BSBMKG401 Market Profiling: Qantas Airlines Customer Analysis Report

This assignment provides a comprehensive analysis of Qantas Airlines' market profile, focusing on segmentation, targeting, and customer profiling. It identifies key segmentation criteria such as demographic, psychographic, and behavioral factors, and assesses the suitability of different market segments. The assignment delves into the characteristics of the target market, exemplified by a customer profile, and evaluates the airline's positioning strategy. Furthermore, it addresses strategic marketing options, targeting approaches, and communication methods for reaching various customer segments. The assignment concludes with a discussion of the positioning implementation plan and its relevance to organizational requirements. Desklib offers a platform for students to access this assignment solution, along with a wide range of study resources, including past papers and solved assignments.

Running Head: MARKETING 0
Marketing

MARKETING 1
Table of Contents
Part A...........................................................................................................................................................2
Question 1...............................................................................................................................................2
Question 2...............................................................................................................................................2
Question 3...............................................................................................................................................2
Question 4...............................................................................................................................................2
Question 5...............................................................................................................................................2
Question 6...............................................................................................................................................3
Question 7...............................................................................................................................................3
Question 8...............................................................................................................................................3
Question 9...............................................................................................................................................4
Question 10.............................................................................................................................................4
Question 11.............................................................................................................................................4
Question 12.............................................................................................................................................4
Question 13.............................................................................................................................................4
Question 14.............................................................................................................................................5
Question 15.............................................................................................................................................5
Part B...........................................................................................................................................................5
References...................................................................................................................................................7

MARKETING 2
Part A
Question 1
Criteria for segmenting are outlined below
Demographic: Family size and occupation
Psychographic Segmentation: Lifestyle and personality
Behavioral Segmentation: Brand loyalty, user status
Question 2
The website of the company is a good source of information regarding segmenting and profiling
markets (Ernst and Dolnicar, 2018).
Question 3
The suitable segment in the market is the demographic one as occupation is the major reason in
determining the class of the flight such as luxury, executive or economic.
Question 4
Size: Demographic and Geographic
Potential: Behavioral and Firmographic
Needs: Psychographic and Behavioral
Question 5
The service provided the Qantas is Airline services and the target market in terms of the
prospective users is business class people who travel on daily basis. Thereafter the celebrities or

MARKETING 3
the tourists during the seasons and NRI are belonging to the metropolitan cities (Hatheway,
Kwan and Zheng, 2017).
Question 6
The segment descriptors are may include the demographic descriptors such as income and
gender and nationality as well. On the other hand the geographic descriptors would include the
European people more. Lastly the Psychographic descriptors would include interest opinions and
values and such example can be set by the middle class people using economy seat and rich
using business class (Bruwer, Roediger and Herbst, 2017).
Question 7
Strategic marketing option: Social media would cater the effective reach and distribution
strategies would be the multidimensional one
Targeting strategy: Differentiated or multi-segment targeting is adopted by Qantas.
Question 8
Customer profile
Name of the Customer
Roy Miniso
Current users of
Airlines
Travelling for the
business purposes from
Australia to Sydney.
Age and Occupation
47, Business man
holding Casinos
Needs of the customers
Extra leg room in flight
Proper meals and time as
well as cost efficient fly.

MARKETING 4
Question 9
Characteristics of the consumer in statistical terms can be the income of the consumer. This can
be compared to the previous year as well. The current income of Roy Miniso is $5000.
Question 10
Demographic: The age of the person is 47 and he belongs to the business class.
Psychographic: The lifestyle of Roy Miniso says that he is a business man who uses the
luxurious services and that defines his class and status.
Question 11
The attitude of Roy Miniso is a positive one as he gets the wide variety of services and also holds
the membership of Qantas Airlines.
Question 12
This profile meets the requirements of the organization to build more sales.
Language: Ease of language
Content: The content aligns with the goals
Format: format is suitable
Detail: Detailing and features are available.
Question 13
Positioning strategy suitable for this class of the customer and the marketing requirements will
be the positioning strategy based on product class. For example the Qantas provides special
services to its members and frequent flyers (Alt and Iversen, 2017).

MARKETING 5
Question 14
The positioning implementation plan is useful and to meet the organizational requirements to
serve the frequent flyers to build a positive brand image and influence the other customers to
become the member of the same and enjoy the explicit services.
Question 15
The plan needs to be summited to the Operations department of the Qantas Airlines.
Part B
The total market includes the customers belonging to the different class and is not restricted to
just business class. The market segments are further divided into four categories namely
demographic, geographic, and psychographic. The typical customers included in the segments
are business class, economic class and middle average class. The attitudes of the business class is
such that there perception would let them choose the business class ticket, the middle average
people will use the economy class tickets to fly.
The percentage of market is represented in the image below.

MARKETING 6
The best way to contact each class is via the digital media and thereafter if the bifurcation is possible
then business class can be reached by personal mails or the through the letters.

MARKETING 7
References
Alt, J. and Iversen, T., 2017. Inequality, labor market segmentation, and preferences for
redistribution. American Journal of Political Science, 61(1), pp.21-36.
Bruwer, J., Roediger, B. and Herbst, F., 2017. Domain-specific market segmentation: a wine-
related lifestyle (WRL) approach. Asia pacific journal of marketing and logistics, 29(1), pp.4-26.
Ernst, D. and Dolnicar, S., 2018. How to avoid random market segmentation solutions. Journal
of Travel Research, 57(1), pp.69-82.
Hatheway, F., Kwan, A. and Zheng, H., 2017. An empirical analysis of market segmentation on
US equity markets. Journal of Financial and Quantitative Analysis, 52(6), pp.2399-2427.