Thus, to satisfy sociocultural concerns, Qantas can revise and amend parts of their product services to provide to the broader spectrum, meeting the needs of consumers internationally in a growing globalised society. These adjustments are endorsed in their ‘Diversity Statement’ online where Qantas (2014) states that their inflight merchandises can be changed to “meet the needs of its customers” in a number of ways, such as requesting meals for special dietary requirements and foreign entertainment programs. However, Qantas needs to adjust its promotional policies in order to adhere to the aging population and maximise market share as present...
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... 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.
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