Domestic consumer market has made qantas airline a

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domestic consumer market has made Qantas Airline a monopoly in Australia (Waldron, 2012). The strategies include: Advertisement: Qantas Airline spends up to $ 5 million in ads annually to attract potential customers (Waldron, 2012). Brand Ambassador: Qantas Airline has signed both domestic and global brand ambassadors to represent the company both in the Australian and international market (Waldron, 2012). This strategy significantly improves the company’s brand value. CSR activities: Qantas Airline is actively involved in the corporate social responsibility in both the domestic and global context. For instance, the airline has been using fuel efficient planes such as the Boeing dream line 787. Further, the company is also concerned with the preservation of the environment. Marketing research and marketing intelligence is an important aspect for Qantas Airline in undertaking marketing planning and implementation. The airline can use marketing research and intelligence in understanding consumer trends and emerging issues in the airline industry. Through marketing research and intelligence, Qantas airline can understand changing customer preferences and in turn change its strategies to conform to them. Question 5: Segmentation in Qantas AirlineSegmentation is an important marketing strategy for Qantas Airline as the company needsto identify its customers and group them in terms of their needs and preferences. The airline should segment the market in a way that it meets the needs of each category of customers and ensures that it does not leave any room for competitors to take advantage. The company should
Qantas Case Study on Marketing 8then set its pricing standards following the needs of the customers. Specific segmentation variables that Qantas Airline can apply include: Segmentation bases Customers segment for Qantas international flights Geographic factorsRegion Latin America, Europe, Australia, Asia. Density International (48.8 million) and DomesticAge All age categoryGender females, family, Male, and othersIncome Middle and High-income groups Occupation Employees and professionalsDemographic factorsSocial status Middle class, Working class, and higher class Family sizeNuclear, Single, joint family Psychographic factorsLifestyle Traditional and modernsOccasions Regular and other Festive seasonsBehavioural factors Benefits Price advantages and various services under one roof like B2B business
Qantas Case Study on Marketing 9Occasions Festive season, non-festive season and for the employees professional Question 6: Market positioning and targetingPositioning is an important element of a market strategy. Reaching the target market in a satisfactory and productive way needs an appropriate positioning and targeting strategy. An understanding of the fundamentals of positioning is necessary for Qantas when targeting its target market in various ways. One of the important of proper positioning is that it enables the company to prepare accurate planning of the marketing strategies to use in different market categories. The company has shown distinction in its product positioning on a domestic and international basis. In the domestic market, Qantas positions itself by price penetration while on

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