Service Marketing Report 2022

Service
marketing
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Service marketing 1
Contents
Introduction......................................................................................................................................2
Macro-environmental factors...........................................................................................................2
Strategies are currently in place to manage this impact..................................................................4
Additional strategies........................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

Service marketing 2
Introduction
Service marketing is the marketing activity that is based on the relationship and on value. It is
refers to as the application of the various set of the strategies and tactics which helps in
anticipating the needs of the customers for an intangible product. The aim of the report is to
present service organisation in Australia who is affected by the macro-environmental factors and
also to analyse the impact on the demand of the customers on its services. Further, it includes the
strategies that are currently adopted by the company to manage the impact from the macro-
environmental factors. In addition to this, it includes the additional strategies that the
management need to apply to further manage this impact and to attain the needs of customers.
The service company that has been selected for this report is Qantas Airways Limited which is
known as Flag carrier and it is also considered as the largest airline by fleet size including
international flights and destinations (Qantas 2020). The company falls in the service industry
because it is offering the service to their customers to travel from one place to another.
Macro-environmental factors
The macro-environmental factors that affect the working of the company are the external factors
(Wilson, Zeithaml, Bitner and Gremler 2016, p. 254). These external factors can be understood
with the help of the PESTLE analysis of the company which is presented below.
Political factors: - The political factors are related to the government of company who can bring
the changes in regulation which directly affect the working. This has been found that the
connections of the company are stable with the political countries with the help of which they are
able to run operations (Chivandi, Samuel and Muchie 2019, p.89). Currently, the emergence of
coronavirus has affected the services of airline across the world which is followed by Qantas. In
addition to this, the government is looking for the help from the airline companies for exchange
of medical facilities, passengers from different nations and many others which is required to be
taken care by company.
Economic factors: - The economic factors directly influence the customer spending and
business of Qantas. This has been found that the economy of Australia is growing due to which