• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13

Marketing at Qantas.

Extracts from this document...

Introduction

Conventionally, marketing is seen as a business function. The goal is to identify the needs and wants of consumers, determine which target markets to serve, design appropriate products, services and programs, and then publicise and deliver these offerings. This view of marketing is important, but it is a partial view. The discipline is more than a business function - it is also embodies "an attitude of mind". Everyone in the organisation is encouraged to focus on customers. The goal is to create customer satisfaction profitably by building valued relationships with customers, clients, suppliers, distributors, and others. This is about shaping attitudes and behaviour among all employees, not just those whose business function is formally described by the marketing label. This underscores the fact that the principles of marketing have a central role to play in contemporary businesses such as Qantas and within society. In many ways the current marketing activities within Qantas are following traditional and well-tried methods which reflect decisions regarding the product/service provision of routes, seat allocation and types, in-flight and ground-based services, the price structure, distribution channels and promotional activity. The marketing environment, however, is becoming more competitive, as external influences have affected the efficiency and profitability of the airline industry. Many developments have been technologically pushed: thus larger aircrafts have increased capacity, leading to reduced real fares and improved many aspects of the in-flight experience (though the tendency to large aircrafts might have ended with the introduction of smaller plans (Jetstar) ...read more.

Middle

These four airlines generally differ on the destinations they fly as well as their pricing of tickets. All four of these airlines attract different customer, further more, within each of these airlines, they segment the market into even smaller categories by offering a variety of facilities onboard each airline, e.g. Business, First and Economy class. Fig1.1 Qantas's passenger transportation attracts the highest amount of revenue out of all there subsidiary and associated businesses (fig 1.1). Qantas's marketing team promotes this sector of the business as well as the Tour and Travel sector to the general public, while their Freight services are directed at companies rather then consumers .The other remanding companies associated with Qantas's core operations were developed to cut costs for passenger services and therefore require no marketing towards any consumer groups. Determine marketing objectives The marketing objectives of a business set down the goals which businesses wish to maintain or develop in the future operation of the company. Qantas which is a public company listed on the Australian Stock Exchange has a duty towards its fellow shareholders. Operating as a public company means that the marketing objectives are developed in order to satisfy the shareholder, and consequently this leads to the core objective of Qantas is to make a profit. The profit created will provide the shareholders with a satisfactory return on their investments (fig 1.2) as well as to generate enough profit in reserve to fund expansion and acquisition of new aircrafts. ...read more.

Conclusion

Qantas invested more than $300million on upgrading there in-flight entertainment system on it Boeing 747's.The new systems includes video screens mounted on the back of chairs-offering movies and video games for the Economy class. Business and First class received new individual touch screen monitors as well as in-seat power points, while all classes received personal telephones. All the following things are a few thing Qantas had invested in to provide a better Product to its consumers. Qantas has all used other strategies concerning Price, Place and Promotion to increase customer numbers and make Qantas the brand of choice. Place Qantas has to provide easily accessible ticketing and purchaseing facilities to maintain a large customer base.Accessablity is an important factor which relies on both direct and in-direct distribution channels. Directly, customers can visit any of the Qantas Travel Centres called Qantas holiday or such companies as Viva and Jetabout which are also partly owned by Qantas.This vertical intergration Qantas has invested in limits the likelihood of owner entity selling compeditors' tickets.Other services such as telephone and airport ticket sales are were also installed to make the process quicker and more efficient. "Marketing is probably the key ingredient in a company's success. It is hugely important factor in how companies differentiate themselves and get a competitive edge. With airlines we are fighting against becoming a commodity and the way to do that is marketing, positioning ourselves as a company that is offerings something different from our competitors." Geoff Dixon ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Marketing mix

    comprehensive, more detailed and more refined * Broader perspective * Includes people, process and physical evidence * Signals marketing theory * Simplicity and ease of understanding * Good pedagogic tool, especially for introductory marketing * Useful conceptual framework * Ability to adapt to various problems Weaknesses * More complicated *

  2. Marketing Plan for the Targe' Full Service Spa Salon

    Weather may affect this business. Many clients will get their hair done in the rain. They may opt to wait until the weather is better, thus reducing the revenue of the salon temporarily. To combat this, the salon may offer rainy day specials.

  1. Strategic Marketing Report - Virgin Trains

    The easiest way to put it is: The diagram above shows the Matrix, a company needing a larger profit needs to do one of the 4 at the top. To decide this they see where they are. Virgin as a group are at an existing Market and Existing Products which

  2. Design a small scale marketing plan and formal report for a small business.

    But it can be more difficult for consumers to shop around and customer service levels may not be as good. This method would obviously not be good for Jack as his business is not involved. These are laws which Jack will need to consider when setting up his business.

  1. Produce a marketing strategy for a new or existing product

    In order to meet this requirement I will be changing the expectancy of the paper into something that doesn't tear apart. And up dating by new media development, they can cancel two threats which are competitors and new product entrants.

  2. British Airways - Product strategy

    Premium strategy (High-quality/High-price), 5. Medium-value strategy (Medium-quality/Medium-price) and 9. Economy strategy (Low-quality/Low-price) Those three strategies used by British Airways in order to satisfy the three different types of travelers and give them the opportunity to choose the price they want in relation with quality of the service they would like.

  1. This report will define and explain the following marketing terms: Marketing ...

    there budget and if the employees are doing there job to the best of there ability. It is important for all organisations to have all these functional areas working together effectively to ensure they are one step ahead of any competition and that they are getting the most customers which results in a bigger profit.

  2. AVON Case Analysis

    Avon's customers are not important but losing one will not significantly impact the company's market share or financial position. Key Success Factors Key success factors concern the product attributes, competencies, competitive capabilities and market achievements with the greatest bearing on company profitability.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work