Marketing and Qantas

2726 WordsApr 13, 201311 Pages
ATMS 401 – MARKETING Clay Gervais ASSIGNMENT - QANTAS You're the reason we fly SUBMISSION DATE: 30-Mar-13 STUDENT NAME: Wassim Hamdan STUDENT ID: 862466 Contents Introduction 3 Marketing Audit, Planning and New Strategy 4 SWOT Analysis 5 Qantas Macro Environment 6 Qantas - Micro Environment 7 Marketing Research and Intelligence 8 Market Segmentation 8 Market Positioning 9 Buyer Behavior 10 Conclusion 11 References 12 Author Biography 12 IntroductionQantas is recognized as the world's leading long distance airways, established in Queensland in 1920, being the second oldest airlines of the world. Today, the airways provide flight services across a network of 182 destinations in 44 countries covering…show more content…
| Suppliers | Suppliers are firms and individuals that provide the resources needed by the Qantas and its competitors to produce goods and services. | Marketing intermediaries | Qantas heavily depends on marketing intermediaries promote, sell, and distribute its products to final buyers. These include resellers, wholesalers and retailers, physical distribution firms, marketing service agencies, advertising agencies, media firms and financial intermediaries. | Competitors | Qantas faces a wide range of competitors from international and domestic airlines. | Publics | Qantas focuses on Financial, Media, Government, Citizen-action, Local, General and Internal publics. | Customers | Qantas study its customer markets which normally include: Consumer, business markets, reseller markets, government markets and international markets. | Marketing Research and IntelligenceMarketing intelligence is generated from systematic processes in marketing research. It includes the primary and secondary data gathered from industry analysis, customer analysis, and general market conditions. By using this knowledge about its environment and customers Qantas is able to forecast movements in market share and customer preferences and thus be in a
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