Advertisement as Engagement: Stakeholder Analysis for Qantas (ADV1002)

This report provides an analysis of Qantas's advertisement engagement strategies, focusing on key stakeholder groups: customers and employees. It identifies the importance of these stakeholders for Qantas's revenue generation and service quality, highlighting how customer preferences and employee effectiveness impact the airline's success. The report reviews the mediums Qantas uses to communicate with customers (social media, electronic advertising, and sales promotions) and employees (internal portals and intranets). It concludes with a proposal brief, emphasizing the role of future campaigns in meeting stakeholder expectations and maximizing their impact, aligning with the goals of a final assignment on engagement.

Running head: ADVERTISEMENT AS ENGAGEMENT
Advertisement as engagement
Name of the student
Name of the university
Author note

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Introduction
In the current business scenario of Australia, Qantas is having the leadership position.
This is due the fact that Qantas is the flag carrier of Australia and is the largest airline in the
country in terms of operational background and passenger volume. They are based in Melbourne,
Sydney and Brisbane. Currently, Qantas is having connectivity with more than 85 destinations
across the world and is considered as the third oldest airliner in the world. Thus, Qantas is
enjoying immense reputation and goodwill in the global market. However, this should also be
noted that being a major global brand, Qantas is having number of internal and external
stakeholders in their business and it is important to manage each one of them (Homsombat, Lei
& Fu, 2014). In the domestic airline industry, Qantas is having the market leadership position
with having majority of the market share. The major complexity for Qantas is the management of
the stakeholders due to the reason that there are different external and internal stakeholders
operating in their business along with the fact that customers across different levels and different
attributes are also getting catered by Qantas (Ashwini Nand, Singh & Power, 2013).
This paper will discuss about the major stakeholder groups being majorly considered by
Qantas in their business. In addition, the importance of the particular stakeholder group for
Qantas will also be evaluated. The mediums being used in reaching out to these stakeholders will
be identified.
Identification of the stakeholder groups
The major stakeholder groups for Qantas are the customers and the employees. These two
are the determining factors of revenue generation for Qantas as well as the service process
quality. However, it should also be noted that there are different sub sets being considered in

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focusing on these stakeholders. For example, in terms of the customers, there are certain
segments that are targeted. Customers majorly from the premium and higher end category are
targeted as the services being offered by Qantas are premium. In addition, customers from the
tier I cities are targeted because they are offering airliner services mainly between the
metropolitan cities across the world (Mok, Shen & Yang, 2015). Moreover, the customers
seeking the best service across different age groups are also targeted as holistic services are
being offered by Qantas. In terms of employees, sub sets are also followed. For instance,
employees with the eligibility and experience and qualifications in accordance to the requirement
of Qantas are only being focused. In addition, the employees who can be aligned with the
organizational culture and value of Qantas are also focused. Apart from these segments, no
others are focused from the customers and the employees (Verbeke & Tung, 2013). The business
interests of Qantas are considered in targeting the certain sections of employees and customers.
Importance of the identified stakeholders
In terms of the identified stakeholder groups, they are important for Qantas in ensuring
the long term business viability. This is due to the reason that customers are the key source of
revenue for Qantas. The more will be the traffic of passengers, the more will be the revenues for
Qantas. Thus, they should be considered and focused in determining the change in the taste and
preferences of the customers. For instance, the services process and quality and elements offered
by Qantas few years ago are not same as of now. This is due to the fact that the needs of the
customers are considered and based on that, the service approaches are getting changed (Doh &
Quigley, 2014). If the requirements and expectations of the customers are not getting met by
Qantas, then they will opt for competing airliners and the revenue for Qantas will get lowered.

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Hence, focusing on the customers is helping Qantas in identifying the trends of the target
customers and designs the services accordingly.
On the other hand, the focus on the employee is important for Qantas because
effectiveness and efficiency of the employees will determine the service quality. Employees are
the one who are responsible for providing the best quality service to the customers. Hence,
focusing on the employees is beneficial for Qantas in identifying the key issues and areas where
they are lacking. On the basis of the identification of the issues, mitigation strategies are initiated
and employees are kept satisfied and motivated (De Brucker, Macharis & Verbeke, 2013). This
is reflecting in the service process of Qantas and helping in gaining competitive advantages.
Review of the mediums used
There are different mediums being used by Qantas in communicating with their
customers and employees. However, the mediums are different mediums used between the
employees and customers due to the reason that formers are the internal communication and the
later is the external. In communicating the customers, mediums such as social media platforms,
electronic advertisings and different sales promotion activities are being used. With the help of
the social media platforms, new services of Qantas are promoted and communicated to the users
and the feedbacks are gathered. These feedbacks are further helping Qantas in designing their
service elements as per the current market trends (Whitelock et al., 2013). In addition, with the
help of the advertisements promoted through electronic and outdoor mediums, the brand
awareness of Qantas is also increasing. Beyond the national boundaries of Australia, the brand
identity of Qantas is getting enhanced with the help of their extensive advertisements
communicated across the world.

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In terms of the employees, more intensive approach including common portal and
intranet facilities are used. With the help of these facilities, each of the internal stakeholders is
being able to communicate effectively and can convey their issues to the top level managers.
Proposal brief
Based on the factors identified from this paper, the role of the campaign to be created in
the assignment 3 will be to meet the expectations of the identified stakeholders and make the
maximum out of them. The effectiveness of the campaign is important for Qantas because it will
determine the extent to which they will be able to attract the customers. In addition, these
identified factors will help to design the elements in the campaign. Thus, the final goal to be
done in the assignment 3 will be the most effective for Qantas.

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Reference
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