MARKET RESEARCH INFORMATION FROM QANTAS WEBSITE
The most appropriate market research information that Qantas Frequent Flyer could collect from the Qantas website is information on customers. Information on customers can be of two types – personal information and non-personal information. Personal information can include personal details on customers and will depend on the relationship between the customer and Qantas website like the type of purchase made and services requested online. Personal information on customers can include the following details (Qantas.com.au 2014) –
Customer personal details - customer name, gender, age, country of residence, address and contact details including email address, fax and telephone number.
Qantas
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Personal customer information are collected by Qantas website when customers use Qantas online services like making purchases, transactions, bookings, updates and registrations online. If such required information is not provided by customers they may not be able to receive the products or services as requested by them.
The other type of information includes non-personal information about customers which are collected using servers and other technology. Qantas website can collect such information using techniques of online researches which are internet based research that requires very few resources and has a quick access over large respondents (Buchanan 2009). Online research can be done through online tracking and observing customer browsing habits with the help of cookies. Cookies are small text files stored on the system hard drive by a website or web server that are used to keep track of websites visited by users (Buchanan, Gallant, and Miller 2010). It was found that after the introduction of cookies the web started to become a space capable of extraordinary monitoring (Schwartz 2001). Cookies enable Qantas to keep logs of customers’ use of their website as well as non-Qantas webpage’s visited by customers. Cookies track information such as the number
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Target market segments can be identified through purchase statistics collected using cookies. Identifying these market segments will help Qantas gain a better understanding of their target audience and there by have a more effective marketing system (Gunter and Furnham 1992) which will help Qantas gain an advantage over its competitors and make customers more satisfied (Dibb and Simkin 1996).
Facilitate Qantas loyalty program participation –
Facilitating customer participation in Qantas loyalty program and that of partners by coming up with new products, services, forming new partnerships and offering additional exciting benefits that which will attract the targeted market segments and even new customers. Qantas Loyalty program participation can be enhanced by awarding Qantas Frequent Flyer points for purchases made online and offering membership levels or entitlements that will offer distinct and enhanced personalised benefits as well as privileges to
Qantas has undertaken significant changes over the last decade to cope with internal and external factors such as the terrorist attacks on September 11, 2001 which effectively reduced the demand for international travel. Qantas initially reduced its international travel flying capacity by 11%. Fortunately, the collapse of Ansett which halted domestic competition in the Australian aviation industry which had dropped the bidding price war for consumer finances, softened the blow on September 12, 2001.
The airline industry has long attempted to segment the air travel market in order to effectively target its constituents. The classic airline model consists of First Class, Business Class and Economy, and the demographics that make up the classes have both similarities and differences to the other classes. For instance there may be similarities between business class travellers on a particular flight, but they will not all be travelling for the same reason. An almost-universal characteristic of air travel is that customers do not fly for the sake of flying; the destination is the important element and the travel is a by-product, a means-to-an-end that involves the necessity of an aircraft that gets the customer from point A to point B. Because the reasons can differ greatly in the motivations for a customer wanting to fly, it can be difficult to divide the market into discrete segments, that is, there is always going to be overlap in the preferences and characteristics of any given segment. With that in mind, the commonalities that are shared between the clientele that make up the respective classes can easily withstand analysis.
Despite the growth in the market, Qantas International’s market share has been falling over the past 10years, from 34% in FY02 to 16% in FY13. The entry of Virgin Australia in 2000 in part explains this, however Virgin’s growth also coincided with the demise of Ansett in 2001 “… Virgin Blue will initially increase capacity on existing routes while evaluating what c...
Over the past couple of months, Qantas have received an increase of 2% in share prices. The company should strive to celebrate upon these achievements by offering bonuses to employees. This is crucial as this will keep employees motivated in the workplace (Rundell, 2014).
The industry for Qantas Airways Limited is a company that guides a long distance in airline, which is in international and domestic location. Qantas Airways Limited is a company that established as a world airline that comes from Australia.
...onclude, the strategies used by Qantas in dealing with these influences have all been relatively effective. The use of technology has been the most effective in providing the business with a competitive advantage and has very little downsides when compared to other strategies. Operations management has dealt with globalisation effectively and greatly reduced costs and provided the business with a competitive advantage at the expense of the business reputation and individuality. Strategies which involve product differentiation have been used very effectively and are beneficial to Qantas. However the more cost leadership strategies that Qantas uses, the more likely that the business will lose it’s own individuality as the “Red Kangaroo”. In general, Qantas has been able to keep it’s business running relatively successfully and has dealt with it’s influences very well.
A market profile is explain on customers and customer groups in term of the unique characteristics. It gives information about customer target group and what they looks like. It also helps in identify clearly on target customers who interested in the business’s products or services which the business need to focused on target group of customers who suitable for products or services.
The company made $970 million profit in the year 2008, $123 million in 2009 followed by $116 million in 2010. The number of passengers travelling in Qantas in 2008 was 33670 million, 33,969 million in 2009 followed by 32,489 million.
The airline industry implies frequent flyers programs, which is very important in this particular industry. This program is a kind of price discrimination, because it consider as a kind of discount for specific customers. This program gives the advantage of any members of such a program to earn member points for each flight. This member points can be used to get a free
Marketing is not just about selling and advertising products and services. In general, marketing is associated with identifying the particular wants and needs of a target market of customers, and then working to satisfy those customers better than the competition. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution or place (Bethel, 2007). Understanding ways to identify the target market is crucial in developing market strategy. This paper is intended to define target marketing and examine a market analysis of Stacy's Pita Chip Company.
Once a business has successfully completed segmentation based on the market into various groups the targets will be chosen. As we all know no one unique strategy will be able to appeal to all consumer segments therefore being able to come up with different strategies for specific targets are a vital aspect of marketing.
Caroline and Jennifer said that ‘Market segmentation is a crucial marketing strategy. Its aim is to identify and delineate market segments or set of buyers which would then become targets for the company’s marketing plans.’ (Tynan and Drayton, 1987) There are many ways to segment the market, such as age, region, environment, psychology and wages (Hall, Jones and Raffo, 2010).
To begin with, it is crucial to appreciate the meaning of segmentation and targeting because these two terms lay the foundation for this report. Consequently, segmentation is dividing a market, into groups of consumers with homogenous traits in order to provide each group with the desired product. What is the meaning of targeting? It is where an enterprise evaluates every segment with an objective of identifying segments with promising business opportunities. Considering the nature of the product in question, it sufficed to mention that liquor- filled chocolates are to be sold to adults.
Within the airline industry currently the airlines can be divided into low cost airlines and full service airlines. The low cost airlines targets customers that are seeking no frills connectivity between cities at low ticket prices. The full service airlines provide several add-ons like free meals, on plane entertainment, and communication facilities. The target market for full service airlines are customers who are willing to spend extra for the services that the airlines provides.
Products and service are created to appeal to a certain market. Creating a strategy with consumers in mind is a target market. To take marketing a step further market segmentation can be utilized. Target marketing is the term for directing marketing endeavors toward consumers. Breaking down of the market into smaller groups with intention of promoting products or services is identified as market segmentation. Market segmentation divides broad markets into smaller segment groups such as female, male, adult or children. Market segmentation occurs using factors that fit into four categories such as; geographic, demographic, psychographic, and behavioral.