quantas marketing plan

소개

Executive Summary

Qantas is one of very successful airline company in the world. Qantas is the largest airline company which is based in Sydney in Australia. Total more than 38,000 people are engaged with Qantas both internally and externally. Qantas has been managed well since 2001; as a result, Qantas is recorded consistently profitable until 2005. However, it is recorded that profit before tax decrease 26.6 per cent compare to previous year in 2006. This result was achieved in an environment of record high fuel prices, with jet fuel prices increasing costs as well as restructuring costs and product innovation cost. There are many and various types of business obstacles such as fuel
costs, competition, and new entrants and so on. Especially, fuel cost is a deathblow to the Qantas airline, because Qantas’s subsidiary company in which is a Jetstar, their slogan is providing the lowest price to customer and they intend to offer more travel chance to more customer, but as fuel cost is increasing, increasing fare is an inevitable conclusion. For all that reasons, Qantas has an unstable prospects in the coming future, but continuous investment on products innovation, development of network and destination and quality of customer service will assist Qantas in which maintain well reputation of airline company as well as it take on a new aspect from operating at a loss to balanced finance.

목차

Executive Summary
1. Introduction
2. Strategic analysis
3. Strategic objective
4. Current key strategies
5. Strategic implementation
6. Key strategic implementation
7. Evaluation of strategy
8. Conclusion
9. Reference
10. Appendix

본문내용

Over the last 85 years, Qantas has been developed from small airline operation to the biggest airline company in the Australia and most successful airline company. The Qantas is recognized as most valuable and australianize brand and Qantas has very well reputation for safety, reliability of business operation, engineering and continuous its’ product innovation. Qantas have 216 different names of fleet (see appendix table 5) in 2006 and provide service within Australia and further 114 destinations of overseas. Currently remarkable managerial implementation can be divided into four different strategies such as aggressive marketing strategic implementation, continuous product innovation, and a technical tie-up with other companies and restructuring strategy, in spite of these remarkable managerial implementations, Qantas profit is recorded 26.6 per cent decrease on the prior year(see appendix table 4).
Therefore the aim of this paper is going to identity the matter of current performances of Qantas’ management in every aspect of business tools and it will be discussed general strategic analysis,

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