StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Marketing Project for Qantas Airlines - Case Study Example

Cite this document
Summary
The paper 'Marketing Project for Qantas Airlines" is a good example of a marketing case study. Qantas was established in 1920 but was only operating in Queensland and Northern territory. From the beginning, it was only operating with biplanes which used to carry one or two passengers in open cockpit and has progressed to airbus A380s carrying 450 passengers around the world…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER94.2% of users find it useful

Extract of sample "Marketing Project for Qantas Airlines"

Download file to see previous pages The paper 'Marketing Project for Qantas Airlines" is a good example of a marketing case study. Qantas was established in 1920 but was only operating in Queensland and Northern territory. From the beginning, it was only operating with biplanes which used to carry one or two passengers in open cockpit and has progressed to airbus A380s carrying 450 passengers around the world. The name Qantas originated from the original routes it used to operate when it was established namely Queensland and Northern Territory Aerial Services Ltd (Qantas). Currently, this airline is regarded as one of the worlds leading long-distance airline and a strong brand in Australia entirely (Qantas, 2008).

Qantas is covered by the Equal Opportunity for women in the workplace Act 1999 and so as to be declared compliant to the Act one need to:

  • Develop an equal opportunity for women in the workplace programs.
  • Report annually to Equal Opportunity for women in the workplace Agency how the program is faring in the organization before 31st May every year.

Currently, this Airline has a woman on the Executive Committee reporting directly to the CEO. As at March 31st 2010, the Qantas group had 31,722 employees and this comprised of those who were working full time, part-time and casuals not counting approximately 1, 770 employees from Jet-star which is also a Qantas airline limited brand. From the financial reports for the year ended 30th June 2011, Qantas Airways Limited had recorded 8% increase in total revenue and there the financial performance of the company is commendable but with the implementation of precise strategies, this can improve even further for there are potentials (Thomas, 1997).

The underlying profit before tax was $552 million up 46%, revenue was $14.9 billion, up 8% and this as mentioned earlier are records of the year ending 30th June 2011. This airline is based in Australia but has offices and branches all over the world and well-executed online solutions for easy access to their information or location. However, the head office is situated at Building A, 203 Coward Street Mascot NSW 2020 Australia.

The company recognizes that the airline industry is a service industry. This being the case, service is provided by people hence the differentiation in the airline industry is the way customers are treated by the employees. In Qantas airlines, the stewardess is dressed by Peter Morrisssey and Australian designer. Comprising of color palette which creates a fresh and contemporary look that is a reflection of the premium style associated with Qantas. Australian wool suit in black for flight attendants and charcoal for ground staff and is combined with the Wirriyarra design in three colors namely: dusk, Ochre and Opal and finally a dusk print dress designed for female flight attendants.

  • Objectives

Qantas operates under a vision to create the world best premium and low fares airlines in Qantas and jet star as well as being the best airways service providers throughout the world (Lloyd 2001). It strongly believes that these can be achieved by working together with a shared commitment to the highest standards of ethics and integrity and all this has to go hand in hand with compliance to relevant laws and regulations (Rae, 2001).

To achieve this there is a need to implement some marketing objectives that will be a boost to maximizing the potential that Qantas has to the competitive advantage.

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Marketing Project for Qantas Airlines Case Study, n.d.)
Marketing Project for Qantas Airlines Case Study. https://studentshare.org/marketing/2078550-project-choices-develop-a-services-marketing-project-for-your-clients-or-for-yourself-please
(Marketing Project for Qantas Airlines Case Study)
Marketing Project for Qantas Airlines Case Study. https://studentshare.org/marketing/2078550-project-choices-develop-a-services-marketing-project-for-your-clients-or-for-yourself-please.
“Marketing Project for Qantas Airlines Case Study”. https://studentshare.org/marketing/2078550-project-choices-develop-a-services-marketing-project-for-your-clients-or-for-yourself-please.
  • Cited: 0 times

CHECK THESE SAMPLES OF Marketing Project for Qantas Airlines

The Current Marketing Situation of Qantas

… The paper “The Current Marketing Situation of qantas" is a wonderful example of a case study on marketing.... qantas is an Australian airline founded in 1920 and is the second oldest in airline history.... The key marketing strategy that qantas employs is market segmentation in which it offers diverse products for the diverse needs of travelers.... The paper “The Current Marketing Situation of qantas" is a wonderful example of a case study on marketing....
14 Pages (3500 words) Case Study

Qantas Premium Service

The rise of terrorism has led to increased security measures especially for airlines operating direct flights to the US and other European countries.... The strict barriers in the airline industries around the world are easing and being replaced by regulatory frameworks that seek to open up the skies for airlines to operate freely (Hitt & Ireland, 2010).... … The paper "qantas Premium Service" is a worthy example of an assignment on marketing....
10 Pages (2500 words) Assignment

Qantas Airways Limited Marketing Planning

This is to mean that for qantas Airways Limited to be successful with regard to offering catering services that sway customer; their marketing strategies must define market orientation from Shumsky (2006) perspective---a cultural perspective looking for “the company culture that most efficiently and effectively creates the needed behaviours that ultimately creates superior value for its customers thus ensuring continuous effective performance” (p.... To begin with, marketing situation analysis shows that Qantas Airways Limited faces intense rivalry among different airlines and to be specific, Virgin Australia airlines which offers the stiffest....
7 Pages (1750 words) Case Study

Qantas Consumer Brand Loyalty

The high prices of fuel mean high operating costs for qantas, necessitating higher fares to be charged from passengers.... There has been an increase in competition from other airlines such as Air Australia and Virgin Australia locally, and internationally, Emirates and Etihad have come up as major players that Qantas has to content with (Dorman, 2009).... There has been an increase in competition from other airlines such as Air Australia and Virgin Australia locally, and internationally, Emirates and Etihad have come up as major players that Qantas has to content with (Dorman, 2009)....
25 Pages (6250 words) Research Paper

Analysis of Qantas Airline General Environment

On the other hand, Qantas Airline Company faces increased opportunities in its increased market size as more consumers seek to find new airlines in Asia and Africa growing markets (Wilson, 2003).... Nonetheless, the company faces an increased threat from the increasing competition from new and existing airline providers including Virgin Blue and Malaysian airlines.... … The paper "Analysis of qantas Airline General Environment" is a good example of a business case study....
7 Pages (1750 words) Case Study

The Qantas Group Aviation Industry

This report will analyze the situation of qantas airlines and use it to give some recommendations that will help to steer the company towards success.... This report will analyze the situation of qantas airlines and use it to give some recommendations that will help to steer the company towards success.... Qantas Airline Vission and Business Strategy The airline is well known for its brands' logo, 'Red Kangaroo' which is branded on its two brand airlines, Qantas brand and Jestar Brand....
6 Pages (1500 words) Case Study

Marketing Mix Analysis of Qantas Airlines Limited

… The paper "Marketing Mix Analysis of qantas airlines Limited " is an outstanding example of a marketing case study.... The objective of this paper is to provide a detailed analysis of the marketing mix and service gap of qantas airlines.... The paper "Marketing Mix Analysis of qantas airlines Limited " is an outstanding example of a marketing case study.... The objective of this paper is to provide a detailed analysis of the marketing mix and service gap of qantas airlines....
10 Pages (2500 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us