The paper "Marketing Mix Analysis of Qantas Airlines Limited " is an outstanding example of a marketing case study. The objective of this paper is to provide a detailed analysis of the marketing mix and service gap of Qantas airlines. Established in 1920, Qantas has the honor of being the oldest continuously operating airline in Australia and the second oldest in the world. The airline provides air travel services (passengers and cargo) both in the domestic and international markets. Qantas has a wide customer base in Australia due to its large number of frequent flights to major cities across all states and territories.
It operates a low-cost subsidiary branded Jetstar. Qantas commands a market share of over 60% in Australia making it a key industry player with near-monopolistic powers (Qantas Airlines Limited, 2016). Domestically, Qantas’ s main competitors are Regional Express Airlines, Skywest Airlines and Virgin Australia. In the regional market, Qantas competes with Air China, Emirates, Singapore Airlines and Cathay Pacific. Despite the stiff competition in the domestic and regional markets, Qantas is very popular among Australians because of its well-established brand name and quality of services.
Being a public company with impressive stock performance in the Australian stock exchange, Qantas’ s marketing objective is to maximize shareholders’ return in the short and long terms. Accordingly, the company has aligned its marketing mix strategies to meet this objective (Qantas Airlines Limited, 2016). Marketing Mix Analysis Marketing mix refers to a set of actions, tactics and strategies a company implements to promote its brand in the market and attract customers. Regardless of the industry a company operates in or the nature of the business, the marketing mix contains seven important elements: product, price, promotion, place, people, physical evidence and process.
The seven elements influence each other and can lead to success when handled well (Kyrgidou & Hughes, 2010). The section that follows describes each of these elements of the marketing mix as relates to Qantas airlines.
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