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 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. 1. 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. (6 marks)
2. How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning? Provide four examples. Note: do not describe the business tools at length, rather explain how they might be used. (3 marks) 3. Thinking specifically of the airline market, what are the most important factors in Qantas macro environment? Briefly describe them and explain the reasons for their importance. (3 marks)
4. Thinking specifically of the airline market, what are the most important factors in Qantas microenvironment? Briefly describe them and explain the reasons for their importance. (3 marks)
5. How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy? Provide a specific example of each. (6
international companies appear in the domestic air-services and the new entrants are more popular because of the low costs (Kain & Webb, 2003, p. 17). In 2014, a bitter price war began between Virgin and Qantas which contributed $8.75 million into debt a day. It contributes to a $2.8 billion loss for Qantas ---the worst situation in the group’s 90 years history for 2013-14. At the same time Virgin suffered from a $408.4 loss (Srisaeng, Baxter, & Wild, 2014). Facing the pressure of market downturn, VAH…
------------------------------------------------- Assessment Front Cover Sheet Course / Programme: MBA Module: MBA4059 Strategic Management & Marketing Module Tutor: Dr. Tony Ayoola Assignment Number: One of one (100% of final mark) Assignment Title: Case Study Based Analysis Assignment Length: [5613 – 1843 (cover sheet and reference words)] = 4499 Words Issue Date: 22nd February 2013 ------------------------------------------------- Submission Deadline: 22nd April 2013 Please submit…
the question. QANTAS, the national airline of Australia, has faced a number of changes to the business environment in recent years, including deregulation of the domestic aviation industry. This resulted in increased competition as new firms attempted to enter the industry. The most notable of these was two failed attempts by Compass to succeed in the market and gain market share by savagely cutting prices. Its major competitor, Ansett Australia, collapsed in 2001 resulting in QANTAS having almost…