University Case Study: Qantas Airlines Marketing Strategies

This case study analyzes Qantas Airlines' strategic focus, which includes workforce development, investment optimization, and market share growth. It examines the impact of self-service technologies on customer satisfaction, noting that while these technologies aim to provide value, they can sometimes negatively affect the customer experience due to a lack of personalized support. The study discusses the negative effects of the industrial action crisis on the airline's brand and customer loyalty. The assignment highlights the importance of effective social media management and customer support in attracting and retaining clients. The study also offers recommendations for improving customer satisfaction, including a balance of technological and personal customer service and proactive brand damage control.

Running head: QANTAS AIRLINES - A CASE STUDY
QANTAS AIRLINES - A CASE STUDY
Name of the Student
Name of the University
Author Note

1QANTAS AIRLINES - A CASE STUDY
Table of Contents
Question 1............................................................................................................................2
Question 2............................................................................................................................2
Question 3............................................................................................................................3
Question 4............................................................................................................................3
Question 5............................................................................................................................4
References............................................................................................................................5

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Question 1
The strategic focus of the concerned airline in discussion, Qantas Airlines as discussed
within the given case study refers to the factors that pertain to the engagement of the members of
the workforce of the organization in order to develop the talent that has been present within the
concerned organization. The other strategic focus as put forth within the case study relates to the
optimization of the investments, the increment of the market share within the domestic
environment in a profitable manner (Kotler et al., 2012). The strategic focus of Qantas Airlines
should also relate to the transformation of the international business scenario, the enhancement
of the experience of the concerned clients of the organization as well as the safety of the
concerned clients as well as the staff of the organization. The concerned company is known to
have been undertaken both the customer as well as company focused in order to ensure the
smooth functioning of the concerned company in discussion, Qantas Airlines.
Question 2
The self-service technologies as implemented by the organization in discussion, Qantas
Airlines might be known to be the abiding by the various ways to provide value to the concerned
clients. However, the clients have reported to consider the concerned installation of the self-
service technologies within the airport have resulted in the conditions that do not help the
concerned customer to gain value (Kotler et al., 2012). The installation of the self-service
technologies within the various business organizations might not be welcomed by the clients of
the organization. This might be so due to the fact that the technologies do not stand in
comparison to the various executives who have been appointed to help the concerned clients of
the organization in order to deal with the various glitches that they might experience while using
the services of the company in discussion, Qantas Airlines (Kallweit, Spreer & Toporowski,

3QANTAS AIRLINES - A CASE STUDY
2014). This might affect the loyalty of the clients since this might lead to the matters that pertain
to the loss of the client due to the non-customer friendly nature of the technology (Scherer,
Wünderlich & Von Wangenheim, 2015).
Question 3
The self-services technologies have affected the customer satisfaction in a negative
manner. The installation of the self-service technologies within the various business
organizations might not be welcomed by the clients of the organization. This might be so due to
the fact that the technologies do not stand in comparison to the various executives who have been
appointed to help the concerned clients of the organization in order to deal with the various
glitches that they might experience while using the services of the company in discussion,
Qantas Airlines. In order to ensure the increase in the customer satisfaction within the
organization, the concerned management might be advised to install the executives along with
the technological installations (Zhu et al., 2013). This might help in the matters that pertain to the
increment of the customer satisfaction within the organization as well as help in gaining the
customer loyalty.
Question 4
The industrial action crisis that was faced by the company in discussion, Qantas Airlines,
had led to the massive disappointment on the part of the clients of the organization. In order to
ensure a lesser brand damage, the concerned airlines might be advised to implement the
extension of the compensation towards the concerned clients. The company might also need to
implement more frequent flights to the prime destinations all over the world. The company might
also be advised to initiate low-cost flights in order to gain back the various clients that it had lost
during the grounding of the concerned aircrafts (Hennig-Thurau & Hansen, 2013). The

4QANTAS AIRLINES - A CASE STUDY
concerned company in discussion might be concluded to have handled the situation in a bad
manner due to the huge amount of sufferings that the clients of the organization had to undergo
due to the industrial action crisis faced by the company.
Question 5
The concerned company might have been advised deal with the social media in a better
manner. The concerned company in discussion, Qantas Airlines, might be advised to take to the
promotions over the various social media platforms. The concerned management might also be
advised to address the complaints of each of the clients on a personal basis as well as provide the
necessary assistance in the matters that they have been complaining against (Hussain, Al Nasser
& Hussain, 2015). The improvement of the customer support might help in the attraction and the
retention of the clients of the organization in discussion, Qantas Airlines.

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References
Hennig-Thurau, T., & Hansen, U. (Eds.). (2013). Relationship marketing: Gaining competitive
advantage through customer satisfaction and customer retention. Springer Science &
Business Media.
Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of
a UAE-based airline: An empirical investigation. Journal of Air Transport
Management, 42, 167-175.
Kallweit, K., Spreer, P., & Toporowski, W. (2014). Why do customers use self-service
information technologies in retail? The mediating effect of perceived service
quality. Journal of retailing and consumer services, 21(3), 268-276.
Kotler, P., Brown, L., Burton, S., Deans, K., & Armstrong, G. (2012). Marketing (ninth ed.)
Pearson Education Australia. Frenchs Forest. pp 52-55
Scherer, A., Wünderlich, N. V., & Von Wangenheim, F. (2015). The Value of Self-Service:
Long-Term Effects of Technology-Based Self-Service Usage on Customer
Retention. Mis Quarterly, 39(1).
Zhu, Z., Nakata, C., Sivakumar, K., & Grewal, D. (2013). Fix it or leave it? Customer recovery
from self-service technology failures. Journal of Retailing, 89(1), 15-29.