Segmentation, Targeting and Positioning of Qatar Airways

Running head: MARKETING MANAGEMENT
Marketing Management
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Executive Summary
The report has thrown light on analysing the different aspects of segmentation, targeting and
positioning of Qatar Airlines in the competitive business environment. With the help of the
segmentation, the customer base is classified on the basis of demographic or psychographic
kind of behaviour. On the other hand, the targeting is helpful in marketing with a particular
group of individuals who plays a major role in the profitability of the organization. Lastly, the
positioning is the aspect which is helpful in managing the brand image and it has helped
Qatar Airlines in managing the business activities appropriately.

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Table of Contents
Introduction and Overview of Qatar Airlines............................................................................2
Segmentation of Customer Base of Qatar Airways...................................................................2
Targeting of Customer Base of Qatar Airways..........................................................................3
Positioning of Customer Base of Qatar Airways.......................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction and Overview of Qatar Airlines
The report helps in the overall analysis of the segmentation, targeting and positioning
of the Qatar Airlines as it is the broad framework which summarizes along with simplifies the
market segmentation aspect appropriately. Qatar Airways is the state-owned flag carrier of
Qatar which is headquartered at Doha. The company commenced their operations from
January 20, 1994 and the company was founded in the year November 22, 1993. The
employees who are employed in the organization is 45633 till the year 2018. There has been
increase in the amount of the revenue which has been earned by the company which has
amounted to QR 42,229 million till the year 2018 (Qatarairways.com 2019).
Figure 1: Segmentation, Targeting and Positioning
(Source: Andaleeb 2016)
Segmentation of Customer Base of Qatar Airways
In the previous era, it has been noticed that the full-service airlines tried in dominating
the aviation industry, however after the entry of Qatar Airlines, the company has chosen to
segment the customers by the psychographic attribute of the cost consciousness. With the
growing disposable income, the lower middle class and the middle-class customers are the
major and potential customers of the airlines as the main motive of the airlines is to lower
down the costs and make it reasonable for them (Armstrong et al. 2015).
Additionally, the other aspect of segmenting the customers are those passengers who
prefer comfort and reliability at a reasonable rate. In comparison to the other competitor