Qantas Airline Marketing



Qantas Airline Marketing

Introduction

Qantas is one of the most popular and oldest airlines of Australia. It is considered to be the largest airline in Australia that is involved in the international and domestic airline services. The services of the Qantas group includes a large network of airplanes that have a span in around 182 destinations and the countries covered by the Qantas group include 44 countries of the world. It has been one of the largest groups of Australia according to data of the international air transport association which has placed it on 11th level among the largest airlines of the world. The IATA ranked Qantas airline on eleventh number due to the high revenue passenger kilometers (RPK) of Qantas airline. However, in recent years, the group has suffered some issues related to its marketing and strategic planning. Despite of the apparent profits of the company, the airline has lost its market share in the international market. The business unit of Qantas is having operational issues that have lead the company towards losses. The setbacks in the marketing, strategic and auditing planning of the business have resulted in a decline in the market share of Qantas in the international market (Qantas, 2011).

This paper discus the marketing issues of Qantas. It analyzes the requirement of marketing planning and audit by Qantas. The specific business tools of Qantas are evaluated to be used in the marketing, auditing and planning process. The paper also assesses the important factors in the micro and macro environment of Qantas. Some other topics discuses in the paper include the marketing research, market intelligence. Market segmentation, market positioning and buyer behaviors related to Qantas airlines.

Auditing, Marketing Planning and Corporate Strategy of Qantas

A formal marketing planning and marketing audit by Qantas would help the airline in getting the information an understanding of the demands of the customers, market demand, analysis of competitors in the market, dealers and other forces present in the international market. The formal marketing planning of the Qantas airline will help it in forecasting the market situations that would help it in devising strategies for the future. The information obtained through the marketing audit and planning will not only helps it in the decision marketing process but it would enable Qantas airline to make strategic decisions and plans. It is important to understand the differences and linkages between the marketing audit, marketing planning and corporate strategy in order to recommend a marketing approach to Qantas. The marketing audit requires an organization to expand the assessment process of market in order to include the whole marketing process in it. A marketing audit examines the company or a business unit of the company comprehensively, systematically and periodically.

The Qantas airlines can use the marketing audit in order to re examine its strategies, objectives and activities that would lead to the improvement in the marketing performance of the company and in this way it would be able to achieve a larger market share in the international ...