Journal Of Renewable And Sustainable Energy -Myassignmenthelp.Com

Question: Discuss About The Journal Of Renewable And Sustainable Energy? Answer: Itroduction Qantas Airways is considered to be the flag carrier of Australia and it is one of the largest international flight carrying passengers to different locations. Qantas Airways is also considered to be the third oldest international flight after KLM and Avainca. Qantas has merged with the domestic airlines i.e. Australian Airlines. Gradually, with the passage of time, it was privatized and there were more than 51% shareholders who purchased different shares of the company. Qantas is certified with 4 star rating for its onboard quality of product range and services. The company is operating its business through the following segments i.e. Qantas Loyalty, Jetstar Group, Qantas Domestic, Qantas International, Qantas Frieght and Qantas Corporate. The headquater of Qantas Airways is situated in Qantas Centre Bayside Council, Sydney, New South Wales. The company has also operated a large number of passenger airline since its original inception and this includes the Impulse Airlines, Australia Asia Airlines, Australian Airlines, Network Aviation, Qantas Link, Jetstar Airways and Jet Connect. Moreover, the company has also operated a freight service known as Qantas Freight and this is wholly owned by the air freight and logistics company (Qantas.com 2018). Introduction to the task, definition, purpose and value of SWOT analysis for Qantas Airways This paper will help in the identification and description of the targeted market of Qantas based on the four main segmentation basis. It will also highlight the external and the internal marketing environment. The history and the current product lines of Qantas are also discussed in the paper. Moreover, recommendations have also been given to identify the new target market of Qantas and also explain the value that is provided by the new product line of Qantas. Further, the strategies for relevant marketing mix variables are also described in the paper. SWOT analysis is undertaken to identify the internal as well as external strength and weakness, opportunities as well as threat of the company. The value of SWOT analysis for Qantas is that it provides a straightforward and analytical framework that will help in the evaluation of the business organization from all possible sides. It also helps to find out and analyze where Qantas will have a competitive edge and the areas where it must improve (Bamber 2015). History, current market condition and product line of Qantas Qantas was set up in Queensland and the first airline of this company was Avro 504K.. In 1934, British and Qantas Imperial Airways tried to form a new company Qantas Empire Airways Limited. The main competitor of Qantas, Ansett Australia has collapsed in 2001 and this has raised the market share of the company to 90% (Qantas.com 2018). Qantas has tried to report an underlying profit and this is considered to be $1,401 million in the year 2016-2017, which is one of the second highest performance in the history of the airline industry. According to the annual report of 2017, the return on invested capital was 20.1% and the return of the shareholder was upto $500 m. Qantas flies A380 between Australia and USA. Moreover, the company has more than five Boeing Aircraft and this runs only on selected routes. The six newly fitted airlines will operate on long routes only and more than nine new airlines will be added in these fleet (investor.qantas.com/annual-report 2017). Analysis of the internal and external marketing environment of Qantas Airlines The external environment of Qantas is complex, turbulent and it becomes difficult to deal with these situation in an effective way. PEST analysis must be undertaken to analyze the external marketing environment and this has direct impact on the performance of Qantas airways. The political factor is considered to be the most vital factor that affects theperformance of the industry. The political issues that are faced by Qantas includes corruption, political stability and tax. Qantas must also have proper license in the operation of their business and thus it must try to keep control of the different petroleum exporting countries that will lead to increase in the fuel price (forbes.com 2018). It can be said that the economic issues such as inflation in the currency rate also affects Qantas and there will be instability in the economy. The change in the foreign exchange rate also affected Qantas and it has led to fall in the profitability rate of the country. Moreover, technological inn ovation has also helped in the development of Qantas airways. The airlines has the system of online booking and the expectation of the customers are very high regarding the use of technological services and products. Qantas also has many customers and this airline industry has played a major role among the Australian people. It has also a better brand identity and this is considered as a national symbol for the Australian people (Liet al. 2016). It also offers different types of services and uses low cost price to attract the purchasing behavior of the people. It can be said that there are certain legal aspects of this airline industry and it helps in maintaining safety and health rules among the employees and the customers. Moreover, this airline also follows the employment rules and regulations and thus try to maintain hygiene inside the airline. This law is also applicable to the employees of Qantas Airways and thus this has helped in the development of the company (abc.net.au 20 18). The SWOT analysis of Qantas airways is mentioned in the table below: Strength Has strong dominance in the domestic market of Australia. Offers transportation services in diversified geographic locations Access to profitable domestic routes that contributes towards higher rate of profitability Forming alliance with other airline groups and therefore trying to do monopoly. Weakness Industrial action dispute The rumors that has spread in different countries regarding the acquisition of Qantas by Ethiad group Opportunity Achieving higher level of growth in the international market by seeking permission for foreign direct investment in the country. The growth in the Australian domestic market will also boost up the market and help in the growth opportunity of Qantas Airways. Global aviation partnership in Emirates. Further expansion of the operation of Jet star carrier Threat Competition from other low cost airlines. Rise in the fuel price. The different regulatory conditions subjected to the operation of domestic as well as international laws, restrictions and regulations. Steep competition from other airline industry in the international market. Figure: SWOT analysis of Qantas airways Target Market It can be said that the market segmentation of Qantas Airways is considered to be complex in certain cases and this is because of the different needs, requirements, expectations and segmentation. The position of Qantas airways is that it provides topmost quality services as well as best comfort among the other airlines running on the same route. The targeted audience of Qantas airways are the business class travelers who travel across different countries in Australia or abroad. This can also be further classified into conference travelers, routine travelers and emergency business class travelers. Moreover, the leisure travelers are also the targeted customer of Qantas airways. This airline also gets multiple destination travelers as well as weekend tourists and thus earns a major portion of the revenue through them. It can be said that the targeted audience of the company are mainly the affluent and the middle income-earning customers who prefers to travel to different destinations w ith ease, comfort and luxury. The airlines also operates customer loyalty program that is known as Qantas frequent flier. It is also effective towards drawing the customers and thus categorized them frequent business travelers (Cui 2017). There is variation in the flight booking system, allocation of seat, in-flight services, additional guidance services as well as a better safety record. It is also the responsibility of Qantas to know why they must target only a few customers and how to develop these targeted market. Although, it can be said that Qantas carries out targeting with the help of segmentation and this is necessary to fulfill the needs and wants of the customers. Moreover, it will also help in making better relation with the customers (Qantas.com 2018). The customers who travel for the purpose of leisure can be divided into two broad segments i.e. tour segment, weekend segment and multi destination tour segment. These categories can also be divided demographically into two types of categories i.e. based on age, family life cycle, income and sex. It can be said that Qantas can be considered as a full premium carrier segment and it also adjusts according to the changing demands of the customers. It is also trying to establish a number of new airlines with its own target market. Moreover, these brands can be categorized as differentiated brands and thus they have different appeals to the customers. The airlines also provides two classes of services including Star Class and thus it will help in delivering better service to the customers (Lucarelli 2014). New product recommendation and justification Qantas Airways must start private jet services and this will the premium customers to enjoy the services that is provided by this airways. It will offer several opportunities to experience and thus travel with luxury in comfortable cabin classes. The leather seats and the flat bed experiences will make their comfortable and thus they will be willing to travel in this private jets and experience a comfortable journey. These private jets will be preferred by the premium segment and the business class because these jets will not have hundreds of seats and they will have individual board tables. This will make transportation super efficient and thus the customers will be more attracted in their services. The frequent flyers and the home market are considered to be the jewels of Qantas Airways and it can be said that these customer segments will be willing to purchase these services if Qantas will start up private jet services. The Government of Australia must also take initiative to star t up these services and thus these will increase the market share of the company. These will boost the shares of Qantas and other international competitors will be in steep competition with the company. The profitability of the company will also increase with the passage of time and people will enjoy the services that will be provided by these airline industry. The private jet services that will be started by Qantas has various social responsibility such as focusing on the customers, diversity, integrity, diversity as well as leadership. They will try to value their customers and thus provide them respect, honesty and trust with the services, They will also be responsible for accountability in their thinking process and thus protecting the environment. They will also try to protect their employees in the workplace and thus provide the customers with the safest services. Qantas will try to provide high standards for the performance and try to fulfill the needs as well as the demands of the customers. They will try to make their customers happy and strive to meet towards their goal. This will inspire the airline to be successful and both the management as well as the customers will try to work together among the diverse workforce and thus serve a diverse population group (Cui et al. 2016). 4Ps of Qantas Airways Product With the growing competition in the airline industry, Qantas plays a vital role in the process of product planning. The products are crafted in such a way so that it will help attract the new customers and also retain the existing customer group. Moreover, the profitability of the company also plays a vital role and the airlines has made arrangement for special type of accommodation. There are different types of flying arrangements that is provided by Qantas such as premium class, international class, business class as well as international business class. The information about the services and the products of Qantas are available both in online as well as offline modes. The company has also taken the initiative for frequent flyer program across different countries (Tekeret al. 2016). Price This airline industry uses cost plus margin and thus the products will be demanded by the customers although the cost is comparatively high. Qantas will also use competitive pricing method as well as penetrative pricing policy for the low cost airlines. The airline will also provide attractive discounts to the customers and this will help in customer pricing perception. It can be said that the airlines do not provide low cost services for different destinations. Promotion Direct marketing method is used by Qantas and this will be beneficial for the corporate customers. Various types of sales promotion are also used during lean season. Moreover, PR activities and social networking websites and bloats plays an important role in the promotion of Qantas airways. This plays an important role to get closer to the customers and this airline also provides sponsorship for charitable programs. It can be said that the company spends more than $3.5 million in advertisement in order to attract the customer base (Qantas.com 2018). Place There are retail outlets in different locations for the sale of tickets in Qantas airways. Moreover, the sale of tickets directly at the counters of the airports also plays an important role and this helps in the profitability of the company. Some people also prefer to purchase the tickets through travel agents as well as through mobile phones. Recommendation The formal market audit will also help in the development of the company and thus set the marketing plan and the marketing objectives accordingly. The various types of corporate marketing strategy will also help in catering to the online marketing services and therefore help in market planning process accordingly. With the help of better positioning and targeting tools, Qantas airways must try to spend considerable amount in advertisements and targeting people from different sections of the economy. This will help in increasing the customer base of the company. Qantas must also try to deliver low cost airfare services with a better and high quality service and thus this would attract the customer base to choose Qantas airways. It is the duty and responsibility of the management to use the correct airfare value pricing strategies that will help in solving the needs and well as the problems of Qantas airways (Tekeret al. 2016). Conclusion Qantas airline plays an important role in the airline industry of the Australian economy. The airlines is also trying to improve the performance score card in the airline industry. It will try to provide better services to the customers and the customers also expects to getter better services from these airlines. This will help in improving the customer service of the company. The complex buying behavior of the customers in regards of this airline is considered to be very costly and there are also different types of customers who are engaged in travelling through Qantas airways. The customers after searching the best deals seeks to purchase the tickets and this will help in increasing the satisfaction level of the customers. References abc.net.au 2018.Abc News. [online] Available at: https://www.abc.net.au/news/2012-06-13/fullerton-flight-or-fright-for-qantas/4068968 [Accessed 1 Feb. 2018]. Bamber, G.J., 2015. Low-cost airlines product and labor market strategic choices: Australian perspectives.Members-only Library. Cui, Q., 2017. Will airlines pollution abatement costs be affected by CNG2020 strategy? 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