Question:
Write report on Qantas Airline regarding its product and give the overview of the Marketing Mix structure of the Qantas Airline.
One of the flag carrier airlines in Australia is the Qantas airline. It is the largest airline by the size of the fleet. It is the third oldest airline in the globe. It was founded in the year 1920 an in the year 1935 it began its global passenger flights. The full form of the name Qantas is Queensland and Northern Territory Aerial Services. It has also been provided with a nickname which is the Flying Kangaroo. In the Australian domestic market, Qantas has almost a share of 65 percent. The headquarter of Qantas is located in the mascot suburb of the city of Botany Bay (Gregson et al., 2015).
The evaluation of the marketing strategy is the most beneficial part and the financial index which includes sales as well as market share and productivity are used by Qantas Airlines. It is the famous air business in Australia. The target market for Qantas Airlines is the local market of Asia. It plans to augment the domestic market share by 65 percent in order to increase the competitive authority in an equivalent method (Ferrell & Hartline, 2012).
The marketing mix refers to the set of acts as well as strategies that a company uses in order to endorse the brand as well as the product in the market. The P’s helps to generate a wide-ranging framework for the marketing services. The P’s of marketing mix are as follows:
1. Price: it generally refers to the cost that is put for a commodity. The price mainly depends on the costs of manufacture as well as the subdivision target. It also denotes the ability of the market to pay. There are several sorts of pricing policies each is attached in with an overall trade plan. It is also mostly used as a segregation in order to differentiate and improve the image of manufactured goods (Jackson & Ahuja, 2016).
Figure 1: The 8P Marketing Mix
2. Product: The goods which are actually being sold are referred to as the product. The product must convey a minimum level of performance. The products of a consumer are characterized as expediency goods for which the consumers are willing to invest very restricted shopping efforts. This is the reason for which the goods need to be enthusiastically available in the market as well have a brand name. In contrast, the shopping goods are those goods in which the consumers are eager to spend an immense deal of time and endeavor (Chikweche & Fletcher, 2012).
The product line of a company refers to the collection of identical things that is held by the firms. In contrast, the product mix of a firm describes the amalgamation of diverse goods that are held by the market. The products are differentiated in several ways be it superior quality or inferior quality (Lovelock et al. 2014).
3. Place: under marketing mix, place refers to the point of sale. The main aim of each industry is to attract the customers with their products as well as making it trouble-free for the consumers to buy. Traders compensate a premium for the correct location (Gordon, 2012).
4. Promotion: it refers to the action which is commenced to make the manufactured goods or service known to the consumer and business. Promotion generally includes publicity, word of mouth as well as incentives (Shimp & Andrews, 2013).
Figure 2: The Marketing Mix
5. People: each and every company relies on the people to run their trade on the front line. Encompassing the correct people in the organization is vital because they are the part of the trade offering products (Goi, 2015).
6. Process: the delivery of the manufactured goods is generally done with the consumer present so how the manufactured goods are distributed is once more part of what customer is paying for. The process under marketing mix consists of both production as well as throughputs. The diverse types of processes include a technical process that involves the procedure by which products are manufactured. Both oblique and indirect actions are involved in the process. The oblique movement adds value to the interface of the consumer. Under marketing mix the process is that constituent which views the experience of the customer (Koo et al., 2016).
7. Physical environment: physical environment mainly includes the place that is clean, prearranged as well as enjoyable surroundings. If the environment is clean it will attract more customers as the customer prefers to go the place where they can breathe fresh air (Bowie & Buttle, 2013).
8. Productivity and quality: This P deals with the fact that goods which are offered to the consumer is a good transaction or not. It is the way in which productivity is increased for the management of cost. It mainly examines how well the product of a company competes in a market.
1. Product: there is a rising competition in the airline industry. As a result, Qantas pays enormous significance to the planning of the product. The product is crafted in such a way such that it helps to draw new customers. Qantas holds profitability at an elevated precedence. The products of Qantas comprises of the lodging of travelling passengers in their airlines as well as cargo containers. The travelling arrangements, which are provided by Qantas, are quality in nature. The product of Qantas also includes a variety of flying arrangements. They are also known to provide diverse seating preparations, serving of food, and facilities for each class is it business class, international economy or premium economy. The main objective of Qantas is to enlarge the manufactured goods with improved services.
Figure 3: The Qantas Airline
2. Price: the product pricing used by Qantas is the price plus margin. The higher pricing of Qantas is due to the markets facing higher demand. In the case of low cost pricing, Qantas makes use of the penetrative pricing. They also provide the policy of reasonable funding. They are also known to provide discounts without depicting them as discounts.
3. Promotion: The means of promotion which are used by Qantas are TV, advertising on the internet, magazines as well as radio. They are also known to use social networking as well as blogs so that they can come closer to the customers. The promotion strategies also include the promotion with the help of the model of the plane of Qantas (Huang & Sarigöllü, 2012).
Figure 4: The Promotion done by Qantas Airline
4. Place: Qantas provides direct sales of their tickets at the airports. The customers are also able to make use of the internet through the company website.
5. Physical environment: like the other industries, Qantas is also affected by the non-controllable features that control the process performance of the business.
The market fragmentation of Qantas airlines can be termed as composite. It is based on the fact that fragments have diverse needs as well as desires and expectations. The target audiences of Qantas are the trade explorer who travels in or exterior of Australia. The explorers do not hesitate to pay for the luxury products that are provided by Qantas. The marketing mix of the product of Qantas is the Qantas Cloncurry (Lucarelli, 2014).
Red planet is the most recent marketing strategy which is followed by the Qantas Airline. It is mainly an emerging digital marketing and statistics analytics trade. It has been signed up by 15 business clients in order to provide media and research services. Last year, Qantas had launched the integrated media of the airlines. Qantas has turned its policy into a strong income stream with the help of the trade partners. Some innovative marketing strategies by Qantas include the introduction of the pre-paid travel card.
1. Financial System – the financial system, which includes both local and national are the greatest environmental factors that affects marketing of the Qantas Airline. The sale gets increased when the times are good. However, when the tine is not good in that case the Qantas Airlines should augment their promotional strategies. The marketing decisions are affected by both the domestic and national financial system. It mainly determines how much the consumer needs to pay and whether they need to fear or not while spending. If Qantas Airlines deal with basic requirements, they will be less probable to get affected by the loss (Dawson, 2014).
2. Legal Rules and regulation – if the legal rules are changed in that case the business as well as marketing will be included. If taxes are imposed on the services provided by Qantas in that case it can impact the bottom line of their trade. It also helps to enforce the false law leading to promotion at the centralized level. Across the globe, each country is protected with the help of consumer laws. According to a legal rule, if a company gives advertisement of the services that is not possible for the customers to perform, they can sue the trade.
3. Customer Inclination – the trends in marketing has the probability to alter the overall dimension of the marketing venture. The frequent change in the behavior of the customer can affect the marketing structure. If the taste and preferences of the consumer changes in that case the market will get affected. Either the demand for the goods will increase or it will decrease.
4. The intermediaries of the market – it is necessary for each and every customer to possess a large number of intermediaries which helps in endorsing, selling, allocating of the commodities and services (Bonet et al., 2013).
Gremke, D. (2016). social media Archives – Valient Market Research. Valient Market Research. Retrieved 3 June 2016, 5. Demographic features – it is determined by the size of the population in the market. The number of individuals in the market (Imran et al., 2014) affects the marketing policy.
The social media is known to have an impact on marketing. With the help of social media, the consumers will be able to provide the feedback regarding theservices offered by Qantas Airlines. If the consumer gives negative feedback, in that case it will affect the marketing and trade of Qantas. But if they provide positive feedback about the services provided by Qantas in that case it will help the business in Qantas to grow. The consequences of online analysis as well as ratings on the services provided by Qantas are dependent on other characteristics. It includes the brand name as well the features (Evans, 2012).
Figure 5: The Technology
The internal technology is used to manage as well as analyze the operation of the market. The external technology includes the stage that is used in order to reach the viewers and deliver substance. Lastly, the product technology is built in the goods and services of the company itself (Farabi, 2012).
Technology helps in changing the commodities and services which are obtainable in diverse way. They help firms to enlarge new packaged goods. Technology will help the business of the Qantas Airlines to grow. It also helps the trade to flourish as well as reinforce the relationship with the customers. The technologies which impacts technology are social media as well as Smartphone. Technology helps to provide information about the company through the social media platform such as Facebook and Twitter (Papadopoulos & Heslop, 2014).
Figure 6: The Social Media Impact on Marketing
The corporate social responsibility is known to affect the policies as well as the behavior of the trade. In order to improve the performance the CSR needs to have an impact on the customers. The CSR that is the corporate social responsibility is the concept that is needed by a trade to be concerned with more than just gaining profit. One of the characteristic of CSR is the security of the environment. It has been reported that when the scholars of marketing had inspected the reaction of the consumers to the Corporate Social Responsibility, they found the abridged indicator of CSR and they have also considered the restricted dimensions (Pedersen, 2015).
Figure 7: The Corporate Social Responsibility
The society is known to impact the marketing plan. The problem related to society has an adverse impact on the movement of the company. If Qantas Airlines can promote fair trade it will help them to keep away from the problems related to the society. If Qantas Airlines feel that its endurance is in danger in that case it can limit its CSR activities. A company mostly faces danger when upholding profit as well as reducing societal impacts both becomes expensive (Preuss, 2013).
Figure 8: CSR
In many instances, CSR had been defined as the cause-related marketing as well as charitable. The five major areas that are covered by CSR include community, environment, and wellbeing as well the economic performance. In the route of marketing of goods CSR is committed to natural surroundings (Mousavi et al., 2013).
Contained by the marketing literature, a lot of division has been observed in terms of the unit of investigation. Mostly, CSR is defined as the triangle which has financial system at its base and legal and moral values at the top (Schneider & Schmidpeter, 2012).
Conclusion and Recommendation
In order to become the leading company in the airline market, Qantas has been undertaking the innovation of knowledge. Qantas is also concerned regarding the security of its consumer. Technology will help the business of the Qantas Airlines to grow. Qantas disquiets about the great men and women. They are also concerned about the way they will serve the individuals on the basis of both national and global. The product of Qantas also includes a variety of flying arrangements. The consequences of online analysis as well as ratings on the services provided by Qantas are dependent on other characteristics. It has been conclude that if the taste and preferences of the consumer changes in that case the market of Qantas will get affected.
It is recommended that the Marketing Mix helps to improve the marketing strategy of Qantas Airline. The promotion strategy helps the product of the Airline Company to expand. The price needs to be lower in order to attract more customers. As per the 8 P’s, it has been recommended that the physical environment of Qantas should be kept clean so that more customers can use their service. The place should also cover all the region of Australia that will also help them to earn profit.
References
Animated Videos for promoting Corporate Social Responsibility – ADI Studio. (2015). ADI Studio. Retrieved 3 June 2016.
Bonet, R., Cappelli, P., & Hamori, M. (2013). Labor market intermediaries and the new paradigm for human resources. The Academy of Management Annals, 7(1), 341-392.
Bowie, D., & Buttle, F. (2013). Hospitality marketing. Taylor & Francis.
Brinker, S. (2010). Rise of the Marketing Technologist – Chief Marketing Technologist. Chief Marketing Technologist. Retrieved 3 June 2016,
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities. Journal of Consumer Marketing, 29(7), 507-520.
Dawson, J. A. (2014). The Marketing Environment (RLE Marketing) (Vol. 1). Routledge.
Evans, D. (2012). Social media marketing: An hour a day. John Wiley & Sons.
Farabi, Y. (2012). Analysis of Marketing Environment of Virgin Australia.
Ferrell, O. C., & Hartline, M. (2012). Marketing strategy, text and cases. Nelson Education.
Goi, C. L. (2015). Marketing Mix: A review of’P’. The Journal of Internet Banking and Commerce, 2005.
Gordon, R. (2012). Re-thinking and re-tooling the social marketing mix.Australasian Marketing Journal (AMJ), 20(2), 122-126.
Gregson, S., Hampson, I., Junor, A., Fraser, D., Quinlan, M., & Williamson, A. (2015). Supply chains, maintenance and safety in the Australian airline industry. Journal of Industrial Relations, 57(4), 604-623.
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