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Qantas Markting Year 12 Essay

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Shayne Mtandabari
Qantas Marketing Plan Assignment
  * Outline Qantas’s existing Marketing plan (Marketing process)

Marketing Processes Of Qantas
Marketing process are crucial to the running of the business and therefore they enable the business to plan its marketing strategies. There are six steps in the marketing process which are situational analysis (SWOT, product life cycle), market research, establishing market objectives, identifying target markets, developing marketing strategies and implementation monitoring and controlling.

Situational Analysis
Strengths | Use of multi airline brand strategy (Qantas Jetstar).65% domestic market share and 84% of the corporate market.Excellent safety recordsGlobally recognised brand name and logo.Successful fuel hedging programmeStrong backing by the Australian GovtOne of the oldest airlines in the worldPart of the Oneworld Alliance |
Weaknesses | Too much concentration in AustralasiaHigher labour and operating costs than rival airlines.Clashes between workers’ unions and the Qantas management.Foreign ownership restrictions by the Federal Govt. |
Opportunities | Expansion of Jetstar into the Asian market thru new airlinesE – commerce operations have improvedDevelopment of code sharing agreements and with other airlines Ongoing development of aircraft technology |
Threats | Fall of the Australian dollar in recent years.Competition for lucrative international and domestic routes from Virgin Australia, Singapore Airlines (SIA), Emirates, Etihad, China Eastern, All Nippon Airways (ANA).Takeover of Virgin Australia by Etihad, Air New Zealand |

Competitor Analysis
Virgin Australia is the main rival of Qantas. Virgin claims 33% of the domestic aviation market. However Virgin has stimulated the competition to a new level by revamping their airport lounges and flight menus and adding a brand new logo oriented to challenge Qantas large share of the corporate and domestic markets.
Virgin competes with Qantas on...

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