Qantas Airline Case Study

...

BUYERS:

REDACTED FROM SAMPLE ASSIGNMENT

Market Segments Analysis:

Qantas use the segmentation to be able to understand the consumers needs and accordingly can targeting the most valuable segment and differentiate and get its position by creating consumer value.

Segmentation could be based on deferent categories such as:

Demographic Segmentation:

Qantas Airways considers the factor of the income and running two types of air flights

Qantas targets primarily mid-high priced international travellers,

Jetstar targets cost-sensitive travellers in the domestic and Asia-Pacific market. (CAPA, 2012)

Psychographic Segmentation

Qantas give attention to the luxury life style segment and keep develop the best service offers to them such as an exclusive cabin with 14 fully flat bed and specially trained cabin crew, a self-service refreshment bar and mood lighting. (CAPA, 2012)

Geographic Segmentation

Qantas divided the market into different geographical regions trying to get the most benefit of Australia location by increase the no of flight to Asia and South Africa which near and reduce the risk and get benefit of the competitor location by J.V with Emirates Airline. (Wilson, 2011)

Buyer-graphic Segmentation

Qantas could divide buyers into groups and offering services covering the following: Occasion, Benefit, User Status, Usage Rate and Loyalty Status. Such as Qantas Frequent Flyer which is the leading airline loyalty program with more than six million members, and a global redemption network supporting the Qantas Group.

Market Positioning

Product position is the way the product is defined by consumers on important attributes.

Qantas try to position itself by provide the best airline experience by differentiate themselves through:

Product[pic 7]

Qantas is known as premium airline in safety and comfort.

Jetstar take the low cost leadership.

REDACTED FROM SAMPLE ASSIGNMENT

Distribution

Qantas needs to expand their brand by opening up routes to new areas, including into China, India, Korea, and Africa. (Wilson, 2011)

REDACTED FROM SAMPLE ASSIGNMENT

Service:

Qantas add services that increase the value of customers and make them enjoy a wide range of benefits such as interstate and international connections, Access to the Qantas reservation system, Access to Qantas Club lounges.

People:

Qantas gives high attention to its people and develop high training programs.

- Image :

The Qantas brand is built on a strong safety record, Qantas’ safety reputation and recognised worldwide and safety is at the core of all activities.

As also Qantas cabin crew uniforms over the years have reflected both the tastes and social custom. (Wilson, 2012)

REDACTED FROM SAMPLE ASSIGNMENT

Conclusion:

Qantas recognizes the importance of the marketing auditing and planning where it used the different business analysis tools to review and define the current position of the group. The use of both micro and macro level analysis tools shows the management the business environment and the internal strengths and weakness as well as the external threats and opportunities.

REDACTED FROM SAMPLE ASSIGNMENT

Qantas used the market research and intelligence to assist the corporate strategic planning by segmenting the market and creating consumer values and define the area where the group can differentiate and how to position its product considering the buyer behaviours to maximize the market share and group profit.

---------------------------------------------------------------

References

CAPA, Centre for Aviation, (2012). With further details, Emirates-Qantas partnership will have global reach; Qantas adjusts partners. [online] CAPA Centre for Aviation. Available at: http://centreforaviation.com/analysis/as-details-emerge-emirates-qantas-partnership-could-have-global-reach-qantas-adjusts-partners-82416 [Accessed 6 Mar. 2016].

CAPA – Centre for Aviation. [online] Centreforaviation.com. Available at http://centreforaviation.com/analysis/qantas-profits-quadruple-despide-a380-impact45932 [Accessed 6 Mar. 2016]

Kelly, R. and Cameron, D. (2012). Qantas Plans Emirates Deal. [online] Wall Street Journal. Available at: http://www.wsj.com/articles/SB10000872396390443819404577634332292314956 [Accessed 6 Mar. 2016].

Qantas, (2012). Building a stronger Qantas. [online] Qantas Airlines. Available at: http://www.qantas.com.au/travel/airlines/building-a-stronger-qantas/global/en [Accessed 6 Mar. 2016].

Wiki Invest, (n.d.). Qantas Airways LDT Corporate Structure. [online] Available at: 1) http://www.wikinvest.com/stock/Qantas_Airways_LTD_(QAN-AU) [Accessed 6 Mar. 2016].

Wilson, N. (2011). Qantas fights international market slide as competitors strengthen. [online] NewsComAu. Available at: http://www.news.com.au/travel/travel-updates/qantas-fights-international-market-slide/story-e6frfq80-1226204436766 [Accessed 6 Mar. 2016].