UNIT 401 – Marketing
EXECUTIVE SUMMARY
Qantas or as it is nicknamed “The Flying Kangaroo” is the largest airline service that runs continuously and the second oldest in the world. It was established in 1920 as Queensland and Northern Territory Aerial Services Limited and first flew internationally in 1935. This report will feature the identification of some of challenges that the Qantas airline faces. Challenges like fuel efficiency, lack of communication between employers & employees, competition in the corporate customer market.
We will go through various market tools that Qantas can utilize to achieve their goals, such as SOWT and PEST. Other analysis will include the marketing research done by Qantas and what were the benefits of it, the advantages of segmentation and positioning yourself correctly in the market, knowing your buyer’s behavior and planning accordingly. The report will conclude with the suggestions for the improvements that can be made.
This report tries to analyze the value and the part of Qantas Airways limited since the point of view of an analyst. Overall, Australian economy is still well located as compare to its western counterpart and is likely to be elastic on the back of supplies sell to other countries like China and India
In summary we will look at the journey of growth that Qantas has traveled in the past decades and the changes that it had to make including flight costs. It has also had an impact on other airline companies, most notably their competitors in the region. This competition will be explored in the study of Macro & Micro environment and their effects on Qantas business process. By the end of this report a whole Qantas business analysis will be provided.
TABLE OF CONTENTS
Executive Summary ........................................................................................ 2
Introduction...