Qantas Report

6470 Words Sep 23rd, 2008 26 Pages
1. Executive Summary
Qantas is one of the most recognised and longest running Australian companies. It is the world’s second oldest airline, and has a successful history to uphold (Qantas Web Site, 2008).
Identification of target markets is imperative to Qantas’s success. Mortished (2003) explains that Qantas uses Behavioural segmentation to select its target market. This allows for the market to be divided and products and advertising to be specifically aimed at the most responsive customers. Qantas divides its target market into two main groups; Business and leisure
Qantas has three major problems. 1.) Fuel efficiency, 2.) Lack of communication between employers and employees, 3.) Competition in the corporate customer market (Ferguson
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This threat of further increasing fuel prices poses a greater challenge to Qantas than any international disaster. Qantas recognised that change was necessary in order to remain successful in this volatile industry. In 2006 Qantas launched Jetstar international, expanded freight and restructured catering (Qantas web site, 2008).
In 2007 Qantas had a successful year despite a failed takeover bid, fierce competition, aircraft delivery delays and record fuel prices (Qantas Annual Report, 2007). Qantas must ensure that controllable, internal factors affecting the business are managed to minimise impact from unexpected external factors.
Internal factors that must be addressed are poor industrial relations and human resource management. The company must also attract a greater proportion of the corporate market share from its competitors and reduce CO2 emissions to ease government and public pressures.

4. Who is the Customer/Market and how are we giving value
Target market is the market segment to which a particular good or service is marketed. It is generally studied and mapped by an organization through lists and reports containing demographic information that may have an effect on the marketing of key products or services.
Qantas is a global company whose primary operation involves carrying passengers, however it also has other functions that are crucial to the success of the business, including its freight

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