This website uses cookies to ensure you have the best experience. Learn more

Business Studies Qantas Case Study

1631 words - 7 pages

Business Studies Qantas Case Study

CHAPTER 4

2. Situational Analysis

Swot Analysis of Qantas

Strengths:
• Extensive network / part of the One world alliance
• Excellent airport locations and facilities
• Globally recognised brand name and logo
• Excellent safety record – probably the best in the world (not one death on a Qantas flight)
• Operational excellence: Qantas has twice won the Cumberbatch trophy for engineering excellence.

Weaknesses:
• Speculation that British airways will quit its $1.3 billion stake in Qantas.
• Higher labour and other operating costs than its competitors
• An ongoing disputes between Qantas management ...view middle of the document...

Qantas’s other marketing objectives include the following:

• Increased sales of passenger tickets

• Increased market share in the airline industry

• Growth / new routes, and corporate size as there are cost advantages in being bigger

• Decreased operating costs, especially labour costs.

4. Marketing Strategies
Market Segmentation and Selection of the Target Market

Market segmentation is the process is the process of dividing up the total range of potential or current into smaller discrete groups to facilitate analysis and planning. This enables Qantas to:

• Better meet the needs of all its customers, to compete more effectively and to attain financial goals more readily
• Better tune the marketing mix to particular groups in the market, so the product can be refined, prices set, place of sale determined and promotion better focused for each market segment. EG: Economy, Business and First Class travellers.

Qantas’s market segmentation is complex because each segment has distinctive and different needs and expectations, such as the desire for stopovers, the ability to pay fare levels and expectations in terms of in-flight service and comfort.

Qantas mainly uses behavioural segmentation to select its target markets. Buyers are distinguished according to trip purpose, for example: business and leisure / non-business travellers.

However, there are many reasons for travelling either business or leisure.

The business segment is broken down even further into routine business (normal point to point business travel), conferences / seminars and emergency business which reflects passenger needs and benefits sought.

The leisure segment is broken down into holiday (inclusive of tour segment, multi-destination touring segment and weekender segment) and visiting friends a relatives.

Formulating the Marketing Mix: The 4 P’s

i) Product

As the airline industry has become much more competitive, airlines like Qantas have focussed on product planning. Qantas designs products to attract and hold customers from a particular market segment and to do so profitably.
The generic products of Qantas are the provisions of a seat (passenger) or a container (freight).

The passenger side of the product:

• Scheduling’s basic features: time of departure or arrival, number of stops or direct flights and the aircraft type. In November 2000 announced that it would spend $4.6 billion on new planes over a 10 year period including the purchase of Airbus 380

Qantas enhances its basic product by having the best connecting airline on a preferred basis with its One World alliance.

• Comfort based features include lounges, in-flight meals and drinks, in-flight entertainment and seat width.

A $300million Total Entertainment in-flight system is currently being installed on the Qantas international fleet. On 14th February 2002,...

Other Papers Like Business Studies Qantas Case Study

Business Management Case Study

2856 words - 12 pages nor surrender its proposal to the board of directors at McConnell Spice for approval. The principles of decision making in business is very clear in the essence that people who are challenged to make significant decisions are rewarded when they do what is right. In contrast, those who go against the vise are stunted (Weisman, 2010 & Salmon, 2012). It is very clear from the description of the case study that this firm (The Standard Systems) has no

Business and Economics Case Study

944 words - 4 pages Name Instructor Course Date Case Study In the case study provided, Westport Electric Company seems to be having serious budgetary problems. The selection, planning and implementation of various projects seem to be faulty. In this particular case, King who is the supervisor of the administrative staff budget staff section has raised a red alarm with regard to two recent budget approvals (Kieso 161). Background Information: Origin and

Harvard Business Apple Case Study

1719 words - 7 pages Harvard Business School Case Study Analysis Harvard Business School Case Study Analysis Description At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc. in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the challenges

Ls311 – Business Law Unit 3 Case Study

307 words - 2 pages Running head: Double Jeopardy Unit 3: Case Study NAME LS311 – Business Law Prof. SNAME Case Armington, while robbing a drugstore, shot and seriously injured Jennings, a drugstore clerk. Armington was subsequently convicted in a criminal trial of armed robbery and assault and battery. Jennings later brought a civil tort suit against Armington for damages. Armington contended that he could not be tried again for the same crime, as

Creating a Business Urban Outfitters Case Study

1109 words - 5 pages Urban Outfitters Continuing Case Study: Creating a Business Steve Jobs Introduction to Business Professor Mariatta Lewis July 31, 2011 Urban Outfitters Continuing Case Study: Creating a Business Starting a business can be very challenging. There’s always a positive and negative side to it and it’s not always easy. Entrepreneurs and business owners will always over come different challenges when setting up a business. Finances

Health and Small Business Case Study

844 words - 4 pages and Liza are wondering if they can afford to hire an additional mechanic (Robert), who happens to be the best applicant for the open boat mechanic job. (Spencer, C.S. 2014) The purpose of this paper is to analyze the options for John and Liza from all angles. There are many issues in this case such as legal implications, ethical, and addressing it from a pure business standpoint. To illustrate the choices that John and Liza have let’s consider

Movie Company Business Structure Case Study Analysis

2238 words - 9 pages [pic] Movie Company Business Structure Case Study Analysis [pic] Leopoldo Vendramin ADVANCED BUSINESS STRUCTURES Special thanks to Mr. Peter Butters Academic Year 2010/2011- Term I The movie company considered for this analysis, has recently acquired one of the major comic company of the world, the “Comedy Factory”. Is therefore being developed a business strategy, that serves to clarify the

Business Ethics Case Studies

4143 words - 17 pages within their work environment (Ferrell, Fraedrich & Ferrell 2009, p. 226). In fact, the National Business Ethics Survey (NBES) found that when violations of organisational standards occur, most employees do not feel that their company has a strong ethics program (Ferrell, Fraedrich & Ferrell 2009, p. 94). Virgin Blue’s principle stakeholders include employees, consumers, shareholders and the media. If Virgin Blue’s unethical employment practices

Urban Outfitters Continuing Case Study Part 2: Creating A Business

665 words - 3 pages Urban Outfitters Continuing Case Study Part 2: Creating a Business Anna Hall Dean Carol T. Williams Introduction to Business – BUS 100 July 26, 2010 Creating a Business There are many challenges when starting up a business such as lack of funds, finding the right location, and establishing a customer base. Funding a new business can be one of the biggest challenges because most people do not have enough money saved up to start a

Global Business Strategies - Case Study of Google Into China

848 words - 4 pages Case Study of Google in China Case Study of Google in China The SEO Consultants (2010) website highlights Google as the number one leading internet search engine within the United States today. In earlier years, the managers’ of Google recognized to remain competitive they needed to enter into the international territory of China. Shortly after launching the search engine in China from the home base of the U.S., the Chinese

The Unconventional Business Strategies of Zara: a Case Study

2305 words - 10 pages The Unconventional Business Strategies of Zara: A Case Study Informational Technology and E-Business BUAD 6800 February, 2013 INTRODUCTION At first glance, La Coruna, Spain is a small, poor ship-building town in northern Spain; however, it houses a company, Inditex Corporation, which is a technological leader within the fashion industry. This small town houses “The Cube,” which is the

Related Essays

Qantas Case Study

3222 words - 13 pages QANTAS CASE SUDY ACG31- Auditing Theory and Practice Assignment 2 Word Count 2,682 QANTAS INHERENT RISK FACTORS (Question 1) 1. There is an inherent risk relating to the accuracy of an account balance of Property Plant and Equipment which is compose of freehold land, buildings, leasehold improvements and aircraft and engines. Aircraft and engines represent 70% of the total

Business Studies Case Study. Open Uni, Code B120

662 words - 3 pages cope with pilfering having no long term positive effect. (b) Describe the concepts from your chosen session that you think are most relevant to understanding the problems you identified in Question I. Explain why you think they are useful and support your explanation with examples from the case study. The concepts I have focused on for this case study are found in study session three, relating to the structure of a business. Given that

Business Management Case Study

3507 words - 15 pages Business Studies University of Dhaka The report we have made is a real case study. Sometimes we felt it quite tough. For the completion of this study we can not deserve all praise. There were a lot of people who helped us by providing valuable information, advice and guidance for the completion of this report in the scheduled time. Course report is an essential part of BBA program as one can gather practical

Business Case Study

795 words - 4 pages 7-ELEVEN MANAGEMENT CASE STUDIES INTRODUCTION 7-Eleven is the world’s largest convenience stores operating, with more than 35, 000 franchised and licensed stores in 17 countries, which generate annual sales exceeding over $ 36 billion. 7-Eleven Stores Pty Ltd is wholly owned by an Australian family. It is operating as the independent licensee of 7-Eleven Australia. The first store was opened in 1977 in Oakleigh, Victoria. Since then it