Qantas Case Study Report on Marketing

Amelia Williams
Qantas question
Analyse the strategies used by Qantas when marketing a product
Describe the elements of a marketing plan used by Qantas

Qantas is Australia’s largest domestic and international airline and was ranked top three global airlines in 2008. The aim of Qantas is to provide aviation services to their elite target market. The airline flies to 146 destinations in 38 different countries and is a globally recognised brand name and logo. Qantas also owns Jetstar which is looked upon as a ‘no frills’ airline who offer cheap routes and is targeted towards people on a budget. Qantas uses a number of strategies to market their product, all which ensure that the business gains a competitive advantage over other airlines and that Qantas remains a success.

The marketing planning process involves the business to gather all the market research that is available to them and then use this information to develop a strategies marketing plan. The strategic marketing planning involves developing and implementing marketing strategies to achieve the businesses marketing objectives which will ultimately help the business realise their goal. The strategic marketing plan consists of five steps. Step one involves the business to perform a situational analysis which involves the business to investigate the marketing opportunities and also the potential problems. In order for step one to happen the business collects all the information they have access to about the market environment. The data is then analysed by marketing managers. Situation analysis answers two questions which are where is the business now? And where will the business be in the future?

For step one in the marketing planning process Qantas uses a SWOT analysis in order to see opportunities and threats and well as acknowledging where the business is now and taking on change to create a vision for the future. At the moment Qantas is in the maturity stage of the product life cycle. Therefore...
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