BUSN102 ACU Report: Jetstar's Communication, Strategy & Overview

This report provides an overview of Jetstar, an Australian low-cost airline owned by Qantas, examining its ethical communication and business strategies within the competitive airline industry. It details the company's history, market position, and financial performance, noting its significant revenu...Read More

Running head: ETHICAL COMMUNICATION
ETHICAL COMMUNICATION
Name of the Student
Name of the University
Author note

ETHICAL COMMUNICATION
Executive Summary:
The assignment discusses about the ethical communication and the operations of the Australian
based airline. Jetstar is an Australian low cost airline. The organization is one of the most reliable
names in the Australian airways industry. Jetstar provides excellent services and being a
subsidiary company of Qantas the organization has built a huge market share in the industry.

ETHICAL COMMUNICATION
Table of Contents
Introduction:........................................................................................................................4
Discussion:...........................................................................................................................5
Company overview:.........................................................................................................5
Industry overview:...........................................................................................................6
Communication strategy..................................................................................................8
Public perception.............................................................................................................8
Conclusion:..........................................................................................................................9
References:........................................................................................................................10

ETHICAL COMMUNICATION
Introduction:
Jetstar is an Australian low cost airline, the organization is owned by Qantas (Jetstar.com
2018). Headquarter of the organization lies in Melbourne and the organization is created to
tackle the threat of Virgin Blue airlines who also offers low-cost services. This assignment will
provide organization overview, industry overview of Jetstar, which will help to understand how
the competitive firms are doing in the market compared to Jetstar. The organization’s
performance will also be assessed in this organization to understand their communication
strategy, how the public perceive their product. This assignment will help to understand the
industry of Jetstar, which will then help to form some accurate strategy to make the organization
better.

ETHICAL COMMUNICATION
Discussion:
Company overview:
Jetstar airways are a subsidiary company of the Qantas airways. The organization was
founded in 2003 and recognized as the low-cost organization. The headquarter lies in Melbourne,
Australia. The organization was formed by the Qantas airlines to tackle the competition of the
Virgin Blue. The Jetstar airway carries almost 8.5% of Australian passengers. The organizations
main and primary base is Melbourne Airport and the secondary hubs of the organization are
Brisbane airport, Sydney airport, Cairns airport, Auckland airport and gold coast airport. The
targeted or the focus cities of Jetstar airways are Denpasar airport, Perth airport and Adelaide
airport. The fleet size of the organization is 71. Jetstar airways earned revenue of 3,363 billion
Australian dollars in the year 2015/2016. The operating income of the organization is accounted
452 million Australian dollars in 2015/2016 (Jetstar.com 2018).
Jetstar is one of the largest low fare airline organizations in the Asia Pacific region in
terms of revenue earned. The organization has grown which is evident by the employment that
the organization provides. Jetstar has employed 400 people in the year 2004 and now the
organization employs 7600 employees. Currently the organization provides more than 5000
flights in a week to more than 80 destinations in all over 18 countries and the territories in the
Asia Pacific region. The organization provides more than 130 fleets of aircraft. The
organization’s aim is to offer minimum fares service to the customers and to provide all day
services.

ETHICAL COMMUNICATION
The organization has grown which is evident by the employment that the organization
provides. Jetstar has employed 400 people in the year 2004 and now the organization employs
7600 employees. Currently the organization provides more than 5000 flights in a week to more
than 80 destinations in all over 18 countries and the territories in the Asia Pacific region. The
organization provides more than 130 fleets of aircraft. The organization’s aim is to offer
minimum fares service to the customers and to provide all day services. Being a subsidiary
organization of the Qantas airlines the organization has been successful to build a good
reputation in the market (Emery 2012).
Jetstar offers many facilities to the customer for example the customers can pay for the
things that they want. The customer of the Jetstar can select between the two types of cabins.
Once the customer booked the tickets they can add extra features like seat selection, in-flight
products, lounge access, fare flexibility etc. The organization has won many awards for their
excellent low fares services and has become the leading low fare airways in airways in the
industry. It is the most reliable airlines in Australia due to their on-time flights.
Industry overview:
Recently the Australian airline industry is facing some tough times due to the declination
of the international tourism (Lojo 2014). The declination can be seen due to the recent terrorist’s
attacks and the changes in the rules and regulations. The war in Syria, immigration policy in the
United States is some of the reason behind the declination of the tourism industry, which has
directly affected the airplane sectors (Gregson et al. 2015).
Aviation sector is critical and important mode of transport for Australia both domestically
and internationally, which contributes nearly 9.5 billion dollar to the Australian economy. The

ETHICAL COMMUNICATION
aviation sector in Australia has helped to employ nearly 75,000 people. the government of
Australia has invested 75 billion dollar budget in the infrastructure funding over the period of ten
years which include intermodal, upgraded roads, rail connections and the sea and air ports. The
Australian government is highly focused on making the airports better so the aviation sector does
not face any issues in delivering the cargos securing the image and brand value of Australia.
An Australian international airline helps to carry passengers and cargos to and from
different parts of the world. Australian Airline carries 90% of the visitors as because Australia is
an Island and that is the one of the two ways of travelling (Zhang 2015). The Aviation sector of
Australia also consists of small segments for example, gliding, hand gliding, ultra-light craft and
autogyros.
However, the competition in the aviation sector has increased in the recent years. Some
of the major Australian airlines that are in the operation are Qantas, Eastern Australia Airlines,
West Australian Airlines, Virgin blues, Maroomba Airlines, Skytrans Airlines, Australian Air
Express and the Air Link.
Some of the major international airports in Australia are Canberra International Airport,
Kingsford International Airport in Sydney, Cairns International Airport, and Darwin
International Airport etc (Oum and Yu 2012).
The consumer insight to the product is cheap reliable and faster airlines available in the
market. Due to the downturn in the economy the consumer could become price sensitive than the
services (Snyder and Pham 2014). They are one of the reputed airlines in the industry due to their
fare rates and the maximum satisfaction that is offered to the customer. The customers are
choosing the service of the Jetstar airways due to its collaboration with Qantas Airways and also

ETHICAL COMMUNICATION
because of their low fare rates. This helped the organization to sustain in the environment and
helped them to become one of the leading airways in Australia.
Communication strategy
Public perception

ETHICAL COMMUNICATION
Conclusion:
Jetstar is one of the cheapest airlines that is available in the aviation industry of Australia.
Jetstar is the part of dual brand system of Qantas. The organization was formed to tackle the
competition of Virgin Blue who also offers airline services in very low fares. The organization
has been one of leading names in the Asia pacific region in terms of revenue earned. The
organization has 132 fleets of aircrafts that helps to transfer cargos and passengers to and from
the different parts of the world. The organizations main targets are the young audiences who love
to travel and the customers who are price sensitive.

ETHICAL COMMUNICATION
References:
Emery, F., 2012. Futures we are in (Vol. 5). Springer Science & Business Media.
Gregson, S., Hampson, I., Junor, A., Fraser, D., Quinlan, M. and Williamson, A., 2015. Supply
chains, maintenance and safety in the Australian airline industry. Journal of Industrial
Relations, 57(4), pp.604-623.
Jetstar.com (2018). Jetstar Airways - Australia | Jetstar. [online] Jetstar.com. Available at:
https://www.jetstar.com/au/en/home [Accessed 19 Sep. 2018].
Lojo, A., 2016. Chinese tourism in Spain: An analysis of the tourism product, attractions and
itineraries offered by Chinese travel agencies. Cuadernos de Turismo, (37), pp.243-268.
Oum, T.H. and Yu, C., 2012. Winning airlines: Productivity and cost competitiveness of the
world’s major airlines. Springer Science & Business Media.
Snyder, D.J. and Pham, A., 2014. Customer satisfaction at low cost airlines: a case study of
Jetstar Pacific Airlines (JPA). In The Clute Institute International Academic Conference (pp.
254-265).
Zhang, Y., 2015. International arrivals to Australia: Determinants and the role of air transport
policy. Journal of Air Transport Management, 44, pp.21-24.