This research will begin with the statement that strategic planning is regarded as a methodical procedure of imagining an anticipated vision, and converting the vision into extensive aims or purposes and developing a structure of phases to attain it. Strategic planning helps organizations to define the ways and the possibilities in the long-run. It starts with understanding the changing customer behaviors and the ways to satisfy them. As customer behaviors are dynamic in nature, it is important for an organization to use strategic planning concept to familiarize with fluctuating behavior of customers and take advantage of it. The major purpose of using strategic planning concept is to help organizations understand how they can compete in future. As the customers’ demand for air travel has increased after the year 2000, several airline organizations have provided discounted fares for travelers. Thus, to survive in the airline industry, Qantas applied the strategic concepts in their operations. The first strategic move was to acquire ‘Impulse’ in the year 2001. It has provided the benefit of using Impulse’s low operating expenses. The second strategic move was to take advantage of the breakdown of one competitor, ‘Ansett’ in the same year. It has provided the benefits of capturing large market share. In reaction to the fierce competition from Virgin Blue, Qantas has introduced an inexpensive flight named ‘JetStar’. ‘JetStar’. This strategic
concept is beneficial as it has resulted in Qantas being able to compete with the Virgin Blue with respect to cost and capture the market of aviation industry. Through the strategic planning concept, Qantas is able to expand their business and target new customer segment which help to reduce the risk of downfall (Harcourt, 2004).
The concept of positioning has numerous dimensions. With respect to consumer behavior, positioning denotes the communication tactics which lets an organization to place their brands between other competitors’ brands (Harré & Lagenhove, 1999). Positioning encompasses generating unique, reliable and familiar consumer awareness about the offerings and the brand image. Positioning is based on consumer behavior, benefit, cost, or quality. Positioning aims at specific customer segments by certain specific strategies. Positioning is the method of defining a product or service on key features so that it can occupy a place in the mind of customers. It is vital for organizations to choose and communicate the positioning which can provide their products or services with supreme features of the industry (JPEC, n.d.).
Benefits It Obtain Strategically
Positioning theory benefits Qantas to recognize potential competitive advantages in the aviation industry. To motivate the customers, Qantas has differentiated their services to gain competitive edge over other competitors’ offerings. With the help of positioning strategy, Qantas has successfully made a strong brand image equipped with quality entertainment services, food services, suitable booking structures, timely dispatches and better seating arrangements that deliver fundamental benefits to the customers. As a result of applying effective positioning concept, Qantas brand is also considered as ‘the Spirit of Australia’. Qantas considers the consumers’ behaviors, because the consumers have different desires. While certain people prefer quality food, and entertainment services, others may like better seating arrangement or timely dispatch. Qantas positions their services by considering the preferences of people. Qantas positions its