Detailed Marketing Entrepreneurship Analysis of Qantas Airways

This report provides a comprehensive analysis of Qantas Airways from a marketing entrepreneurship perspective. It begins with a company and product description, highlighting Qantas's role as a major airline. The report then examines the airline's target market, segmenting consumers based on demographics and income levels, and discusses marketing strategies tailored to these segments. It covers the marketing mix elements, including product (transportation services and additional offerings), pricing strategies (varying fares for different classes), place (direct and indirect distribution channels), and promotion (advertising and online platforms). The analysis also touches upon the company's positioning strategies, such as the introduction of Jet-Star and services for business travelers. The report emphasizes the importance of marketing and advertising for brand establishment and market development and concludes by summarizing the key findings regarding Qantas's marketing approach.

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Marketing Entrepreneur
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Marketing Entrepreneur
Contents
Company and product Description..............................................................................................................3
Target market..............................................................................................................................................4
Marketing strategies....................................................................................................................................5
Positioning...............................................................................................................................................6
Product....................................................................................................................................................6
Price........................................................................................................................................................6
Place........................................................................................................................................................7
Promotion................................................................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

Marketing Entrepreneur
Company and product Description
Advertising and promoting the products and the services has been considered as the doors
to the outside world. Marketing is the concept which aids the business entity in creating
awareness about the products and the services. And hence, marketing entrepreneur can be
considered as the individual who is the lead authority or the owner of the entity which deals with
the operations and activities associated with marketing of a product. The below-executed
analysis has been made focused on the term marketing entrepreneur. The further study has been
executed on Qantas Airways which is a flag carrier of Australia. The business corporation has
been considered as one of the largest airlines services in the economy in terms of fleet size. The
company offers a quality of services for international flights and international destinations. The
business entity was founded in Queensland outback in 1920 and since then showed a hike in the
growth. The corporation is Australia’s one of the largest domestic and international airlines
services. Originally the company is registered as Queensland and Northern Territory Aerial
Services Limited (QANTAS). The business enterprise has been regarded as one of the strongest
brand names in Australia and is also one of the leading long distance airlines (Qantas 2017). The
entity has built and maintained a reputation for providing excellent services in terms of safety
and security, reliability, a technology used maintenance and services offered to the customers.
The business entity offers transportation services to the customers through airlines. Further
segmentation has been done for the products and services offered by the company. The Qantas
group majorly offers transportation services to the customers by making use of two
complementary airlines brands that are Qantas and Jet-star. The business entity also operates
subsidiary businesses which include other airlines and businesses in specialist markets such as Q
Catering. Moreover, the business corporation also operates in regional, domestic and
international services. The Qantas Group has a broad portfolio of secondary businesses which
has been operating from Qantas Freight Enterprises to Qantas Frequent Flyer. As the business
organization operates in airlines the main products or the services which are offered by the entity
are the transportation services and carriage services for the national and the international
travelers. Moreover, the firm also offers a wide range of additional services to the service users,
such as transportation services with their largest fleets, comfortable rides to the desired
designations (Qantas 2017). The entity staves to offer the customers with a sense of safety and

Marketing Entrepreneur
security so as ensuring the highest level of satisfaction to the consumers. Innovation in the
products and services is one of the objectives of the business organization and hence the firm
keeps on introducing additional features and services for the consumers. For instance, the food
provided during traveling is of good quality with the sense of hygiene, another innovation in the
service by the airlines are the sky-beds which are introduced in the business class. This service
allows the travelers to take a nap during the long distance traveling.
Target market
The target market is the segmentation of the consumers which is done on the basis of
some variables such as demographic, psychographic etc. This will aid the business entity in
getting a clear idea about the type of customers and their features on which the company will
design the products and services (Meyerson, 2015). A proper segmentation of customers will
also enable the business entity to develop and design strategies and plans so as to serve the
consumers with the best quality of services which will ensure a high level of satisfaction. As the
business entity has been operating the business in the region of Australia and all over the globe,
it offers the wide range of service to a large number population. The target market of the entity
has been segmented in the various divisions. The business entity offers a wide range of services
that too at the affordable price and hence the business corporation should focus on the local and
middle-income level group individuals. They should concentrate on the consumers by offering
various services and additional schemes such as advance booking benefits, free stays in hotels on
bookings and good food at affordable range etc. Moreover, the second segment which can be
selected for the target market by the company is the business class individual. This group of
consumers has a good purchasing power as their income level is high (Ciotti, 2014). This
segment can easily afford products and services with premium range. So the business corporation
can develop and design some products and services which are luxurious and have some lavish
features. For instance, Qantas airlines introduced sky-beds for the travelers who are traveling for
long durations. This feature has been added for the business class consumers. Also, there is a star
class in the airlines which offer various comforts and features to the consumers. The company
can also improve the existing services offered and their in-flight interior so as to make the
service users feel more comfortable while boarding their flight. The in-flight services of the
business corporation should be so built that they should be able to satisfy their targeted

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customers by keeping them comfortable and providing them food and entertainment (Allurwar,
Nawale and Patel, 2016). Comparatively, if the business entity is offering better services than the
other airlines in the industry than the customers of the competitors will try to switch over the
competing brands.
Marketing strategies
The term can be referred to an organizational strategy which does the task of combining
the marketing objectives into one inclusive plan (Winston and Cahill, 2013). A marketing
strategy is said to be a good when it is drawn from market research and concentrated on the
relevant product mix so as to earn the maximum revenue, which in-turn will aid the business
entity in sustaining in the business environment. Moreover, the marketing strategy can also be
considered as the foundation f a marketing plan. This concept plays a crucial role in developing
and attaining the goals and targets of the business corporation and also aids in sustaining and
competing with the rivals. As mentioned in case of Qantas Airways, marketing strategies will aid
the company in developing awareness about the products and services and will also enhance the
market share. A marketing strategy analyzes all the aspects of the selling activities and aids each
one which plays a supporting role for the next one. A marketing strategy aids in developing the
products and services which will serve them with the best and maximum profits. This is because
a marketing strategy involves research of market place, by taking into consideration the target
consumers and also about the competition and the trends in the markets. There are varied ranges
of benefits which are served by the marketing strategy adopted by the business corporation
(Hollensen, 2015). In order to attain all the benefits, Qantas Airways can attain the below-
described marketing strategies which will aid them in attaining the above-mentioned benefits:
The business entity is an Australian enterprise which has aimed at providing a high range
of services through the high standard of flights to Australian consumers and both a domestic and
international scale (De Mooij, 2013). Through the adoption of the effective marketing mix, the
business entity can make the successful implementation of the marketing strategies so as to
ensure the reputation which has been maintained for offering high quality of services. The below
presented is a customized marketing mix which can be adopted by Qantas Airlines for gaining
competitive advantage and sustaining in the business environment:

Marketing Entrepreneur
Positioning
In this case, positioning refers to the image of the Qantas which is related to the competitors. The
business entity has been making the varied range of positioning strategies for building and
establishing the image of the brand in the market (Shaw, 2016). The business entity has launched
Jet-Star, this will aid the business to sustain in the competitive environment and will also lead to
attaining competitive advantage. Moreover, this strategy will also enable Qantas to bring an
enhancement in the market share and by attracting the customers of the competing airlines. The
further focus has been given to the business consumers. For instance, the city flyer express
service, lounge upgrades (McDonald and Wilson, 2016), Qantas club services and frequent flyer
survives are one of the schemes which has been introduced by the business entity while
considering the business class people.
Product
The products of the business entity are the transportation services and other additional services
are offered by the business entity so as to meet the needs of the consumers (Pearson, 2016). All
the products and the services are designed and developed after determining and considering the
needs and requirements of the service users. For instance, the business corporation has low
budget flights with a quality of services which offers a wide range of services to the middle-class
people and whereas the luxurious fleets which offer lavish features and comforts are also made
available for the business class people.
Price
This component has been considered as a crucial element for any of the marketing plan
(Belobaba, Odoni and Barnhart, 2015). The business corporation offers a wide range of pricing
plans and packages for the consumers and the same are designed after considering the various
segments the target market and consumers. For instance, the fares are high with additional
features and facilities for the business class fleets whereas, the business entity offers an
affordable range of pricing packages for the lower and middle-class people with basic features
with good quality (West, Ford and Ibrahim, 2015). Moreover, competition is also one of the
factors which determine the pricing policies and strategies of the business entity and is also
considered as liable in stimulating the same.

Marketing Entrepreneur
Place
Direct and indirect are the two ways by which the business entity has gained a benefit in the
distribution of the services to the potential consumers (Peck et al., 2013). Direct sales and
distribution refer to the products and services offered through the retail outlet's ticket outlets, the
internet etc. The Internet can be considered as the largest emerging distribution and is also easily
accessible for all the service users. On the basis of the conducted research, it has been concluded
67% of domestic booking and 51% of international bookings for the business entity has been
done by making use of the web page of the company. This platform is not expensive and also
does not require any kind of regular maintenance and hence will be proven beneficial for the
business corporation (Jarach, 2017).
Promotion
Promotion is the mechanisms which enable the business corporation to communicate and
develop relations with the consumers. Qantas have the link with some advertising agencies so as
to promote the products and services so as to attain local consumers within the economy.
Moreover, the business entity can also utilize some contemporary platforms of promotions such
as social media. Moreover, the corporation also has an online portal for consumers. This
platform can also be enhanced and developed in terms of features (Williams, 2017). This will
enhance the access and usability of the online portal and will aid in the promotion of Business
Corporation.
Conclusion
In the limelight of the above-executed analysis, it has been concluded that marketing and
advertisements are the basic pillars for any of the business corporation for developing the market
and establishing the brand name in the mind of the consumers. Qantas Airways is a multinational
corporation who serves the consumers with the transportation services within Australia and other
international destinations. The above-executed analysis has been made focusing on the company
background which comprises of the overview of the organization and all the basic information
about the operations and functionalities of the business entity. Moreover a brief description of
the products and the services served by the firm to the potential consumers. The further
segmentation of the analysis involves the target market which has been selected by the business
corporation for establishing the products in the market. The last part comprises of the marketing

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strategies adopted by the business entity so as to advertise the products and develop the market
so as to sustain in the competitive environment.
References
Meyerson, M., 2015. Success secrets of the online marketing superstars. Entrepreneur Press.

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Springer.
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West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
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Peck, H., Christopher, M., Clark, M. and Payne, A., 2013. Relationship marketing. Taylor &
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Jarach, D., 2017. Airport marketing: Strategies to cope with the new millennium environment.
Routledge.
Williams, G., 2017. The airline industry and the impact of deregulation. Routledge.
Qantas, 2017, Qantas products, Assessed on 14th September 2017,
https://www.qantas.com/agents_us/dyn/usqf/info/qantasproduct.

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Qantas, 2017, Our company, Assessed on 14th September 2017,
https://www.qantas.com/travel/airlines/company/global/en.