Qantas: Evaluation of Services Marketing Mix and Recommended Changes

QANTAS
Services marketing

Services marketing 1
Contents
Introduction................................................................................................................................2
Evaluation of the services marketing mix..................................................................................2
Recommended changes..............................................................................................................4
Areas where customer expectations exceed the company’s performance.................................6
References..................................................................................................................................7

Services marketing 2
Introduction
Qantas is the largest airline of Australia when it comes to the fleet size, international flights,
and destinations. Qantas is also identified as the third largest airline in the world. The main
business of Qantas is regarded as the transportation of customers by making use of two
airline brands, Qantas and Jetstar.
Evaluation of the services marketing mix
Qantas Airways are associated with the aviation industry. The company has set outstanding
standards when it comes to safety, reliability, engineering and customer satisfaction
(Lovelock & Patterson, 2015). The marketing mix of Qantas can be evaluated by the points
given below:
Product: Qantas has been always unique and one of the oldest airlines in the world. The
company is having various airlines such as Jetconnect which offers services between
Australia and New Zealand. Jetstar is also one of the alliances of Qantas which conducts
operations at domestic and international level. It conducts operations under the name Qantas
freight (Pomering & Johnson, 2018). The company believes in offering flawless services to
its customers. The company has even launched an application program which works for
windows phone, Android and iOS smartphones. Qantas points are provided for the Qantas
frequent flyer program members for dealing their points and Qantas. There is also another
program which is enabled by the company which offers boarding passes, fare alerts, mobile
check-in, live updates concerning flights and booking of the hotels and flights.
Place: Qantas Airways started its operations from Winton in Queensland and after a time
extended its operations at the international level to comprise services to the global level.
Qantas is headquartered at Sydney along with its major hub at Sydney airport. There are also
several other hubs which are located at Brisbane and Melbourne airport. The secondary hubs
of Qantas are situated at Perth and Adelaide airport. The significant airports for the
international carriers are Darwin International airport, Los Angeles International airport, and
Cairns International airport.
Price: Qantas accommodate to the various sections of the society by targeting people from
the corporate sector, middle class, and upper class. The company has a varied pricing policy
which relies on the requirements and needs of the passengers. Qantas has always embraced a