Case Study Of Qantas

What is marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create or exchange to satisfy individual and organisational objectives.
Types of markets
There are 6 types of markets
- Mass market
- Industrial market
- Intermediate market
- Resource market
- Consumer market
- Niche market
Factors influencing the customer’s choice is important because Marketing strategies should be based on the marketer’s understanding of how customers make their decisions.
“The airline launched a new version of its heralded I Still Call Australia Home advertising over the weekend featuring a young indigenous Australian singing the anthem in an accent from the Torres Strait

being a 5 star rated business their consumers are empowered by the facilities and airport locations. Qantas strength would be that there has not been one death on that airline. Qantas has a safety record for that. Some of the weaknesses are that they have a high labour rates and other operating costs than its competitors. Which makes it a competition for other businesses.
Market research
Qantas customers want their satisfaction. Its goal is to provide a satisfactory return to shareholders and to generate enough profit in reserve to fund growth and the gaining of new aircraft. Which also includes Increased sales of passenger tickets, increased market shares in the airline industry. Growth/new routes, and corporate size as there are cost advantages in being bigger. Decreased operating costs, especially labour costs.
Establish market

Price methods used by Qantas include a variety of:
Cost plus margin: Qantas determines the cost of production and then adds a margin for profit. Market: the market, where the demand is matched with supply, regulates most fares at Qantas. Competition based: watch what other airlines such as jet star is doing.
Promotion is the means by which an organization that connects its products and its image to the consumer. Qantas Airlines is the largest airline company in Australia enjoying a considerable control in the domestic market. It also carries a huge number of people to and from Australia. But, the recent years have witnessed a decrease in the industry, especially after the global financial meltdown. This has put an impact on the Qantas ' market too. A strongly growing market competition is also a matter of concern. This study will consider its current market, the target audience of the airline and its various marketing aspects. Based on this initial study, the marketing mix would be paid a closer look and then, instructions would be provided on improving the mix. The aim of the whole exercise is to help develop Qantas ' position as the market