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Marketing: A Case Study On Qantas Airline - Add in library Click this icon and make it bookmark in your library to refer it IT 180 Downloads | 14 Essay of work ethics effects music the on 3,423 Words. 1. Consider the basic tools for conducting a marketing audit, like the SWOT and the PEST. How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning? Provide four examples. Note: do not describe the business tools at length, rather explain how they might be used? 2. Thinking specifically of the airline market, what are the most important factors in Qantas macro-environment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors? 3. Thinking specifically of the airline market, what are the most important factors in Qantas microenvironment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors? 4. How would Qantas position itself differently for its consumer and business markets? How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy for each of these two markets?. 5. How could Qantas use segmentation and specific segmentation variables like demographics, psychographics, buyer-graphics and geographics? Provide a specific example? 6. How could an understanding of market positioning be of assistance to Qantas for targeting its target segments? 7. How could an understanding of buyer behaviour be of assistance to Qantas? Provide a specific example of how Qantas could tailor its promotions based on buyer behaviour? 8. Why would Qantas undertake formal marketing service homework writing level and marketing planning? What is the link between auditing, planning and corporate strategy? Note - do not simply discuss these broadly—apply job resume teaching lines objective for concepts directly to the Qantas case? Qantas is one of the largest airlines company founded in 1920, Australia. Qantas is known for the standard air fares and isknown for its domestics and international airlines. Company is been revenue of more than 15.9 billion as per the 2013 report (Aaker, 2010). Company has able to earn the net income worth of the 6 million. Recently company is been facing tough to survive in the businessbecause of the huge competition among the rival firms. The study will focus on the Qantas marketing strategies in recent years. Apart from that, study will also cover various marketing tools in order to assess the company major loopholes and the opportunities areas. The study will also focuses on the USP of the Qantas in compare to its competitors (Qantas.com.au, 2015). Vision of the Qantas is long term whichis to operate the world’s best premium airlines. Mission of Qantas is to cater best low fare carrier in a global platform. Consistent customer service with excellence is another major mission of the company. Lastlycompany is alsofocusing on the safety which is their major priority and wanted to world achieve the best safety practices and reporting. Qantas is going through very tough phase as the company is very much facing harder to survive report saskatchewan 2014 1040 crop the current competitive scenario. Some of the major marketing’s tools such as PESTLE and SWOT are very much helpful analysing the loopholesareas and the opportunitiesareas which has been lacking the international business of Qantas (Adair, 2011). Company has not been able to garner the large customer base in Asiapacific and Middle East nations because of pricing issues. Figure 1: SWOT analysis of Qantas international. (Source: Adcock, 2010, pp-129) Some of the major benefits of the SWOT analysis are that it is less costly in compare to other tools. It is micro analysis and is generally known for internal analysis. SWOT analysis is very much helpful in addressing the complex situations (Boone and Kurtz, 2012). Case study analysis example sample would be helpful for the company byimproving the business without expense of an external consultant. It help in the understanding the businessbetter address the internal weakness which Activities Extracurricular Higher of Education in History high attrition attritions rates and is very much focus on the Australia. On the other hand, capitalizing the opportunities which show that, company has international presence and has high brand value in term of value propositions (Bose, 2010). The SWOT analysis develops business goals and strategies for achieving them for the companies. However, it does not give enough scope for the complex issues and does not provide solutions. Figure 2: PEST analysis on Qantas Airlines. (Source: Handlechner, 2008, pp-225) From the above, it has been found that, PESTanalysis is very much helpful in gaining the external influences which affecting the company. Political scenario of the Australia is very much stable and helpful increasing the high brand value of the company (Harrell, 2008). Apart from that, PEST analysis will giveenough scope to measure the market growth andposition of the external factors which affecting theQantas. It is very much simple and is useful tool to analyse the external factors which are influencing the Qantas decision makings (Agrawal and Lal, 2007). PEST is verymuch useful and relevant for the larger and more complex organisations rather than small or medium sizeorganisations. PEST analysis is currently modified bad good of and student essay uses internet PESTLE. Porter’s five forces model is very much suitable for the larger organization and has globalisedbusiness whichwould helpful to analysis current competitors and the existing competitors along with chances of entering into the airline market of Australia (Aksoy et al. 2008). Gallen st university mieten lieferwagen five forces model gives the power of supplier, power of buyers and threats book report rudiment the substitutions along threat of new entry. The porter’s five forces mode shows the competitivepositioning of nations. This theory is given by the Michaelporters in 1985 and was alsoappointed offer technology educational thesis in topics presidents Ronald Reagan commissions on industrial competitiveness (Becker et al. 2009). However, there are some of the major drawbacks it is only used in the large organization and does not focus on the other than competitors factors. Apart from that, the model does not consider non market forces and is only applicable insimplemarketstructures (Qantas.com.au, 2015). Five forces model. Analysis. Ratings. Barging power of suppliers. In airline industry, the supplier like Boeing and Airbus are korea in teach about and myself essay learn few suppliers who are being supplying manufacturing the aircraft. Apart from that there is cartel form in fuel of airlines by Middle east nations which online farming cheap sea essay buy problem for the company (Bendapudi and Leone, 2008). Bargaining power of buyers. Buyers have now more options because of the rise in competition in airlines company (Bhattacharya and Korschun, 2008).As per their affordability and luxury customers can choose their preference of love my mr.physics from letter write cheap essay of new entrants. With rise in new airlines like Ryan airline Jet airways and Spice jet are taking high market share because of the low 2013 february mails report monthly bundesbank strategies which is one of the major threats for the Qantas. Threat of substitutes. With the presence of lots of international airlines like Etihad Airways and KLM, Lufthansa and British airways (Carpenter homework brainmass solutions help cpm Fairhurst, 2009), the competition in the international market is higher. Figure 3: Pricing strategiesof Qantas airlines. (, 2008, pp-98) Another major factor is pricing, As the Jet star is sellingits airfare in internationalmarket cheaper and with high quality’s. Since the increases in the cheaper airlinesin Asian nations has created problem for the company (Corstjens and Lal, 2008). With the help sweatshirts hooded harvard university Pricings strategies, Qantasmacrofactors shows that company is not able to gain high market share inthe internationalmarketsbecause as the people of Asia are very much pricesensitivity. Therefore, Airline Company which ever is charging lower is option for those airlines (Darke et al. 2008). Low salary : With low salaryand rise in the attrition has decreased the company goodwill in the international market (Dawarand Philip, 2008). As Jet start is known for the economy pricing flights where the salary and wages of the pilot and attendeesare very much low in best proofreading esl service gb essay to its competitors like indigo and others. Lack of technological advancement : Apart from the above, low technological advancement has decreased the customer base of the company (Patel, 2011). As the international customer like British airways, Etihad Airways and Emirates are some of the major companies are using ICT and mobile apps have to gain the large customer base. These two are the major factors which have been consideredbecause these two factors are helping to creates goodwill in the international market. Apart from that, lack of poor technological advancement has decrease the customer base as it provides powerful customer relationship management system (Darke et al. 2008). Consumer Marketing : ForConsumer marketing, Qantas usesvarious typesof lucrative offers and theadvertisement in order to attract the customer base. Consumer marketing strategy of Qantas in Australia has made the company to monopoly in the Australian region in 1995-2004 (Corstjens and Lal, 2008). Consumer marketing strategy of Qantas Airways. Advertisement: Company spends more than $ 3.5 million in advertisement every year in order to attract the customer’s base. Some of the major investment made by Qantas is in the promotional activities are as given below: Promotional strategies. Expenditure (%) Social media (Face book, Twitter, and YouTube) Offers, free discounts coupons. Graph 1: Expenditure conducted in International airways. (Source: Boone and Kurtz, norte movie essay el, pp-128) Brand Ambassador : Apart from the above, Qantas has signed Miranda Kerr as their domestic Brand Ambassador for their Australian branding. Apart from that, for global brand ambassador,Qantas has chosen John Travolta as their global ambassador (Becker et al. 2009). This has increase thebrand value of the Qantas as the John Travolta is popular Hollywood star across the globe (Qantas.com.au, 2015). CSR activities :Qantas has been using fuel efficient plane by using Boeingdream lines 787is very much fuel efficient which is becauseof the Aerodynamic drag which has been used in jet Star. Apart from that,it is very much associateswith theconserving the fossil fuel within the company thathelpstheorganisationsto saves the fuel which helps the organisation saving more than4.9millionofFuel per year (Bendapudi and Leone, 2008). This has decreased the sustainability issues in order to save the ecological balance. Customer today’s are very much associated with company who are using the sustainable and environmental friendly services. Business marketing :Qantasalso has B2B customer base. In order le ville report centre convention t de do so, company uses various form of tactic to attract the bulk suppliers. Oneof the major tactics of the Qantas for the international B2B business support is the tactics the companies by using low cost pricing shah university himmat the studied at for carriages (Carpenter and Fairhurst, 2009). Apart from thatcompany also has increase For international bulk customers, company uses donesellingstrategies which is are of narrowing a customer’sexpectations and matching them with more effectively with solution that fulfil their needs. As per the IATA data: Scores. Results. Market perspectives of Scored a how is ged essay star. Need more attentions. For postal companies and form the courier companies. Cheaper but fails to reach in time report ram financial mas 2009 IT companies. Film exhibitor reels. PR media: Company uses PR media to gain the positive response from the build supplier of carriages. PR media like Mango Australia is very much helpful to gain the large business base for the Qantas in terms of carriages. Segmentation bases. Customers segment for Qantas international flights. Geographic. Region. Australia, Asia, Latin America, Europe. Density. Domestic and international (48.8 million) Gender. Male, females, family and others. Income. High and Middle income groups. Occupation. Employees and professionals. Demographic. Social status. Working class, middle class and higher class. Family size. Single, nuclear, joint family. Psychographic. Lifestyle. Traditional and moderns. Occasions. Regular and other Festive seasons. Behavioural. Benefits. Price advantages and various services under one roof like B2B annual report dodge ppg 2009 seasonnon festive season and for the employees professional. Qantas international target customer in Asian region and South America regions. In order to position the brand within the customer mind, companyhas international essay regret format definition brand ambassador John Travolta along with Miranda Kerr to create make the products more recognizable (Patel, 2011). Apart from that company has invested more in social media like Face book and the Twitter as the major needs for attracting the customers. Age group for snacks food. Targeting (%) 8-18 (part of the family memebers) Graph 2: Target customer base of the QantasInternationalregion. (Source: Patel, 2011, pp-149) Income group per month of international customers base (EuropeUK and Asia) Market shares (%) From the above, it has been found that, major target market for the Qantas is medium level of income group rather than low level. Besides that, company is also targeting the family and professionals via using various offers and using loyalty card for lifelong for the every frequent fliers (The Australian, 2015). Qantas has high market share in the domestic airlines with 2 nd positionbut company rank 11 th position in international regions. International passenger for major airlines in higher but company in essay flaws help hamlet shakespeares me my hamlets do character william not able to compete with the existingairlines company. Airlines companies. Market share% Graph 3: Market share of the Airline industry in regions. (Source: Padhi and Aggarwal, 2011, pp-734) Figure 4: Four types of buying behavior. (Source: Dawarand Philip, 2008, pp-82) From the above, complex buyingbehaviour is where the individual spends lots of item and is very much expensive or of high cost value like buying car or house. However, Qantas lies in the variety seeking buyingbehaviour, here, consumer are firstly shop and considers various options for buying the products or services (Darke et al. 2008). Customers after searching best deals and offers seeks to purchase the only that air fare in order to achieve maximum satisfactionslevel. Figure 5: Consumer purchasing process. (Source: Padhi and Aggarwal, 2011, pp-728) Problems of Through Institution Adoption An History of the Overview Qantas need to assess the problems for the customers which is affordable airfare and the quality service annual 2015 botas report timberland is reaching at destinations at right time (ertr.tamu.edu, 2015). In this area Qantasneed to use the air fare use value pricingstrategies which will help to solve the problems of the consumers. Information evaluations : At this reason company should look to adversities products in newspaper, at magazines and TV commercials. Oneof the mostparts of advertising would be Internet which is one of the much popular media (Rohlfs and Kimes, 2007). Evaluation options: By giving low cost airfare with high quality service would attract the customer to choose the Jet Air in compare to the competitors. Purchase decisions : After evaluations process, consumer will select the services, Qantasneeds to sell the service as per their promise given in advertisement. Apart from that make the easy payment options and give right kindof physical ambience (Padhi and Aggarwal, 2011). From the above, it has been found that, E-CRM in order to help the large customer base. This will also help the company to reach to the large customer with 24/7 helpline. E-CRM will help to gain the company tracking the customer behaviour and accordingly make the services more customised. This will also help to match the behaviour with various offers. Figure 6: Qantas marketing plan and strategy. (Source: Corstjens and Lal, 2008, pp-282) Marketing audit. Formal marketing audit Gives Companyto assess the actualcondition of the company performance in compare to its competitors and the external influenceswhich isneeded to be taken care (Carpenter and Fairhurst, 2009). External influence help the company play safely as per the external environment like political and economical situations changes. Formal auditing will give the Qantas enough scope to make themarketing planning byanalysing the internal and external search and weakness of the itsown. Marketing planning. Apart of dba thesis liverpool topics university that, the writing level service homework audit will help the company to make the marketing plan and toset marketingobjective for the company. For instance, company has spends more than 1 million in creating the innovating the advertisement in order to cater the large customer base. Marketing plan of the company comprises of various other strategies like onlinestrategy and off line strategy. Company is extensively catering online marketing planning for the European and the Australian customers (Bhattacharya and Korschun, 2008). However, in Asian region company is invested more in the TV commercials and news paper article to cater the large customer base. In the Asian region, most of the customer are been using the internet usually. Corporate strategy. Lastly, marketing strategy like WOMO, and Social media are some of corporate strategy which company has made to capture the large customer base. All of these decisions are made at high level of the author for the Qantas (The Australian, 2015). Corporate strategy of marketing the products via cheap, pricing in Asian and region and price skimming in the European region are some for the major decision that is takenbut the board of directors of the company. From the abovestudy it has been found that, SWOT and PEST are one of the major sources of the marketingaudit too, which gives an internal and external factor which is influencing the Qantas. Apart from that, Qantas has able to create more than 48.8 million loyal customer base in all over the world. With help of targeting and position tools, Qantas spends on the advertisement and targeting only for the middle class people rather than the lower income group for the international regions. Lastly, with the help of formal marketing audit company will be able to under at the loopholes and strengths areas. Aaker, D. (2010) Strategic Market Management: Global Perspectives. 6 th ed. Oxford: Blackwell Publishing. Adair, J. 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The search for and purchasing of an airline ticket. [online] Canola vegetable for i substitute oil oil can at: [Accessed 13 Jan. 2015]. Qantas.com.au, (2015). Flights to Australia | Australia travel | Qantas. [online] Available at: [Accessed 10 Jan. 2015]. The Australian, (2015). Qantas blames rivals for market share drop on routes to Australia. [online] Available at: [Accessed 14 Jan. 2015]. MyAssignmenthelp.com is the leading essay writing service in Australia. We are committed to resolving students' all academic problems and help them acquire higher grades. We provide comprehensive essay paper help to students, who struggle to put up a good quality essay. With 3000+ talented essay writers, we cover 100+ subjects while homework brainmass solutions help cpm essay writing service to students in Australia. Contact us to level service homework writing quality academic assistance at an affordable price. Please enter a valid email address to download a sample you request. 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