Ask Question, Ask an Expert


Ask Homework Help/Study Tips Expert

Qantas is the world's second oldest airline, having been founded in the Australian outback in 1920. It is Australia's largest domestic and international airline. The name comes from the initial letters of the words in the original registered title—Queensland and Northern Territory Aerial Services Limited. The Qantas Group employs approximately 32,500 people and operates a fleet of over 250 aircraft, comprising Boeing, Airbus and Bombardier aircraft from full-size long-haul aircraft to smaller short-haul aircraft. The Group offers services across a network spanning 182 destinations in 44 countries (including those covered by code share partners). International Air Transport Association (IATA) data for 2009 shows Qantas was the world's 11th largest airline in terms of Revenue Passenger Kilometres (RPKs).
Its brands include Qantas, Jetstar and Qantas Link (as well as several Jetstar brands in East Asia). Qantas is the Group's standard fares airline, based in Sydney, while Jetstar is the Group's budget fares airline that also manages the Jetstar Asia operations, based in Singapore. Both offer Australian domestic and international services, and are intended as complementary, rather than competitor, brands to each other.

In recent years the Qantas Group has been one of the few airline groups in the world still making a profit. Many airlines have been making substantial losses, and there have been some mergers (such as KLM–Air France), takeovers and bankruptcies (such as Northwest and American Airlines).

Despite the apparent rosy initial impression, the actual profitability picture across the Group is mixed, with Jetstar's domestic and international operations generally doing well, while the Qantas division of the business has been doing less well. Qantas's international market share has fallen sharply in the past decade. While the airline was in a dominant market position in 2000–2001 with 34.4 per cent of the traffic to and from Australia, by 2010–2011 its market share had dropped to 18.7 per cent. Part of the response to this was the launch of Jetstar, which has absorbed 8 per cent of international traffic into and out of Australia leaving the overall Qantas Group with a 26.5 per cent market share by late 2011.

The economic viability of the Qantas international operations is, however, central to the Qantas Group business mission and objectives. Reflecting this, the need to cut costs is a central tenant of the Group's strategy for Qantas. According to the airline, the cost base is around 20 per cent higher than key competitors. It simply does not have the low cost structure of many of the competitors, especially the Asian competitors. Neither does Qantas have the well positioned hubs of the competitor Asian and Middle Eastern carriers. Accordingly Qantas is having to undertake its marketing in an environment where competitors, such as Emirates, Etihad, and Singapore Airlines (with great hubs) are tackling them head-on. Given the above, a large number of Qantas routes, primarily to Asia and Europe, are loss-making.
In contrast, a central tenant of the JetStar strategy is to grow the brand in Asian markets through stand alone operations, joint ventures and strategic alliances, as much as possible and as rapidly as possible. Jetstar is one of the world's fastest growing and most profitable low-fares airlines, set for significant future growth.

Management perceives that part of the solution for the Qantas division of the international business is offshore maintenance of aircraft, employment of overseas flight crew, and pilots on much lower salaries. All of this is part of the perceived need to pair down costs, just as the Group was able to when it established JetStar as the low cost brand in the Qantas Group.
This assignment is focused on the international side of the Qantas Group business, specifically the Qantas and Jetstar international passenger operations. Their domestic Australian operations are not the principal focus of this assignment. Commentary on them should either be very limited, or excluded.

•    Why would Qantas undertake formal marketing auditing and marketing planning? What is the link between auditing, planning and corporate strategy? Do not simply discuss these broadly—apply the concepts directly to the Qantas case.

•    How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning? Provide four exs. Don’t describe the business tools at length, rather describe how they might be used.

•    Thinking specifically of the airline market, what are the most important factors in the Qantas macro-environment? Briefly describe them and describe the reasons for their importance.

•    Thinking specifically of the airline market, what are the most important factors in Qantas micro-environment? Briefly describe them and describe reasons for their importance.

•    How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy? Provide a specific ex of each.

•    How could Qantas use segmentation and specific segmentation variables like demographics, psychographics, buyer-graphics and geographic? Provide a specific ex.

•    How could an understanding of market positioning be of assistance to Qantas? Provide a specific ex.

•    How could an understanding of buyer behavior be of assistance to Qantas? Provide a specific ex.

Ultimately, the report should demonstrate that you understand the linkages between marketing audits, marketing plans and marketing strategies, and their relationships with each of the concepts or thematic areas above. The report should also demonstrate that you can apply these to the Qantas Group.

You need to submit a report rather than an essay, so ensure that it is structured to contain thematically titled sections with the logical flow of arguments from one to another, rather than the series of stand-alone answers to individual problems. Do not title each section as 'problem 1', 'problem 2', etc.

Table of contents and an introduction are appropriate. Executive summary is not necessary. A brief conclusion, drawing your various themes together and leaving the reader with one or two insights, while not essential, can add value.
In preparing your assignment, you may draw upon material from the range of sources beyond your Study Guide, including the internet, the news media, trade journals, financial-analysis reports, marketing textbooks and academic marketing journals. While it is not mandatory to do so, reading widely will add value to your paper by providing you with additional insights and ideas. If you draw on material from the internet, make sure your sources are reputable. For information on evaluating web resources, visit:

Wherever you draw upon the work of others in your assignment, you must acknowledge it by referencing the source of the information (e.g. the Study Guide, Qantas websites, national and international newspapers, textbooks, and so on).

Homework Help/Study Tips, Others

  • Category:- Homework Help/Study Tips
  • Reference No.:- M9302

Have any Question? 

Related Questions in Homework Help/Study Tips

You are a newly hired investigator for the us public

You are a newly hired investigator for the U.S. Public Defenders Office within your state. You have been asked by the United States Attorney for your office to provide a paper of 1-2 pages on the Bill of Rights. The firs ...

A business owner is suffering from lung cancer he

A business owner is suffering from lung cancer. He repeatedly has tried to apply for health insurance, but continues to have problems with signing on to the website. He has also called the 800 number sever ...

I want review about mccabe amp mrs miller that shown the

I want review about McCabe & Mrs. Miller that shown the story, soundtrack, cinematography, themes, 2 pages and I need today as soon as possible and I need A Work.

Common vulnerabilities and exposuresthe management team is

Common Vulnerabilities and Exposures The management team is interested in knowing what potential vulnerabilities exist for your environment. Take this opportunity to review common vulnerabilities specific to your environ ...

Assignment introduction to crime and causeswrite an

Assignment: Introduction to Crime and Causes Write an analysis of each article or news story addressing the following: Describe the crime depicted in the article. How is criminal justice system portrayed? What feelings o ...

Write a 3 page paper 600 to 800 words excluding citations

Write a 3 page paper (600 to 800 words, excluding citations) based on your findings. Organize your paper with an introduction, body, and conclusion. -High school athletics have become increasingly commercialized with USA ...

1 how does the family life cycle affect the way firms

1. How does the Family Life Cycle Affect the way firms market to their customers? 2. How have the developments in social media and digital analytics affected the way firms have marketed? 3. How many subcultures are there ...

Perceptions of deviance crime victims and justicethe media

Perceptions of Deviance, Crime, Victims, and Justice The media informs many viewers of deviance and crime, victims of crime, and justice in society. Consider and describe the following: 1. Where do you get your informati ...

Write a 7 page paper on leaders of modern american

Write a 7 page, paper on leaders of modern American history. Do you believe it is correct to describe an American Way of War? If so, has it existed consistently throughout the period covered or has it evolved? If you say ...

Assignmentethics is the study of right and wrong in

Assignment Ethics is the study of right and wrong in relation to human conduct and interaction. According to the text, every society attaches value on an individual's actions and whether or not those actions fall within ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro