costing. Above all Qantas is
having a huge expenditure because they can’t count down their flights or can’t even drop their flights. High
expenditure and low profits are always taking towards continuous losses. (Purvinas, 2014)
Context
There are many influences that are prompting Qantas Carriers either they are radical, financial, lawful or
common issues. All these issues are actual much serious for the achievement of Qantas Airlines. Radical issues
like policy and national rules are working to effect the styles of the corporation. Social factors are also affecting
the success of Qantas Airlines as there are always new trends and liking and disliking of the customers, so it is
really very hard for the Qantas airlines to overcome these situations. Changing in strategies time to time always
works for but if some of the factors which are out of the box like environmental factors and all also affects the
Qantas Airlines.
Collecting information about market research-
Qantas is collecting information from the market intelligence itself. They always gather information from the
market about their competitors, their strategies, their new and old techniques. Qantas is gathering all the

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information of the competitors through web, market analysis, feedback of the common consumers, and above all
the data secured by the aviation industry. This market intelligence always helps to find out where the company
is lacking behind and what are the problems or even the solutions we are unable to watch out. (Cameron, 2017)
The type of information you want about the customers, market or the competitors through primary or secondary
sources. Primary sources include direct sources like surveys, direct observations and interviews. Secondary
sources include the information that is collected through second options or the indirect options like information
on the internet, existing database of customers and agencies etc. There is always a team which is delegated by
the company to manage and monitor the risks. A team of professionals is always there to seek any changes in
the policies and regulations. For collecting the information pertaining to competitors, the company follows
secondary sources of information as such sources are considered as the best starting point. The company collects
the information from the marketing info of all the competitors as they are collected with important aspects of the
company’s operative. The other sources used by Qantas airlines to collect the significant information includes
web, trade partners, agencies and online data. Some information relating to context to the business is also
regained from social media and the internet. They have to be completely focussed on the product positioning in
the individual market of airline industry. (Sakthi, 2013)
Qantas airlines is always concerned about the customer’s requirement and their official feedback through three
different ways like firstly they try to collect the information directly from their own customers. Secondly, the
company maintains and records the information of its own customers through the online data. Lastly, the
company tries to find out the needs and requirements of the customers through the secondary sources like
market surveys, social networking sites and online customer database collected.
Developing marketing strategy
Qantas Airlines is having a perfect market segmentation which helps them to allocate their resources
more effectively and professionally in all aspects. The marketing segmentation is a process of organizational
sales and marketing for the targeted customers. Qantas airlines have categorized the needs for its customers into
three separate levels depending upon the observed needs in the individual departments. Qantas airlines have
started with a strategy of dealing with hotels similar to the standards of their customers. It helps the customers to
get services because of Qantas and Qantas is beneficial as they can add one more feature of services in their
basket. Secondly, they have improved their communication and has reorganized its operations in line with the
policies and the procedures. Thirdly and lastly Qantas airlines had come up with the first class consumers who
are not worried for the charges but they need 100 percent comfort. This helps them to leave a great message for
their clients and having a permanent or a long lasting relationship with the consumer. If any consumer feels and
loves to travel with you again, it means this airline company is the best especially on the customer’s mind.
Qantas airlines are the market leaders in the flight industry but they have to concentrate to reduce their expenses
if they have to survive in the flying industry. (Smyth, 2013)
Potential market segment includes the income, geographic level or the standard level related to the target
market. Qantas is undertaking few points out of these, for example targeting those customers who are very much
worried about the expenditures and checking the costs of the expenses they have to bear before purchasing
tickets and all. For those customers Qantas is also offering other classes like economy class and middle class
boards also. Targeting low level or middle class customers helps them to serve more people and make the best
business out of it.
Value proposition to the target market
Qantas is creating value to its target market by concentrating on the people who are middle class or having some
low budget to travel. They can increase their customer data base on regular targeting of some consumers who
are not ready to pay more or those who can convince easily by offering them comfort, loyalty and the services
up to the mark. The prices should be low as compared to the competitor as first initial step is to take by the
company to cut out the prices for more number of reliable customers. Client reliability will always increase
when you are offering the same comfort and services at a low level prices or their affordability. (Patrick Hatch,
2017)
Positioning statement

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For the customers who don’t seek the prices or the customers who don’t have to worry for the expenses and
needs only 100 percent comfort is having the best suitable option Qantas Airlines. Qantas is one of the best
airlines all over the world and it is a Spirit of Australia. Qantas guarantees to offer low prices for the persons
who are having low budget by offering them middle class section and all the services and making them comfort
too with their aircrafts. Catering more number of customers always helps them to increase their customer data
base. (Fickling, 2018)
Developing Marketing Tactics
Qantas airlines is one of the best airlines of Australia. It is a very well-known name in flying
industry. In today’s competitive world strategic marketing is very much important for any of the organization.
Strategic marketing is used for analysing and interpreting where the company is lacking behind from the
competitors and in which section an organization is not working properly. They have to take initial steps at a
proper time and place to sustain in the market and not to lose their business and their customers of course.
Strategic marketing decisions taken by the organizations are the considerations of their own presentation
mixture or 4p’s of the advertising which includes Price, product, place and promotion itself. . A perfect
marketing mix is a blend of some innovative marketing plans so that new customers can add on and old
customers should also retain for long period of time. Qantas airline is the biggest airline of Australia but they are
decreasing in the market day by day just because of no proper marketing. They are getting losses because now
there are so many players in the competition of flying industry. To sustain in the market and in this hard
competition Qantas has started to focus on their product planning. Product should be attracted to new as well as
old customers. They are focussing on wide range of first class, business class as well as premium class also.
(whitley, 2017) They want to cater every class either in the seating arrangements, inflight services or the meals.
Having a leading brand name and logo of course which reflects the real Australia is used for attracting millions
of its passengers. They have a better tracking system for the Qantas freight. They always pick the quickest
routes and having best connecting flights on the long distance flights also. Price is the second major concern for
the favour of company as well as the customers. They have a fair refunding policy which provides the customer
flexibility and they also offer low pricing for travelling new destinations. Promotion is also an important part as
they are promoting their services through Tv, internet, magazines etc. Direct marketing like sending messages
directly to the consumers helps them to hit them at personal level and to make them feel honoured. Direct
marketing is far better than the mass communication as in that public advertisement you can’t get a chance to
interact with our customer directly. Place is also a matter of concern when it comes to the marketing strategy.
Qantas counters at the airports helps them to do the direct sales for the company, internet or online booking
helps them to sell more tickets without any hesitation for bookings etc. There are certain apps and programs in
the mobile phones to buy the tickets accordingly and last option is to book your tickets through the travel agents.
Qantas being in a hard competition is declining day by day. To sustain in the market and to achieve their older
position in the market again they have to follow these recommendations to survive. The competitors are lacking
behind because of only no name. Qantas can encash their name very easily and they know it well that they are
the leading airlines of Australia. (Roberts, 2012)

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Bibliography
Adamkasi, 2016. Analsing 5'c of Qantas Airlines. Pestle analsis of Qantas .
Bartle, 2010. Analysing 5'c of Qantas Airline. Qantas swot essay.
Bartle, 2014. Introduction,. Qantas 's Marketing Strategy And Business success.
Cameron, N., 2017. Collecting information about market research. Qantas customer experience.
David, J., 2018. Organization and its marketing strategy. Swot analysis of Qantas Airways.
Fickling, D., 2018. Developing marketing strategy. qantas is riding high but it must not get too
bloated.
Jolito ortizo padilla, 2014. Introduction. Qantas Airways marketing strategy.
Murphy, F., 2018. Analysing 5'C of Qantas Airlines. Pestel and environment analysis of Qantas.
O'Sullivan, M., 2013. Organization and its marketing strategy. Cometitors Combat Qantas Airlines.
Patrick Hatch, 2017. Developing market strategy. Qantas international competition.
Purvinas, S., 2014. Analysing 5'c of Qantas Airlines. Aircraft maintanance engineers associtation.
Roberts, N., 2012. Developing marketing tactics. Qantas marketing strategies.
Sakthi, P., 2013. Collecting information about research. Methods of data collection.
Smyth, O., 2013. Developing marketing strategy. Qantas market segmentation.
Treharne, K.2014. Analysing 5'c of Qantas Airlines,. Qantas pestel.
whitley, A. 2017. Developing marketing tactics. Qantas profit dips amid overseas competition.