Ask Question, Ask an Expert

+61-413 786 465

info@mywordsolution.com

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: http://www.lib.berkeley.edu/TeachingLib/Guides/Internet/Evaluate.html.

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

Question based on the article from the weekly required

Question: Based on the article from the weekly required readings entitled, "Workplace communication problems: Inquiries by employees and applicable solutions," with a specific focus on the section Communication Skills Ed ...

Assignmentresearch 3-5 scholarly articles related to

Assignment Research 3-5 scholarly articles related to current issues in the assessment of young children. Create a graphic organizer that identifies the likenesses and differences from the chosen articles. Write a suppor ...

Consider the concepts that broadbent and triesman proposed

Consider the concepts that Broadbent and Triesman proposed. When have you seen these concepts presented in life?

Case study scenario you have been hired by xyz university

Case Study Scenario: You have been hired by XYZ University as a consultant. They want you to evaluate an organization to see if a service learning opportunity would benefit future students and the community. Your initial ...

Question educational brochuredesign a trifold educational

Question: Educational Brochure Design a trifold educational brochure, that will be used to educate the community, about one of the following topics: • hypertension • hypercholesterolemia • heart failure • artherosclerosi ...

Question you are required to submit a thread of at least

Question: You are required to submit a thread of at least 500 words in response to the provided prompt for each forum. Discuss one issue presented in the text and, utilizing external sources, how that issue has applied t ...

Question choose one of the four following visuals1 image

Question: Choose one of the four following visuals: 1. Image courtesy of: Nike® 2013 advertisement 2. Image courtesy of: Parents magazine June 2011 3. Image courtesy of: Harley Davidson® advertisement 4. Image courtesy o ...

Question topic critical appraisal of the evidence project

Question: Topic: Critical Appraisal of the Evidence (Project #3) Evidence-Based Practice Proposal - Section C: Literature Support Details: To begin, work through the reference list that was created in the "Section B: Pro ...

Question this week we will explore the obesity epidemic as

Question: This week, we will explore the obesity epidemic. As you probably know, there has been a significant increase in obesity, type 2 diabetes, and cardiovascular disease in recent years - all of which are related to ...

Colleges in the colonial erain chapter 1 thelin 2011

Colleges in the Colonial Era In Chapter 1, Thelin (2011) mentions nine surviving colleges founded before 1781: Harvard, William and Mary, Yale, Princeton, Columbia, Brown, Dartmouth, Rutgers, and Pennsylvania. Many feel ...

  • 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

Why might a bank avoid the use of interest rate swaps even

Why might a bank avoid the use of interest rate swaps, even when the institution is exposed to significant interest rate

Describe the difference between zero coupon bonds and

Describe the difference between zero coupon bonds and coupon bonds. Under what conditions will a coupon bond sell at a p

Compute the present value of an annuity of 880 per year

Compute the present value of an annuity of $ 880 per year for 16 years, given a discount rate of 6 percent per annum. As

Compute the present value of an 1150 payment made in ten

Compute the present value of an $1,150 payment made in ten years when the discount rate is 12 percent. (Do not round int

Compute the present value of an annuity of 699 per year

Compute the present value of an annuity of $ 699 per year for 19 years, given a discount rate of 6 percent per annum. As