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Australian Airline (Qantas) - Essay Example
This paper speaks about Qantas which is the world’s leading full service airline enjoying premium brand equity. Qantas has been experiencing declining sales and profits and intends to start a new premium carrier with Singapore as its hub. …
This report approves that while Qantas enjoys its brand equity, it has been seeing profits fall over last several years. Expansion is the only solution and the target market should be the Southeast market, which it has ignored till recently. The opportunities in Southeast Asia are tremendous and Qantas should position itself as a full-service carrier and focus on product differentiation. It already operates a low-cost carrier, namely, Jetstar and hence should concentrate on FSC. Their image in Thailand was tarnished and hence they would need to project itself as a premium airline in all other Southeast Asian countries. Investments would have to be made in brand enhancement as well. Qantas intends using only narrow body aircrafts for the new carrier so that they do not have to fly to Europe. They also have decided to enter into partnership with Malaysian Airlines and they already have alignment with British Airways.
This essay makes a conclusion that Qantas may have to apply flexible marketing strategies such as differential pricing, joint venture promotion campaign, multi-sales channel. Qantas has to use the hub as Singapore and focus on development new markets such as India and other nations, away from the Thailand, Hong Kong sectors. India is a promising destination and could also enhance the prospects of tourism for Australia. They could offer differential pricing and special offers for internet booking for developing new customers for added routes and even for their existing customers. ...