Principles of Marketing: Qatar Airways Case Study and Recommendations

This report provides a comprehensive marketing analysis of Qatar Airways, examining its strengths, weaknesses, opportunities, and threats (SWOT). It delves into customer analysis, product positioning, and the marketing mix elements of product, price, place, and promotion. The report offers specific recommendations for Qatar Airways to enhance market penetration, including the introduction of low-cost carriers and strategic alliances. It emphasizes the importance of brand awareness through advertising campaigns, digital marketing, and customer loyalty programs. Furthermore, the analysis considers the impact of technology, e-marketing, and the competitive landscape of the aviation industry. The report concludes with actionable strategies to improve service quality, expand market reach, and maintain a strong brand reputation within the global aviation market. The report also incorporates several references to support the findings and recommendations.

RECOMMENDATION

RECOMMENDATION :1
Recommendation
Qatar can penetrate the market through new products such as it has advantage to enter in
prices that are more competitive. Qantas should come up with low cost carriers. Low cost
strategies can compete with low costing flight categories of aviation industry where the
parent company keeps the normal standard. The product element of marketing mix also
includes the brand name. Therefore, Qatar airways have brand image to deal with strategic
alliances with similar airlines so that they can get the benefit of economics of scale. Qatar
airways has recognised the impact of advertising on organisation. It should adopt several
promotional policies to have positive impact on brand awareness. It should bring out several
advertisement campaigns through television, several corporate videos, and its website. Qatar
can tie with various car rentals and hotels on international level with transport aero and other
airlines. It gives loyal customers, an opportunity to get various benefits related to travel
benefits. Qatar airways can enter into various sponsorship programs to increase the visibility
in the consumer market. The airways should always focus on providing quality service and
several facilities to the passengers that travel to worldwide destination (Khurram Sharif, and
Norizan M. Kassim 2017, 193-213)
By following the adequate marketing strategies, it can get a wide recognition of the services
that are dedicated to various costumers including awards and its rating. The company should
employ efficient infrastructure and technology that can deliver value to the customers. As far
as the positioning is concerned, Qatar airways strived to get a renowned name in the aviation
sector with ranking as world`s best airline. With the efficient facilities, company has availed
good flight experiences for its passengers. Moreover, it has displayed wide visibility of the
brand (Miller, Ryan T., and Silvia Pessoa 2017, 176-200). The company can focus on provide
efficient services to economy class people by maintaining additional facilities in lounges,
hotels, car service, and restaurants. While expanding the operation in other countries, the

RECOMMENDATION :2
airways should make sure the servicers in new place should not affect existing positioning of
the airways. The company should manage to maintain and built same level of provisional and
additional services in new area wherever they are planning to expand. It is recommended that
to enhance the exposure of various services to generate profits, it is increasing the efficiency
of services and spreading the range of services. Due to competitive rivalry in aviation
marketing, customers have more options to choose and decide they consider a particular
airline services as best (El-Masri, Mazen, and Ali Tarhini 2017, 743-763).
Apart from attracting more new customers, Qatar airways should keep adding more and value
added services to achieve the existing loyalty of the passengers. The company should set its
annual budget for advertising to promote strategies for services. Apart from this, It is
important to take into consideration that improving the technological usage in order to
organise its E-marketing, Websites launching, Merchandising. Therefore, it can cover a wide
range of customers. For positioning factor, the company should provide efficient on-board
services and more in-flight channel services to customers to get a loyal response on the part
of existing customers (Yang et al. 2017, 3-6).

RECOMMENDATION :3
References
El-Masri, Mazen, and Ali Tarhini. "Factors affecting the adoption of e-learning systems in
Qatar and USA: Extending the Unified Theory of Acceptance and Use of Technology 2
(UTAUT2)." Educational Technology Research and Development 65, no. 3 (2017): 743-763.
Miller, Ryan T., and Silvia Pessoa. "8 Integrating Writing Assignments at an American
Branch Campus in Qatar: Challenges, Adaptations, and Recommendations." Emerging
writing research from the Middle East-North Africa region (2017): 176-200.
Sharif, Khurram, and Norizan M. Kassim. "Luxury consumption behavior of Muslim
customers in a culturally distinct and an affluent market." In Islamic perspectives on
marketing and consumer behavior: Planning, implementation, and control, pp. 193-213. IGI
Global, 2015.
Yang, Yanwu, Yinghui Catherine Yang, Bernard J. Jansen, and Mounia Lalmas.
"Computational Advertising: A Paradigm Shift for Advertising and Marketing?." IEEE
Intelligent Systems 32, no. 3 (2017): 3-6.