Marketing Fundamentals Assignment for Marketing Fundamentals Course

This assignment analyzes the marketing fundamentals of Qantas Airways, focusing on explicit marketing factors like promotion and the impact of the marketing environment. It explores the importance of promotion in enhancing customer satisfaction and building brand awareness. The assignment also discusses the changing marketing environment, emphasizing the adoption of technology, such as websites and social media platforms, to improve customer reach and competitive advantage. Furthermore, it highlights the benefits of online marketing for providing accurate and accessible information to customers. The assignment concludes with a peer student's perspective, correlating traditional and technology-driven marketing approaches and emphasizing the importance of technology in modern marketing for Qantas Airways.

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MARKETING FUNDAMENTALS
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MARKETING FUNDAMENTALS
a) Explicit marketing Environmental factors for Qantas Airways.
Marketing environmental factor refers to variables that affects either internal or external
organization marketing environment. Internal factors include variables as 7ps of marketing,
while external factors include competition, natural forces, and government policies among many
others. Explicit marketing factor in this case is promotion. Promotion is an aspect of marketing
that influences activities important in making aware the existing customers of the available
services and also products. For Qantas airways promotion is very important and has been clearly
enhanced to positively improve the company’s marketing levels through media commercials, use
of magazines and other means of advertisement. Promotions main gear is to enhance customer’s
satisfaction on the services and products offered. As a developed airline company, Qantas
marketing activities are directed towards attracting the large market available to enhance a
competitive advantage (Homsombat, et al, 2014).
Promotion starts by understanding the target market, their needs and desires relating to
services and products offered by the company. This is important to enhance the company’s brand
awareness by providing appropriate information to the target market. Effective promotion
activities in marketing the company’s products and services will enhance an increase in customer
traffic due to rise in demand. Increase in sales to the many customers enhances high profit
margin important for Qantas marketing growth. Promotion is a macro factor of marketing in
Qantas because it covers a wide range of activities including contact with customers who are the

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main stakeholders. Promotion staff or employees are the main customer contact channels that
enhance and improve their beliefs about the available services and products (Lucarelli, 2014).
b) Change in marketing environment
Qantas airways has a large base of customers from different strategic locations who
benefit from their regular services. Established promotion activities reaching their customers has
been significant but curbed with challenges to enhance efficiency to them. Adoption of
technology in marketing the company’s services and products will enhance a great deal as it will
reach more customers at different locations and at specific times. This includes creation of a
website portal that analyses all the available services and their distinct values important to allow
the customer take adequate time on deciding the type and effectiveness of every service required.
Another use of technology is to create a social media platform where the customers can enquire
about any service, give a comment or a desired correction on how to improve the available
services. The desired platform should be running all the time with efficient customer service
important to serve the customers anytime their needs arises (Johnston and Marshall, 2016).
Use of technology in marketing activities of the company will enhance creation of a
healthy and effective competitive advantage over other service providers in the same transport
sector (Qureshi, et al, 2017). This is important to enhance a positive customers relations as their
needs and requirements are catered for. Unlike in use of manual promotion activities where
information understood by the customers may be biased at times, promotion marketing done
online ensures that the information sent to the customer is as required and can be retrieved when

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need arises. This helps the organization to always remain active and productive enough to
serving its customers over other organizations.
c) Peer student initial post
This assignment has enhanced an important correlation between explicit marketing
factors done manually or by use of normal measures and that of technology. Before, marketing
done with application of the normal measures where the employees used word of mouth seemed
to be successful in enhancing growth of the marketing base of the referred organization.
However, this view has changed with the establishment of technology in the marketing sector.
Qantas airways being in existence for a longer time requires application of technology in its
marketing activities to enhance an increased customer base relation. This assignment has
enhanced the understanding on importance of use of technology in marketing to enhancing a
positive competitive advantage of the referred organization over other normal measures of
marketing.

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References
Homsombat, W., Lei, Z. and Fu, X., 2014. Competitive effects of the airlines-within-airlines
strategy–Pricing and route entry patterns. Transportation Research Part E: Logistics and
Transportation Review, 63, pp.1-16.
Johnston, M.W. and Marshall, G.W., 2016. Sales force management: Leadership, innovation,
technology. Routledge.
Lucarelli, G. 2014. The corporate strategy of Qantas Airways. A case study.
Qureshi, M.S., Aziz, N. and Mian, S.A., 2017. How marketing capabilities shape entrepreneurial
firm’s performance? Evidence from new technology based firms in turkey. Journal of
Global Entrepreneurship Research, 7(1), p.15.

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