Route Planning Study for Qatar Airways | Desklib

This Route Planning study proposes one new route for Qatar Airways based on a feasibility study of 3 proposed routes for an airline. It covers the introduction of the airline and the three routes being studied, choosing an aircraft type for each route, legal requirements for flying each route, creating a draft marketing plan, and choosing a route and investigating its performance. The study also includes information on the social and economic status of Qatar and the three potential destination countries.

1927 Flight Route Planning Toolkit
Task
You are required to complete a Route Planning study to propose one new route, based on a feasibility study of 3 proposed routes for an airline. This is
based on the case study of QATAR AIRWAYS and potential routes they may implement in the lead up to the 2022 FIFA WORLD CUP.
The task is split into 5 different areas that you will be required to complete on a week-by-week basis throughout the module using a toolkit given to you in
the first week of the module. You will be required to:
o Introduce the airline and the three routes being studied within the report
o Choose an aircraft type for each of the given routes, as well as the service offering that will be provided on board for customers
o Discuss legal requirements for flying each of the routes in the departure country, arrival country and any airspaces flown
o Create a draft marketing plan for the promotion and sale of these three routes
o Choose a route - giving justification as to why this route has been chosen - and investigate how to the performance of the route will be
monitored
Learning Outcomes
1. Explain the process involved in route planning.
2. Investigate the feasibility of new routes for an airline.
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3. Justify the selected new route for an airline.
Task 1: Introduce the airline and the three routes being studied within the report (5%)
1.1 To help contextualise your report, it is beneficial to research the airline QATAR AIRWAYS and basic information around the airline such as history, hub
location and current route approach [100 words]
QATAR AIRWAYS is the state-owned flag carrier of Qatar has founded on 22 November,1993 offering its services to around 173
destinations so that customers can have fun and enjoyment. The company have employed around 43,000 people that are highly dedicated and
committed to work for growth and expansion of firm in external environment. It is one of first global airline in the world that have achieved
prestigious 5 star in context of covid-19 airline safety rating with international air transport (Tong and et.al., 2018). The company is over flying
150 international destinations across Africa, Americas, Europe, the Asia, and Oceania from its base at Hamad International Airport.
1.2 Using the WEF Travel & Tourism Competitiveness Report 2019, complete the following table to give the scores and rankings of the different countries
that Qatar Airways could fly to as a result of this study
Mexico (Mexico City) Uruguay (Montevideo) United Kingdom (Cardiff)
Prioritization of Travel & Tourism 5.2 5.3 4.9
Air transport infrastructure 4.0 2.3 5.2
Tourist service infrastructure 4.8 4.8 6.1
International Openness 3.9 3.0 4.2
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1.3 Using the following world map, locate the three potential destinations that Qatar Airways could fly to as a result of the report:
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The Mexico (Mexico City), Uruguay (Montevideo) and United Kingdom (Cardiff) are the three potential destinations that Qatar Airways could fly to earn
huge profit margin and gain competitive advantage.
Task 2: Choose an aircraft type for each of the given routes, as well as the service offering that will be provided on board for customers (30%)
2.1 Firstly, we need to make the decision as to which aircraft type is the most suitable within Qatar Airways’ fleet to operate the three proposed routes.
Using the manufacturers websites, fill out the following details regarding each of Qatar’s Long Haul fleet.
Airbus A330-300 Airbus A350-900 Airbus A350-1000 Boeing 777-300 Boeing 787-8 Boeing 787-9
Maximum Range 6350 nm 8100 nm 8700 nm 6,006 NM 7,305 nmi 7565 nm
Max. take-off weight 533.50 lb x 1000 268.0 tonnes 319 tonnes 774,600 pounds 227,930 kg 254,011 kg
Max. ZFW 385.80 lb x 1000 192.0 tonnes 223 tonnes 224 530 kg 161,000 kg 181,000 kg
Max. fuel capacity 36 750 USG 138,000 Litres 159 000 litres 171,176 Ltrs 126,206 Litres 126,372 Litres
No. in Qatar fleet 8 34 19 48 30 7
2.2 Now using FlightRadar24 or SkyVector, fill out the following details regarding the three potential airports we may fly to as a result of this report
Mexico (MEX/MMMX) Montevideo (MVD/SUMU) Cardiff (CWL/EGFF)
Elevation Runway 05R:7309
Runway 23L: 7312
Runway 06: 49
Runway 24: 105
Runway 12: 205
Runway 30: 213
Runway Lengths 05R/23L: 12,795 ft
05L/23R: 12,966 ft
3999 x 75 feet 7848 x 150 feet
Distance from DOH/OTHH 13899 km 13121 km 6864.2 km
Flight time from DOH/OTHH 18 hours, 4 minutes. 21h 20m duration 13h 0m
Significant features nearby Deserts, topical forest, cool
highlands.
It is a hub of city international
transport.
Presence of beautiful parkland at
the city centre, attractive tourist
destination.
2.3 Based on the above data, decide on an aircraft type for each route and discuss why you have chosen each of these routes [300 words].
The aircraft Boeing 787-8 and Boeing 787-9 is counted as best for the Mexico route because both the aircraft have low carbon emission capacity and are
eco-friendlier. Also both has a sophisticated temperature control system which will enable the temperature control and ensure more comfort. The
reason for choosing Mexico is related with the air transport infrastructure and international openness. In the same way with the persistence of the
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reason that the route has great passenger rush the concerned route has been chosen.
In case of Uruguay route Boeing 777-300 is counted as best because it is the longest flight with regard to commercial airline. Also the seat capacity is high
in this airline. likewise, the carbon emission by the aircraft is low that would be right to said that it has low carbon and environmental effect. The reason
for choosing this route is related with the presence of high quality infrastructure of the airline. In the same way with respect to this route the passenger
traffic is high which give high profit to the airline industry and the concerned running airlines.
Airbus 350-900 is counted as one of the best airline and aircraft in relation with the Cardiff route. This is because this is one of the largest airline in
relation with the commercial use. In the same way it is one of the flight which emit low carbon. Likewise, the passenger capacity of the concerned aircraft
is more that they can easily meet the passenger traffic of the route. The reason of choosing this route is related with the passenger traffic and the facility
which are available in the concerned route. also the infrastructure of the airline is quite developed and effective in the Cardiff route. Thus with the
concerned movement of the aircraft and the reason for the concerned route would lead to the movement of the aircraft.
2.4 Following on from this, how many times per week will you operate this route considering flight time to and from the destinations and the number of
that type of aircraft that Qatar Airways are currently operating [150 words]
The number of aircraft that would be run in the route of Mexico would be 10. this is based on the duration and the availability of the concerned aircraft.
likewise, in case of the route of Montevideo would be around 9. This is because of the presence of large duration and distance. As the distance and
duration is high which would made not be possible for the Qatar to operate maximum fleet. In the same way it is based on the aspect of number of fleet
the DOHA is having.
Likewise, in case of route of Cardiff, 16 aircraft would be easily operated. this is because of the shorter distance and the duration between the destination
and on the basis of the number of fleet availability.
Thus, as per the above number both the aspect including duration and the presence of fleet with regard to the DOHA is made as base.
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2.5 It is now time to complete a brief audit on the different cabins that Qatar Airways currently offer on their long haul product, using the Qatar Airways’
website and any other relevant sources.
First Class Business Class Economy Class
Features of the seat
Every seat has aisle access.
Ample stowage options
ultra-comfortable fully lie-flat bed
(First Class, 2021)
Most innovative and modern fleet
Spacious and comfortable seating
Delectable cuisine and extensive
entertainment options (Business
Class, 2021)
Spacious seat
Dine, sleep or simply stretch options
(Economy Class, 2021)
Features in the airport Highly comfortable space
Bag allowances
Lounges
Luxury and spacious space is
available
Comfortable sitting space with large
amenities
Full comfort and large number of
services,
Amenity kits and other facility
Large sitting area
2.6 Using the Country Navigator Tool, complete research on Qatar and the three potential destination countries to determine their social and economic
status.
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Qatar Mexico Uruguay United Kingdom
GDP per Capita 50,805.46 USD 8,346.70 USD 15,438.41 USD 40,284.64 USD
Attitude to Money Attitude towards money is
directly reflected in terms of
financial standing in the life.
Consider it as taboo
Money is used as a tool for
impress other across the
two culture
Moderate and there is low
existence of extreme
poverty
Consider it as taboo subject
and when it comes to
money then it becomes
uncomfortable for them.
Lifestyle & Aspirations It is related and based on
the political leadership.
There is an existence of
nomadic lifestyle.
Fun loving people, like to
enjoy sun and outdoor
activities (Carling and
Schewel, 2018).
Hold number one in
prosperity, democracy, anti-
corruption and quality of
life.
They are above the average
in terms of personal security
and quality and social and
health connection.
2.7 Based on the information gathered in section 2.5 and 2.6 as well as information gathered in lectures, discuss which service approach is best suited to
each of these routes and why it is the most appropriate [300 words]
With respect to different routes there are different service approaches. As in the case of Mexico wherein the people are fun leaving and are close to the
external activities and wherein the money is used as a tool to impress which shows that the personalised services are needed to be offered to the people
of the concerned route. No matter or consideration will be lied towards the money.
In case of the route of Uruguay wherein people have low poverty state mode of service that will be provided would include the business class to the first
class. this is based on the standard of the people and the lifestyle.
In case of the route of UK the first class services will be needed and provided. this is because of the lifestyle and the way of living of people in the area.
Also the GDP of the country is high which also shows that the services which need to be operate in the area would be first class because people can easily
afford it and at the same time will also meet their standard and lifestyle (Cao and et.al., 2021).
The reason and the aspect that is consider for the concerned route is because of the economic condition of the country. In the same way as the delivery
of service is based on the standard and need of the people which make it important for the concern airline to deliver the services. As these countries and
the associated people have high standard of living which will be meet only with the enabling of either the first class or the business class services. Along
with the lifestyle the attitude towards the money is also an important base and aspect that is related with the choosing of mode of service, which shows
that the enabling of service of first class and the business class will meet the need of the passengers.
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Task 3: Discuss legal requirements for flying each of the routes in the departure country, arrival country and any airspaces flown (15%)
3.1 Using SkyVector (this will be discussed in a Student Based Activity), identify all airspaces that will be overflown in the three potential new routes for
Qatar Airways
DOH-MEX DOH-MVD DOH-CWL
Airspaces Overflown Its airspace includes C, D, E and G.
3.2 In order to operate to certain countries, we need to understand the Aviation Law that governs the area – using the relevant aviation authority websites
fill out what you feel are the key headlines of their governing law (This will also be a Student Based Activity).
Mexico Uruguay United Kingdom
Key relevant information from
aviation law in each potential new
route
Civil Aviation Law that govern
the exploitation and use of
Mexican air space in respect of
development of state and civil air
transport service.
Código Aeronáutico
(Aeronautical Code) - Act is the
law that has to be followed while
making use of Uruguay route. It
state that all safety measure need
to be taken for protection of
passenger (Zhou and et.al., 2018).
CAA acts or regulation that
ensure that economic, safety and
consumer protection is ensured
by airline industry. Likewise civil
aviation act 2012 state that
modernise key element of
regulatory framework.
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3.3 Using the information that you have gathered in Task 3.1 and 3.2, now analyse any potential legal risks there may be in launching the new routes from
DOH [450 words]
Different countries have different rules and regulation that need to be followed by the airline company to grow and sustain their respective
operation in external environment for longer time frame. Such as Qatar Airways has to face range of potential legal risk launching the new
routes from DOH likewise, ensuring the safety and security of all the passenger while travelling so that no harm can be caused to them in any
of the circumstances (Noureddine and Ristic, 2019). At the same time, the legal laws of the country keep on changing therefore, it has to quickly
adapt to each new legal laws to avoid itself of being paying huge penalty and fines.
As the legal framework of the UK is relaxing and concentrated towards the aspect of environment and consumer protection which will lead to
raise less risk in relation with the Qatar airways because of the capacity of the airways in terms of low carbon emission engines. in the same
way with regard to the UK the presence of low risk and legal formalities will further lead to raise low risk in relation with the fleet.
Since the launching of any new route will involve the compliance towards the laws and regulations which would be easy to cooperate in case
of the UK because of the persistence of less rules and laws and the existence of majority of environmental laws which will easy be meet and
complied by the Qatar airways.
In addition of this the risk that would be associated with the launching of new route also relate with the commercial and regulatory issues that
majorly include the issue related with the covid pandemic which is associated with the imposition of various restrictions and changed
regulations would lead to raise various issues and risk in association with the performing of fleet on the new route (Larsson and et.al., 2019).
With the persistence of imposition of restrictions and the concerned regulations would lead to rise various risk in terms of choosing any new
route or the route of UK. This made it important for the Qatar airways to consider the laws and the regulations while running the fleets and the
airways.
Political, economic fluctuation would also occur as major risk in relation with the choosing of UK route for the running of aircraft between the
UK and the DOHA. Presence of different laws and regulations in the country would lead to raise the persistence of risk that would have a
direct impact towards the running of fleet on the concerned route.
However, with the existence of law restriction and meeting the legal requirement of country laws would lead to enable the persistence of low
impact towards the choosing of route of UK by DOHA.
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Task 4: Create a draft marketing plan for the promotion and sale of these three routes (20%)
4.1 Before we can put a route on sale, we need to decide how much to sell our tickets for. Using Skyscanner or a price comparison tool of your choice, find
three other airlines that operate this route (this will most likely be with connections) and find out how much they are marketing tickets for on this route.
DOH-MEX DOH-MVD DOH-CWL
Economy Option 1 $2,494 $5,483 $ 7,846
Economy Option 2 $1,802 $3,458 $ 4,598
Economy Option 3 $1,539 $2,263 $ 5,634
Business Option 1 $1,728 $3,789 $ 3,516
Business Option 2 $1,359 $2,586 $ 2,458
Business Option 3 $1,316 $1,256 $ 4,569
First Option 1 $9,867 $8,987 $ 8,469
First Option 2 $5,530 $7,586 $ 7,145
First Option 3 $3,213 $ 4,146 $ 4,759
4.2 Based on information gathered in Country Navigator as well as your own research, fill out the following table as to who you are going to target
marketing your new routes to. Remember that this is predominantly for the 2022 World Cup.
DOH-MEX DOH-MVD DOH-CWL
Key target market The target audience from
Mexico are the young males
between 12 and 30.
The Doh- MVD is targeting
people that belong to middle and
upper-middle section of society
along with corporate clients for
the world cup 2022.
DOH-CWL target audience that are
interested to visit and enjoy 2022
World Cup.
Main marketing channel The marketing channel that
would be used to attract
customers is official website of
company.
The marketing channel for Doh-
MVD is social media platform
such as Instragram, Youtube and
others (Jeong and et.al., 2019).
Twitter channel to enhance
passengers' customer service.
Marketing strapline The marketing strapline is going
place together that has
Company brand image and better
services will acts as marketing
It is well known for delivering
World’s Best Business Class
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contributed in attracting more and
more passenger to travel to
different destination.
strapline. (Zhang, Wu and Shi, 2020).
4.3 In order to attract a new audience to your flights, it is often the case to link up with a partner when starting a new route. Suggest a marketing partner
for each of these new routes and justify a reason as to why you have chosen each of these partners
DOH-MEX DOH-MVD DOH-CWL
Marketing partner and reason why
chosen
DOH-MEX should from partnership
with Qatar Airways Affiliate
Marketing Programme to inform
more and more people about the
services.
DOH-MVD will formulate
partnership with Acceleration
Partners is premier global partner
marketing agency that focus on
better process, performance and
people. As it is provide services at
minimum price (Wang and et.al.,
2022).
DOH-CWL can make partnership
with IMS that is American
advertisement agency and brand
provide attractive to attract audience.
4.4 Using 200 words per route, using the elements from 4.1, 4.2 and 4.3 create a marketing plan including tag lines and the pricing of your key cabin in the
route – the beginnings of this will be in a Student Based Activity.
DOH-MEX
DOH-MEX has targeted the young men that are between the age group of 12-30, so official website is the platform that has been used by the
company to inform the audience and provide them services. Going place together is the best tagline that has been used by company to gain
competitive advantages (Lin and et.al., 2018).
DOH-MVD
DOH-MVD has targeted middle- and upper-income group people by making optimum use of available social platform likewise, instragram,
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facebook and twitter to induce more passenger to enjoy different destination. DOH-MVD has strong brand image in mind and hearts of
customers that help in adding more individual in the firm.
DOH-CWL
DOH-CWL has decided to attract audience that are interested to enjoy the world cup through spending their disposable income and it has
made use of twitter to inform them about the services, routes, price and facilities that are offered by it. So that they can right decision to select
it and satisfied their desired in effective manner.
Task 5: Choose a route - giving justification as to why this route has been chosen - and investigate how to the performance of the route will be
monitored
5.1 Based on all information gathered throughout this toolkit, which route have you chosen to pursue and why? (150 words)
Based from the information it can be stated that the United Kingdom is the route that would be selected for the pursing the airline industry as
there is many youths’ population that are interested to enjoy the world cup match. Furthermore, there are some of the 4.1 million young people
in United Kingdom that is Qatar Airways has selected this route as maximum number of youth population is there which belong to middle-
and high-income group. So that they are highly interested as well as motivated to travel to other destination to enjoy the world cup and have
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fun. At the same time, the route is less time consuming and involved less cost thereby company will able to easily delivered travelling services
to specific audience in best possible manner
(Gharebaghi and et.al., 2021). Therefore, this route is best for the firm as it will reduce the overall cost and enhance the profit margin of the firm
through offering qualitative services to customers.
5.2 Based on lectures this semester, how are you going to follow the performance on your route and how will you monitor competitors? (450 words)
The performance on route of the firm and the competitor’s performance will be monitor by the company through the manager of QATAR
AIRWAYS by monitoring what is happening in external environment, such as taste and preference of customers, new trend and policies of the
government. Internet, newspaper and magazines are different sources that will be utilised by me to gathered sufficient information about
performance of routes in terms of profitability, customers satisfaction and other factors. Feedback from the customers will be taken related to
what is the best routes that they have enjoyed while travelling in the airline, as it helps in knowing the method that could be used by company
to improve its services. Along with it, company will make investment in information technology to accumulate complete information about
the trend, strategy of competitors to attract the customers and earn high profit margin. At the same time, employees’ feedback and review will
also be taken to know what actually customers feel while travelling and what are the challenge that they face while delivering range of
services. Telephone and radio equipment will also been utilised to know recent information about legal regulation, pupation in technology and
other detailed to stay ahead in competition for longer time frame (Montewka and et.al., 2019). Furthermore, link and website of the competitors
will be track on regular basis to have update on all crucial information about what all changes that has been made by the company to influence
the decision making of customers. Monitoring of social activity done by the competitors is also best method that could be used by British
Airway to have record of its competitors and make update in its existing strategy for achieving the end objective in best possible manner.
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While the performance on route can be followed by effective training and guiding employees related to the way a particular task will be
completed in the organisation. Such as what all task, activities and responsibilities that they need to be accomplished so that the audience can
reach at its destination. Continuous feedback will be taken from the employees will be taken related to what all issue face in context of
particular route and the manner in which they can be overcome to enhance the performance. In addition to this, the actual time taken and
number of passengers that are being taken from one route to another will be considered to check and analysis to follow the performance during
the route and delivered qualitative services to passenger beyond their wants (Zhang, Wu and Shi, 2020). Landing fees, labour cost, fuel,
maintenance cost and all other expense related to airline particular route will be analysed to find out which route has given maximum benefits
to the company in terms of cost and profit generated. At the same time, all the legal laws and procedure has been followed while following a
particular route so that better experience can be offered to customer or passengers while travelling from one destination to another for different
purpose.
Task 6: References
Please list all references used here:
Cao, and et.al., 2021. Polygenic risk score, healthy lifestyles, and risk of incident depression. Translational psychiatry. 11(1). pp.1-9.
Carling, J. and Schewel, K., 2018. Revisiting aspiration and ability in international migration. Journal of Ethnic and Migration Studies. 44(6). pp.945-963.
Gharebaghi, A and et.al., 2021. User-specific route planning for people with motor disabilities: A fuzzy approach. ISPRS International Journal of Geo-
Information, 10(2). p.65.
Jeong, M.G and et.al., 2019. Multi-criteria route planning with risk contour map for smart navigation. Ocean Engineering, 172. pp.72-85.
Larsson, and et.al., 2019. International and national climate policies for aviation: a review. Climate Policy. 19(6). pp.787-799.
Lin, Y.H and et.al., 2018. The optimal route planning for inspection task of autonomous underwater vehicle composed of MOPSO-based dynamic routing
algorithm in currents. Applied ocean research, 75. pp.178-192.
Montewka, J and et.al., 2019. Toward a hybrid model of ship performance in ice suitable for route planning purpose. Proceedings of the Institution of
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Mechanical Engineers, Part O: Journal of Risk and Reliability, 233(1). pp.18-34.
Noureddine, M. and Ristic, M., 2019. Route planning for hazardous materials transportation: Multicriteria decision making approach. Decision making:
applications in management and engineering, 2(1). pp.66-85.
Tong, Y and et.al., 2018. A unified approach to route planning for shared mobility. Proceedings of the VLDB Endowment, 11(11). p.1633.
Wang, R and et.al., 2022. Personalized Route Planning System Based on Driver Preference. Sensors, 22(1). p.11.
Zhang, Q., Wu, K. and Shi, Y., 2020. Route planning and power management for PHEVs with reinforcement learning. IEEE Transactions on Vehicular
Technology, 69(5). pp.4751-4762.
Zhou, Z and et.al., 2018. When mobile crowd sensing meets UAV: Energy-efficient task assignment and route planning. IEEE Transactions on
Communications, 66(11). pp.5526-5538.
Online reference
First Class., 2021. [Online]. Available through < https://www.qatarairways.com/en/onboard/first-class.html >
Business Class., 2021. [Online]. Available through < https://www.qatarairways.com/en/onboard/business-class.html >
Economy Class., 2021. [Online]. Available through < https://www.qatarairways.com/en/onboard/economy-class.html >
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