Marketing Fundamentals Assignment: Qantas Airways Case Study

This assignment delves into the fundamentals of marketing, using Qantas Airways as a practical example. It begins by defining marketing and its various concepts, such as customer satisfaction and the importance of promotional activities. The assignment then outlines the marketing process, including situational analysis, market research, objective setting, strategy development, and implementation. The core of the assignment focuses on the significance of marketing for Qantas, highlighting its role in generating funds, aligning with HR for staff training, and implementing strategies to manage demand fluctuations and competition. Finally, the assignment provides insights into the complexity of marketing, emphasizing that it's more than just advertising and involves a series of steps aimed at understanding and satisfying customer needs. The assignment concludes with a discussion of the importance of marketing for Qantas in maintaining a strong customer base and achieving operational efficiencies.

Running Head: Marketing FundamentalMARKETING FUNDAMENTALS
Marketing fundamentals
Name of the Student
Name of the University
Author Note

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Introduction
The assignment deals with the marketing fundamentals. In this assignment, marketing
concepts will be explained in regards to personal interest in joining the Qantas airways. It is one
of recognised airline brand in Australia.
a) Concepts and process within Marketing
Marketing can be defined as promoting the services provided by an organisation to the
target audience. Promotion can be done through various mediums such as magazine
advertisements, television commercials, and others. Marketing concept is the philosophy that
emphasise on analysing and satisfying the customer needs. It means that the focus of all the
marketing activities is customer satisfaction. Marketing gives the business a direction and help
adjust to the changing nature. It will help introduce the new features of service or design the
product in a new manner. The marketing strategy will help gain competitive advantage as there
are many other organisation launching similar products or services in the same market.
Marketing is require for customer retention (Hollensen 2015). The marketing process starts with
performing situational analysis, market research, followed by establishing of the marketing
objectives. Once the marketing objectives are clear and specified the target market is identified.
It is followed by development of market strategies. Last step of marketing process involves
implementation of the marketing strategies along with its monitoring and control (Slater 2015).
b) Importance of marketing to chosen service
Qantas airways provide national and international airlines services to the people. Thus,
marketing is central to Qantas. Qantas needs marketing to generate funds for its new check in

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facilities, new lounge, and new carriers flying to Asia, which are usually expensive. To satisfy
customers a right staff is required. The fate of Qantas is determined by the staff even though they
do not directly control the marketing efforts (Lucarelli, 2014). Therefore, Qantas aligns with the
HR department for marketing on the job descriptions, and designing of the training programs.
Further, during the non-peak times, Qantas’s sales may be hampered. Therefore, during
this time Qantas should use the marketing strategies such as advertising, and sales promotions to
boot sales. This will help achieve smooth operations even during the fluctuations in demand.
Qantas has many competitors therefore, it is important to pick up integrated marketing option. It
will help provide significantly operational efficiencies. It opens the door to real-time customer
campaigns (Homsombat et al., 2014).
c) Insights on marketing
This assignment has provided clear perspective on marketing concepts. Initially, it
appeared that marketing means television commercials about launch of new product or service.
However, now this misconception is erased. Even the companies like Qantas that are ages old
need marketing to maintain the strong customer base. The assignment has broadened the
knowledge on marketing. Initially it appeared that it is a simple process of announcing the
customers simply choosing one or more strategies of promoting. However, marketing is complex
process involving series of steps right from performing situational analysis to development of
strategy as per the needs identified and lastly implementation. Satisfying customers is a difficult
job and marketing is a useful tool in this regard.

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References
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
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.
Lucarelli, G. (2014). The corporate strategy of Qantas Airways. A case study.
Slater, S.P., 2015. The Tasks of Strategic Market Management: The Role of Marketing.
In Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference (pp. 667-
667). Springer, Cham.