Strategic Marketing Plan for Qantas Airlines - Case Study Example

The paper "Strategic Marketing Plan for Qantas Airlines" is a good example of a marketing case study. This report has been drafted in a comprehensive manner to prepare on the practical service marketing plan of “Qantas Airlines”, which has grown to be Australia’s largest domestic and international airline companies. The report looks to identify the basic problems which Qantas Airlines has been facing and tries to deliver a practical solution to the same.

The report initially focuses on the services and business of Qantas Airlines along with a discussion of its corporate and marketing objectives so as to understand the service company in a better manner. Internal strengths and weaknesses have been identified on the basis of the current marketing environment so as to enable the company to strengthen upon its strengths and eliminate the weaknesses to achieve long term sustainability of its business. A customer analysis has been carried out to identify the client’s primary target market along with segmentation of its target market and how customer satisfaction and customer play a significant role in the long term success of Qantas Airlines making it a market leader in the Australian Aviation industry. Competitors play an important role in any business and decide upon the long term strategic planning, to ensure the same an in-depth competitor analysis has been carried out to identify both direct and indirect competitors of Qantas Airlines along with their strengths and weaknesses which can be eyed upon by Qantas Airlines to gain sustainable competitive advantage over both its existing and potential rivals.

The next segment of the report focuses on the service product which includes identifying Qantas core services and classifying them in terms of its tangibility, contact, customisation etc. along with a discussion on the importance of the supplementary service elements in Qantas Airlines business and how customer needs and wants are being satisfied by Qantas Airlines. The pricing and distribution strategy currently applied by Qantas Airlines has been identified along with suitable suggestions have been provided as per market need and demand. Promotional methods used for effective communication so as to ensure the correct message is delivered to the targeted audience had also been identified along with their importance and recommendations for better future growth. The report further makes a discussion on the use of people, process and physical evidence as a strategic tool along with a detailed evaluation of service environment and service marketing strategies currently employed by Qantas Airlines along with suitable recommendations to the same to ensure long term profitability and growth of the business and achieve sustainable development of its services and products offered.

• Qantas Corporate and Marketing Objectives

Background of Qantas Airlines

Qantas Airlines was founded back in 1920 and is today Australia’s largest domestic and international airline. Originally it was registered as the Queensland and Northern Territory Aerial Service Limited (QANTAS), Qantas today is regarded as one of the world’s leading airlines and one of the strongest and most trusted brands in Australia.

The main business of Qantas Group is the transportation of customers by use of two complimentary popular airline brands Qantas and Jetstar. Qantas also operates other subsidiary business of other airlines and does business in specialist markets such as Q catering. The airline service operates between regional domestic and international services and the Qantas group portfolio of businesses ranges from Qantas Freight Enterprises to Qantas Frequent Flyers. It employees over 35000 people with over 90% of them based in Australia thus contributing greatly to the economic development of Australia.