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Case study analysis of Australian Airline (Qantas)
Pages 8 (2008 words)
Executive Summary Qantas 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. Expansion and growth is the only solution if the airline is to survive.
However, the major problem is that of competitive rivalry in the Southeast region where established full service players such as Singapore Airlines and Cathay Pacific continue to have loyal customers. SWOT analysis suggests that opportunities in the region are immense as the number of people flying in Asia would reach one million by 2014. Nevertheless, Qantas would have to add new destinations as competitive rivalry is immense. Even the Singapore Airlines has been steadily losing market share over the past decade. However, Qantas should not compete on prices but position itself as a leading full service premium carrier. The buying power of the buyers in Southeast Asia is high and hence Qantas must apply flexible marketing strategies such as differential pricing, joint venture promotion campaign, multi-sales channel. Qantas should focus on new product development, look for newer destination with fewer carriers and attract new customer base. They can also add several sales channels and offer differential pricing. Internet has become a powerful channel to attract customers with a varied pricing strategy. Qantas should use its brand equity and develop new customer base and introduce new destinations. SWOT Analysis Qantas intends starting a full service premium airline that would offer same day service to and within Asia. ...
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