HI5004 Marketing Management: Qantas Airways Analysis Report

This report provides a marketing analysis of Qantas Airways, focusing on its potential expansion into the Indian and South African markets. The analysis begins with an introduction to Qantas, its history, and its expansion goals. It then delves into environmental scanning, examining political, economic, social, technological, legal, and environmental factors affecting the airline. The report also includes a demand forecast, segmentation strategies (geographic and demographic), and target market identification, specifically focusing on business travelers, sales and marketing professionals, and students. The analysis concludes with a discussion of Qantas's positioning within these target markets and includes several academic references to support the findings. This assignment was completed for the HI5004 Marketing Management course.

MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

INTRODUCTION
 The primary discussion of this presentation will be to analyse the competitive information about Qantas Airways
in Australia as well as in the global context
 The environmental scanning will be done on the products as well as services provided by the organization
 It will help them to expand their business in untapped market places

INFORMATION ABOUT COMPETITION
 Qantas Airways Limited is the oldest as well as largest flag carrier in Australia
 The organization, based in Queensland, and started their operation in the year of 1921
 The full name of the organization is Queensland and Northern Territory Aerial Services
 The organization have decided to expand their business in those areas where they have not touched the runway
yet
 The targeted market is India and South Africa

ENVIRONMENTAL SCANNING

POLITICAL & ECONOMIC FACTOR
 POLITICAL
 Political stability along with the importance of transportation sector in the economy of the
region plays a major impact on the aviation industry
 The security of the passengers as well as the employees in the aviation sector are related with
the market expansion of Qantas
 The payment of taxes is also an important area for paying attention
 Security from the local as well as national government is required in order to avoid terrorism

SOCIAL & TECHNOLOGICAL FACTOR
 SOCIAL
 Qantas has to deal with a diverse culture, which involves the passengers and employees
 Brand identity plays an integral part in this highly competitive and sensitive industry
 Qantas can capture the untapped market where they want to expand their business by their
global brand identity
 They are globally well known of different kind of services in low cost prices and according
to the needs and wants of the passengers.

LEGAL & ENVIRONMENTAL FACTOR
 LEGAL
 This is also another important aspect in analyzing the external environment of Qantas
 The health and safety rules need to be followed by the organization globally, along with the
food and hygiene roles
 The same has to be maintained in the market places where they are planning to expand their
market

DEMAND FORECAST
 The number of tech-savvy people are increasing day by day
 Qantas Airways need to engage more people through their official social media accounts
 This will help them to analyze the market of India and South Africa, the two places where
they can start their business operations

SEGMENTATION
 GEOGRAPHIC
 The major cities can be targeted in India and South Africa
 DEMOGRAPHIC
 People can be targeted in the untapped areas whose income is high, and details like education, age and occupation
can be seen and can be targeted to avail the services of Qantas

TARGET AND POSITIONING
 The major targets for Qantas in the region of India and South Africa will be the
businessmen and sales and marketing professionals
 along with the students who travel from their home city to other arts for educational
purposes
 They will be targeted through special discounted offer on either their first ride and combo
rides, if they avail a particular number of rides within a month

TARGET MARKET PLACES

REFERENCES
 Arjomandi, A. and Seufert, J.H., 2014. An evaluation of the world's major airlines' technical and environmental
performance. Economic Modelling, 41, pp.133-144.
 Cui, Q., Wei, Y.M., Yu, C.L. and Li, Y., 2016. Measuring the energy efficiency for airlines under the pressure of
being included into the EU ETS. Journal of Advanced Transportation, 50(8), pp.1630-1649.
 Ho, J.K.K., 2014. Formulation of a systemic PEST analysis for strategic analysis. European academic
research, 2(5), pp.6478-6492.
 O’Connell, J.F., 2016. Airlines: an inherently turbulent industry. In Air Transport in the 21st Century (pp. 109-
146). Routledge.