The marketing process is an essential aspect of modern day business as it ensures an effective connection between the business and its target market. The marketing process embodies six key aspects which ultimately all combines to ensure business success. This is seen through Aviation Company Qantas as the process in its entirety has been incorporated into the business’s marketing plan. This has seen profound success as Qantas is Australia’s leading domestic and international carrier providing the most comprehensive coverage and holding a current 65% domestic market share and 90% of the corporate market.
Situational Analysis
A situational analysis is the first step in the marketing process and is essential in providing businesses with information regarding its current position within the market enhancing their understanding of their competitors. This involves conducting a SWOT and product life cycle analysis as to gather information from both the external and internal business environment. A SWOT analysis involves business identifying internal strengths and weakness whilst determining possible opportunities and threats from the external business environment. This process is conducted at Qantas as I as follows; strengths; Excellent safety record, successful fuel hedging programme and Australia’s leading domestic carrier comprising 65% of domestic market share and 84% of the corporate market. Weaknesses; ongoing disputes between Qantas management and militant unions and higher labour and operational costs as opposed to competitors, opportunities; growth in the Asian market has seen proposed new launch a premium airline within Asia and the expansion Jetstar international and improving aircraft technology , Threats; the continuing glob...
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...ainst the projected performance of the marketing process. Qantas preforms this efficiently by developing financial forecasts. This involves the collection of statistics to predict the profitability of the business. This is performed through a cost estimate providing details of how much the marketing plan is estimated to cost, and a revenue estimate referring to how much the marketing plan is expected to generate. Furthermore after reviewing this Qantas revises the success of the marketing plan to take corrective action where appropriate ensuring the success of the marketing process.
Overall Qantas effectively utilises the marketing process to ensure for maximised profits to ensure for future financial stability. Enabling Qantas to maintain an effective competitive advantage over competitors maintaining its image as Australia’s number one aviation company.
Established in 1920, Qantas is the world's 11th largest airline and the 2nd oldest. It was founded in the Queensland outback as the Queensland and Northern territory Aerial Service (QANTAS) Limited, by pioneer aviators Hudson Fysh, Paul McGinness and Fergus McMaster. Qantas was a former government owned business; it did not view profits or efficiency as its prime goal. In 1993 a 25% stake was sold to British Airways. Qantas was privatised in 1995 and has had to adopt management practices to overcome both internal and external influences and had to change its narrow-minded culture. Although Qantas is primarily a passenger airline, air freight is also an integral part of its core business. Other Qantas operations include catering, tourism and E-commerce devoted to transport and air travel.
... amid nations (Gerber 2002, p. 29). Although there has been a major decrease of barriers to trade liberalisation concerning flight amenities in the last century, there are imperative uncontrollable external factors a business must assess and weigh before entering international borders and becoming a prosperous globally identified firm (Ramamurti & Sarathy 1997). Qantas, a highly esteemed patriotic and iconic Australian brand has demonstrated accomplishment intercontinentally. The ultimate success of their business, in order to sustain competitiveness in their global market, will rely heavily on their continuous assessment of combined political and legal reforms, economic dynamics, sociocultural influences, technological modifications and environmental concerns and their interlocking marketing strategies to gain the most beneficial opportunities that come their way.
Qantas International faces both direct and indirect competition, in a highly competitive, global marketplace. Direct competitors to Qantas International are those airlines that market full service international air travel, and the primary direct competitors identified in this market are Emirates and Singapore Airways.
Those make the customers easy and comfortable to buy and do any transaction with them. Just only need to search toward their website. According from Smith, P (2015), he said Qantas Airways Limited was improve their technology to maximize its ticket prices by calculating the most it can charge toward their customer for a plane ticket and also improve in technology power at the airline for them to cloud computing infrastructure by accelerated it. When Qantas Airways Limited always improves their technology, it can be easy to lead the industry because that can be imaged for them by having a rare technology that not easy to imitate by other competitors. Usually, most competitors try making better in any position and try to become leader in the airline industry such as the technology used by
The marketing environment for Baldwin represents astounding opportunities. These opportunities also bring some challenges that the firm believes it can meet successfully. The figure below illustrates a SWOT analysis of the company conducted by our marketing team to highlight Baldwin’s strengths, weaknesses, opportunities, and threats.
A SWOT analysis is used to assess a company’s strengths and weaknesses found within the company, as well as opportunities and threats that emerge from the external environment. In this analysis, the main strengths, weaknesses, opportunities, and threats facing the Ford Motor Company will be discussed to provide a powerful analysis tool that supports the planning process for marketers.
One of the many influences that affect Qantas is the presence of globalisation, which has heavily affected the airline both positively and negatively. Globalisation is a process which refers to the increased integration between different countries and economies as well as the increased impact of international influences on all aspects of life and economic activity. Globalisation is responsible for the removal of many trade barriers and the increased level of competition that Qantas has been exposed to. The increased levels of competition has increased consumer sovereignty and forced Qantas to implement strategies to gain a competitive advantage in order to redirect consumers towards their business. Qantas has implemented a cost leadership strategy as a response to globalisation and the influence of cost based competition. One way that Qantas achieved this was by using Globalisation itself to the business’ advantage. Globalisation ha...
Qualitative research provides insight into developing phenomena or offers a new perspective on current trends. Prior to the creation of a dynamic strategic plan, the SWOT analysis offers a critical assessment of an organization’s competitive position, though the four areas of assessment are not weighted, nor does the utilization of the tool provide specific direction for the organization and requires subjective interpretation of the data. Input from stakeholders brings validity to the information gathered while conducting a SWOT
By the end of 1998 though, there was evidence of a crisis occurring. Customers and media pulled together to assist senior management partake in an internal audit to identify the problems and see if they could come to a solution. The purpose of this assignment is to construct a SWOT analysis, highlighting each of the strengths, weaknesses, opportunities and threats that were highlighted in the internal audit. The SWOT analysis is contained within the marketing plan and is the third step in the marketing planning process, coming after the Marketing audit and before any assumptions. (Joisce, Ted (2002), Marketing Planning Lecture Notes – 14/10/02, Mission, Objectives, Strategy, Tactics)
The purpose of this report is to show how Qantas was affected by global financial crisis. Qantas is the second oldest airlines in the world. It is one of the tough competitors for other airlines. But Qantas was affected badly during the crisis, the tickets prices went up because the fuel prices went up. I have suggested few recommendations for Qantas to bounce back , what can be done without laying of the employees and have also spoke about cost cutting.
A marketer doesn’t just have a plan. Marketers now open up to a wider strategic plan and it’s based on steps that balance out what the market is offering consumers. These marketers must analyze their production with these steps, then make a portfolio of the growth and even their down falls therefore this keeps these marketers to continuously innovate and create even a greater amount of value for their customers. Marketing management functions are discussed along with the marketing mix and strategy.
The second strategic marketing process involves developing a situation process analysis (Bryan 2015). Situation process analysis involves evaluation of a firm’s strengths and weaknesses. Specifically, situational analysis may involve carrying out SWOT analysis, PESTEL analysis, or Porter’s Five Forces analysis. The emergent outcome from these analyses are then used by the organization to build on the strengths while minimizing
When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements to the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion. In a dysfunctional time for the airline industry, most airlines, especially major carriers, are adapting the concept of "doing less with more." One low-cost carrier, JetBlue, is changing the domestic aviation landscape in this regard and is defying the odds. Here is a company that has examined each marketing mix elements carefully, has adapted them to its customer’s needs, and is succeeding because of this approach.
Product Strategy of the British Airways 1.1 Introduction to product strategy Product is the most important component in an organization. Without a product there is no place, no price, no promotion, and no business. Product is anything that can be offered to a market to satisfy a want or a need. It is the core ingredient of the marketing mix and is everything favorable and unfavorable, tangible and intangible received in the exchange of an idea, service or good (Kotler 11th edition, 2003). British Airways is a business offering service products, flights across destinations, in the transportation industry.
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.