The paper "Consumer Behavior Analysis of Airline Services: A Case of Qantas Airline Market" is a good example of a marketing case study. The Australian airline has experienced remarkable growth over the last few decades despite the economic volatilities rising cost of fuel. In 2012, the Australian airline market was estimated at $22 billion and is projected to reach $22.1 billion by the end of 2016 (IBSWorld 2016). The growth is expected to be catalyzed by the increased passenger travel and tourism industry. The growth of the industry has made the industry attractive to both domestic and foreign airlines that have entered to grab a share of the market.
Qantas is the largest airline in Australia in terms of fleet size, international destinations, and international flights. Founded in 1920 (Aulenbach 2007, p. 14), Qantas has grown to become a global brand flight in more than 20 domestic destinations and more than 21 international destinations across 14 countries. This implies that Qantas occupies position one in the Australian domestic airline industry despite the high competition it faces from both domestic and international airlines.
In terms of market share, Qantas controls 65% of the Australian domestic airline market share (Center for Aviation 2015). Qantas' main products include the provision of passenger and cargo services to different destinations across the globe (Kain & Webb 2003). The airline has been able to attract a large number of customers that have remained loyal to the company because the products and services provided by Qantas are of high quality besides the fact that the airline assures passengers of their safety and the safety of their cargoes. In 2015, Qantas carried more than 49.2 million passengers to different destinations across the globe (Center for Aviation 2015).
Besides the main products that the airline provides, to increase customer value and experience, Qantas provides additional services to passengers that fly with its fleet of aircraft that include in-flight entertainment, smartphone support, and meals. Product Life Cycle Every product goes through different stages commonly called the product life cycle. A product goes through five main stages namely product development, introduction, growth, and maturity, and decline stage (Stark 2011, p. 31).
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