BUSN20016 - Marketing Report: Social Media Impact on Qantas Sales 2020

This report presents a case study analyzing the impact of social media marketing on the sales performance of Qantas Airlines. The study explores the airline's adoption of digital marketing strategies, including the use of platforms like Facebook, Instagram, and Twitter to engage customers, personalize marketing messages, and reduce marketing costs. The report highlights the company's investment in digital channels, its use of data analytics, and the implementation of innovative services such as the Qantas Concierge bot to improve customer experience. The research methodology includes a literature review, focusing on secondary data sources such as books, journals, and annual reports. The report examines the positive outcomes of these strategies, including increased sales and improved customer engagement, providing valuable insights into the effective use of social media marketing in the airline industry. The content analysis method is employed to identify patterns in the collected data.

Running head: MARKETING
2020
Social media marketing impact on sales – Case study of Qantas Airlines

MARKETING 1
Table of Contents
Problem Statement.....................................................................................................................2
Research Aim and objective...................................................................................................3
Overview of Methodology.....................................................................................................3
Sources of secondary data, data presentation and data analysis method................................3
References..................................................................................................................................5

MARKETING 2
Problem Statement
Social media is a communication tool that enables the user to share and create their
content or information or become the part of the networking group (Albarran, 2013). Internet
has provided easy access to social media due to which the user number is increasing. This has
resulted in attracting number of businesses to target the population involved in the social
media for selling their products and increase sales by the use of different channels such as
Facebook, Instagram, Twitter, etc.
In the same manner, to increase the range of marketing and increase the sales of the
business, Qantas Airlines Australia has also adopted the use of social media marketing. To
increase profit, decrease cost, and augment efficiency in the market, Qantas the airline giant
has now invested its major part of the marketing budget in the digital channels. There has
been an increase in the profit of the company with a $522 million growth in 2016 (Lunjevich,
2017). The credit for this has been given to their investment in the digital platform by CEO
Alan Joyce. The sales of the Qantas Airlines has been increased successfully through social
media marketing under which the company has focused on getting more information about
the customers, and personalized the marketing message according to the customers. The
investment in the social media marketing or digital marketing has not just increased the sales
of the company but also reduced the cost of marketing. The company has done this by
employing Red Planet, data powerhouse and digital media campaign and gained the positive
results. In addition to the above benefits, the company is successfully able to provide faster
response and better information to the customers by the easy accessible channels and Qantas
Concierge bot. The company has designed this service to save the time as well as energy of
the customers that is invested in planning the trip. Besides this, it empowers them to get the
information from the virtual library. A part of the budget of marketing of Qantas is invested
in making the chatbot which is user friendly and increasing its capabilities for provide a

MARKETING 3
complete package of concierge services. Qantas Airlines has increased its investment over
social media marketing and called to be the first airline to work together with Facebook for
the advertisement through Instagram stories platform (Lunjevich, 2017).
Research Aim and objective
The research aims to identify the impact of social media marketing on sales by taking into
consideration the case study of Qantas Airlines. In order to meet this aim, the objective of the
paper is to examine the social media marketing used by Qantas Airlines and its impact on its
sales.
Overview of Methodology
In over to properly gather the data related to the research topic that is “the impact of
social media marketing on the sales by analyzing the case of Qantas Airlines” here are some
of the methods and approaches that will be adopted for this paper:
Literature review – To conduct this research, the use of a literature review as a
research strategy will be done in order to identify the detailed and valid data related to the
research topic. Under this, the sources that will be used are books, journals, websites, annual
reports, etc. (Efron & Ravid, 2018)
Data Collection – The data that will be collected for this research is secondary data. In
order to gather the data related to the impact of social media on the sales of Qantas Airlines,
the use of literature review will be done.
Sources of secondary data, data presentation and data analysis method
Sources of data are different papers that are used to gather the relevant information
related to the research topic. For gathering the secondary data for this paper range of
secondary sources will be used that are books, journals, website, annual report, etc.
(Johnston, 2017).

MARKETING 4
Data presentation is the way of presenting the gathered data. There are two ways of
data presentation (Hoffmann, 2017). One is to use tables, charts, and graphs to present the
numerical and statistical data. Another one is the theoretical data that is presented in the
paragraph form. For this paper, the data will be presented in the paragraph form.
The method of data analysis that will be used is the content analysis method under
which pattern is identified in the collected data (Neuendorf, 2016).

MARKETING 5
References
Albarran, B.A. (2013). The Social Media Industries 1st ed. U.S: Routledge.
Efron, E.S., & Ravid, R. (2018). Writing the Literature Review 1st ed. U.S: Guilford
Publications.
Hoffmann, P.J. (2017). Principles of Data Management and Presentation 1st ed. U.S: Univ of
California Press.
Johnston, M. P. (2017). Secondary data analysis: A method of which the time has come.
Qualitative and quantitative methods in libraries, 3(3), 619-626.
Lunjevich, R. (2017). Qantas turns digital to increase profit. Retrieved from
https://www.bangdigital.com.au/2017/04/qantas-turns-digital-increase-profit/
Neuendorf, K. A. (2016). The content analysis guidebook 1st ed. U.K: Sage.