Qantas Marketing Report 90% – A Grade

Resource Description

Addresses ethical, legal and financial aspect of Qantas. Many more, pls use at own discretion.

TABLE OF CONTENTS

• Executive summary
• Section 1: Contemporary Marketing Strategies
  • Segment & Positioning.
  • Relationship Marketing
  • Pricing Methods
• Section 2: Effectiveness of Contemporary Strategies
• Section 3: Qantas’ approach to ethical behaviour.

Executive Summary

Qantas Airways Ltd. is a public Australian company operating in the consumer market with the core function of providing airline services to customers across several countries.

In order to establish the airline as a cost and service leader, the airline utilises several marketing strategies. Within this report, the main marketing strategies discussed are:

• relationship marketing
• pricing methods/strategies
• behavioural segmentation and positioning

By effectively utilising these marketing strategies, Qantas is able to create more highly effective marketing campaigns catered towards its respective target market which, in turn, have assisted the business in achieving its marketing objectives of profit maximisation, increasing market share and maintain customer retention levels.

Throughout the 2020 financial year, Qantas was able to generate approximately $124 million before tax deductions compared to the industry average of $45 million [QANTAS ANNUAL REPORT 2019/2020]. The airline has seen an increase in market share of approximately 4% in the second quarter of the 2020 financial year due to fellow competitor Virgin Australia undergoing voluntary administration as a result of the COVID-19 pandemic.

Qantas Airways has a legal and ethical obligation to comply with governmental regulations concerning the marketing of its services, most notably the Competition & Consumer Act 2010 (Cth). The airline has come under severe criticism over the past two decades regarding the business’ engagement in fair competition and its responsibilities under Australian Consumer Law.

The report aims to conclusively provide an insight into the effectiveness of the airline’s marketing strategies and assess its compliance with Australian governmental regulations throughout the renowned airline’s 100-year history.