Qantas Consumer Behaviour Theory - Case Study Example

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Qantas Consumer Behaviour Theory

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’.  ...Show more

Summary

The major weaknesses of this study are concentrated on the Qantas consumer behavior theory. This research aims to evaluate and present strategic planning theory; positioning theory; customer value theory: their concept and benefits they obtain strategically.

Author : adolforussel
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