Marketing Management (HI5004) Tutorial Questions Assignment Solution

This document presents a detailed solution to a marketing management tutorial assignment. The assignment addresses several key marketing concepts, including the development of a marketing plan for Qantas airlines, incorporating product, price, place, and promotion strategies, along with segmentation bases and target market identification. It also covers the positioning of cities, analyzing the micro-environment's impact on the fast fitness market, and outlining the stages of the consumer decision-making process. The assignment further explores values in Southeast Asian children's exposure and delves into the challenges of mobile marketing, providing strategies to overcome them. The solution includes references to support the analysis and findings.

Tutorial Questions
Assignment
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TABLE OF CONTENT
Question 1........................................................................................................................................3
Marketing plan for Qantas airlines..............................................................................................3
Question 2........................................................................................................................................4
Positioning of the cities...............................................................................................................4
Chapter 3..........................................................................................................................................4
Micro environment which can affect fast fitness market.............................................................4
Chapter 4..........................................................................................................................................5
Stages of consumer decision making process..............................................................................5
Chapter 5..........................................................................................................................................6
Values which south east Asian children are exposed within.......................................................6
Question 6........................................................................................................................................6
Challenges of mobile marketing..................................................................................................6
REFERENCE..................................................................................................................................8
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Question 1
Marketing plan for Qantas airlines
Product and service description:
Qantas airline is the largest airline and also the flag carrier of Australia. The flight serve
many people through its airline services and help them to reach its international destinations. It
provides all airline related services and known for it highly skilled workforce which gives good
customer experience (Bigo, Raj and Situmeang, 2021).
Marketing strategy:
It includes marketing mix which are as follows-
Product:
The main objective of company is to provide comfort and good quality of services. Company
provide airline services to the customers and ensure its proper safety. They also provide premium
services.
Price:
They have adopted premium pricing strategy which can provide benefits and value addition to
the company. For targeting mass audience, they also have economy tickets.
Place:
Qantas have international presence. Qantas tickets are available at company’s own outlets,
through agents or online. Majority of bookings are coming from internet.
Promotion:
Company uses traditional medium which are TV, magazines, newspaper etc and also uses
modern technique which are digital marketing, social media marketing, email marketing etc.
Segmentation bases:
Demographic segmentation: company can segment their customers on the basis of age, income,
religion, gender, profession etc. company can target customers on the basis of income so should
target only those customers which can afford the services.
Psychographic segmentation: it concentrates on customer interests and personalities. It includes
hobbies, beliefs, lifestyle, lifegoals, personality traits etc. doing this segmentation is tough as
compare to demographic.
Geographic segmentation: its identification is easy under this customers are grouped on the basis
of location. It includes segmentation on the basis of cities, country, postal code etc.
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Behavioural segmentation: it is useful for e commerce business. In this segmentation customers
are grouped on the basis of loyalty of brands, spending habits, browsing habits, purchasing
power etc.
Target market:
The target segment of Qantas is corporate travellers which are travelling outside and inside the
country and also those customers who want and can afford premium services. Travellers are
further divided into conference travellers, routine travellers, emergency travellers includes those
which travels urgent because of business emergency or any other emergency (Romppanen,
2021).
Question 2
Positioning of the cities
Positioning:
It is the procedure through which company make separate image and identity for its items
and services. It is the brand image of the company which differentiate company’s products from
its competitors while communicating to the potential customers. The country Paris is very
important for Qantas airline because this is the country where the footfall of tourists is more. So,
there are chances that company will generate high revenue from this country. Rome is another
country which is also the tourist hub. Qantas airline is already famous in Australia and will
receive good number of sales in Rome as well. Las Vegas, it is the country where people around
the globe is attracted. In order to obtain position, company sign contracts with brand ambassador
who can be any actor or any sportsperson. As company believes that appointing famous
personality for advertisement will definitely help them in increasing sales. Cancun and
Washington DC are the world-famous country.
Where travellers arise as a tourist and for business meetings as well. Qantas airline every
time tries something new in their services so that they can attract more customers and also can
differentiate from their competitors. Company uses various social media platforms for promoting
their services. For retaining customers they have highly skilled workforce which make their
customers feel comfortable and relax.
Chapter 3
Micro environment which can affect fast fitness market.
Competitors:
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Competitors are the rival companies who compete with the company in the market. If fast
fitness want to achieve success in Australia also then they have to provide satisfaction and good
customer value as compare to their competitors so that company can attract more customers.
Company should not only provide goods or services to their customers as per their demand but
should also gain strategic advantage against their rival companies by positioning strongly their
items in the market.
Customers:
It is the most important factor to the company amongst its complete micro environment factors.
As customers are the end users of the products or services which are manufactured by the
company. Company make network which engages with the target customers and making strong
relationships with them. Customer markets are of five types which company can target within
them. It includes business markets, international markets, consumer markets, reseller markets,
government markets etc. customers preferences change with time. So, if company have to remain
in the competition and increase its market share then they have to produce as per the needs of the
customers. Customers are everything to the company because if customers will not their then
there is no sense of company to manufacture goods and services.
Chapter 4
Stages of consumer decision making process.
Problem or need recognition:
This is the initial stage, in this stage customer will find out that what products or services will
satisfy the needs of the customers (Stankevich, 2017). When purchasing new computer, one have
to decide that what size of screen they want and also what features computer must have.
Information search:
It is the second stage of the decision-making process. At this stage customer will search
information of the products which will satisfy his needs. At this stage customers gets alternate
options for the products. So the computer which will deliver maximum value will be purchased.
Evaluating alternatives:
Under this stage, customers evaluate all the items and options which will deliver benefit to the
customers. Here for buying computer different brand is compared who manufacture the
computers.
Purchase:
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In this stage consumer makes decision to purchase the products or decide that which item is
preferred by him(Shim, Shin and Kwak, 2018). Here after evaluating all the options carefully
finally purchase will be made. Here customer will purchase the brand which is highly preferred
by other customers.
Post purchase behaviour:
This is the fifth stage in which customer will decide that he or she is satisfied with the product or
not. So in this stage it will be decided by the sister that she is satisfied with the computer or not.
At this stage only customer will decide that he or she will purchase the product again or not or
recommend their friends or family to purchase or not.
Chapter 5
Values which south east Asian children are exposed within.
South east Asian culture have various culture, symbols, beliefs, etc because it consists of
many local and migrant population (Wang, Liu and Mati, 20200. Here decisions are based on
consensus and not on majority of voting system. In south east Asia people follow religious very
much. So their children have also build religious value since childhood only. In the Asian culture
beauty of women plays vital role. Women beauty is more important than men. Friends and
relatives of the girl child also pressurise them to look beautiful because people in south east Asia
have belief that girl should be beautiful first because beauty is considered first and rest
everything later.
The men in Asia is told to focus on education and on their career. Whereas in US men and
women both are told to decide about their education and their profession or occupation. Women
in Asia are pressurized to look beautiful so that they can find good partner for the marriage and if
they did not find suitable partner then people start blaming her so it can be stressful for the
women sometimes (Thambiah and Yeap, 2020). Children from the initial stage only trained to
become religious.
Question 6
Challenges of mobile marketing
There are many options within which choice can be made:
There are many options of the mobile which is available in the market. When many
choice are available in the market then customers will get many choice to select with. As mobiles
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are coming with unique features which is attracting customers. It is common sense that when
there are lot of options available in the market then company will face cut throat competition.
Results cannot measure easily:
It is difficult for the business to grow if the business is not receiving expected number of sales
and revenues. Then this will become the issue in measuring the performance of the company.
When they are unable to measure the performance then company cannot able to invest in the
avenues which provides good results.
Spending high on apps is not always the solution:
When company is trying to get the most value from mobile marketing budget, then lack of
knowledge about the avenues and don’t know how to measure the results can take marketers to
invest in bad apps or wrong apps.
Overcoming mobile marketing challenge:
To overcome these challenges company, have to leverage the app which provides rewards to the
customers, every time at the moment they make purchase (common challenges of mobile
marketing and how to solve them., 2020). With the help of shopkick which is the mobile
application can help to get new customers and also retain existing one.
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REFERENCE
Book and Journal
Bigo, C., Raj, A. and Situmeang, R.R., 2021. Segmentation, Targeting, Positioning (STP),
Communication and Price Strategies on Consumer Purchasing Decisions at PT. Alfa
Scorpii Medan. Jurnal Mantik. 4(4). pp.2370-2375.
Romppanen, J.M., 2021. Segmentation, Targeting & Positioning (STP).
Shim, D., Shin, J. and Kwak, S.Y., 2018. Modelling the consumer decision‐making process to
identify key drivers and bottlenecks in the adoption of environmentally friendly
products. Business Strategy and the Environment. 27(8). pp.1409-1421.
Stankevich, A., 2017. Explaining the consumer decision-making process: Critical literature
review. Journal of International Business Research and Marketing. 2(6).
Thambiah, S.C. and Yeap, S.S., 2020. Osteoporosis in South-East Asian Countries. The clinical
biochemist reviews. 41(1). p.29.
Wang, Q., Liu, Y. and Mati, K., 2020. Bully victimization is a correlate of sleep loss over
worry (SLOW) among adolescents in four South-East Asian countries. Sleep
medicine. 69. pp.179-188.
Online
common challenges of mobile marketing and how to solve them., 2020. [Online]. Available
through: < https://www.shopkick.com/partners/blog/3-common-challenges-of-mobile-
marketing-and-how-to-solve-them-fc>
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