SBS MBA - Marketing Management

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Marketing Management

Assignment

SBS MBA

STUDENT ID

UNIT TITLE

UNIT CODE

Name (in Full) __________________________________________________________

INSTRUCTIONS:

1.           Please submit your soft copy of the assignment on or before 6th April 2017,    to examinationboard@atmsedu.org , assignmentsubmission123@gmail.com and cc to afatima@atmsedu.org

2.           Please submit the Hard copy on 7th April 2017.

3.           Assignment extension request has to be applied 5 days before the submission date with valid evidence as a proof, please note being busy or out of country will not be accepted as a reason of extension.

4.           Penalty of late submission – 10 % deduction of marks  withevery 24 hours delay and after 3 days assignment will be graded as Zero.

Total Marks: _______ / 100

Read the Case Study and Answer the following questions

Introduction

Qantas is the world's second oldest airline, having been founded in the Australian outback in 1920. It is Australia's largest domestic and international airline. The name comes from the initial letters of the words in the original registered title—Queensland and Northern Territory Aerial Services Limited. The Qantas Group employs approximately 32,500 people and operates a fleet of over 250 aircraft,comprising Boeing, Airbus and Bombardier aircraft from full-size long-haul aircraft to smaller short haul aircraft. The Group offers services across a network spanning 182 destinations in 44 countries (including those covered by code share partners). International Air Transport Association (IATA) data for 2009 shows Qantas was the world's 11th largest airline in terms of Revenue Passenger Kilometers (RPKs).

    Its brands include Qantas, Jet star and Qantas Link (as well as several Jet star brands in East Asia). Qantas is the Group's standard fares airline, based in Sydney, while Jet star is the Group's budget fares airline that also manages the  Jet star Asia operations, based in Singapore. Both offer Australian domestic and international services, and are intended as complementary, rather than competitor, brands to each other.

 In recent years the Qantas Group has been one of the few airline groups in the world still making a profit. Many airlines have been making substantial losses, and there have been some mergers (such as KLM–Air France), takeovers and bankruptcies (such as Northwest and American Airlines).

Despite the apparent rosy initial impression, the actual profitability picture across the Group is mixed, with Jet star's domestic and international operations generally doing well, while the Qantas division of the business has been doing less well. Qantas's international market share has fallen sharply in the past decade. While the airline was in a dominant market position in 2000–2001 with 34.4 per cent of the traffic to and from Australia, by 2010–2011 its market share had dropped to 18.7 per cent. Part of the response to this was the launch of Jet star, which has absorbed 8 per cent of international traffic into and out of Australia leaving the overall Qantas Group with a 26.5 per cent market share by late 2011.

The economic viability of the Qantas international operations is, however, central to the Qantas Group business mission and objectives. Reflecting this, the need to cut costs is a central tenant of the Group's strategy for Qantas. According to the airline, the cost base is around 20 per cent higher than key competitors. It simply does not have the low cost structure of many of the competitors, especiallythe Asian competitors. Neither does Qantas have the well positioned hubs of the competitor Asian and Middle Eastern carriers. Accordingly Qantas is having to undertake its marketing in an environment where competitors, such as Emirates, Etihad, and Singapore Airlines (with great hubs) are tackling them head-on. Given the above, a large number of Qantas routes, primarily to Asia and Europe, are loss-making.

In contrast, a central tenant of the Jet Star strategy is to grow the brand in Asian markets through stand alone operations, joint ventures and strategic alliances, as much as possible and as rapidly as possible. Jet star is one of the world's fastest growing and most profitable low-fares airlines, set for significant future growth.

Management perceives that part of the solution for the Qantas division of the international business is offshore maintenance of aircraft, employment of overseas flight crew, and pilots on much lower salaries. All of this is part of the perceived need to pair down costs, just as the Group was able to when it established Jet Star as the low cost brand in the Qantas Group.

This assignment is focused on the international side of the Qantas Group business, specifically the Qantas and Jet star international passenger operations. Their domestic Australian operations are not the principal focus of this assignment. Commentary on them should either be very limited, or excluded.

Question.1.Consider the basic tools for conducting a marketing audit, like the SWOT and the PEST. How might Qantas use specific business tools to assist it to undertake formal marketing auditing and planning? Provide four examples. Note: do not describe the business tools at length, rather explainhow they might be used. (15 marks)

Answer:A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company's or a business unit's marketing. It is designed to evaluate marketing assets and activities in the context of market conditions, and use the resulting analysis to aid the firm in planning. An audit should cover both an analysis of the external situation facing the firm and a thorough review of internal marketing goals, strategies, capabilities, processes, and systems, and should result in actionable recommendations for the firm. Auditors use an audit framework to conduct a structured consulting project that identifies

Question.2. Thinking specifically of the airline market, what are the most important factors in Qantas macro environment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors. (15marks)

Answer:Corporate strategy of Qantas has been supporting all its business objectives and also employee level individual objectives so that the company produces better results for the satisfaction of customers. Airline industry is a huge place where different companies are working and if planning and strategic decisions do not meet the needs of the current environment of the business than it would be bad for the company. Marketing and Auditing are the key areas where the strategic decisions of the Qantas have to focus. In Australia the airline industry has been under crisis since 2000 so the Qantas had to tackle the situation by strategic moves and proper planning has to be done for that. Marketing auditing has been done by the company several times to check the effectiveness of the strategic decisions that were being made to support the marketing activities regarding new and old customers. In addition to these, a significant worldwide leaning in rapid look of low-cost transporter was empirical and the

Question.3.Thinking specifically of the airline market, what are the most important factors in Qantas microenvironment? Briefly describe them and explain the reasons for their importance. Note: there is not a right or wrong answer – explain the reasons for choosing these as the most important factors. (15 marks)

Answer:USE OF BUSINESS TOOLS TO UNDERTAKE FORMAL MARKETING, AUDITING AND PLANNING

Business tools like strategies and customer services tools like software, plans and policies if used properly for the Qantas would help undertaking the formal marketing, auditing and planning. Formal Marketing would come if the marketing strategies are planned based on perfect business tools that are available in the market for market research, customer analysis and marketing strategy formulations. Similarly if we move toward the auditing side the structure could be formalized through several business tools that would automatically generate auditing report to analyze business strategies. Auditing tools like software tools and

Question.4.How would Qantas position itself differently for its consumer and business markets? How could Qantas use marketing research and marketing intelligence to assist it to undertake marketing planning and implement marketing strategy for each of these two markets?. (10marks)

Answer:Micro environment has been also very important and several factors are part of micro environment like strengths, weakness, opportunities and threats of the company. Qantas Airways, a national Australian airline established in 1920 is the world's second oldest airline heading towards a century of age in 2020.

Question.5.How could Qantas use segmentation and specific segmentation variables like demographics, psychographics, buyer-graphics and geographic? Provide a specific example. (15marks)

Answer:Presently the Qantas Group is among one of the few major airline groups in the world that are still making profits. Several airlines are making considerable losses, and few mergers have also been seen in past (for instance KLM-Air France), takeovers by some big companies and bankruptcies of firms (e.g Northwest and American Airlines). In spite of the apparent flushed first impression, the real profitability depiction across the Group has been diverse, with Jetstar's domestic and global operations usually performing well, while the Qantas partition of the business has been performing less than them. This has been critically because business

Question.6.How could an understanding of market positioning be of assistance to Qantas for targeting its target segments? (10 marks)

Answer:Positioning has been very critical part of marketing strategy which has to be decided by the Qantas and it already has done it well. It has positioned its product domestically on the basis of price penetration while international the positioning is based over quality more. The major step of positioning policy is to be familiar with likely violent profits. Qantas has many times for differentiating its extent and augmented insistent benefit against its rival Virgin Blue from side to side product and service division (Coyne, and Sujit

Question.7.How could an understanding of buyer behavior be of assistance to Qantas? Provide a specific example of how Qantas could tailor its promotions based on buyer behaviour. (10 marks)

Answer:Buying behavior of customer is another major factor which it considers well and behavior of clients towards the airlines. Customers have always thought of having privileges in terms of prices and quality of services. Customer behavior has always been a critical phenomenon to study when it comes to success or failure of a company. Customer would like to have proper services and facilities during the flight with the sense of security and safety during the journey.

Question.8.Why would Qantas undertake formal marketing auditing and marketing planning? What is the link between auditing, planning and corporate strategy? Note - do not simply discuss these broadly—apply the concepts directly to the Qantas case. (10 marks)

Answer:Business tools like strategies and customer services tools like software, plans and policies if used properly for the Qantas would help undertaking the formal marketing, auditing and planning. Formal Marketing would come if the marketing strategies are planned based on perfect business tools that are available in the market for market research, customer analysis and marketing strategy formulations. Similarly if we move toward the auditing

Dear students get fully solved assignments

Send your semester & Specialization name to our mail id :

help.mbaassignments@gmail.com

or

call us at : 08263069601