The paper "Marketing Plan for Qantas" is a good example of a marketing case study. Qantas market share in international travel has been on a decline. The airline commands about 65% of the market share in Australia. The problems are the viability of routes, the effectiveness of task planning and performance of aircraft. The decisions made were consolidation of maintenance tasks, retiring old aircraft and closing down routes known to make losses. The other problem involved diversification in the international market. This move faces challenges of gaining a market share in a competitive environment with well-performing airlines.
The strategic decision is diversifying into a new market by making entry strategies (Bentley, 2009). The idea was to end the joint partnership with British Airways and begin a new partnership with Emirates. The decision is likely to affect employees of both companies and the perception of customers, suppliers and competitors. 1.2 Marketing Research Problem (MRP) Qantas has a well-performing domestic market. However, there is a need to understand the profitability of its international target market through an effective entry strategy. This will involve establishing the most viable strategy to gain most of the international customers hence increasing its profitability.
This also entails evaluating the long haul travel as a strategy to provide customer convenience and reduced time of reaching destinations. The attempt is to obtain information from Qantas international passengers on the quality of services and re-purchase intentions or referrals. Positive results obtained will be essential in product development that will increase Qantas international flight bookings and profitability. Information required is on customer perceptions on the brand (Hayes, 2008); re-purchase decisions and quality of services which are necessary for customer retention and referrals. 1.3 Research Objectives To establish the effect of change in partnership between British Airways to Emirates on Profitability of Qantas international in the next one year. To evaluate the quality of services and new offerings by Qantas international in gaining and maintaining a market share in the international flight market To determine the impact of a joint partnership between Qantas international and Emirates on customer retention and re-purchase decisions 1.4 Rationale Marketing Research Problem (MRP) has provided the necessary information on Qantas international which will be important in solving the management decision making (MDP).
The management problem has been low profitability in international travel which has been attributed to conditions of aircraft, quality of services and process inefficiencies. The impact of engaging in joint venture or partnership is likely to affect on employee relationships and cross-cultures (Bruner, 2009). 1.5 Research design The study of Qantas international airlines will use a mixed approach which is both qualitative and quantitative. The quantitative aspect is descriptive and based on a deductive approach. This will help in establishing the number of bookings, profitability and the level of market share.
On the other hand, a qualitative approach which is essentially inductive will obtain information about the perception of customers to the new joint partnerships; new offerings and whether the quality of services will lead into re-purchase decisions or referrals. In the mixed approach (Miles & Huberman, 2002), the independent variables will be; joint partnership, new offerings, the introduction of new aircraft and re-organization of maintenance tasks. This will be evaluated in terms of how its influences on profitability and market share of Qantas international.
The conceptual framework will be as shown below.
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