Analyzing Communication Strategies: The Qantas Airlines Case Study

This case study delves into the communication strategies employed by Qantas Airlines, particularly in the context of maintaining its brand image and customer loyalty. It highlights the challenges Qantas has faced, including communication issues and aircraft engine maintenance problems, which have led to a decline in customer trust. The analysis emphasizes the importance of understanding customer needs, competitive pricing, and effective communication strategies, including social media usage. It also underscores the need for caution when using social media, including avoiding disclosure of sensitive employee information, managing privacy settings, and implementing training programs. The communication plan template includes timing, audience, sender, key message, desired outcome, medium, materials and frequency. The study concludes that while social media is essential, careful management is crucial to avoid negative consequences and rebuild customer trust.

Running head: MANAGEMENT COMMUNICATION
MANAGMENET COMMUNICATION
Name of the Student
Name of the University
Author Note

1MANAGEMENT COMMUNICATION
Table of Contents
Introduction:....................................................................................................................................1
Three important factors that needs to considered while using social media sites...........................2
Communication plan template.........................................................................................................3
Conclusion.......................................................................................................................................5
Reference List..................................................................................................................................6

2MANAGEMENT COMMUNICATION
Introduction:
In this era of competitive edge, where all the companies are thriving to exist in the market
it becomes imperative to have strategies that are innovative and attractive. Social media plays a
huge role in the same (Velsamy and Karthikeyan 2016). However, there are some negative sides
of the platform as well. Played reluctantly, the ever-dominant social media can lead to some of
the major issues like what happened in the context of Qantas airlines. Future plans that can be
taken by Qantas to enhance its brand image to its customers with justifications:
According to the case study, it has been seen that Qantas has been grossly incapable of
holding on to its model and impressing its customers. Time and again it has proved its inability
to hold the loyal base of its customers. If appropriately judged, one may find out that the main
reasons that the company has lost its customer base are communication issues on the part of the
company to its customers and maintenance of its aircraft engines. Thus, it becomes evident that
in order to regain its customer base, the company needs to restore its customer’s trust towards the
company (Velsam and Karthikeyan 2016). Apart from that, the company also needs to make
proper communication strategies with its customers. Only then the company will be able to
prosper once again. In order to make an appropriate communication strategy, the company needs
to understand what exactly are the needs and demands of its customers. Qantas also needs to
compare its prices of air tickets, the level of comfort that the other companies are providing the
customers with that price and other value-added services if any. Qantas airlines then need to re-
plan its airfares in accordance to the current airfares in the market. It is at the same time needless
to assert that Qantas airlines need to keep its airfares a little low than the other brands as it has
already lost a significant part of its customers. Also, the incidents of repeated engine failure have

3MANAGEMENT COMMUNICATION
harmed the trust of the customers. Thus in order to attract the customers, the company needs to
provide tickets at considerable low rates than the other companies in the market (Naim and
Lenka 2018).
Three important factors that need to consider while using social media sites:
Since social media like Facebook, Twitter and Instagram can be assessed by layman and
learned, while incorporating these into business and its promotion, companies need to be extra
careful. There is always a risk of negative comments. Apart from that, it should be also kept as
concern that the same page can be trolled down by the public in case there are instigating lines or
information that hurt the sentiment of others. Thus a few factors must be kept in concern while
dealing with social networking sites
Avoiding disclosure of employment information of the employees companies should be
held at a distance as far as possible. It must be maintained that nothing personal of the company
are shared on social media (Valentini 2015). For instance, the salary range, the satisfaction or the
dissatisfaction of the employees at the company and other relevant details must be filtered. These
are the details that can be manipulated and misused by other rival companies.
Managing privacy settings: This mandatory feature needs to be adhered to by the
employees. The company that is using social networking site for its promotion and advertisement
or for any other purposes must be sure enough that the employees handling the social networking
sites are technically apt and capable. A continuous monitoring is necessary since the sites can be
used and accessed by all. The employees must be cautious that the malicious and perverted
comments are deleted before it reaches the customers (Naim and Lenka 2018). That is, timely
alteration and filtration of comments are necessary. Otherwise, there are high chances that the

4MANAGEMENT COMMUNICATION
company and its mission of incorporating its business in social networking sites may be bullied.
Another major factor that harms a company’s reputation is computerized comments.
Computerized comments must not be entered for each comment (Valentini 2015). The admin
must also keep manual control over the pages so that negative and malicious comments can be
altered or deleted.
Training and development programs: no wonder training and development programs are
mandatory in this context. With the advent of technology while on one hand business is a lot
smoother, on the other hand, there are risks of hacking the system (Dijkmans, Kerkhof and
Beukeboom 2015). In order to anticipate hacking the employees that are handling the social
media sites must be appropriately trained.
Communication plan template
Timing It must be maintained that the communication is maintained at the right time.
That is, the customers are not forced to hear the advertisements of the airline.
The communication must be done through audio, video, and other ways like
banners, billboards, hoardings and a lot more. Communication to the
customers must be exciting and the customers should feel attached. The
communication should be planned in an attractive way.
Audience The audience of the Qantas airline, are the customers. In this context, the
airline targets three sections of customers. In the first section, some customers
want to experience the fine customer service. In the second category, some
customers love to try out different offers and discounts. The third category
that the airline targets is the kid section. The airline has modified its product
for children and targets them. Apart from that the airline also uses décor and

5MANAGEMENT COMMUNICATION
ambience in a way that customers feel attracted towards availing the airline
service.
Sender The sender is the airline service and its management. They not only send
messages but also at the same time innovates new ways of sending messages.
Key message The key message that the airline sends is to avail the services once. The
airline also offers complimentary food and drinks to its passengers (Valentini
2015).
Desired Outcome The management desires that this implementing this communication plan will
hugely increase the sakes of the airlines. Apart from that, a lot of customers
will come to know about the airline.
Medium The airline will be using the medium of television, social media networking
sites like Facebook, Twitter and Instagram in order to advertise. Apart from
that, all the details will also be there on its website.
Materials The company will require a proper internet connection, laptop and desktops,
software developers to develop its webpage. The company would also need
analysts.
Frequency It has been decided that the advertisements will be repeated in every 10
minutes in local cable.
Conclusion
It can thus be asserted in the concluding segment that though in this era use of social media
sites are mandatory in order to maintain its notice to customers. However, at the same time, one
needs to be cautious. Mismanagement may lead to a gross loss like what happened with Qantas

6MANAGEMENT COMMUNICATION
promotion of pyjamas. The employees on the authority of social sites must be trained time and
again.

7MANAGEMENT COMMUNICATION
Reference List
Dijkmans, C., Kerkhof, P. and Beukeboom, C.J., 2015. A stage to engage: Social media use and
corporate reputation. Tourism Management, 47, pp.58-67.
Naim, M.F. and Lenka, U., 2018. Development and retention of Generation Y employees: a
conceptual framework. Employee Relations, 40(2), pp.433-455.
Valentini, C., 2015. Is using social media “good” for the public relations profession? A critical
reflection. Public Relations Review, 41(2), pp.170-177.
Velsamy, A. and Karthikeyan, P., 2016. Social Media In The Professional Development of B-
School Faculty. International Journal of Innovative Research in Management Studies (IJIRMS)
Volume, 1, pp.62-71.