Unit 7: Strategic Marketing Management for Qatar Airways

This report provides an in-depth analysis of Qatar Airways' strategic marketing management. It begins with an introduction to the airline, its market position, and the importance of marketing strategies for its growth. The report then details the various marketing techniques employed by Qatar Airways, including aligning sales and marketing, expanding offerings, focusing on customer relationship management, and developing strategic partnerships. It presents data illustrating the airline's revenue growth and global market presence. Furthermore, the report outlines the strategic marketing planning process, including setting goals and objectives, analyzing the situation (using SWOT analysis), mapping messages, and outlining tactics. It also discusses the strategic marketing objectives, such as the marketing mix (product, price, place, promotion), customer analysis, segmentation, targeting, and positioning. The impact of changes in the external environment, analyzed through a PESTLE analysis, is also considered. The report offers a comprehensive overview of the strategies and techniques used by Qatar Airways to achieve market success and improve profitability. The report concludes by highlighting the importance of strategic planning and the use of digital technologies in reaching customers effectively. This report, contributed by a student, aims to provide valuable insights into the strategic marketing practices of Qatar Airways for students on Desklib.

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Strategic Marketing Management

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Introduction
This report includes several marketing strategies used by Qatar Airways to manage several
marketing tactics in the market. The strategic marketing process used to manage the needs and
requirements of target customers and improve the overall growth of the business in the market.
Qatar airways company is the state-owned flag carrier of Qatar. This company works in
managing the aircraft and also expand its business in the international market. This company
owned more than 200 aircraft and employs more than 43,000 people.
This is one of the major airline's company worked as Qatar. The company uses several marketing
strategies to improve the overall growth of the market. The marketing strategies are responsible
to increase the economy and statistics of the company and improve the overall profitability of the
company (Burns, et al., 2014). This report will be discussed about the several marketing
techniques that increase the growth opportunities of the company in the market. The different
marketing strategy options will be described in the report.
The company need to make the marketing objectives to analyse the options of the market and
these objectives help in carrying out the market research. The several aspects related to the
external environment and internal environment will be discussed in this report. The local,
national and global aspects will be also included in the market process of the company. So,
several emerging themes will be included in this report.

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Appropriate marketing techniques to discover growth opportunities
The several marketing techniques are used by Qatar Airways and these marketing techniques
improve the overall growth of the company and its products in the market. The marketing
strategies include as one of the important parts that are responsible to achieve the proper growth
in the market that also improve the productivity and profitability of the market (Rollins, et al.,
2014). The main marketing techniques used by Qatar Airways will be discussed below-
 Align sales and marketing
The company needs to manage sales and marketing properly so that Qatar Airways
achieves immense growth in the market and improve better profits in the market. The
sales and marketing terms are interchangeable and they both highly contributed to the
growth of the organization (Mishra and Sharma, 2014). Marketing is one of the critical
factors of the business that increase the financial success of the organization.
 Expand the offerings of the company
Qatar airways need to expand the offerings so that customers get attracted to the
organization. These expansion in the offerings are must for the overall process of the
business. The customer and their needs are always evolving and these offerings maintain
the needs of the customer.
 Focus on customer relationship management
Qatar Airways need to manage their relations with the customer so that better
profitability can be achieved by the business. It has been analyzed that increasing
customer relationships is responsible to increase the profits between some decided range.
 Develop the proper strategic partnerships
The organization need to maintain the proper strategic partnerships in the market so that
they serve the larger customer and business opportunity together in the market.
 Develop new customer base
It has been analyzed that selling to new clients is between 5 to 20 per cent is successful.
So, the business needs to attain new customers for using the services.

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By using these techniques in marketing, Qatar airways gained several opportunities and achieve
better growth in the market. This growth can be analyzed by analyzing the statistics data,
economic data of Qatar Airways.
Source: (Statista, 2020)
The above data shows the continuously increasing revenue of the Qatar airways and this
becomes possible by using the proper marketing techniques to attract the customers and to
improve the overall profitability in the market. From the year 2012, the Airlines company
continuously increasing its revenue and it attains high revenue in the year 2019.

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Source: (blueswandaily, 2018).
This graph shows the position of Qatar airways in the international market as almost all the
regions adopted this airline and started taking services of this company in the airline's industry.
The major part of the services are attained by western Europe and this process increases the
overall economy of the country properly.

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Plan to use marketing strategy options
There is a proper plan that is decided by the Qatar airways to develop the uses of marketing
strategy options. The marketing strategy is one of the essential parts of the business and this
strategy can be maintained by adopting the proper options in the market. These options are
responsible to achieve better growth in the market (Levens, 2010). The strategic marketing
planning is important process for the business as it improves the overall efforts of the company.
This plan is used to identifies the goals and objectives of the business. The company achieves
their success I nthe business by using the strategic planning. By The marketing strategy options
used by Qatar airways are discussed below-
 Set goals and objectives
This is a part of the planning that needs to use in the options of the marketing strategy.
Qatar Airways need to set their goal and objectives in the planning of using options. This
part is too essential to achieve better productivity and profitability in the market
(Kanagal, 2015). The goals and objectives are needed to set the proper way of doing
business. The company set their goals as per the principles of the strategic planning
which improves the overall growth of the business.
 Analyze the proper situation
The organization need to analyze the proper situation of the business so that better
options can be used in the marketing process. Marketing is one of the important processes
to attract customers (Jarzabkowski and Kalpan, 2015). The situation can be analyzed by
using the SWOT analysis so that the strengths and weakness of the business can be
analyzed properly. The company analyse their situations as per the principle of the
SWOT analysis which plays an essential part in the strategic planning process. SWOT is
too beneficial for improving the organizational strategies in improving the growth of
market.
 Map the important messages

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The messaging of the company is a part of the marketing strategy and the brand. To
create a map of the message, the basic information of the business needs to be included in
the process. These massages are also related to the mission and vision statement of Qatar
airways. The important messages are also included in a part of strategic planning and this
give the proper messages to the customers of Qatar and improve their business.
 Live out the mission
Every business has pre-decided values that are used in the management of marketing.
These values guide the organization to work in some specific direction. Creating of a
mission statement outline the values of the company and it is important for the business
that persons who interact with the organization need to be aware regarding the mission
statement (West, et al., 2015). The mission of Qatar also follows the principles of the
strategic planning as this improves the growth of the company and strategic planning is
necessary for the better improvement of the business.
 Outline your tactics
The tactics are one of the important parts of the marketing of the business and it includes
online and offline both options. In the decision of tactics, the goals and targets need to be
included. The tactics need to be listed in the marketing plan and try to achieve these
tactics for the betterment of the business. The outlining of tactics is also essential for the
better growth of Qatar and this can be made by using the principles mentioned in the
strategic planning process. These tactics are used to attract the customers.
 Make a proper timeline
The time is too precious for the business so the Qatar airways need to make a proper
timeline for each goal and objectives that need to be achieved. The timeline is based n the
goals and objectives and it cannot be delayed in any situation. The timeline can be made
by using project management software. The timeline makes the company growth faster as
the business goals can be achieved in the given deadline and this increases the growth of
the business by achieving goals and objectives in the proper time. Qatar makes the
timeline as per the principles of the strategic planning.

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

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Strategic marketing objectives for the market
Marketing objectives are the goals set by the business for achieving a high position in the
market. These objectives are used in the process of promoting products and services. The
marketing objectives are the marketing strategies that set to achieve the different objectives of
the organization (Aghazadeh, 2015). The marketing objectives of Qatar are set as the marketing
strategies and this needs to be used in the defined process of the business.
The proper marketing objectives of Qatar airways are discussed below-
 Marketing mix of Qatar airways
The marketing mix of Qatar airways included the 4 p's of marketing that includes the
product, pricing, place and promotion.
1. Product
The product element of the marketing strategy needs to be reflected the needs of the
customer. So, Qatar airways always design unique products to stand in the
competitive market.
2. Price
The proper evaluation is needed for the targeted customers so that the defined value
can be analyzed. The pricing strategy of Qatar includes the credit terms, setting the
list price, discounts and other payment methods. The company need to set a lower
price as compared to its competitors.
3. Place
The distribution plan of Qatar airways needs to consider some other process to
achieve a better position in the market. the company needs to make the products and
services available for the targeted customers (Hajli, 2015). The distribution of
company needs to be direct.
4. Promotion

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This included as one of the essential elements of the marketing strategies as
promotion helps the company to achieve all the marketing objectives. Qatar needs to
craft the message to the customers so that better advantages can be achieved.
 Customer Analysis of Qatar airways
The customer analysis of the Qatar airways is included as one of the important marketing
objectives as without analyse the customer needs, the organization cannot achieve a
better position in the market. The organization need to clearly define the potential
customers and dived them in the segments for better profitability.
 Segmentation of Qatar airways
The segmentation is also important objectives of marketing that needs to be attained by
the Qatar airways (Varadarajan, 2015). As segmentation helps the company to understand
the buying behaviour of customers. The segmentation process helps the company to
decide the specific customers of the market. The segmentation conducted by dividing the
market and developed the products. The dividing of application areas is used in this
process and this improves the segmentation of the Qatar airways.
 Targeting and positioning of Qatar airways
This objective is also important for the company because targeting the customers helps the
business to meet the needs of the customer. The digital technology is too useful in targeting
the customers. As the techniques of digital marketing helps in the overall process of reaching
customers. The digital technology helps the business in reaching the customer’s by using
different digital techniques like big data analytics, artificial intelligence and virtual reality.
By using these technologies, the business can reach successful to the customers.

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Impact of changes in the external environment
The external environment provides a great impact on the changes occurred in the marketing
strategy as the external environment affect the different marketing strategies. The external
marketing environment includes social, demographic, political, economic, legal and competitive.
It has been analyzed that the changes in the external environment impact the target market of
Qatar Airways (Wilson and Gilligan, 2012). For analysing the impact of the external
environment, the pestle analysis needs to be conducted.
Pestle Analysis of Qatar airways
Political
The political changes affected the overall market of the Qatar airlines as the most recent political
developments include the travel ban and it creates several diplomatic tensions in the market. This
affects the marketing strategies properly (Han, et al., 2019). The political bodies set several rules
and regulations that affect the consumers as well as business. The Qatar airlines manages the
political factors by adopting the regulations made by the political bodies and manage the
business accordingly. As due to the rules of the political factors, consumers ae not included in
this process.
Economic
In business, marketing managers face different economic views. This directly impacts the
marketing plan. Sometimes the news also provides a better advantage in marketing like
improving economy, unemployment declining and several others. The economic conditions of
the Qatar airlines attract consumers towards the use of the services and improve their profits in
the large manner. The improvement in economy is a major advantage for the business of Qatar.
The economic meltdown is a great threat for the Qatar business as the business started using the
online business to improve their growth. But the economic meltdown affects their business.
Socio-cultural
The marketers are also aware of the socio-cultural factors as they directly affect the sales of the
company (Kemp and Dwyer, 2003). The society includes the consumers and this gives the proper
information regarding the needs of the consumers so Qatar airways maintain their needs by the

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analysis of the social factors. But sometimes the views of society affect the marketing strategy of
the company. The knowledge of the socio-cultural factors is better for the consumers and these
factors attract the customers and improve the marketing process of the Qatar airlines. As socio-
cultural factors also play an important role in the services providing to the consumers.
Technological
The technological trends are increasing continuously in the market and these changes impact
marketing by making the overall process easier. The several new technologies are responsible to
transform the marketing mix and this improves the sales of services in the market. As per the
technological factors, the consumers use the internet for doing previous booking in the online
and this process improve the business of the Qatar and also sustain the growth of the
organization. The consumers are more attract towards the use of internet nowadays and this
make the process easier for the consumers.
Legal
The laws and regulations give a great impact on marketing as there are several regulations made
by the government to manage the marketing aspects of the business. These legal factors make the
barrier in managing the marketing strategies but this is also used to manage the competition in
the market. The legal factors directly impact the use of marketing aspects in the services of Qatar
airways. The legal factors also impact the consumers in using the services of the Qatar airlines.
As due to the legal factors, consumers cannot adopt all the marketing process of the business and
this create the distraction among all the consumers of the business.
Environmental
The environment is a major part of the business as the customers as well as employees are
related to the environment itself. The overall environment affects the marketing aspects and
improves the marketing needs of the company (Grimme, 2011). The customer requirements can
easily analyze by using this process of the external environment. By analysis the environmental
factors, consumers move towards the services and it impacts the overall business and improve

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the overall growth of the Qatar airlines. The environment is one of the main attractions of the
customers.

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Internal analysis to identify current strength and weakness
There are several aspects included in the identification of strengths and weakness as this analysis
provide several solutions to Qatar Airways to improve the overall process of marketing as well
as business. SWOT analysis is the strategic planning that helps the business to fight with
competition and also helps to maintain project planning. The business needs to analyse the
positive and negative attributes within a single analysis (Jarach, 2017). The current strengths and
weakness help the organization to maintain its business properly. Qatar Airways is one of the
most successful aviation's industries and it started running several international flights around the
globe.
SWOT analysis is one of the best strategies that improve the several activities of the business.
SWOT Analysis of Qatar Airways are discussed below-
Strengths
 The target segment of Airlines always
been the people who live luxury life
and affords the pay.
 The other main strength of Qatar
Airline is recognition of trends which
helps in analysing the comparison
among different organizations.
 The other main strength of Qatar
Airways is the strong backing of
management which improves the
leadership process in the business.
 The organization needs to be cultural
consciousness which increases the
diversity in the business.
Weakness
 The main weakness of Qatar Airlines
relates to cost management as it
includes lots of expenses.
 The several political changes in Qatar
industry is also a major weakness in
the business.
 The competition from low-cost
airlines also affects the business of
Qatar Airways.
Opportunities
 The main opportunity of Qatar
Airways relates to the surge in airline
usage. As people started to travel by
Threats
 One of the major threats faced by
Qatar airlines is the competition n the
airlines market that affects the growth

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air as compared to road or train. This
opportunity is responsible to increase
the business of airlines.
of the business.

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Strategic marketing responses to key emerging themes
The strategic market responses are used to implement the changes in the market. Strategic
marketing includes the knowledge of the market to develop a customer-based strategy and
approach so that the organization achieves its goals and objectives. The emerging themes are
essential for the overall organization and this shows the proper market in which the services of
the Qatar airlines are used (O’CONNELL, 2012). The emerging themes of Qatar airways are
local, national and global. These three are the markets in which the proper services are used.
Most of the companies follows the global strategies and improve the global business. Qatar
airlines also adopt the global market strategies to expand the market in the global market. The
global strategies need to adopt by the Qatar airways to improve the overall market expansion and
expand the business in the international countries (Revella, 2015). The company needs to grow
the global mega-events and attract the global consumers toward the use of the services provided
by the company. As many of the customers need to travel Dubai as a famous destination so the
global expansion becomes necessary for Qatar and the company needs to maintain their
strategies in the global market.
The company needs to manage their positioning for the global customer’s so they move towards
the use of the services of the airlines. The company maintains their position in the global market
by putting them some differences from the other companies and include some attractive features
which is not applied by any other company (Indris and Primiana, 2015). The company starts the
digital business as nowadays, the digital marketing becomes essential as customers adopt this
feature in booking or canceling the rides.
The implementing of digital marketing improves the business of the Qatar airlines. The global
business of Qatar becomes easier by using the digital marketing strategies and this strategy
increase the interest of the customers towards the services (Sillani and Nassivera, 2015). As
other companies like Amazon also adopt the digital marketing in improving their shopping
websites in the global market. this process improves their business in the global market. Like,
Qatar airlines also needs to adopt the digital marketing for sustain their growth in the global

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market (Hueske, et al., 2015). In this business, the global themes are essential and it inly
increases the market of the Qatar airlines in the international business.

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Conclusion
From the above report, it has been concluded that there are several aspects used in the strategic
marketing of Qatar Airways. The company uses several marketing strategies to improve the
overall growth of the market. The different marketing strategy options will be described in the
report. The company need to make marketing objectives for proper growth. The various
marketing techniques are used by the company to growth opportunities.
The company needs to manage sales and marketing properly so that Qatar Airways achieves
immense growth in the market. Qatar Airways need to manage their relations with the customer
so that better profitability can be achieved. The marketing strategy is one of the essential parts of
the business and this strategy can be maintained by adopting the proper options in the market.
The organization need to analyze the proper situation of the business so that better options can be
used.
The strategic marketing objectives of the market has been discussed in the report. All the
information is related to the Qatar airways that work in the Airlines industry. The customer
analysis of the Qatar airways is included as one of the important marketing objectives. The pestle
and swot analysis of Qatar Airways has been described that gives information related to the
environment of the company.

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