Marketing Plan and Internal and External Environment of Qantas Airline Company - Case Study Example

Download file to see previous pages The paper "Marketing Plan and Internal and External Environment of Qantas Airline Company" is a perfect example of a marketing case study. With the increase of airline companies in the market, competition has increased stiffly prompting business managers are trying to rethink strategies to take market advancement. However, in recent years airlines have faced tough times as a result of economic difficulties. Particularly, the industry was affected by the economic global crisis of 2008 which reduced disposable income thus reducing the cost of travelling (Namukasa 523). The industry is, however, is rising from economic difficulties and is poised to grow in the next five years. Qantas is one of the companies which continue with restructuring its marketing plan to capitalize on the new opportunities so as to gain competitive advantages. Therefore, this report is documented to draw a marketing plan and the internal and external environment of Qantas Airline Company. The marketing aims at evaluating and providing recommendations on the current internal and externals and how the company can impact the growth of the company. This marketing plan will first analyze the vision and mission of Qantas to understand the effectiveness of the company marketing strategies.

• 2.0 Company Description/ Background

Qantas is an Australian national airline established in 1920 (Qantas 2014). In 2013 Tay claimed that the Airline Company is ranked as the largest in Australia with a market share of 65% in the domestic market and 18.8% of travelers moving out of Australia. Tay went ahead to claim that in 1935, the company started its international services and has since grown in the number of destinations to 65 local and 42 international destinations. In 2014 Qantas website reported the company has 30752 staff in Australia as well as staff from its subsidiaries. The Qantas Airlines route network in cooperation with its subsidiaries QantasLink and JetConnect cover South-East Asia, Canada, Germany, India, South Africa, Oceania, e the US, the UK among others

Pearl contended that “Qantas is regarded as a four-star company by the Skytrax that is in return believed to be the finest airline consultancy company worldwide” (52). Over the years the company has faced very stiff competition from other established domestic and international airlines such as Virgin Australia, Virgin Blue, JetStar Airways, Singapore Airlines, Singapore Airlines, Etihad airlines, Air New Zealand and Emirates among others (Fickling & Wang 2012 44). After two years of dismal performances particularly in 2009 and 2010, in 2011 (see figure 1), Qantas Airlines, therefore, announced that it would conduct key structural changes owing to its financial losses and the declining share of the market. As stated earlier, some of the proposed strategies include increasing capacity and reduce operation costs, improve the selected markets, cut jobs, create strategic partnerships, enhance ancillary revenues, provide better services for business and corporation travelers, differentiation and better positioning (Mules 3).

Figure 1: financial performance Source: (IBISWorld)

• 3.0 Vision

In 2009, Aviation Daily argued that to realize the vision of this Airline Company which incorporates Qantas Airways and Jetstar, they emphasize on five factors including safety, offering aircraft that match the right destinations, providing the most excellent customer service, operational efficiency, and collaboration between two strong corresponding companies Qantas and Jetstar Airlines.

• 4.0 Mission

The company mission has been changing most of the years to be in line with changes in intends to make. Aviation business clarified that in the 2008/2009 financial year; Qantas’ corporate mission was tackling the crisis, bringing the Airline company reputation, planning for the future and operating sustainably. The latest company mission is actually in line with structural changes and objectives. According to the Qantas website in 2014, the mission states that ‘Qantas is the largest premium airline in Australia and are committed to being the best. The mission continues to say that the aim of the company is to meet customers’ expectations whenever they fly and therefore they often invest in their business and always endeavor to offer customers excellent services’. This can primarily be summarized as fulfilling shareholder’s value. This mission statement will guide the company expands into the Asian market (Duval 115). In a bid to fulfill this mission, the company has outlined various strategic objectives including restructuring its businesses, put in place cost reductions and efficiency measures, effective financial management, global outsourcing, job cutting and expanding strategic alliances staring with Emirates Airlines (Mules 3). The business restructuring would entail separating of the domestic and international management arms of Qantas Airlines

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