The paper "Marketing Plan to Qantas Airlines " is a great example of a marketing case study. This paper provides a marketing plan to Qantas Airlines so as to come up with a strategy on how to improve International Economy class services and market penetration. Given that airline services target the final customers the strategy to provide the analysis of the current situation of the company in the market (West, Ford and Ibrahim 2010). The reason behind this marketing plan is that the company has been earning continuous losses making it hard to sustain the expenses and the operations of the company.
The company offers various flight services such as international business class, economy class, international first-class, and international cargo transportation, international frequent flyer program (Lee and Carter 2010). II. SITUATION ANALYSIS Internal Environment A market mix is a business tool most applicable in the selling of products and services. This tactic is used by a marketing professional to attract customers (Lee and Carter, 2010). The market mix is also known as the 7 Ps with each P representing a component. This strategy is summarized into four P’ s which include price, product, distribution and promotion. Product This is a commodity to be marketed.
It has to satisfy customers need. In this case, Qantas Airlines offers services to its customers as the central product which should provide satisfaction to the customer in the form of increased value. The company’ s flight services range from domestic services and international service which have different categories. The company has the best services in the airlines' industry as compared to its competitors. The company has been able to introduce some services like the frequent flyers program as a customer awarding program for their loyalty.
This helps the company to present itself in a competitive way in the market. The company has invested in research and development to help innovate so as to improve its services. The services have been helpful to the company to help it penetrate the domestic and international market. Therefore, this part of the market mix has been working well to promote company’ s market extension. The company offers international and domestic journeys to various part of the world. Price This is the value by which a consumer is to pay for a product or the services.
The price is very important because it determines the company sales and profits. Prices should be competitive. The company prices have been the highest in the airlines' industry in Australia. This has led to reduced customers because they have been shifting to the competitors because of their low prices. Therefore, pricing has been one of the factors leading to the international departments of the airlines unprofitable. This has resulted in reduced share in the market. Therefore, Qantas airlines should have a reasonable price so as to penetrate the market.
Though the company has been offering discounts to its customers on the services from the customers this has not been enough to keep the current customers and to attract new ones. The company has been involved in a cartel that was trying to fix airlines prices which would see the creation of a monopoly in the pricing of the airline services. This led to a reduction in the market share in favor of their competitors.
The company domestic prices are a bit expensive as compared to those of their competitors though they offer better prices than their competitors.
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