Evaluate the marketing strategies used by Qantas
Qantas has been largely effective in marketing the business in such a way that the marketing objectives have been achieved. Strategies involving the marketing mix of price, promotion, place and product have generally been accomplished it’s goals of increasing market share and geographic range, improve customer service and profitability. Qantas’ effective marketing strategy is evident in its success of possessing the newest fleet of planes, remains to be regarded at a premium airline, whilst offering cheaper flights with Jetstar and targeting the mass market.
Qantas primarily focuses on customer orientation and satisfaction to attract and develop a relationship with its customers and intensively marketing its products.
Qantas therefore cleverly targets multiple segments of the consumer market. The use of its ownership of Jetstar allows the business to target consumers from its mass market through to niche. Jetstar is a low cost carrier which competes on a cost based strategy, whilst Qantas offers first class seatings and is generally aimed at more affluent and business travellers. However to further segment its market, Jetstar has recently offered premium economy seats which have larger seat and meals included. The effectiveness and success of this strategy is shown in Jetstar’s increasing profitability and market share. To encourage customer loyalty and retention, Qantas introduced the loyalty program Qantas frequent flyer. This relationship marketing approach allows the business to remain competitive in the airline industry, by rewarding its members and thereby attracting and stressing the return of customers.
Marketing refers to the activities undertaken by a business to increase sales in an attempt to increase profitability and other strategic goals of the business. Various strategies must be implemented in the marketing mix to correctly position the product,...