Quantas Airlines Marketing Analysis

Quantas Airlines merchandiseing abridgmentThe root examines around commercialiseing objectives in hospitality in Qantas air lanes. Qantas is Australians largest airlines and iodin of the oldest airlines in the world. It is the Australian main airlines. Our main hubs airport is Sydney airport, Melbourne airport in Australia. We focus on approximately cities capital of the United Kingdom Heathrow airport and Cairns international airport. nitty-gritty employees working with Qantas 33,584(2012).Qantas pick forth accept website www.qantas.co.au.In our organisation we of only m fulfil node requirements and postulate.TASK ONE2 Situation abstract.2.1. Brief description ab come forth QantasQantas was founded in Winton, Queensland on 16 November 1920 as Queensland and northern attends fibericular by Paul McGinnis, Hudson fish, Fergus McMaster and Arthur Baird. Qantas Empire Airlines (QEA) limited was formed in 1934 by Qantas. They evanescent internation all(prenominal)y fro m May 1935, when the profit from Darwin was lengthy to Singapore in 1947. In 1958, Qantas operated the second flight by super function from Australia to London through Asia and the Middle East. Qantas operated a signifi dropt number of international flights forbidden of Singapore, Auckland airport, Brisbane airport, Los Angeles and London Heathrow airports Qantas nonpargonil of the roughly profitable airlines in the world. In 2008 the get-go Qantas airbus A380 was handed all over by airbus at a ceremony on 19 September. Melbourne to los angles was the startle route of A380.Where fitted with Qantas organisationQantas fitted their organisation on extend sector. Qantas linked with the festering of Australian indus strain. Qantas is widely regarded ones involveing long outmatch airline and one of the strong home runs in Australia. Qantas endure outstanding supporter to their client and do the spacious contribution of worlds aviation industry. As a tour organisation w e built excellence in safety, operational reliableness and guest religious service. The Qantas main transmission line is transportation guest to one train to diametrical perpetrate utilize two brand airlines Qantas and jester. Qantas operate regional, home(prenominal)ated and international service. We provide the best function in order to suck in client loyalty. As expedition sector Qantas go the obeying air mile stone which one is the corking for the travel sector. Where Qantas fitted their main element is transportation. In operating is signifi chiffoniert large to bring travel and tourist industry. In margins total group operations, total passengers carried increased 3.5% in 2011/2012.The much increasing passenger kilometre by 3.15 in the financial socio- frugal class 2011/2012.In our organisation is hospitality sector.2.2. Identification of Qantas main stake holder and their elicita. Internal stake holderQantas StuffStuff do the great contribution in all governance. our Stuff perform specific duties in around modern economics. They dressd social intercourseship between individual and muckle if any customers un able with our service than flood motivated them. Stuff endlessly look after their customer.Qantas ManagerManager is near element of any organisation. They contribute their skill, k like a shotledge, experience, expertise return salary, status, payment and bonus. If client not happy with obturates or their restrain any problem because manager nowadays talks with customer.Qantas workforceOrganization hiring the skills and receiving bonus, wages and progressions. Qantas always recruit pendent employees. Those spate get the different quality of bonus, promotion. We fatality offer you a skilled, experienced person if they do good job properly then we keep you for this job if you happy.Qantas sh beholder shargonholder who invest money and they pass judgment profit. Thats wherefore they spend a lot of money. So a s nerve shareholders contribute lots of thing. Whose are invest money for our Qantas they our entire internecine stake holder. Shareholder always invest when they think that is the profitable for them. Shareholder always linked with sustainability and risk management.b. External stake holder customerThe core of result or go is to provide the best services to customers. customer who buy our increase or service and springtime us money. Qantas always wishing to fulfil customer pick outs and expectation customer is the outdoor(a) stakeholder in Qantas airlines. Our Qantas always equals customer involves their requirements.Insurance clubInsurance telephoner are the outside stakeholder of our company. when our customer go one place to an new(prenominal)(a) place they impoverishment to support security. thats why our liveliness insurance provide that figure of installing.Qantas supplierQantas have different slip of supplier provender supplier , elicit supplier. Some of company provide good food for our airlines customer. When our airline landed then airlines essential fuel. A rock embrocate company provide fuel.GovernmentGovernment gave some policy. When we run our Qantas organization we always follow government rules and regulation. Qantas provide government tax, vat. Government is our external stake holder.AgentWhen our customer wants to go one place to another place. Then they need to be ticket. Agent eat them ticket and e verything. Qantas travel agency they do that job. They sell our ticket and take from us percentage. So agent is the good point as organization and customer.We have more than than some external stake holder include hotel, restaurant, and car lease organization.2.3. PESTLE ANALISIS OF QANTAS AIRLINESPestle analysis is component of strategic management describes a framework of macro- milieual factors. The PESTLE analysis is classic for the merchandise development (Johnson and Scholes, 1999).PESTLE analysis using for concern do, market place up and down. Using PESTLE we now describe how it is work for Qantas.(P)oliticalPolitical factor is very important part for airlines industries. The expediental issues Qantas problem includes governmental stability, corruption and tax. Qantas stable with strong politic countries to run their headache. British airways and Qantas limited are considering a potential which is considered the around ambitious initiatives form of worlds aviations industry. Qantas have license to run their business. Qantas keep of oil under the control of organisation of the petroleum exporting countries female genitals lead to fuel price.(T)echnologicalThe technological innovated development has Qantas airways. The two new aero planes do non-stop flying between two continents. Qantas have online booking system. Where ever our customer they nooky book tickets via the online. High technology bathroom rising customer expectation. Qantas always use high technology product and service. They have developed the worlds most advanced aeroplanes 380A and B747.These really improved the convenience of flying.(E)conomicalEconomic issues are other aspects of aviation industry. Inflation of currency rates chamberpot affect the Qantas where they leads to unfit of economy. At this time financial recession turned into the economic crisis, Qantas Airways special will inevitably be affected. Foreign change rates merchantman affect Qantas airlines.. Customer is everything is an organization. The financial report 30 June 2009 revenue was $14.3 one thousand million but in 2012 it reduced $13.6 billion. The profit of Qantas in the financial course was $117 million AS 30 June 2009 it reduced $112 million.(S)ocio- culturalQantas has lots of kind customer. The airlines industry showed a great influence on the Australian life. shop identity is important (Campbell,1999) for an airline industries. Qantas has strong brand identity thats why they using Australian nation al symbol.. Australian government recently released an term on the report of the status of the airlines industry. Qantas brand quality knows all over the world. Qantas offers different guinea pig of service using low cost prices to customer purchasing behaviour.(E)nvironmentalWhere we situated our Qantas organization is their environment friendly or not. our Qantas wastages of fuel it is not good for environment. It could be pollute our environment. In our customer uses the cloth. afterward using cloth it is rubbish put on the bean. We must follow the Qantas uses the environment protection system. Qantas sometimes decrease emission of fuel.(L)egalLegal aspects are important for Qantas airlines. Qantas maintaining health and safety rules for the customer and employees. They are following food and hygiene roles. Qantas industry must follow the employment rules and regulation. That law maintains all of employee customer. Anybody end not smoke in airlines.2.4. Main merchandise issu es of Qantas airlinesQantas position in international airline market is more than in the domestic market. When All over the world have lots of airlines. They are rival all(prenominal) others. Qantas face strong competition among other airlines. It is very difficult to Qantas increase their gross sales to focus on their market segments. Qantas always try to br each(prenominal) their customer proper products and service. Qantas fulfil their expectation and needs. Thats why Qantas follow the market segments issues. Market segments can be increase their customer. Qantas airline shoot effective marketing amalgamate system promote product service. every organisation follows the marketing unite scheme. As an airlines company Qantas always want to promote their business.TASK TWO3. merchandise strategy merchandise strategy is establish in macro environment and micro environment say through of stakeholders such as stuff public, intermediaries, customers, suppliers competitors to th e rank market.Qantas cleavageMarket segmentation divide of a market different type of customer with aforementioned(prenominal) needs. The purpose of market segmentation is ensure that the elements of marketing liquefy design to different customer specific needs. A marketing termreferring tothe aggregating of prospective buyers into groups that have common needs and will respond too to a marketing exercise. Qantas have limited resources that are not come-at-able to produce all time for all populate.Qantas targetingQantas must use why masses target few markets and how these markets are identified. Qantas do the targeting based on our market segmentation. Qantas following demographic segmentation. They are targeting midsection class population to upper class people. Lower class people cannot by the economic class tickets. Qantas has got some regular customer. They travelling always and recommended some other customers. Qantas targeting the high class customer. If we keep our customer than we know what our customer needs and wants. and we want to fulfil the our customer needs. Thats why Qantas stuffs always try to ca-ca good telling with customer.Positioning of QantasPositioning is the art of designing the companys go and image place in the mind of the target market. In put we must need to know the how we going to good position in business strategy. We must follow that customer needs and expectation. If company want to go a good position than Qantas must fulfil customer requirements. We can do the advertising campaign than our customer knows about Qantas airlines and them benignant in our airlines. We are aware of our customer how we provide our service. As type we fixing our companys reputation.TYPE OF MARKET SEGMENTATIONGeographic segmentationThis market is segmented gibe to geographic criteria nations, states, regions, countries, cities, neighbourhood, geographic info create a more accurate profile of Qantas airlines. Qantas provide an indica tion of provide according to different geographic regions.. All over the world have different type of customer. When Qantas using their geographic segmentation then we targeting which countries customer most using our Qantas airlines. For example European countries people using our airlines more than Asiatic people. That why we are targeted European market. We always try to keep all of customer. We provide all of good flights in European countries.Demographic partDemographic segmentation consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. Demographic segmentation variables are amongst the most popular bases for segmenting customer groups. This is partly because customer wants are closely linked to variables such as income and age. Also, there is often much more info on tap(predicate) to booster with the demographic segmentation process. In our Qantas airlines see the ages people prefer our service most. On this segmentation we apothegm the most of the people are over forty users. Most of are educated people. Our Qantas most users Christian religions people. star more think our most of the customer are gentle man. disparate customer have different income. We using the first class, economic class, business class.Psychographic SegmentationPsychographic depends on personal satisfaction. Psychographicsis the science of using demographics to better visualise consumers. Psychographic segmentation is divided according to their lifestyle, personality, values and social class.. Every people have different ideas and nature. Psychographic segmentation according to their opinions surveys is one tool for measure life style includes activities interest, opinions, attitudes, values. In this segmentation our customer has different life style. Different people have different social class. For example our middle class customer uses the economic class seat and rich people using the business class. On this segmentation we provide different people different service.Behavioural SegmentationIn behavioural segmentation, consumers are divided into groups according to their knowledge of, attitude towards, use of or response to a product. It is actually based on the behaviour of the consumer. Some people have enough money. They are want some extra facility. Behavioural segmentation is based on customer behaviour toward products include (benefits sought, usage rates, brand loyalty, user status, readiness to buy, occasion).3.2. Product service which have using Qantas airlineOur company using different type of product and service. sum up grasp development linked with marketing development. The value of chain development cogitate (Shi and Makkula, 2004) to internal business development through an integrated system by using advance technology such as e-booking, e-mailing ,internal communication ,and e-marketing. Supply chain development involves exter nal stakeholders such as suppliers ,customer ,and public interests(Christopher,1999). Collaborations very important in building the supply chain development (Todeva and Knoke, 2005).Qantas generated wage in the past three years (Yahoo pay, 2012). The main aim of product or services to provide to working customer. According to Mittal ET a1 (1998), service attributes determine the train of customer satisfaction, customer loyalty and customer retaining to generate profit in an organisation. The of the Qantas provides safety and security as comfortable journey. According to Yahoo Finance (2012), Qantas operated a fleet of 308 aircrafts to comfort its customers as at 30 June 2012.E-ticketing is facility to customers which is largely used by the Qantas management in the current market.3.3. Qantas set strategyQantas airlines acquiring position to attract customer determine strategy will support this position. Qantas offering lower pricing strategy to customers. Qantas unremarkably c hange the price according number of customer. Qantas serve the customer and give them proper service. pricing strategy can attract the customer. According to Kotler (2003),a pricing strategy can increase customer attraction towards the products positioning which can generate more profit for an organisation. We using our business policy dexterous and professed(prenominal)ly pricing team based in our head lieu make an important contribution to the effective operation in each business. Business Qualification is highly valued on this section not substantial for all rules. Qantas responsible for providing support analysing and accurate maintaining pricing strategy. Qantas have low cost airlines jester airways they deal with low cost budget for customer. Qantas give them cheap price and fulfil customer requirements.3.4. furtheranceal conflatePromotional mix has two classes personal and non-personal. personal mix who flat talking to each other, face-to-face in a meeting, or on the t elephone. Customer can ask questions about the companys brands and products. On-personal promotional mix refers to forwarding events and includes all print, broadcast and display tools. They provide important advice and a professional service in delivering a marketing communication campaign.Qantas promotional mix divides 5 parts1. advertise2. Sales promotion3. Public relation4. browseship5. site marketing.AdvertisingAdvertising is any paid-for mass communication activity. Advertising is the best which way people know our Qantas airlines. Advertising can be down throwing TV, Newspaper, build board, magazine, online, internet, poster, tourist brand publication, ambient media. When we advertised the publisher customer get our Qantas volume discount. When people watching television they saw the advertise of Qantas airlines. tidy sum go one place to another place they saw the Qantas billboard. Our broadcast message gone throw the internet it is essential for the target customerSale s promotionSales promotion is marketing communication function that is adds value to brand image. When customer buy something that time using sales promotion. When company new product launches customer hire to trial this products. Thats why product price is gone to be cheaper. In particular sales promotion must be targeted in target markets. Qantas always give their customer discount voucher offer. Promotion includes labour market and pulls market strategy.AdvertisingPublic RelationSales promotionSponsorship Direct marketingPublic relationQantas want to increase their sales that are why they using the public elation tools. Qantas did their business by listening and responding positively to customer. Qantas do the long term relation with public. contemporary time public relation is the best way to promote Qantas products. If company wants raising their reputation than it is very important always good relation with public. The public relations role includes managing publicity aimed at financial stakeholders and political bodies, as well as promoting company image and specific brands.Direct marketingDirect marketing means organization promote their business directly with customer. Qantas face to face conversation with their customer. What new service and products provide from Qantas they are describing that sort of part? Qantas want to give them proper motivation. If product is good than customer used it if it is not than customer dont use itSponsorshipSponsor can be promote business. Every year Qantas lots of customer go one place to another place. When they travelling abroad they can facing lots of problem. For example flood, tsunami can affected Qantas customer. Thats why they need to life secured position. Qantas always give them proper life insurance policy which one is good for the Qantas customer.3.5. ORGANISATION DISTRIBUTION STRATEGYQantas uses the different type of dispersal or market channel to provide customer convenience. dissemination strategy Qantas uses different types of method. Distribution strategy make available info to customer. Qantas do reservation and payment system. Qantas airlines uses website to increase customer purchasing power. It is good for the customer getting range of airlines choice. Wholesalers buy goods and service from producer. The internet is the a la mode(p) tool of Qantas distribution strategy for target customer. Qantas using the sales promotion to direct getting the customer. We using advertising and media to promote our service. Qantas is largely snarly to the network development. Supply chain development helps to speed up the distribution to the targeted audiences (Attaran and Attaran, 2007).The management acquire both direct or indirect distribution strategy to gain customer loyalty. Distribution strategy is important in the marketing development.3.6. Marketing mix using Qantas CompanyMarketing mixMarketing mix is one of the successful mixes of the right product sell at the right price in the right place using the sufficient promotion. Marketing mix is the marketing condition. It is a part of marketing plan. Marketing mix is called 4Ps and 7Ps.The 4Ps are product, price, promotion, and place. Additionally added process, people and physical evidence. Marketing mix always prefer always consists of 7Ps. 7Ps include.A. ProductB. PriceC. PromotionD. PlaceE. ProcessF. PeopleG. Physical evidence3Ps extended marketing mixA high level of quality service can gain customer satisfaction and customer retention. A good service quality can increase customer loyalty that allows the management to gain profit (Heskett et a1., 1994).Marketing mix strategy should be acquired an organisation to promote products and services to gain profits.Marketing 3PsPeopleProcessPhysical evidenceThe 3Ps extended marketing mix strategy strength its marketing positioning. These strategies are people, process and physical evidence (Chaffely 2007).Therefore, customer service is an important part in th e airline industry. Qantas provide good customer service and stuff educational activity to increase their skills. As claimed by Maslow and Lowery (1998), stuff basis needs should be fulfilled before can motivate them to improve service quality.PeopleStuff is the most important person for Qantas airlines. So recruiting the right stuff in a right position and properly trained them. Qantas stuff has proper knowledge, skills, capacity that they provide good service to our customer. People are referred to internal marketing which relates to stuff communication. Qantas always trained their stuff and give feedback which way they giving the proper customer service.ProcessProcess is the service of organization delivering the professionally to our Qantas valuable customer. Qantas make their product systematically thats why Qantas customer easily reveal out what ever their need. Qantas need always provide good service on right way. Qantas always getting customer feedback. If customer unhappy for our service then we want to give them proper service.Physical evidencePhysical evidence is the element of service which allows the customer make judgments on the organization. People like always tripping and nice environment. If customer walk into the Qantas organization than they see the Qantas airline is ransack and environment friendly.Task ThreeMarketing lookMarketing look is the aspects of business environment determine economic market demand for be product. It is helps to better understand how to attract or retain customer to business. Marketing look process defines marketing opportunity and problems observe marketing action and moldings the solution to management. Marketing enquiry controlled all of knowledge about customers. It is important for business strategy. This process generate and evaluate marketing action specifies the randomness required for roll uping information. Marketing look into provide planning to the market stages.There have five stage of ma rketing queryResearch design developmentProblem definitionData appeal account statement presentationData analysisFirst stage problem defineMarketing seek clearly defined objectives or find out real problem of Qantas airlines. A clear and written objective helps business owners avoid the real problem. A useful research market should take hold problem that needed the research and it is importance. In this stage marketing tec of Qantas airlines find out marketing research problem has to find out the problem that needs to be investigating. In this stage they do the environment is needed to formulate research problem that is related. So marketing research identify the problem and identification of the specific. A useful research should retain the specific problem necessities the research and its importance.Second stage -research design developmentThe marketing research design what research methods for salt away info of Qantas airlines and which are most suitable for enshrouding problem set. The methods will depend on how suitable for addressing the problem set.There are two types of marketing research numerical researchQualitative researchQuantitative Research It is interested in quantifying (number) and analysing the responses of a representative sample.Surveys and questionnairesTesting and experimentationQualitative Research It is based on quality of Qantas airlines. Qualitative research find out what type of quality service provide Qantas airlines.Focus group (regular customer)Depth interviews (finding travel problem)Mystery shopping (third party to check your service)Qantas airlines marketing manager top executive useSurveys and questionnairesThird stage Data collectionIn this stage, we need to collect info. Marketing research involves two type of data research. aboriginal data sources, Secondary data sources. Secondary resource should be the first line of collecting data when conducting marketing research. They are widely available and often inexp ensive. If petty(a) data dont have objectives the researcher must collect data. Although indigenous data fits more research objectives, data collection can be costly and time consuming. Because he need data to find out the problems. There are two types of data collection source. primitive research dataSecondary research data primal research data radical research data specifically designed to address the problem identified. The process is collecting the original data about the market. The research carried out after getting some knowledge from the companies. This process of research can be done by the marketer or can be person which specializes in these type of surveys. ancient research is not carried out organizations generally depend of tributary sources for information.Advantages of primary research dataPrimary research is very good for addressing the actual problem. It is shows that Qantas airlines problems and identifies the Qantas error. Primary market research finds data r egarding specific market.Researcher collecting data and examined their own needs. The organisation complete control the process and the research as far as its objective is connected. Research company can be asked find data regarding specific market rather than on mass market.Primary research finds out some relation with current situation of Qantas.Primary data using accurate tools which is good for the Qantas airline.Collector of primary data is the owner of that information and he need not share it with other companies and competitors.Disadvantages of primary research dataPrimary research is expensive for data collection. Collecting Qantas data using costly proposition primary research as marketer has to be involved.Researcher need to design everything.Primary research is long time process. Because of nature of Qantas the time required to do research accurately is very long as compared to secondary data.Primary research need to large number of human resource, data collection and su rveys.Secondary research dataResearcher of Qantas airlines probably check animated secondary resource become familiarized basic characteristics of this market. We might invented that some of information we need has been already collected. This process involves bothering information that is originator or a distributor of primary market research. Secondary research includes collecting information from third-party such as Qantas websites, Qantas sales and accounting records, magazine articles and Qantas marketers report. Customer doesnt directly join with us. They using third-party information and decided what they want to do. Customer also can find out any previously information used by the marketer from any internal or external source.Advantages of secondary research dataEasy to collecting secondary data. This includes the coition case of access to many sources of secondary data. Qantas with the availability of online access and secondary research used on that research.. Qantas of fers convenience and generally usages methods for all sources of secondary research.Secondary research is low costly than the other research. This data has allowed researchers access to valuable information for no cost to acquire.Secondary research more openly assessed. Secondary research is often priority to define in brief for an organisation.Secondary data help to research question. It can be help the researcher clarify questions.It is already done and got the result.Disadvantages of secondary research dataThe quality of secondary research can be poor.Sometimes secondary research cant find researchers needs.Secondary data is not same as running market.It is not relevant the current market situation. tail stages data analysisAfter collecting all of data we need to decide what method of analysis we used to make sense of data. We can take help from other experienced airline to observe the data whatever we collected. Data analysis stage is very important because we need to find out existing problem. Data analysis summarizing the response for each question for every participant. All summery calculate as determine the most comfortable answer can provide an overview of the survey information. winged calculation vary to according sampling method used to begin data. Data analysis can provide additional insight ,such as the two difference respondents.Final stages-report presentationThis is the final stage of marketing research process, its includes copying, coding, organizing, interpreting and verify the data collected. In this stage report