Qantas Airways Marketing Mix: Product, People, and Physical Evidence

This report provides an analysis of the marketing mix of Qantas Airways, focusing on the product, people, and physical evidence factors. The product aspect highlights Qantas's emphasis on service quality, comfort, and safety. The people factor emphasizes the role of employees in delivering effective services and customer satisfaction. The physical evidence component examines Qantas's brand presence through its website, aircraft, and boarding passes. The report assesses the quality of each factor and provides recommendations for improvement, such as enhancing employee training and website design to increase international presence and profitability. References support the analysis, providing insights into brand awareness, marketing mix effectiveness, and customer behavior within the airline industry.

Marketing mix of Qantas
airways

Products or people factor of
marketing mix
Product - Product factor is
considered to be the offering of
the company which is provided to
customers.
People - The people factor of
organizations mainly consists of
the employees and the customers
(Huang & Sarigöllü, 2014).

Products or people factor of
Qantas airways
Product - Qantas is considered to be
the flagship airlines organization in
Australia. The major focus of the
company is based on the service
quality and comfort provided to
customers. The second aspect is the
safety (Huang & Sarigöllü, 2014).
People - Qantas is able to provide its
services in an effective manner to the
consumers with the help of its
employees or human resources
(Pavlou & Stewart, 2015).

Quality of product and people
factor of Qantas
The products that are offered by Qantas to the customers are
considered to be of high quality. The company has been able to develop
its position in the industry with the help of high levels of services
offered to their consumers. The product factor of Qantas Airways is
thereby considered to be good.

Recommendations based on
product or people factor
Product – The company has been able to satisfy the customers with the
help of its products.
People - The organization can thereby improve the services by offering
training to the employees.

Physical evidence based factor
of marketing mix
The physical evidence is based on
the presence of the brand in
different areas. The consumers
can thereby make their
judgements in an effective
manner with the help of physical
evidence of the operations of the
different organizations (Liu et al.
2017).

Physical evidence based factor
of Qantas airways
Qantas Airways has its physical
presence in different areas with
the help of its website, aircrafts
and boarding passes (Qantas.com,
2018). The physical evidence is
further provided by the company
with the help of its clean aircrafts
and the website which helps
Qantas to reach greater number
of people within less amounts of
time.

Quality of physical evidence
factor of Qantas
The physical evidence which has been created by Qantas in the airlines
industry of Australia is thereby considered to be effective in nature. The
physical presence of the company has helped it to reach the different
customers easily with the help of its proper services.

Recommendations based on
physical evidence of Qantas Airways
The physical evidence of the company can thereby be increased with
the help of its website. The organization needs to make improvisations
in the website so that it is able to increase its international presence in
an effective manner. The increase of international presence can play a
major role in increasing the levels of profitability of Qantas.

References
 Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome,
brand equity, and the marketing mix. In
Fashion Branding and Consumer
Behaviors (pp. 113-132). Springer, New York, NY.
 Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products’ aesthetic
design on demand and marketing-mix effectiveness: The role of segment
prototypicality and brand consistency.
Journal of Marketing,
81(1), 83-102.
 Pavlou, P. A., & Stewart, D. W. (2015). Interactive advertising: A new conceptual
framework towards integrating elements of the marketing mix. In
New Meanings
for Marketing in a New Millennium (pp. 218- 222). Springer, Cham.
 Qantas.com (2018).
Fly with Australia’s most popular airline | Qantas AU. [online]
Qantas.com. Available at: https://www.qantas.com/au/en.html [Accessed 26
Sep. 2018].