Essays on Marketing Plan for Jetstar Case Study

Download full paperFile format: .doc, available for editing

The paper "Marketing Plan for Jetstar" is a perfect example of a marketing case study. Jetstar is an Australian low-cost airline which has its headquarters in Melbourne Australia. The airline was started by Qantas airlines with the aim of countering the rising competition in the low-cost airline sector. Jetstar provides their services to Australia, New Zealand and Asia. The airline main aim is to keep their costs low with the aim of attracting customers and compete with other low-cost airlines in the industry. The company started their flights in Australia in 2004 and six months later started their flights into Asia.

The company management is independent despite being wholly owned by Qantas (CAPA). Due to the airline association with Qantas which have a great history and a strong brand name, Jetstar has been able to offer high-quality services. Since the Australian airlines were deregulated in 1990, the field has been facing stiff competition. The entry of low-cost airlines such as Virgin Blue and Tiger has led to a tough battle in the industry. Jetstar had to work in ensuring there is brand loyalty through having an innovative market mix.

Jetstar has been keen on ensuring that they compete effectively in the low-cost carrier market. The company has set several strategies that are aimed at making it more competitive. Jetstar has an extensive network in the domestic market as well as the regional market (Jetstar). The airline has a large fleet of airplanes and well-trained staff. This report looks at the marketing plan for Jetstar. This is achieved through looking at Jetstar objectives, internal and external environment, competitor analysis and the target market. Objectives of the Marketing Plan & Major Marketing Problem/ issues This marketing plan aims to help Jetstar come up with an appropriate strategy that can help them achieve customer satisfaction.

Low-cost airlines are attracting a large number of customers due to their cheap cost and quality services (Budd & Stephen, 22). Despite this, they are often associated with low-quality services as compared to other types of carriers. For Jetstar to succeed in making the customers satisfied, they have to ensure that they are able to come up with strategies that will enable low cost without compromising the quality.

The price and service are the two main factors that determine whether the customers will be satisfied. The plan also aims at helping Jetstar in their expansion in the low-cost carrier market. The low-cost carrier market has become competitive with new companies entering the market. Jetstar has to ensure that they expand to new destinations. The company objective should aim at the new markets beyond Asia and Australia. In most develop-ping countries, low-cost airlines provide a good avenue to attract customers.

The airline should also diversify their sources of revenue in order to implement a low-cost strategy (Budd & Stephen, 39). To accomplish these marketing objectives, Jetstar should develop a benchmarking system which can help in monitoring the progress. Having reviews on the objectives will help the airline to have adequate feedback and perform corrective actions in a timely manner. The main objective should be gaining a good insight into the current needs and how to satisfy their customers. Through benchmarking, Jetstar can be able to improve their services and come up with new products (CAPA).

References

Jetstar. About us. Our company. 20th October 2014, http://www.jetstar.com/vn/vi/about-us/our- company. accessed 21st,October 2014.

Bamber, Greg J., Russell D. Lansbury, and N. Wailes . International and Comparative Employment Relations: Globalisation and the Developed Market Economies, 4th ed. Thousand Oaks, CA: Sage, 2004.

Budd, Lucy, and Stephen Ison. Low Cost Carriers: Emergence, Expansion and Evolution, 2014. Print.

Campbell, A., Kingsley, & Jones.M. Rebel Skies. “Is there any stopping the low cost carriers?”. Flight International, 2002.

CAPA. Low Cost Airlines in the Asian Pacific Region: An Exceptional Intra-Regional Traffic Growth Opportunity. Report, Centre for Asia Pacific Aviation, Sydney, 2002.

Chang, Y.H. and Yeh, C.H. “A survey analysis of service quality for domestic airlines”. European Journal of Operational Research.139, (2002), p.166-177.

Christ, Steffen. Operationalizing Dynamic Pricing Models: Bayesian Demand Forecasting and Customer Choice Modeling for Low Cost Carriers. Wiesbaden: Gabler, 2011. Print.

Forsyth, P. Low Cost Carriers in Australia: Experiences and Impacts. Clayton], Vic: Monash University, 2002. Print.

Harcourt, Tansy. "Qantas in Radical Plan for Jetstar." Australian Financial Review, 2004, February 25, p.1.

Jain, Sanjay. and Gupta, Garima. “Measuring Service Quality: SERVQUAL vs. SERVPERF Scales”. RESEARCH. 29 (2), (2004), p.25-37.

Jetstar. Sydney: ACP Pub, 2004. Print.

Lück, Michael. The Low Cost Carrier Worldwide. New York: Ashgate, 2013. Print.

Park, J. W., Robertson, R. and Wu, C.L. “The effects of airline service quality on pasenger's behavioral intentions: a Korean case study”. Journal of Air Transport Management. 10, (2004), p.435-439.

Steven, A.B., Dong, Yan. and Dresner, M. “Linkages between customer service, customer satisfaction and performance in the airline industry: Investigation of non-linearities and moderating effects”. Transportation Research Part E. 48, (2012), p.743-754.

Download full paperFile format: .doc, available for editing
Contact Us