Marketing Analysis: Qantas, Public Hospitals, and Strategy

This report provides a comprehensive marketing analysis, focusing on Qantas and public hospitals. It addresses key questions related to demand forecasting, market research methodologies, and the impact of demographic and economic trends on consumer behavior within the healthcare and airline industries. The report explores strategies for building long-term customer loyalty, including the use of Net Promoter Scores and the importance of various customer touchpoints. It also examines market segmentation variables for Qantas, evaluating segment attractiveness and analyzing consumer behavior factors. Furthermore, the report recommends specific marketing metrics for public hospitals to assess effectiveness and efficiency. The document leverages the provided assignment solution to provide insights into real-world marketing challenges and strategies, making it a valuable resource for students studying marketing principles and practices. The report covers topics like customer satisfaction, customer relationship management, and the influence of social factors on consumer decisions, offering practical recommendations for both organizations to enhance their marketing efforts.

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Marketing
[Type the document subtitle]
3/25/2020
student name

Marketing 1
Contents
Collecting information and Forecasting Demand......................................................................2
Conducting Market Research.....................................................................................................3
Creating Long Term loyalty.......................................................................................................5
Identifying markets and segments..............................................................................................6
Analysing Consumer markets....................................................................................................7
References................................................................................................................................10

Marketing 2
Collecting information and Forecasting Demand
1. Demographic factors are being responsible in the target segmentation, this reflect that any
changes in demographic factors will also affect the segment or market targeted by the
company. For instance in public hospital concern the demographic factors include elderly
population increase, change in quality of life, birthdate, death rate, Age, income and similar
demographic factors. Considering these factors the services provided by the hospitals will be
changed. For instance in case increase in elderly population deflected target segments for
public hospital to be old age due to large population being above age of 60 which reflects
special care and services to be offered to such group. Similarly the demographics factor of
income that is Change in income levels of the population will also reflect the services and
price strategy offered by public hospitals. In case the government identify that the population
income level has been decreased and poorer and individuals have increased then the
government would serve more subsidies in case of healthcare in the nation through public
hospitals which also change the target segmentation for the company (Butler & McRae,
2014).
2. Major factors that have been influencing consumer behaviour are psychology, sociology,
anthropology and economics. Consumer behaviour towards public hospitals reflects taking
services from public hospitals for improvement of health, taking health services, and most
importantly taking services in economic or no cost policy. Therefore change in economic
trends for instance change in GDP of the country would impact the consumer behaviour
towards public hospitals. For instance in case an increase of GDP of a nation which reflect
increase in purchasing power for the consumers the customers may look for private hospitals
instead of public hospitals for more focused and enhanced or luxurious services offered by
private hospitals.

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3. For competing or sustain in a competitive market of hospitality industry, public hospitals
needs to consider technological change in order to keep the services of hospitality efficient
and up to the mark. There have been various technological changes identified in this industry.
For instance, the technologies that have considered technological advancement include
electronic health record, portal technology, and remote monitoring tools. Other than this the
hospitals include various other technological products that have enhanced the services and
process of offering services to the patients.
Conducting Market Research
4. Considering the market research conducted by public hospitals the method that is
approachable to research is through primary method that is considering service that hospitals
need to consider as part of marketing strategies. The public considering the market research
conducted by public hospitals the method that is approachable to research is through primary
method that is considering service that hospitals need to consider as part of marketing
strategies. The public hospitals need to consider customer satisfaction survey from the
existing and potential customers of the hospital. From this the questions must be related to the
needs and expectations of customers from a hospital, if those expectations were fulfilled from
public hospital for which the survey is being conducted, what improvement thus customers
prefer to suggest to the public hospitals to improve be patient service. The reason being
selection of survey method is that the current information will be collected by the marketers.
Moreover this will also reflect the research for influence of customer towards private
hospitals instead of public hospitals so as to sustain in the competitive edge (aihw.gov, 2019).
5. The suitable data for demand of Aboriginal demand could be collected from the
government articles and government publications that reflect the brief of health sector of
Australia. For example Australian institute of health and welfare reflect the statistics of

Marketing 4
supply and demand of healthcare in Australia’s per the previous records and trends that are
from 2018 report, which reflect the increasing demand of health service in the nation
(aihw.gov, 2019). Another source reflects the supply and demand journal articles that reflect
in the physician market in Australia. For instance, an article by Butler,J represent a panel data
analysis representing the supply and demand aspects of GP services in Australia (Butler &
McRae, 2014).
6. The marketing metrics that could be considered by the public hospitals in order to analyse
the effectiveness and efficiency of Marketing includes
Building a responsive website for health Centre
This will include taking a feedback from the previous patient considering the hospital
facilities availed by the patient. The treatment taken by the patience, Satisfaction from the
services, suggestions by the customers will be provided after leaving the hospital through
online portal.
Conversion rate
The marketing activities conducted by the company or the marketers need to have a
conversion rate which reflects that the sales effort by the marketing has converted into the
actual sales this metrics will reflect the efforts conducted by the marketing and benefit to the
company due to particular marketing strategies.
Customer relationship management
In order to track your marketing strategy this is one of the affective system that will act like a
hub spot that will track the patience engaging through emails, Hospitals campaign or targeted
landing pages. This may also include tracking through Google analytics which reflect the
number of individuals looking at the hospital in the search engines (Hudson & Roth, 2016).

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Creating Long Term loyalty
7. Qantas airline is working in very competitive industry where entry for new entrants maybe
difficult but the existing companies are working at a good position in the industry. Thus in
order to sustain it is important for the company is to offer customer service in order to keep
the customer satisfaction at higher base. This reflects that the company must monitor
customer satisfaction on every day basis instead of quarter basis or yearly basis. This can be
done through customer satisfaction survey, through this method the company can deliver and
take customer satisfaction feedback as soon as the customers avail the service of airline. This
may reflect the changing customer satisfaction and changing expectations of the customers
from the company and immediate actions can be taken by company. Other than this key
performance indicators can be identified and reflect the activities that are contributing to
increase the number of customers and increase in customer satisfaction. For this
benchmarking can be used which will reflect a higher standard in the industry for the
customers to be most satisfied which needs to be accomplished in order to keep customer
satisfaction at peace (roymorgan, 2019).
8. Net promoter score is similar to survey that is working towards customer experience and
targeted improvements by the company. It can be said that Qantas must adopt this approach
that is net promoter score which will reflect various advantage for the company. This score
act as a benchmark as well as a baseline of net promoter score set. The company can easily
track the progress of all related to customer satisfaction and identify the area of improvement.
Qantas will be able to react quickly, moreover with net promoter score it is easy to
understand the brand loyalty that is if the customer is being retained after the service availed.
9. Some of the relevant customer touches points which reflect interaction among products,
customers and businesses. The touch points which must be considered by Qantas at relevance

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include Third-party services, marketing and web information (Mills, 2015). The customer
touch points are generally replaced or confused with channels. Considering these three touch
points it is important because in airlines it is important to offer third-party services for
comparison of the services and prices offered by the company through various websites,
Agents have major role in ticket booking or other services availed from the airlines.
Moreover the marketing activities are one of the major aspects to interact with the customers
like social media marketing and other digital marketing platforms, the reason being it is
important to create brand awareness and brand recognition among the customers. The third
important touch point includes web information or web search. It is important to interact or
monitor customers with search engines and conversion rates from search engines. Moreover
the website information offered by the company will be helpful and attract customers to avail
the service (Mills, 2015).
Identifying markets and segments
10. The variables that must be considered by Qantas in order to segment business and
consumer markets include demographic segmentation basis which will reflect the factors
pertaining to Income level of a consumer. The target segment would it be middle to higher
income group as the company is preferable to offer premium services to the customers, but
the price differentiation is available considering various classes of services available from the
airlines. For example the business and economy class are separated as per the customer
income level. Therefore middle and upper income group customers will be targeted.
Considering the psychological segmentation, lifestyles and occupation factor will be
considered to target customers, business persons and travellers are the two groups which are
using or availing airline services at the most which reflect that the Qantas must target these
two groups through its marketing strategy (Stephen, 2016).

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11. For Qantas to evaluate the attractiveness for the above identified segment group that is
higher or middle income group consumers and business persons or travellers, the company
must understand the need of the customer. It is important for Qantas to understand the
customer needs an expectation and avail the services accordingly so as to attract the segment.
For instance for the business person the company may attract with the services, Timings that
is short timing flight, and increased comfort level would be offered so as to attract the
customer. Moreover by offering economical range services through the airline could be
attractive for middle income group people or the travellers were repeatedly travelling and
looking for a cheaper option (Petersen & Kumar, 2015).
Analysing Consumer markets
12. The factors that are most influential for the consumers for Qantas include personal factors
like stage of life or gender and age which will eventually reflect consumer demographic
variables like education, income and marital status which influence the purchase decision of
the consumers. For instance high income group may be looking for foreign vacations with
families maybe influence for the purchase decision. Moreover lifestyle or another personal
factor. Social factors include social class and reference groups as some of the individuals that
have similar educational status or economic status or social status are influencing the
consumers for certain brand or product. For instance the influence of a family member
availing a service of Qantas me influence other members of the family to avail want to
service all reflect brand recognition for them which influence the purchase decision.
Moreover this may also represent the Social class that is upper middle class, lower upper
class and upper-upper class that is being targeted by the company in which reflect use of
popular and top rated brands so as to reflect your status among the society. Google trends

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could be one of the way or research tools to understand the buyer’s attitude and changing
behaviour towards the brand (Mohd & Sasmita, 2015).
13. Social aspects of consumer behaviour are being emphasise or targeted through this
marketing plan of Qantas, the reason being a consumer spending money or selecting a brand
service to be availed or the purchasing decision reflect majorly through the social factors that
is the social class as one of the target segmentation by the company is higher income groups
which also justify the personal factors for the customers. This reflects the relevance of brand
image and brand name for the customers in order to change the perception towards the branch
and avail the services therefore (Murphy & Dweck, 2016).
14. There are six stages of consumer buying process for which companies marketing strategy
may increase the process of buyers purchase decision. The first stage is problem recognition
where the consumers are looking for the need. From this stage the Qantas marketers could
create a problem, create an opportunity for the customers to travel and avail services. The
second stage is information search for which the company would offer affective webpage
information and third-party services so as to make all the relevant information available to the
customers (Pappas, 2016). The third stage is evaluation of alternatives where the customer go
for various brand search, for this the company could consider third-party websites where the
company customers are generally comparing the services and prices of all the flights and
airline services. The fourth stage is purchase decision where the marketer must be
considering sales activities so as to induce the potential customer into the purchase. And the
final stages purchase state where the company must work towards customer satisfaction with
the affective services provided to the customer. And the last date is post purchase evaluation,
which will be considered by the company through customer feedback and customer
satisfaction monitoring strategy (Kaplan, 2015).

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15. Recommendations: In order to ensure the customer attraction, and evaluation of the
customer retention and effectiveness of marketing plan, the company must collect customer
behaviour data using customer reviews, question and answer site, focus groups, service,
Google analytics and keyword search that is SEO strategy can be used (Zhang, 2015).

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References
aihw.gov, 2019. australias-health-2018-in-brief. [Online] Available at:
https://www.aihw.gov.au/reports/australias-health/australias-health-2018-in-brief/contents/
how-do-we-use-health-care.
Butler, J.R. & McRae, I., 2014. Supply and demand in physician markets: a panel data
analysis of GP services in Australia. Int J Health Care Finance Econ, 14(1), pp.269-87.
Hudson, S. & Roth, M.S., 2016. The influence of social media interactions on consumer–
brand relationships: A three-country study of brand perceptions and marketing behaviors.
International Journal of Research in Marketing, 33(1), p.27.
Kaplan, B., 2015. Marketing Strategies For The Generation “C” Consumer Behavior: An
Overview For The GSM Market in Turkey. In Handbook of Research on Developing
Sustainable Value in Economics, Finance, and Marketing, pp.463-75. Available at:
https://www.igi-global.com/chapter/marketing-strategies-for-the-generation-c-consumer-
behavior/121375.
Mills, A.J., 2015. Everyone loves a secret: Why consumers value marketing secrets. Business
Horizons.
Mohd, N. & Sasmita, J., 2015. Young consumers’ insights on brand equity: Effects of brand
association, brand loyalty, brand awareness, and brand image. International Journal of Retail
& Distribution Management, 43(3), pp.276-92.
Murphy, M.C. & Dweck, C.S., 2016. Mindsets shape consumer behavior. Journal of
Consumer Psychology, 26(1), pp.127-36.

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Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, p.92.
Petersen, J.A. & Kumar, V., 2015. Marketing communication strategies and consumer
financial decision making: The role of national culture. Journal of Marketing, 79(1), p.44.
roymorgan, 2019. sa-results-february-2018-domestic-airline-satisfaction. [Online] Available
at: http://www.roymorgan.com/findings/7560-csa-results-february-2018-domestic-airline-
satisfaction-201804130355.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10(1), pp.17-21.
Zhang, Y., 2015. The impact of brand image on consumer behavior: a literature review. Open
journal of business and management, 3(1), p.1.